Ch 15- Integrated Marketing Communications and Direct marketing (the communication process)

communication

the process of conveying a message to others where a source encodes a message and transmits it through a channel of communication to a receiver who decodes that message

message

information, thoughts or feelings the marketer wants to communitcate

channel to communication

medium used to transmit the message from the sender to the receiver professional selling, advertising, public relations, sales promotion or direct marketing

encoding

process of the source of a message transforming an idea into symbolic elements

decoding

process of the reciever of a message transforming the symbolic elements of the message back into an idea

field of experience

frame of reference including attitudes, values, and beliefs that influence the way a source encodes a message or the way a reciever decodes a message

response

impact a message has on the recievers knowledge, attitudes or behaviors

feedback

senders interpretation of the recievers response to a message

noise

extraneous factors that can work against effective communication by distorting a message or the feedback recieved during the communication process

promotional mix

combination of communication tools to (1) inform prospective buyers about the benefits of the product (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product

elements of the promotional mix

(1)advertising, (2) personal selling, (3) sales promotion, (4) public relation and (5) direct marketing

integrated marketing communications (imc)

concept of designing marketing communications programs that coordinate all promotional activites to provide a consistent message across all audiences

advertising

any paid form of nonpersonal communication by an identifed sponsor about an organization or product

personal selling

the two-way flow of communication between a buyer and seller, often in a face to face encounter, designed to influence the purchase decision of a person or a group

public relations

a form of communication mangement that seeks to influence the feelings, opinions or beliefs held by customers, prospective customers, stockholders, suppliers, employees and other publics about a company, and its products or services

publicity

a nonpersonal, indirectly paid presentation of an organization, product or service

sales promotion

short term inducement of value offered to arouse interest in buying a product or service

direct marketing

promotional alternative that uses direct communication with/ consumers to generate a response in the form of an order, a request for further information or a visit to a retail outlet

considerations in developing the promotional mix

-determine the balance of the promotional elements

-coordinate a consistent promotional effort using the concept of integrated marketing communications

factors affecting the balance of the promotional mix elements

-target audience

-stage of the product life cycle

-charactersitics of the product

-decision stage of the buyer

-channel of distribution

consumer markets

-mass media

-consumer promotions

intermediaries

-personal selling

-trade promotions

business markets

-highly targeted trade publications'

-personal selling

push strategy

directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product

pull strategy

directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product

combination strategy

directing the promotional mix to channel members and consumers to create upstream and downstream demand stimulation

awareness

ability to recognize and remember a product or brand name

interest

desire to learn about a product or brand

evaluation

appraised of a product or brand on important attributes

trial

first use of a product or brand

adoption

repeated purchase and use of a product or brand

advocacy

loyal consumers recommending brands to others

accelerators

individuals that easily more content from medium to medium (TV to YT to imsg) without any influence or control from the message source

direct marketing tools

-direct mail

-catalog marketing

-email

-telemarketing

-text message

-mobile direct marketing

-online direct marketing

-direct response advertising

campaigns

-utilize multiple direct marketing tools

-are integrated with other components of the promotion mix