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Transcript
14-1 PRINCIPLES OF MARKETING Chapter 14 Integrated Marketing Communications Strategy 14-2 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 14-3 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 14-4 Promotion Budget • Affordable • Percentage of Sales • Competitive Parity • Objective and Task 14-5 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 14-6 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 14-7 Emerging Communications Environment • Shift from mass marketing to segmented marketing • Shift from mass media to focused media 14-8 Integrated Marketing Communications • Coordinate and integrate communications channels – – – – – – advertising personal selling sales promotion direct marketing public relations packaging
