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Integrated Marketing Communication Strategy

Integrated Marketing Communication Strategy. Chapter 14. Volvo Trucks. Marketing Communication Mix or Promotion Mix. Advertising. Personal Selling. Direct Marketing. Public Relations. Sales Promotion. Product’s Design. Stores that Sell the Product . Product’s Price. Product’s Package.

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Integrated Marketing Communication Strategy

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  1. Integrated Marketing Communication Strategy Chapter 14

  2. Volvo Trucks

  3. Marketing Communication Mix or Promotion Mix Advertising Personal Selling Direct Marketing Public Relations Sales Promotion Product’s Design Stores that Sell the Product Product’s Price Product’s Package

  4. The Changing Communications Environment Market Fragmentation Led to Media Fragmentation Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

  5. The Need for Integrated Marketing Communications • With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service. (Fig. 14.1) Personal selling Advertising Public relations Sales promotion Direct marketing

  6. A View of the Communications Process Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: Preselling Selling Post- Consumption Consuming

  7. Elements in the Communication Process (Fig. 14.2) Feedback Noise Noise Noise Noise Noise the sender or source of the communication Encoding the communication or message Decoding the receiver or audience

  8. Key Factors in Good Communication Sellers Must Develop Feedback Channels to Assess Audience’s Response to Messages. Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Sellers Must Send Messages Through Media that Reach Target Audiences

  9. Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Steps in Developing Effective Communication Awareness Knowledge Liking Preference Conviction Purchase

  10. Step 3. Designing a Message Steps in Developing Effective Communication Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Illustration, Copy, & Color Body Language Attention Desire Interest Action

  11. Step 4. Choosing Media Steps in Developing Effective Communication Step 5. Selecting the Message Source Personal Communication Channels Step 6. Collecting Feedback Nonpersonal Communication Channels

  12. Setting the Total Promotion Budget One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. Affordable Based on What the Company Can Afford Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Objective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Competitive-Parity Based on the Competitor’s Promotion Budget

  13. Setting the Promotion Mix Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Selling Personal Interaction, Relationship Building, Most Expensive Promo Tool Sales Promotion Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Very Believable, Dramatize a Company or Product, Underutilized Public Relations Direct Marketing Nonpublic, Immediate, Customized, Interactive

  14. Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Promotion Mix Strategies Pull Strategy • Strategy Selected Depends on: • Type of Product-Market • Product Life-Cycle Stage Push Strategy

  15. PULL Manufacturer Wholesaler Retailer Customer Flow of Promotion Flow of Promotion Flow of Demand Flow of Demand PUSH Manufacturer Wholesaler Retailer Customer

  16. Push vs. Pull Promotions Sting"Desert Rose" wasn't getting airplay, until Jaguar used the video featuring its car in an $18M advertising campaign.

  17. Integrating the Promotion Mix • Analyze trends – internal and external – that can affect your company’s ability to do business. • Audit the pockets of communications spending through the organization. • Identify all contact points for the company and its brands. • Team up in communications planning. • Create compatible themes, tones, and quality across all communications media. • Create performance measures that are shared by all communications elements. • Appoint a director responsible for the company’s persuasive communications efforts.

  18. Socially Responsible Marketing Communication • Advertising and Sales Promotion • Companies must avoid false and deceptive advertising. • Sellers must avoid bait-and-switch advertising. • Trade promotion activities are also closely regulated. • Personal Selling • Salespeople must follow the rules of “fair competition”. • Three-day cooling-off rule • Salespeople must not disparage competitors.

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