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Chapter 14

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10 views

Chapter 14

Uploaded by

i210151 Ayela Latif
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CHAPTER FOURTEEN

COMMUNICATING CUSTOMER VALUE:


INTEGRATED MARKETING
COMMUNICATIONS STRATEGY
THE PROMOTION MIX

The promotion mix is the specific blend of


advertising, public relations, personal
selling, and direct-marketing tools that the
company uses to persuasively
communicate customer value and build
customer relationships
THE PROMOTION MIX-ADVERTISING

Advertising is any paid form of non-personal


presentation and promotion of ideas,
goods, or services by an identified sponsor
 Broadcast
 Print
 Internet
 Outdoor
THE PROMOTION MIX-SALES PROMOTION

Sales promotion is the short-term


incentive to encourage the purchase or
sale of a product or service
 Discounts
 Coupons
THE PROMOTION MIX-PERSONAL SELLING

Personal selling is the personal


presentation by the firm’s sales
force for the purpose of making
sales and building customer
relationships
THE PROMOTION MIX-PUBLIC RELATIONS

Public relations involves building good


relations with the company’s various
publics by obtaining favorable
publicity, building up a good corporate
image, and handling or heading off
unfavorable rumors, stories, and
events
 Press releases
THE PROMOTION MIX-DIRECT MARKETING
Direct marketing involves making direct
connections with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships—through the use of
direct mail, telephone, direct-response
television, e-mail, and the Internet to
communicate directly with specific
consumers
INTEGRATED MARKETING
The Need for Integrated
COMMUNICATIONS
Marketing Communications

Integrated marketing
communications is the
integration by the company of its
communication channels to deliver
a clear, consistent, and compelling
message about the organization
and its brands
INTEGRATED MARKETING
COMMUNICATIONS STRATEGY
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION

Identify the target audience

Determine the communication


objectives

Design the message

Choose the media

Select the message source


STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION
Identifying the Target Audience

What How it
will be will be
said said
When it Where it
will be will be
said said
Who will
say it
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Determining the Communication Objectives

 Marketers seek a purchase response


that results from a consumer decision-
making process that includes the stages
of buyer readiness
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Designing
Messagea
AIDA Model
Get
Attention
Hold
Interest
Arouse
Desire
Obtain
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Designing a Message

Message content is
“what to say”
Message format is
“how to say it”
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Message Content
Rational appeal relates to the audience’s
self-interest
Emotional appeal is an attempt to stir up
positive or negative emotions to
motivate a purchase
Moral appeal is directed at the audience’s
sense of right and proper
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Choosing Media
Personal communication involves two
or more people communicating directly
with each other
 Face to face
 Phone
 Mail
 E-mail
 Internet chat
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Choosing Media
Personal communication is effective
because it allows personal addressing
and feedback
Control of personal communication
 Company
 Independent experts
 Word of mouth
STEPS IN DEVELOPING
EFFECTIVE MARKETING
COMMUNICATION
Non-Personal Communication
Channels
Non-personal
communication is
media that carry
messages without
personal contact or
feedback, including
major media,
atmospheres, and
events that affect the
buyer directly
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Non-Personal Communication Channels

Major media include print,


broadcast, display, and online
media
Atmospheres are designed
environments that create or
reinforce the buyer’s leanings
toward buying a product
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
SelectingSource
the Message
The message’s impact on the target
audience is affected by how the audience
views the communicator
 Celebrities
 Athletes
 Entertainers
 Professionals
 Health care providers
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Collecting Feedback

Involves the communicator


understanding the effect on
the target audience by
measuring behavior
resulting from the behavior
SETTING THE TOTAL PROMOTION
BUDGET AND MIX

Affordable budget method sets the budget at an affordable level


 Ignores the effects of promotion on sales

Percentage of sales method sets the budget at a certain


percentage of current or forecasted sales or unit sales price
 Easy to use and helps management think about the relationship
between promotion, selling price, and profit per unit
 Wrongly views sales as the cause rather than the result of
promotion
SETTING THE TOTAL PROMOTION

BUDGET AND MIX

Competitive-parity method sets the budget to match


competitor outlays
 Represents industry standards
 Avoids promotion wars

Objective-and-task method sets the budget based on


what the firm wants to accomplish with promotion and
includes:
 Defining promotion objectives
 Determining tasks to achieve the objectives
 Estimating costs
SHAPING THE OVERALL PROMOTION
MIX

Promotion Mix Strategies


Thank you

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