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Chapter 14

Chapter 14. Customer Value Integrated Marketing Communications Strategy. Relationships.

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Chapter 14

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  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 MarketingCommunications • The New Marketing Communications Model • The Need for Integrated Marketing Communications • SOBE Case

  6. Integrated MarketingCommunications

  7. A View of the Communication Process

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

  9. ChoosingMedia • Personal CommunicationChannels • NonpersonalCommunication Channels

  10. Selecting the Message Source • Collecting Feedback • Celebrity Endorsers

  11. Setting the Total PromotionBudget 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 MarketingCommunication • 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 • InformativeAdvertising • PersuasiveAdvertising • ReminderAdvertising • 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

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