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Chapter 6 Integrated Marketing Communication Strategy and Management

Chapter 6 Integrated Marketing Communication Strategy and Management. Marketing Communication. Communication is necessary to inform: availability of an offering unique benefits of the offering where and how to obtain and use the offering Marketing Communication Mix advertising

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Chapter 6 Integrated Marketing Communication Strategy and Management

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  1. Chapter 6Integrated Marketing Communication Strategy and Management

  2. Marketing Communication Communication is necessary to inform: • availability of an offering • unique benefits of the offering • where and how to obtain and use the offering Marketing Communication Mix • advertising • personal selling • sales promotion

  3. Integrated Communication Strategy Framework • What are the information requirements of target markets? • What are the objectives of the strategy? • Can some of the communication activities be combined? • What should the budget be and how should resources be allocated? • How should it be timed and scheduled? • How should it be evaluated?

  4. Unawareness Knowledge Preference Purchase Information Requirements in Purchase Decisions Purchase Process Model

  5. Reasonable Communication Objectives • Primary Demand - early in the life cycle • Selective Demand - later in the life cycle Objectives must be: • consistent • quantifiable • attainable

  6. Integrated Marketing Communication Mix Factors to be considered: • Information Requirements of Buyers • which communication tool has the greatest impact on prospective buyers? • Nature of the Offering • advertising, personal selling, or sales promotion? • Target-Market Characteristics • determines communications strategy • Organizational Capacity • make-or-buy decisions

  7. Push versus Pull Communication Strategy Push -- directed at distribution channel Used when: • there are easily identifiable buyers • offering is complex • purchase is perceived as risky • offering is in early stage of life cycle • funds are limited for consumer-directed advertising

  8. Push versus Pull Communication Strategy Pull-- directed at consumers Used when: • favorable primary demand for product category • product can be differentiated • product has hidden qualities or benefits that can be communicated through advertising • strong emotional buying motives involved

  9. Communication Budgeting • percentage-of-sales approach • competitive-parity approach • use all available funds approach • objective-task approach

  10. Communication Budget Allocation Advertising Budget Allocation • media selection • cost • reach • frequency • audience characteristics • scheduling considerations • e.g., blitz, pulse

  11. NC x FC x LC NS = TA Sales-Force Budget Allocation NS = number of sales people NC = number of customers (actual or potential) FC = necessary frequency of customer calls LC = length of average customer call, including travel time TA = average available selling time per salesperson (less administrative time)

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