Transcript Slide 1
Marketing communications – an introduction The role of marketing communications • • • • • inform persuade remind reassure differentiate The marketing communications mix Advertising Chapter 8 Personal selling Public relations Chapter 12 Chapter 9 Direct marketing Marketing communications mix Chapter 12 Sponsorship Chapter 10 Sales promotions Chapter 11 Influences on the composition of the marketing communications mix • • • • • • • • • • • • characteristics of the product product’s stage in the product life cycle type of market level of control required company policies government and EU legislation profile of senior management team available budget internal marketing team marketing communications agency competitive environment economic development Importance of integrated marketing communications • synergy • marketing mix and marketing communications mix viewed from target audience’s perspective • efficient • The IMC ‘champion’ Factors contributing to IMC’s rise in popularity • sum of the elements of the marketing communications mix is more powerful than each one on its own • globalisation • cost-efficiencies • overlap between various elements of mix • move away from transaction to relationship marketing Continued… Factors contributing to IMC’s rise in popularity • fragmentation of traditional media • one-stop-shop marketing communications agencies • intensification of competition • clutter • cynicism towards traditional marketing communications techniques The benefits of IMC • cost savings • less duplication of tasks • greater impact