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Marketing CommunicationsContexts, contents and strategies
Marketing CommunicationsContexts, contents and strategies
Chapter 1Marketing communications: an introductory perspective
Assumptions of exchange
Must be two or more peopleEach must be able to offer
something of valueBoth must be prepared to enter
freely in the exchange process, the transaction
C1.1© Pearson Education Limited, 1999
Independent of other exchanges, are short-term
Long-term orientation between two parties.
Exist between parties who work as collective group.
Basically gift transactions, often indicates close relationship.
Main purposes of communication
Informational
Attitudinal
Behavioral
C1.2© Pearson Education Limited, 1999
Role of marketing communications
Differentiate products and servicesRemind and reassureInformPersuade
The DRIP effect of marketing communications
Figure 1.1 The marketing communications mix.© Pearson Education Limited, 1999
Marketing communication provides the means by which brands and organizations are presented to their audiences with the goals of stimulating a dialogue leading to a succession of purchases.
Fill, p. 2.
C1.4 Pearson Education Limited, 1999
Figure 1.3 The system of marketing communications.© Pearson Education Limited, 1999
Chapter 29Integrated marketing communications
Table 29.1 Elements involved in integrating marketing communications. © Pearson Education Limited, 1999
Promotional Mix Above-the-line and
below-the-line
Marketing Mix price, product,
people, place, promotion
Business Strategy philosophy, objectives
and mission, content
Outsourced providers agencies, production
and material suppliers, fulfillment houses
The Organization employees and
management, whether located at HO, SBUs, departments or overseas divisions
Evolutionary Integrated Communications
Stage 1 Integration: Awareness Proposition: the greater the degree of
change on the existence of specific market pressures, the grater the likelihood that integrated marketing communication will emerge
Stage 2 Integration: Image Integration Need for consistency message, look and
feel.
Duncan and Caywood
Stage 3 Integration: Functional Integration Greater degree of involvement among
still traditionally separated areas.Stage 4 Integration: Coordinated
Integration Barriers starting to disappear, each
function becoming more equal.
Stage 5 Integration: Consumer-Based Integration The value of a refined customer and
prospect database. Elements begin to work together.
Stage 6 Integration: Stakeholder-Based Integration IMC becomes more broadly defined to
become integrated communications.
Stage 7 Integration: Relationship Management Integration A fully integrated communication
strategy reaching all stakeholders brings communications professionals into contact with all management functions.
C29.1© Pearson Education Limited, 1999
C29.2© Pearson Education Limited, 1999
Peggy Simcic Brønn 18
INTEGRATING COMMUNICATION
So that management can harmonize all consciously used forms of internal and external communication as effectively and efficiently as possible in order to create a favorable basis for relationships with groups upon which the company is dependent.
Cees B. M. van Riel
Figure 29.4 A model of integrated marketing communications.© Pearson Education Limited, 1999
20Peggy Simcic Brønn
Strategy
Identity Image
ManagementCommunication
OrganizationalCommunication
MarketingCommunication
Common Starting Points
van Riel, C., Principles of Corporate Communications