Communicating Customer Value: Integrated Marketing Communications Strategy

1. Steps in Developing Effective Communication

1.1. Effective Communication

1.1.1. Identify the target audience

1.1.1.1. Marketing communications begins with a clear target audience to answer these questions

1.1.1.1.1. What will be said

1.1.1.1.2. How it will be said

1.1.1.1.3. When it will be said

1.1.1.1.4. Where it will be said

1.1.1.1.5. Who will say it

1.1.2. Determine the communication objectives

1.1.2.1. Marketers seek a purchase response that result from a consumer decision-making process that includes the stages of buyer readiness.

1.1.2.1.1. Awareness

1.1.2.1.2. Knowledge

1.1.2.1.3. Liking

1.1.2.1.4. Preference

1.1.2.1.5. Conviction

1.1.2.1.6. Purchase

1.1.3. Design the message

1.1.3.1. AIDA Model

1.1.3.1.1. Get Attention

1.1.3.1.2. Hold Interest

1.1.3.1.3. Arouse Desire

1.1.3.1.4. Obtain Action

1.1.3.2. Designing includes the message content, structure and format.

1.1.3.2.1. Message content

1.1.3.2.2. Message structure

1.1.3.2.3. Message format

1.1.4. Choose the media

1.1.4.1. Personal communication

1.1.4.1.1. two or more people communicating directing with each other.

1.1.4.1.2. effective because it allows personal addressing and feedback.

1.1.4.1.3. Control of personal communication

1.1.4.1.4. Opinion leaders

1.1.4.1.5. Buzz marketing

1.1.4.2. Non-personal communication

1.1.4.2.1. media that carry messages without personal contact or feedback— including major media, atmospheres, and events—that affect the buyer directly.

1.1.5. Select the message source

1.1.5.1. The message’s impact on the target audience is affected by how the audience views the communicator.

1.1.6. Collect feedback

1.1.6.1. Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior.

2. Setting the Total Promotion Budget and Mix

2.1. Setting the Total Promotion Budget

2.1.1. Affordable budget method

2.1.2. Objective-and-task method

2.1.3. Competitive-parity method

2.1.4. Percentage-of-sales method

2.2. Shaping the Overall Promotion Mix

2.2.1. The Nature of Each Promotion Tool

2.2.1.1. Advertising

2.2.1.2. Personal selling

2.2.1.3. Sales promotion

2.2.1.4. Public relations

2.2.1.5. Direct marketing

2.3. Promotion Mix Strategies

2.3.1. Push strategy

2.3.1.1. pushing the product to the consumers by inducing channel members to carry the product and promote it to final consumers.

2.3.1.2. Used by B2B companies

2.3.2. Pull strategy

2.3.2.1. when the producer directs its marketing activities toward the final consumers to induce them to buy the product and create demand from channel members.

2.3.2.2. Used by B2C companies

2.4. Integrating the Promotion Mix: Checklist

3. Socially Responsible Marketing Communication

3.1. Integrating the Promotion Mix: Checklist

4. The Promotion Mix

4.1. Definition

4.1.1. 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.

4.2. Major Promotion Tools

4.2.1. Advertising

4.2.1.1. is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

4.2.2. Sales promotion

4.2.2.1. is the short-term incentives to encourage the purchase or sale of a product or service.

4.2.3. Public relations

4.2.3.1. 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.

4.2.4. Personal selling

4.2.4.1. is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

4.2.5. Direct marketing

4.2.5.1. involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—by using direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers.

5. Integrated Marketing Communications

5.1. The New Marketing Landscape

5.1.1. Shift away from mass marketing

5.1.2. Improvements in information technology

5.2. The Shifting Marketing Communications Model

5.2.1. Less broadcasting and more narrowcasting

5.2.2. more targeted cost-effective, interactive, and engaging media.

5.3. The Need for Integrated Marketing Communications

5.3.1. Integrated marketing communication

5.3.1.1. is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

5.3.1.2. Integrated marketing communication calls for recognizing all contact points (brand contact) where the customer may encounter the company and its brands.

6. A View of the Communications Process

6.1. The Communications Process

6.1.1. Sender

6.1.1.1. the party sending the message to another party.

6.1.2. Encoding

6.1.2.1. the process of putting thought into symbolic form.

6.1.3. Message

6.1.3.1. the set of symbols the sender transmits.

6.1.3.2. Best messages consist of words and other symbols that are familiar to the receiver.

6.1.3.3. a message to be effective, the sender’s encoding must mesh with the receiver’s decoding process.

6.1.4. Media

6.1.4.1. refers to the communications channels through which the message moves from sender to receiver.

6.1.5. Decoding

6.1.5.1. the process by which the receiver assigns meaning to the symbols.

6.1.6. Receiver

6.1.6.1. the party receiving the message sent by another party.

6.1.7. Response

6.1.7.1. the reaction of the receiver after being exposed to the message

6.1.8. Feedback

6.1.8.1. the part of the receiver’s response communicated back to the sender

6.1.9. Noise

6.1.9.1. the unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent

6.2. Marketers

6.2.1. Marketers may not share their consumer’s field of experience but must understand the consumer’s field of experience.