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Principles of Marketing: Integrated Marketing Communications Strategy
Principles of Marketing: Integrated Marketing Communications Strategy
PRINCIPLES OF MARKETING
Chapter 14
Integrated Marketing Communications Strategy
14-2
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
14-3
Designing Message
Message Content Message Structure Message Format
Media Selection
personal and nonpersonal communications channels
14-4
Promotion Budget
Competitive Parity
Objective and Task
14-5
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
14-6
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
14-7
14-8