Download Chapter 14: Integrated Marketing Communication

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PRINCIPLES OF MARKETING
Chapter 14
Integrated Marketing
Communications Strategy
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The Communications Mix
• Advertising
– any paid form of nonpersonal presentation by a sponsor
• Personal Selling
– personal presentations by a firm’s sales force
• Sales Promotion
– short term incentives to encourage sales
• Public Relations
– building good relations with various publics
• Direct Marketing
– short term incentives to encourage sales
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Developing Effective
Communication
• Identifying Target Audience
• Determining Communications Objectives
– Buyer Readiness Stages
• Designing Message
– Message Content
– Message Structure
– Message Format
• Media Selection
– personal and nonpersonal communications channels
• Message Source
• Feedback Collection
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Promotion Budget
• Affordable
• Percentage of Sales
• Competitive Parity
• Objective and Task
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Promotion Mix
• Advertising
– reaches many buyers, expressive
– impersonal
• Personal Selling
– personal interaction, relationship building
– costly
• Sales Promotion
– generates immediate response
– short-lived
• Public Relations
– more believable, economical, underused by firms
• Direct Marketing
– customized, interactive
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Promotion Mix
• Push Strategy
– directing communications to channel members
• Pull Strategy
– directing communications to end users
• Factors
– type of product/market
– buyer readiness stage
– product life-cycle stage
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Emerging Communications
Environment
• Shift from mass marketing to segmented marketing
• Shift from mass media to focused media
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Integrated Marketing
Communications
• Coordinate and integrate communications channels
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advertising
personal selling
sales promotion
direct marketing
public relations
packaging