© 2004 Mark H. Hansen MARKETING COMMUNICATION

Marketing Communication © 2004 Mark H. Hansen 2 Integrated Marketing Communication (IMC) 1 – provide answers to primary questions 2 – facilitate customers’ ability to make a correct decision 3 – increase the probability that the choice they make most often will be the brand of the marketer

Marketing Communication © 2004 Mark H. Hansen 3 Marketing communication is a dialogue – two way Marketers must ‘listen’ to customers Target audience is broader than the target market Communication must be accurate & convincing

Marketing Communication © 2004 Mark H. Hansen 4 IMC Process 1- Objectives 2 - Promotional Opportunities 3 - Audience 4 - Message 5 - Budget 6 - Allocate Funds 7 - Measure Results 8 - Organizing

Marketing Communication © 2004 Mark H. Hansen 5 The Promotion Mix advertising personal selling public relations sales promotion objectives nature of product product lifecycle available resources Determining the Mix

Marketing Communication © 2004 Mark H. Hansen 6 Advertising Creative Strategy what are you going to say? what is the ‘appeal’ going to be? product features price advantage product popularity (Number One!)

Marketing Communication © 2004 Mark H. Hansen 7 Advertising Media Plan (tv, radio, papers, mags, outdoor, mail) how much of each media will be used? reach – how many will see the message frequency – how often will the message be seen continuity – how will the message be spread over time

Marketing Communication © 2004 Mark H. Hansen 8 Sales Promotion a ‘special’ offer that is not part of the product or the usual pricing policy couponing could be sales promotion to one firm and a matter of policy to another one-time or infrequent create a sense of urgency in the consumer

Marketing Communication © 2004 Mark H. Hansen 9 Public Relations it’s all about goodwill it’s meticulously orchestrated it deals with multiple publics it’s a matter of doing good and taking credit for it it’s open to varied interpretation - some may love you for it, others may hate you

Marketing Communication © 2004 Mark H. Hansen 10 Personal Selling surprisingly separate from other marketing communication mix elements Why? used when other mix elements are inadequate product type (mainframe computer, tractor) highly individualized product (custom clothing)

Marketing Communication © 2004 Mark H. Hansen 11 Personal Selling if personal selling is viewed as a substitute for other mix elements, then the role of personal selling is likely to change in the future it will become more matter of relationship management it will become a matter of order taking with highly detailed orders—as opposed to persuasion

Marketing Communication © 2004 Mark H. Hansen 12 Personal Selling Selling Process prospecting pre-approach planning the presentation delivering the presentation handling objections

Marketing Communication © 2004 Mark H. Hansen 13 Personal Selling Selling Process cont. closing follow-up Highly personal contact with customer allows customization – even if the product doesn’t change Personal selling is expensive!

Marketing Communication © 2004 Mark H. Hansen 14 Summary… …communication is a dialogue …communication takes many forms …communication is necessary to bring the customer and the product together …communication is a competitive lever

Marketing Communication © 2004 Mark H. Hansen 15