1. CHAPTER 14 Customer Value Integrated Marketing Communications Strategy

2. Relationships Building good customer relationships calls for more than just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate their value propositions to customers, and what they communicate should not be left to chance. All communications must be planned and blended into carefully integrated programs. Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships.

3. Chapter Objectives The Promotion Mix Integrated Marketing Communications A View of the Communication Process Steps in Developing Effective Marketing Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication

4. The Promotion Mix Advertising Sales promotion Personal selling Public relations Direct marketing

5. Integrated Marketing Communications The New Marketing Communications Model The Need for Integrated Marketing Communications SOBE Case

6. Integrated Marketing Communications

7. A View of the Communication Process

8. Steps in Developing Effective Marketing Communication Identifying the Target Audience Determining the Communication Objectives Designing a Message Message Content Message Structure Message Format

9. Choosing Media Personal Communication Channels Nonpersonal Communication Channels

10. Selecting the Message Source Collecting Feedback Celebrity Endorsers

11. Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method Shaping the Overall Promotion Mix

12. The Nature of Each Promotion Tool Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

13. Promotion Mix Strategies A push strategy A pull strategy

14. Designing a Customer-Driven Strategy and Mix

15. Socially Responsible Marketing Communication Advertising and Sales Promotion Personal Selling

16. Case Study Microsoft vs. Apple: Does Advertising Really Make a Difference

17. Objective OUTLINE Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and the Return on Advertising Investment Other Advertising Considerations Public Relations The Role and Impact of Public Relations Major Public Relations Tools

18. Advertising

19. CHAPTER 15 Advertising and Public Relations

20. Setting Advertising Objectives Informative Advertising Persuasive Advertising Reminder Advertising Setting the Advertising Budget Developing Advertising Strategy Creating the Advertising Message

21. Creative concept Message Strategy Message Execution Consumer-Generated Messages Selecting Advertising Media Determining Reach, Frequency, and Impact

22. Public Relations Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development

23. The Role and Impact of PR PR results can sometimes be spectacular. Consider the launch of Apple’s iPad yesterday

24. Major Public Relations Tools written materials Audiovisual materials Corporate identity materials