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    MKT 201 CHR 14

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    Prithibi Ishrak
    This document discusses integrated marketing communication strategies and outlines the steps in developing an effective communication plan: 1. Marketers have shifted from mass marketing to more segmented and targeted approaches due to market and media fragmentation. 2. An integrated marketing communication strategy combines different communication channels including advertising, personal selling, sales promotion, public relations, and direct marketing. 3. Developing effective communication involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing relevant media channels, selecting a credible message source, and collecting feedback.

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    MKT 201 CHR 14

    Uploaded by

    Prithibi Ishrak
    10 views7 pages
    This document discusses integrated marketing communication strategies and outlines the steps in developing an effective communication plan: 1. Marketers have shifted from mass marketing to more segmented and targeted approaches due to market and media fragmentation. 2. An integrated marketing communication strategy combines different communication channels including advertising, personal selling, sales promotion, public relations, and direct marketing. 3. Developing effective communication involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing relevant media channels, selecting a credible message source, and collecting feedback.

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    MKT 201 chr 14

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    This document discusses integrated marketing communication strategies and outlines the steps in developing an effective communication plan: 1. Marketers have shifted from mass marketing to more segmented and targeted approaches due to market and media fragmentation. 2. An integrated marketing communication strategy combines different communication channels including advertising, personal selling, sales promotion, public relations, and direct marketing. 3. Developing effective communication involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing relevant media channels, selecting a credible message source, and collecting feedback.

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    10 views7 pages

    MKT 201 CHR 14

    Uploaded by

    Prithibi Ishrak
    This document discusses integrated marketing communication strategies and outlines the steps in developing an effective communication plan: 1. Marketers have shifted from mass marketing to more segmented and targeted approaches due to market and media fragmentation. 2. An integrated marketing communication strategy combines different communication channels including advertising, personal selling, sales promotion, public relations, and direct marketing. 3. Developing effective communication involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing relevant media channels, selecting a credible message source, and collecting feedback.

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    of 7

    Chapter 14

    Integrated Marketing
    Communication Strategy

    1
    Marketing Communication Mix
    or Promotion Mix

    2
    The Changing
    Communications Environment
    Marketers Have Shifted

    Market Fragmentation Led to


    Away From Mass
    Marketing

    Media Fragmentation
    Less Broadcasting

    Two Factors
    are Changing the Face of Today’s
    Marketing Communications:

    Improvements in
    Information Technology
    Has Led to
    Segmented Marketing
    More Narrowcasting 3
    Integrated Marketing
    Communications

    Advertising Personal selling

    Sales promotion
    Public relations

    Direct marketing
    4
    Steps in Developing Effective
    Communication
    Step 1. Identifying the Target Audience

    Buyer Readiness Stages


    Step 2. Determining the Communication Objectives

    Awareness
    Knowledge
    This ad for the Toyota Celica
    may be able to cover the first
    three stages of the buyer-
    readiness stages: awareness,
    knowledge, and liking.
    Liking
    There is no mention of

    Preference
    competitors, so it does not
    seem to establish preference.

    Conviction
    Purchase
    Purchase
    5
    Steps in Developing Effective
    Communication
    Step 3. Designing a Message
    Is this ad making an emotional,
    rational, or moral appeal, or is it
    Is this an effective ad?
    combining them? How much
    do the personified cows
    contribute to this ad?
    The same company puts lifelike
    statues of cows, with this slogan,
    Is the ad structured to let the into mall food courts. What
    audience make a decision? makes that practice effective?

    Message Content
    Rational Appeals
    Emotional Appeals Message Structure
    Moral Appeals Draw Conclusions
    Designing a
    Message
    Argument Type Message Format
    Content
    The pictures and the
    slogan make this what
    Argument Order Headline, Illustration,
    type of appeal?

    Format
    This layout, almost like
    a yearbook or photo
    Copy, & Color
    Body Language
    album, reinforces the
    sentimental aspect
    of this advertisement.

    Click or press spacebar to return.

    6
    Steps in Developing Effective
    Communication
    Step 4. Choosing Media

    Personal Communication
    Channels
    Nonpersonal Communication
    Channels
    Step 5. Selecting the Message Source

    Step 6. Collecting Feedback

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