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MARKETING
COMMUNICATION
© 2004 Mark H. Hansen
Marketing Communication
Integrated Marketing Communication (IMC)
1 – provide answers to primary questions
2 – facilitate customers’ ability to make a correct
decision
3 – increase the probability that the choice they
make most often will be the brand of
the marketer
© 2004 Mark H. Hansen
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Marketing Communication
• Marketing communication is a dialogue – two way
• Marketers must ‘listen’ to customers
• Target audience is broader than the target
market
• Communication must be accurate & convincing
© 2004 Mark H. Hansen
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Marketing Communication
IMC Process
1- Objectives
5 - Budget
2 - Promotional
Opportunities
6 - Allocate
Funds
3 - Audience
7 - Measure
Results
4 - Message
8 - Organizing
© 2004 Mark H. Hansen
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Marketing Communication
The Promotion Mix
Determining
the Mix
• advertising
• objectives
• personal selling
• nature of product
• public relations
• product lifecycle
• sales promotion
• available resources
© 2004 Mark H. Hansen
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Marketing Communication
Advertising
Creative Strategy
• what are you going to say?
• what is the ‘appeal’ going to be?
• product features
• price advantage
• product popularity (Number One!)
© 2004 Mark H. Hansen
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Marketing Communication
Advertising
Media Plan (tv, radio, papers, mags, outdoor, mail)
• how much of each media will be used?
• reach – how many will see the message
• frequency – how often will the message be
seen
• continuity – how will the message be spread
over time
© 2004 Mark H. Hansen
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Marketing Communication
Sales Promotion
• a ‘special’ offer that is not part of the product
or the usual pricing policy
• couponing could be sales promotion to one firm
and a matter of policy to another
• one-time or infrequent
• create a sense of urgency in the consumer
© 2004 Mark H. Hansen
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Marketing Communication
Public Relations
• it’s all about goodwill
• it’s meticulously orchestrated
• it deals with multiple publics
• it’s a matter of doing good and taking credit for it
• it’s open to varied interpretation
- some may love you for it, others may hate you
© 2004 Mark H. Hansen
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Marketing Communication
Personal Selling
• surprisingly separate from other marketing
communication mix elements
Why?
• used when other mix elements are inadequate
• product type (mainframe computer, tractor)
• highly individualized product (custom clothing)
© 2004 Mark H. Hansen
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Marketing Communication
Personal Selling
• if personal selling is viewed as a substitute for
other mix elements, then the role of personal
selling is likely to change in the future
• it will become more matter of relationship
management
• it will become a matter of order taking with
highly detailed orders—as opposed to persuasion
© 2004 Mark H. Hansen
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Marketing Communication
Personal Selling
Selling Process
• prospecting
• pre-approach
• planning the presentation
• delivering the presentation
• handling objections
© 2004 Mark H. Hansen
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Marketing Communication
Personal Selling
Selling Process cont.
• closing
• follow-up
Highly personal contact with customer allows
customization – even if the product doesn’t change
Personal selling is expensive!
© 2004 Mark H. Hansen
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Marketing Communication
Summary…
…communication is necessary to bring the customer
and the product together
…communication is a dialogue
…communication takes many forms
…communication is a competitive lever
© 2004 Mark H. Hansen
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Marketing Communication
© 2004 Mark H. Hansen
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