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PRINCIPLES OF MARKETING

Chapter 14
Integrated Marketing Communications Strategy

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The Communications Mix

Advertising
any paid form of nonpersonal presentation by a sponsor

Personal Selling
personal presentations by a firms sales force

Sales Promotion
short term incentives to encourage sales

Public Relations
building good relations with various publics

Direct Marketing
short term incentives to encourage sales

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Developing Effective Communication

Identifying Target Audience
Determining Communications Objectives
Buyer Readiness Stages

Designing Message
Message Content Message Structure Message Format

Media Selection
personal and nonpersonal communications channels

Message Source Feedback Collection

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Promotion Budget

Affordable Percentage of Sales

Competitive Parity
Objective and Task

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Promotion Mix
Advertising
reaches many buyers, expressive impersonal

Personal Selling
personal interaction, relationship building costly

Sales Promotion
generates immediate response short-lived

Public Relations
more believable, economical, underused by firms

Direct Marketing
customized, interactive

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Promotion Mix

Push Strategy
directing communications to channel members

Pull Strategy
directing communications to end users

Factors
type of product/market buyer readiness stage product life-cycle stage

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Emerging Communications Environment

Shift from mass marketing to segmented marketing

Shift from mass media to focused media

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Integrated Marketing Communications

Coordinate and integrate communications channels

advertising personal selling sales promotion direct marketing public relations packaging