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  • Bab 14 Nurul

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    Nurul Qamar
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    The document discusses the various elements of an integrated marketing communications strategy. It defines advertising as a paid, nonpersonal presentation to promote ideas, goods, or services. Sales promotion involves short-term incentives to encourage purchasing. Personal selling refers to direct communication from a company's sales force to make sales and build relationships. Public relations involves building goodwill through favorable publicity and managing perceptions. The document advocates for carefully integrating these various communication channels to deliver a clear and consistent message to customers.

    Original Description:

    Communicating Customer Value: Integrated Marketing Communications Strategy

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    The document discusses the various elements of an integrated marketing communications strategy. It defines advertising as a paid, nonpersonal presentation to promote ideas, goods, or services. Sales promotion involves short-term incentives to encourage purchasing. Personal selling refers to direct communication from a company's sales force to make sales and build relationships. Public relations involves building goodwill through favorable publicity and managing perceptions. The document advocates for carefully integrating these various communication channels to deliver a clear and consistent message to customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    13 views1 page

    Bab 14 Nurul

    Uploaded by

    Nurul Qamar
    The document discusses the various elements of an integrated marketing communications strategy. It defines advertising as a paid, nonpersonal presentation to promote ideas, goods, or services. Sales promotion involves short-term incentives to encourage purchasing. Personal selling refers to direct communication from a company's sales force to make sales and build relationships. Public relations involves building goodwill through favorable publicity and managing perceptions. The document advocates for carefully integrating these various communication channels to deliver a clear and consistent message to customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 1

    Any paid form of nonpersonal

    presentation and promotion of ideas,


    goods, or services by an identified
    sponsor.

    3
    A View of the
    Communication Process

    Identifying the Target Audience

    Determining the
    Communication Objectives
    Advertising

    Message Content
    Message Structure

    Short-term incentives to encourage the


    purchase or sale of a product or
    service.

    Designing
    a Message

    4
    Steps in Developing
    Effective Marketing
    Communication

    Message Format
    Personal Communication
    Channels

    COMMUNICATING
    CUSTOMER VALUE
    INTEGRATED MARKETING
    COMMUNICATIONS STRATEGY

    1
    The Promotion Mix

    Choosing Media

    Sales promotion

    Personal
    selling

    Personal presentation by the firms


    sales force for the purpose
    of making sales and
    building customer relationships.

    Public
    relations (PR)

    Nonpersonal
    Communication Channels

    5
    Setting the Total
    Promotion
    Budget and Mix

    Selecting the Message Source


    Collecting Feedback

    Setting the
    Total Promotion Budget
    Affordable Method

    Building good relations with the


    companys various publics by obtaining
    favorable publicity, building up a good
    corporate image, and handling or
    heading off unfavorable rumors, stories,
    and events.

    2
    Integrated Marketing
    Communications
    6
    Socially Responsible
    Marketing Communication

    Percentage-of-Sales Method
    Competitive-Parity Method

    Advertising and
    Sales Promotion

    Objective-and-Task Method

    Personal Selling

    The New Marketing


    Communications Model
    The Need for Integrated
    Marketing Communications

    Consumers are better


    informed
    More communication
    Less mass marketing
    Changing communications
    technology

    Shaping the Overall Promotion Mix


    The Nature of Each Promotion Tool
    Promotion Mix Strategies

    Integrating the Promotion Mix

    NURUL QAMAR
    A31113018

    Carefully integrating and


    coordinating the
    companys many communications
    channels to deliver a clear,
    consistent, and
    compelling message about the
    organization and its products.

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