Principles of Marketing - Integrated Marketing Communication

Principles of Marketing - Integrated Marketing Communication for effective communication

1. CHAPTER 11
INTEGRATED MARKETING
COMMUNICATIONS STRATEGY
PRINCIPLES OF MARKETING

2. THE COMMUNICATIONS MIX
•Advertising
•any paid form of nonpersonal presentation by a sponsor
•Personal Selling
•personal presentations by a firm’s 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