Download integrated marketing communications

This is an attempt of business to influence its
potential customers. It is the element in the
marketing mix that serves to inform, persuade,
and remind the market of a product or service
or the organization selling it with the hope of
influencing the target market’s feelings, beliefs,
or behavior.
PROMOTION
INTEGRATED MARKETING COMMUNICATION
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Personal selling – person-to-person dialogue
Advertising – impersonal mass communication that
the sponsor pays for and with which it is clearly
identified.
Sales promotion – demand-stimulating activity
designed to supplement advertising and facilitate
personal selling.
Public relations – consist of a wide variety of
communication efforts designed to contribute or
create positive attitudes and opinions toward and
organization and its products.
Publicity – is a special form of public relations that
involves news stories about the organization or its
products or services.
The Communication Process
• Verbal Communication
– The encoding of messages into words,
either written or spoken
• Nonverbal
– The encoding of messages by means of
facial expressions, body language, and
styles of dress.
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The Communication Process
Figure 16.1
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Question?
What part of the communication process
has the sender translating the message
into symbols or language?
A. Message
B. Encoding
C. Decoding
D. Feedback
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The Communication Process
• Sender – person wishing to share
information with some other person
• Message – what information to
communicate
• Encoding – sender translates the
message into symbols or language
• Noise – refers to anything that hampers
any stage of the communication process
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The Communication Process
• Receiver – person or group for which
the message is intended
• Medium – pathway through which an
encoded message is transmitted to a
receiver
• Decoding - critical point where the
receiver interprets and tries to make
sense of the message
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The Communication Process
• Feedback phase is initiated by the
receiver
• Receiver decides what message to send
to the original sender
• Feedback eliminates misunderstandings,
ensures that messages are correctly
interpreted
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The Hierarchy of Communication
Effects
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Promotional strategies
1. Push strategy is directed toward
members of a channel of distribution.
Thus, the manufacturer of a product
heavily promotes its product to
wholesalers and other dealers.
2. Pull strategy is directed toward
consumers in order to stimulate
demand for the product.
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Promotional Campaigns
Consists of promotional activities designed
to achieve specific objectives. An imagebuilding approach stresses the symbolic
value associated with the product. It does
not focus on product features but
emphasizes creating impressions. These
may be impressions of status, sexuality,
masculinity, femininity, reliability, or some
other aspects of the brand’s character.
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