1. Marketing Communications Contexts, contents and strategies Marketing Communications Contexts, contents and strategies Chapter 1 Marketing communications: an introductory perspective

2. Assumptions of exchange zMust be two or more people zEach must be able to offer something of value zBoth must be prepared to enter freely in the exchange process, the transaction

3. C1.1 © Pearson Education Limited, 1999 Independent of other exchanges, are short-term Long-term orientation between two parties. Exist between parties who work as collective group. Basically gift transactions, often indicates close relationship.

4. Main purposes of communication zInformational zAttitudinal zBehavioral

5. C1.2 © Pearson Education Limited, 1999 Role of marketing communications zDifferentiate products and services zRemind and reassure zInform zPersuade The DRIP effect of marketing communications

6. Figure 1.1 The marketing communications mix. © Pearson Education Limited, 1999

7. zMarketing communication provides the means by which brands and organizations are presented to their audiences with the goals of stimulating a dialogue leading to a succession of purchases. zFill, p. 2.

8. C1.4 Pearson Education Limited, 1999

9. Figure 1.3 The system of marketing communications. © Pearson Education Limited, 1999

10. Chapter 29 Integrated marketing communications

11. Table 29.1 Elements involved in integrating marketing communications. © Pearson Education Limited, 1999 zPromotional Mix yAbove-the-line and below-the-line zMarketing Mix yprice, product, people, place, promotion zBusiness Strategy yphilosophy, objectives and mission, content z Outsourced providers yagencies, production and material suppliers, fulfillment houses z The Organization yemployees and management, whether located at HO, SBUs, departments or overseas divisions

12. Evolutionary Integrated Communications zStage 1 Integration: Awareness yProposition: the greater the degree of change on the existence of specific market pressures, the grater the likelihood that integrated marketing communication will emerge zStage 2 Integration: Image Integration yNeed for consistency message, look and feel. Duncan and Caywood

13. zStage 3 Integration: Functional Integration yGreater degree of involvement among still traditionally separated areas. zStage 4 Integration: Coordinated Integration yBarriers starting to disappear, each function becoming more equal.

14. zStage 5 Integration: Consumer-Based Integration yThe value of a refined customer and prospect database. Elements begin to work together. zStage 6 Integration: Stakeholder-Based Integration yIMC becomes more broadly defined to become integrated communications.

15. zStage 7 Integration: Relationship Management Integration yA fully integrated communication strategy reaching all stakeholders brings communications professionals into contact with all management functions.

16. C29.1 © Pearson Education Limited, 1999

17. C29.2 © Pearson Education Limited, 1999

18. Peggy Simcic Brønn18 INTEGRATING COMMUNICATION So that management can harmonize all consciously used forms of internal and external communication as effectively and efficiently as possible in order to create a favorable basis for relationships with groups upon which the company is dependent. Cees B. M. van Riel

19. Figure 29.4 A model of integrated marketing communications. © Pearson Education Limited, 1999

20. Strategy IdentityImage Management Communication Organizational Communication Marketing Communication Common Starting Points van Riel, C., Principles of Corporate Communications