Chapter 1 Integrated Marketing Communications: An Overview Copyright © 2008 Pearson Education Canada

Factors Encouraging IMC Media consumption trends Customer relationship management (CRM) Expanding role of database management techniques Digital communications technologies Demand for efficiency and accountability

Personality and Self-Concept Personality – the individual distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment Real-Self Ideal Self Looking-Glass Self Looking-Glass Self Self-Image Focus here

Demographic Segmentation: Aging Population

Demographic Segmentation: Other Trends Urban growth Household formations are different Ethnic diversity Gender economics

Psychographic Segmentation Psychographic Segmentation – identification of a target market according to lifestyle characteristics –Activities, interests, and opinions (AIOs)

Reference Groups Reference Groups Reference Groups A group of people with a common interest A group of people with a common interest The desire to “fit in” affects behaviour and buying decisions The desire to “fit in” affects behaviour and buying decisions

Business Market Requirements Price Lowest price is not always accepted Quality Consistent quality on every order Supply Continuity Provision of goods over the long term Service Reputable suppliers with prompt service

The Buying Centre

The Power of a Brand 59% Chose Kellogg’s 41% Chose No Brand Consumers willing to pay $75 more for Hitachi than GE Identical cereals tasted by consumers: Vs. Identical TV sets examined by consumers: Vs.

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Needs and Motives Needs Absence of something useful Motives Condition that prompts action to satisfy a need