Integrated Marketing Communications

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Integrated Marketing Communications

• Chapter 17

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Integrated Marketing Communications

• Coordination of __________ and other
  ____________________ for maximum informational
  and __________ impact.

• A major goal of IMC is to send a
  _______________________ message to customers.

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Role of Promotion

• to _____________ and to ___________ exchanges.

• ___________________ marketing
• it links the purchase of an organizations
  products to support of philanthropic
  organizations favored by the _____________________
  _.

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• To gain maximum benefit from promotional efforts,
  marketers must strive to
• properly ______________,
• _________________,
• _____________________,
• __________ communications.

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The Communications Process
_______
______ message
_______
________ or audience
______ message
Medium of transmission
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• Communication A sharing of ________.

• Source A person, group, or organization that has
  a meaning it ___________ and __________ to share
  with a receiver or an audience.

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Encoding

• The process of putting ones thoughts (_________)
  into signs (__________).
• Note When encoding the message, the source
  should use signs that have meanings that the
  target market will ___________________________.

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• Medium of Transmission The _________________
  through which the coded message is transmitted
  from the source to the receiver.

Marketing
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• Decoding During the decoding process, the
  receiver attempts to _______________ signs or
  symbols into _____________ and _________.
• Receiver
• Noise Whatever _____________ a communications
  ___________ and ____________________.

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• Note The message that a source originally
  encodes and the meaning a receiver ultimately
  decodes may be different because of ________.
• Feedback The receivers _______ to a message.
• If you want immediate feedback you are most
  likely to use _______ ____________________.

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• Communication can be viewed as a __________
  process because during feedback, the receiver can
  be viewed as the _________ of the message and the
  original source becomes the ________.

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Objectives of Promotion

• 1. Create ______________________
• 2. Stimulate ____________________
• A. ___________ Demand demand for a product
  ____________ rather than for a specific brand.

• i.e., Florida Orange Growers Association orange
  juice is not just for breakfast anymore

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• B. ________ Demand demand for a _____________
  brand.

• 3. Encourage Product ___________
• 4. Identify ______________________
• 5. ______________ Loyal Customers
• 6. Facilitate ______________ Support
• 7. Combat _____________ Promotional Efforts

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• 8. Reduce Sales ________________
• i.e., offering _______________ prices for
  product during off months
• i.e., Wine cooler Co., encourages customers to
  use wine coolers in the winter by serving it hot
  with a cinnamon stick.

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Promotional Mix (4)

• I. _________________ A ______ form of
  _______________ communication about an
  organization and/or its products that is
  transmitted to a target audience through a
  ______________.
• Disadvantages Slow ________, high
  ________-dollar outlay difficulty in
  ________________ effects on sales.

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• II. ________________ a __________ personal
  communications that seeks to inform customers and
  to ___________ them to purchase.
• Adv ________________ feedback
• Disadv Costs considerably more than
  _____________ to reach one person.
• The predominant communication form is ________
  both spoken and written.

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• _________________ communication Head nodding,
  winking, hand gestures, and arm motions

• _________________ Communication ___________
  distance.

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• ______________ Communication Touching.
• i.e., a common form of tactile communication in
  U.S. business activities is _______________.

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• III. ________________ a broad set of
  communication efforts used to create and maintain
  favorable ____________ between an organization
  and its public.

• Publicity-based Public Relations Tools
• __________ articles, news ________, news
  stories, _________ conferences

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• IV. ______________ an activity and/or material
  that offers _________ value or ______________ to
  resellers, sales persons, or consumers.
• i.e., __________________, coupons, consumer
  contest, free samples, and rebates

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Selecting Promotion Mix Elements

• Promotional _________, __________, and
  ___________________
• Characteristics of the Target Market
• Target market characteristics that are most
  important to consider before determining the
  promotion mix ingredients are the _____,
  geographic _____________, and _____________
  characteristics.

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• Characteristics of the product
• Personal Selling __________ products,
  ____________ or ___________ products.
• PLC Introduction ________________
  ______________________________
• PLC Growth Maturity ___________
• PLC Decline ______________________
  _______________________________

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_____ Policy
Producer
Flow of Promotion
Wholesaler
Flow of Product
Retailer
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_____ Policy
Producer
Flow of Product
Wholesaler
Retailer
Flow of Promotion
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Criticisms Defenses of Promotion

• The two main reasons for criticism of promotional
  activities are that
• promotion has _____________,
• and
• ________________ our daily lives.

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• I. Promotion Increases Prices??
• If it _____________ do its job of
  _____________________ demand, then the price of
  the promoted product is likely to
  _________________.

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II. Promotion Create Needs????

• Promotion __________ create needs, however it
  tends to capitalize on _________________.

• Note Promotion helps consumers because it
  __________ consumers and places them in a
  position to ____________ the products that they
  seek.