imc chapter 15

8/13/2019 IMC Chapter 15

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Definition Marketing Communications Mix

The specific mix of advertising,personal selling, sales promotion, andpublic relations a company uses to

pursue its advertising and marketingobjectives.


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The Marketing CommunicationsEnvironment is Changing: Mass markets have fragmented, causing

marketers to shift away from massmarketingMedia fragmentation is increasing as well

Improvements in information technologyare facilitating segmentation

Integrated Marketing

Communications


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The Need for Integrated MarketingCommunications

Conflicting messages from different sourcesor promotional approaches can confuse

company or brand imagesThe problem is particularly prevalent when

functional specialists handle individual forms ofmarketing communications independently

Integrated Marketing

Communications


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Communications efforts should beviewed from the perspective of managingcustomer relationships over time.

The communication process begins withan audit of all potential contacts.

Effective communication requiresknowledge of how communicationworks.

The Communication

Process


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Elements in the

Communication Process

The Communication

Process

Sender

Message Media

Receiver

Encoding

Decoding Response

Feedback

Noise


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Step 1:Identifying the Target Audience

Affects decisions related to what, how,when, and where message will be said,as well as who will say it

Step 2:Determining CommunicationObjectives

Six buyer readiness stages

Developing Effective

Communication


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Step 3:Designing a Message Message Structure: Key decisions are required

with respect to three message structure issues:

Whether or not to draw a conclusion

One-sided vs. two-sided argument

Order of argument presentation

Message Format: Design, layout, copy, color,shape, movement, words, sounds, voice, bodylanguage, dress, etc.


Communication


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Step 4: Choosing Media

Personal communication channels

Includes face-to-face, phone, mail, and Internetchat communications

Word-of-mouth influence is often criticalBuzz marketing cultivates opinion leaders

Nonpersonal communication channels

Includes media, atmosphere, and events


Communication


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Step 5: Selecting the Message Source

Highly credible sources are more persuasive

A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback

Recognition, recall, and behavioral measuresare assessed

May suggest changes in product/promotion


Communication


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Setting the Total Promotional Budget

Affordability Method

Budget is set at a level that a company can afford

Percentage-of-Sales Method

Past or forecasted sales may be used

Competitive-Parity Method

Budget matches competitorsoutlays

Setting the Promotional

Budget and Mix


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Setting the Overall Promotion Mix Determined by the nature of eachpromotion tooland the selectedpromotion mix strategy


Budget and Mix


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Budget and Mix

Advertising

Personal Selling

Sales Promotion Public Relations

Direct Marketing

Reaches large, geographicallydispersed audiences, often with

high frequency Low cost per exposure, though

overall costs are high

Consumers perceive advertisedgoods as more legitimate

Dramatizes company/brand Builds brand image; may

stimulate short-term sales

Impersonal; one-waycommunication

romotion Tools


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Budget and Mix

Advertising

Personal Selling


Direct Marketing

Most effective tool for buildingbuyerspreferences,

convictions, and actions

Personal interaction allows forfeedback and adjustments

Relationship-oriented

Buyers are more attentive Sales force represents a long-

term commitment

Most expensive of thepromotional tools

romotion Tools


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Budget and Mix

Advertising

Personal Selling


Direct Marketing

May be targeted at the tradeor ultimate consumer

Makes use of a variety offormats: premiums, coupons,contests, etc.

Attracts attention, offers strongpurchase incentives, dramatizesoffers, boosts sagging sales

Stimulates quick response

Short-lived

Not effective at building long-term brand preferences

romotion Tools


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Budget and Mix

Advertising

Personal Selling

Sales Promotion

Public Relations

Direct Marketing

Many forms: Telephonemarketing, direct mail,

online marketing, etc. Four distinctive

characteristics: Nonpublic

Immediate

Customized

Interactive

Well-suited to highlytargeted marketing efforts

romotion Tools


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Promotion Mix Strategies

Push strategy:trade promotions andpersonal selling efforts push the productthrough the distribution channels.

Pull strategy:producers use advertising andconsumer sales promotions to generatestrong consumer demand for products.


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Checklist:Integrating the Promotion Mix Analyze trends (internal and external)

Audit communications spending

Identify all points of contact

Team up in communications planning

Make all communication elements compatible Create performance measures

Appoint an IMC manager


Budget and Mix


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imc chapter 15

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