Download Consumer Behavior: People in the Marketplace

Chapter 19
Managing Integrated
Marketing Communications
by
PowerPoint by
Milton M. Pressley
University of New Orleans
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Marketing
Communications Mix
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Advertising
Sales Promotion
Public Relations and Publicity
Personal Selling
Direct and Interactive Marketing
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The Communication Process
Table 19.1: Common Communication Platforms
Advertising
Sales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
Print and
broadcast ads
Contests,
games,
sweepstakes,
lotteries
Press kits
Sales
presentation
Catalogs
Packagingouter
Premiums and
gifts
Speeches
Sales
meetings
Mailings
Packaging
inserts
Sampling
Seminars
Incentive
programs
Telemarketing
Motion
pictures
Fairs and
trade shows
Annual reports Samples
Electronic
shopping
See text for complete table
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Figure 19.3: Familiarity-Favorability Analysis
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Figure 19.4: Images of Three Hospitals (Semantic Differential)
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Developing Effective
Communications
 Determine the Communication Objective
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Cognitive
Affective
Behavioral
Response-hierarchy models
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Figure 19.5: Response Hierarchy Models
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Deciding on the Marketing
Communications Mix
 The Promotional tools
 Advertising
 General Qualities:
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Public presentation
Pervasiveness
Amplified expressiveness
Impersonality
 Sales Promotion
 Benefits:
 Communication
 Incentive
 Invitation
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Deciding on the Marketing
Communications Mix
 Public Relations and Publicity
 Distinctive qualities:
 High credibility
 Ability to catch buyers off guard
 Dramatization
 Personal Selling
 Distinctive qualities:
 Personal confrontation
 Cultivation
 Response
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Deciding on the Marketing
Communications Mix
 Direct Marketing
 Distinctive qualities:
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Nonpublic
Customized
Up-to-date
Interactive
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Figure 19.6: Cost-Effectiveness of
Different Promotional Tools
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Figure 19.7: Current
Consumer States for
Two Brands
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Managing the Integrated Marketing
Communications Process
 Integrated Marketing Communications
(IMC)
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