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Solomon Chapter 11: Integrated Marketing Communications by Mind Map: Solomon Chapter 11: Integrated Marketing Communications
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Solomon Chapter 11: Integrated Marketing Communications

Purposes

Inform

Remind

Persuade

Build Relationships

Communications Model p.396

Source -> Message -> Medium -> Receiver -> Feedback -> Source... Company encodes its qualities in a marketing message that is spread through a medium (eg. Newspapers). The Receiver decodes the message and then gives feedback by either buying or not buying the product. Then the process repeats.

Promotion Mix

The communication elements that are controlled by the marketer sorted from High control to Low control

Advertising

Pro: Full control Con: Expensive, may not reach audience

Sales Promotion

Pro: Incentive for retailers to support your product Builds excitement Encourages immediate trial and purchase of product Caters to price sensitive customers   Con: Short-term focus (immediate sales) instead of building brand loyalty Amount of competing promotions might make it hard to stand out  

Personal Selling

Pro: Flexibility because of direct contact Salesperson can get immediate feedback   Con: High cost Hard to ensure consistency of marketing message Credibility of salespeople depends on company image which is dependent on other promotional strategies  

Direct Marketing

Pro: Can target different groups with different offers Results are easily measurable You can provide extensive information on multiple products with a single message Allows for data collection for the company database Con: Consumers might dislike the fact that you use direct marketing More costly than mass appeals

Public Relations

Pro: Low Cost High Credibility Con: Lack of control over message that is eventually transmitted and also no control whether that message ever reaches its target Results are hard to track

Appeals

Personal Appeals

Mass Appeals

Buzz Appeals

out-of-the-box tactics for hard-to-get customers

Integrated Marketing Communications (IMC)

The process marketers use to plan, develop, execute and evaluate coordinated, measurable and persuasive brand communication programs -> Consumers see all marketing efforts of a firm as one whole, therefore they must be coordinated

Characteristics

Database Marketing

Creation of a relationship of customers with an identifiable interest in a product and whose responses to promotions influence future communication.E.G.: Payback Card - Companies know what you are buying and can adjust ads accordingly

Developing the IMC Plan