Integrated Marketing Communications Strategy

1
Chapter 14
PRINCIPLES OF MARKETING

• Integrated Marketing Communications Strategy

2
The Communications Mix

• Advertising
• any paid form of nonpersonal presentation by a
  sponsor
• Personal Selling
• personal presentations by a firms sales force
• Sales Promotion
• short term incentives to encourage sales
• Public Relations
• building good relations with various publics
• Direct Marketing
• short term incentives to encourage sales

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
• 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
• 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