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1-2 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. An Overview of Marketing Communications

1-3 Integrated Marketing Communications Integrated Marketing Communications (IMC): The strategic integration of multiple means of communicating with target markets to form a comprehensive, consistent message.

1-4 Marketing Communications Environments

1-5 The Marketing Communications Process

1-6 The Marketing Communications Mix

1-7 The Role of Marketing Communications Informing Persuading Reminding

1-8 The Role of Marketing Communications

1-9 The Role of Marketing Communications

1-10 The Role of Marketing Communications

Advertising objectives in relation to the stage in the product life cycle

1-12 Advertising Global Advertising 7 Steps in International Advertising 1. Perform marketing research 2. Specify the goals of the communication 3. Develop the most effective message 4. Select effective media 5. Compose and secure a budget 6. Execute the campaign 7. Evaluate the campaign relative to the goals specified

1-13 Advertising Advertising Strategies and Goals Standardization with local customization Where standardization can occur, companies gain in economies of scale, but must alter the advertising appeal to each unique culture Product Attribute and Benefit Segmentation Different cultures may seek the same benefit from the primary function of the product (a car’s primary function is to drive from one point to another); but differences occur when some features are valued over others across cultures (types of car stereos, safety equipment, after sale services, etc). Regional Segmentation Where it is possible, advertising will continue to be segmented and standardized by region (European countries, or Latin American countries).

1-14 Selecting Advertising Media Reach Percentage of people exposed to ad Frequency Number of times a person is exposed to ad Media Impact The qualitative value of a message exposure through a given medium

1-15 Marketing Communications Program Development Explicit Communications: Convey a distinct, clearly stated message through personal selling, advertising, public relations, sales promotion, direct marketing, or some combination of these methods. Implicit Communications: What the message connotes about the product itself, its price, or the places it is sold.

1-16 Push, Pull, and Combination Strategies Push Strategy: Involves convincing intermediary channel members to “push” the product through the cannel to the ultimate consumer. Pull Strategy: Attempts to get consumers to “pull” the product from the manufacturing company through the marketing channel.

1-17 Push, Pull, and Combination Strategies Combination Strategy: Aiming marketing communications at both resellers and ultimate consumers.