Kotcha14 - BYU - Marriott School

gabonesedestructionΛογισμικό & κατασκευή λογ/κού

17 Φεβ 2014 (πριν από 3 χρόνια και 6 μήνες)

80 εμφανίσεις

1


Chapter 14

Integrated Marketing
Communication Strategy

2



Marketing Communication Mix
or Promotion Mix



Product’s
Design

Product’s
Price

Product’s
Package

Stores that Sell
the Product

3

The Changing
Communications Environment





Two Factors

are Changing the Face of Today’s

Marketing Communications:











Improvements in

Information Technology

Has Led to

Segmented Marketing

More
Narrowcasting




Marketers Have Shifted

Away From Mass

Marketing

Less
Broadcasting



Market Fragmentation Led to


Media Fragmentation

4

The Need for Integrated
Marketing Communications

With
Integrated Marketing
Communications

(IMC), the Company
Carefully Integrates and Coordinates
Its Many Communications Channels to
Deliver a Clear, Consistent, and
Compelling Message About the
Organization and Its Product or Service.

5

Integrated Marketing
Communications (Fig. 14.1)

Personal selling

Public relations

Direct marketing

Sales promotion

Advertising

6

Preselling

Selling

Post
-

Consumption

Consuming

Marketers View Communications as the
Management of the Customer Relationship

Over
Time Through the Following Stages:

A View of the
Communications Process

7

Elements in the Communication
Process (Fig. 14.2)

8


Sellers Need to


Know What Audiences

They Wish to Reach

and Response

Desired.



Sellers Must be Good

at Encoding Messages

That Target Audience

Can Decode.

Key Factors in Good
Communication



Sellers Must Send


Messages Through


Media that Reach


Target Audiences



Sellers Must Develop

Feedback Channels to

Assess Audience’s

Response to

Messages.


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Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Steps in Developing Effective
Communication

This ad for the Toyota Celica
may be able to cover the first
three stages of the buyer-
readiness stages: awareness,
knowledge, and liking.
There is no mention of
competitors, so it does not
seem to establish preference.
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Step 3. Designing a Message



Message Content

Rational Appeals

Emotional Appeals

Moral Appeals





Message Structure

Draw Conclusions

Argument Type

Argument Order





Message Format

Headline, Illustration,

Copy, & Color

Body Language



Steps in Developing Effective
Communication

Designing a
Message
Content
The pictures and the
slogan make this what
type of appeal?
Format
This layout, almost like
a yearbook or photo
album, reinforces the
sentimental aspect
of this advertisement.
Click or press spacebar to return.
Is this ad making an emotional,
rational, or moral appeal, or is it
combining them? How much
do the personified cows
contribute to this ad?
Is the ad structured to let the
audience make a decision?
Is this an effective ad?
The same company puts lifelike
statues of cows, with this slogan,
into mall food courts. What
makes that practice effective?
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Nonpersonal Communication

Channels




Step 4. Choosing Media




Personal Communication

Channels




Step 5. Selecting the Message Source



Step 6. Collecting Feedback


Steps in Developing Effective
Communication

12


Affordable

Based on What the


Company Can Afford


Objective
-
and
-
Task

Based on Determining

Objectives & Tasks, Then

Estimating Costs

Percentage of Sales

Based on a Certain Percentage

of Current or Forecasted Sales

Competitive
-
Parity

Based on the Competitor’s

Promotion Budget


One of the Hardest Marketing Decisions Facing a
Company is How Much to Spend on Promotion.

Setting the Total Promotion
Budget

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Advertising


Personal

Selling

Sales

Promotion

Public

Relations


Direct

Marketing

Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive

Personal Interaction, Relationship
Building, Most Expensive Promo Tool

Wide Assortment of Tools, Rewards
Quick Response, Efforts Short
-
Lived

Very Believable, Dramatize a Company
or Product, Underutilized

Nonpublic, Immediate, Customized,
Interactive

Setting the Promotion Mix

14



Strategy that
Calls for
Spending A Lot
on Advertising
and Consumer
Promotion to
Build Up (
Pull
)
Consumer
Demand.

Strategy
Selected
Depends
on:

Type of
Product
-
Market &

Product
Life
-
Cycle
Stage



Strategy that
Calls for Using
the Salesforce
and Trade
Promotion to
Push

the
Product Through
the Channels.

Promotion Mix Strategies

15

Discussion Connections

How do the integrated marketing
communications and promotion mix concepts
relate to one another?

Describe the promotion mix of a company like
Kellogg, Coca
-
Cola, Campbell, or some other
consumer goods producer.


What pull promotion elements does the company
use?


What push elements?


Are the company’s communications well integrated?


16


Analyze trends


internal and external


that can affect your company’s ability to do
business.


Audit the pockets of communications
spending through the organization.


Identify all contact points for the company
and its brands.


Team up in communications planning
.





Integrating the Promotion Mix

17

Integrating the Promotion Mix


Create compatible themes, tones, and
quality across all communications media.


Create performance measures that are
shared by all communications elements.


Appoint a director responsible for the
company’s persuasive communications efforts.




18

Socially Responsible
Marketing Communication

Advertising and Sales Promotion


Companies must avoid false and deceptive
advertising.


Sellers must avoid bait
-
and
-
switch advertising.


Trade promotion activities are also closely
regulated.

Personal Selling


Salespeople must follow the rules of “fair
competition”.


Three
-
day cooling
-
off rule


Salespeople must not disparage competitors.




19

Review of Concept
Connections

Name and define the tools of the
marketing communication mix.

Discuss the process and advantages of
integrated marketing communication.

Outline the steps in developing effective
marketing communications.

Explain the methods for setting the
promotion budget and factors that affect
the design of the promotion mix.