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Chapter 14
Integrated Marketing Communication Strategy
Copyright 1999 Prentice Hall

The Marketing Communications Mix

Advertising
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

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Personal Selling

Personal Presentations by a Firms Sales Force.

Sales Promotion

Short-term Incentives to Encourage Sales. Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Direct Communications With Individuals to Obtain an Immediate Response.

Public Relations

Direct Marketing

Copyright 1999 Prentice Hall

The Communication Process

Noise Noise Noise Noise Noise Noise Sender Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Encoding Feedback Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Message Noise Noise Noise Noise Noise Noise Media Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Response Noise Noise Noise Noise Noise Noise Decoding Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Receiver Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise
Copyright 1999 Prentice Hall

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Steps in Developing Effective Communication

Step 1. Identifying the Target Audience

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Step 2. Determining the Communication Objectives

Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction
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Purchase

Steps in Developing Effective Communication

Step 3. Designing a Message
Message Content
Rational Appeals Emotional Appeals Moral Appeals

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Message Structure
Draw Conclusions Argument Type Argument Order

Message Format
Headline, Copy, Color, Words, & Sounds, Body Language Action

Attention

Interest

Desire

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Steps in Developing Effective Communication

Step 4. Choosing Media
Personal Communication Channels Nonpersonal Communication Channels

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Step 5. Selecting the Message Source

Step 6. Collecting Feedback

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Setting the Total Promotion Budget

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Affordable Method

Percentageof-Sales Method

CompetitiveParity Method

Objectiveand-Task Method

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Setting the Promotion Mix

Nature of Each Promotion Tool
Advertising
Reaches Many Buyers, Expressive Impersonal

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Personal Selling
Personal Interaction, Builds Relationships Costly

Sales Promotion
Provides Strong Incentives to Buy Short-Lived

Public Relations
Believable, Effective, Economical Underused by Many Companies

Direct Marketing
Nonpublic, Immediate, Customized, Interactive
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Factors in Developing Promotion Mix Strategies

Push Strategy - Pushing the Product Through

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Distribution Channels to Final Consumers.

Pull Strategy - Producer Directs Its Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.

Type of Product/ Market Buyer/ Readiness Stage

Product Life-Cycle Stage

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Changing Face of Marketing Communications

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New Marketing Communications Realities

Marketers Have Shifted Away From Mass Marketing Less Broadcasting

Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

Copyright 1999 Prentice Hall

Integrated Marketing Communications

Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear, Consistent, Compelling Message.
Packaging

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Advertising

Event Marketing

Message

Personal Selling

Direct Marketing Public Relations

Copyright 1999 Prentice Hall

Sales Promotion