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

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

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. Promotion Budget Affordable Percentage of Sales Competitive Parity
Objective and Task

5. Promotion Mix Advertising Personal Selling Sales Promotion
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. Promotion Mix Push Strategy Pull Strategy Factors
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. Emerging Communications Environment
Shift from mass marketing to segmented marketing
Shift from mass media to focused media

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