Presentation on theme: "Integrated Marketing Communication Strategy"— Presentation transcript:
1 Integrated Marketing Communication Strategy Chapter 14Integrated Marketing Communication Strategy
2 Marketing Communication Mix or Promotion Mix AdvertisingPersonal SellingProduct’s DesignDirect MarketingProduct’s PriceStores that Sell the ProductPublic RelationsSales PromotionProduct’s Package
3 The Changing Communications Environment Market Fragmentation Led toMedia FragmentationMarketers Have ShiftedAway From MassMarketingLess BroadcastingTwo Factorsare Changing the Face of Today’sMarketing Communications:Improvements inInformation TechnologyHas Led toSegmented MarketingMore Narrowcasting
4 The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.
5 A View of the Communications Process Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:PresellingSellingPost-ConsumptionConsuming
7 Key Factors in Good Communication Sellers Must DevelopFeedback Channels toAssess Audience’sResponse toMessages.Sellers Need toKnow What AudiencesThey Wish to Reachand ResponseDesired.Sellers Must be Goodat Encoding MessagesThat Target AudienceCan Decode.Sellers Must SendMessages ThroughMedia that ReachTarget Audiences
8 Steps in Developing Effective Communication Step 1. Identifying the Target AudienceStep 2. Determining the Communication ObjectivesBuyer Readiness StagesSteps in Developing Effective CommunicationAwarenessKnowledgeLikingPreferenceConvictionPurchase
9 Steps in Developing Effective Communication Step 3. Designing a MessageSteps in Developing Effective CommunicationMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatHeadline, Illustration,Copy, & ColorBody LanguageAttentionInterestDesireAction
10 Steps in Developing Effective Communication Step 5. Selecting the Message SourceNonpersonal CommunicationChannelsStep 4. Choosing MediaPersonal CommunicationStep 6. Collecting Feedback
11 Setting the Total Promotion Budget One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.AffordableBased on What theCompany Can AffordPercentage of SalesBased on a Certain Percentageof Current or Forecasted SalesObjective-and-TaskBased on DeterminingObjectives & Tasks, ThenEstimating CostsCompetitive-ParityBased on the Competitor’sPromotion Budget
12 Setting the Promotion Mix AdvertisingPersonalSellingSalesPromotionPublicRelationsDirectMarketingReach Many Buyers, Repeat Message Many Times, Impersonal, ExpensivePersonal Interaction, Relationship Building, Most Expensive Promo ToolWide Assortment of Tools, Rewards Quick Response, Efforts Short-LivedVery Believable, Dramatize a Company or Product, UnderutilizedNonpublic, Immediate, Customized, Interactive
13 Promotion Mix Strategies Strategy Selected Depends on:Type of Product-Market &Product Life-Cycle StagePush StrategyPull StrategyStrategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
14 Socially Responsible Marketing Communication Advertising and Sales PromotionCompanies must avoid false and deceptive advertising.Sellers must avoid bait-and-switch advertising.Trade promotion activities are also closely regulated.Personal SellingSalespeople must follow the rules of “fair competition”.Three-day cooling-off ruleSalespeople must not disparage competitors.