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14-1 Chapter 14 Integrated Marketing Communications Strategy PRINCIPLES OF MARKETING.

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Presentation on theme: "14-1 Chapter 14 Integrated Marketing Communications Strategy PRINCIPLES OF MARKETING."— Presentation transcript:

1 14-1 Chapter 14 Integrated Marketing Communications Strategy PRINCIPLES OF MARKETING

2 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

3 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

4 14-4 Promotion Budget Affordable Percentage of Sales Competitive Parity Objective and Task

5 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

6 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

7 14-7 Emerging Communications Environment Shift from mass marketing to segmented marketing Shift from mass media to focused media

8 14-8 Integrated Marketing Communications Coordinate and integrate communications channels –advertising –personal selling –sales promotion –direct marketing –public relations –packaging


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