Chapter 14: Integrated Marketing Communication Strategy

Promotion mix (marketing communications mix)

the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

Advertising

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales promotion

a short-term incentive to encourage the purchase or sale of a product or service.

Personal selling

the personal interaction by the firm's sales force for the purpose of engaging customer, making sales, and building customer relationships.

Public relations

involves building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

The New Marketing Communications Model

Content marketing

creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.

Integrated marketing communications (IMC)

involves carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Target audience

what, how, when, where, who

communication objectives

identifying the desired response based upon where the target audience is in the five customer journey stage.

Rational appeal

relates to the audience's self-interest.

emotional appeal

attempts to stir up positive or negative emotions to motivate a purchase.

moral appeal

is directed to an audiences sense of what is right and proper.

Personal communication

involves two or more people communicating directly with each other.

opinion leader

people whose opinions are sought by others

buzz marketing

involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

nonpersonal communication

channels are media that carry messages without personal contact or feedback including: major media, atmospheres, events

Collection feedback

involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content

affordable method

sets the promotion budget at the level management thinks the company can afford

percentage-of-sales method

sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

competitive-parity method

sets promotion budget to match competitors' outlays

objective-and-task method

develops the promotion budget by specific promotion objectives and the costs of tasks needed to achieve these objectives

integrated marketing communications

suggests that the company must blend the promotion tools carefully into a coordinated promotion mix

advertising

can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times

personal selling

is the most effective method at certain stages of the buying process, particularly in building buyers' preferences, convictions, actions, and developing customer relationships

sales promotion

includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purcahse

public relations

is a very believable form of promotion that includes news stories, features, sponsorships, and events

push

involves pushing the product through channels to the final consumer; focuses marketing activities on inducing channels to carry the product and sell it to consumers

pull

focuses marketing activities on inducing the final consumers to buy the product