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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

Personal Selling

Mass Appeals

Advertising

Sales Promotion

Direct Marketing, Not part of Mass Appeals (for whatever Reason)

Public Relations

Buzz Appeals

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

Word-of-Mouth marketing, Ethical and Unethical Strategies p.404

Buzzzz Marketing, Buzz Word, Buzz Message

Viral Marketing

Guerilla Marketing

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

IMC creates a Single Unified Voice

IMC begins with the Customer

IMC seeks to develop Relationships with Customers

IMC involves Two-Way communication

IMC Focuses on Stakeholders, not just Customers

IMC generates a continuous stream of communication

IMC measures results based on actual feedback

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

Interactive

Builds Relationships

Stimulates cross-selling, Cross-selling

Measurable

Responses are Trackable

Developing the IMC Plan

1: Identify the Target Audiences

2: Establish the Communications Objective, Hierarchy of Effects p. 413, Awareness, Knowledge, Desire, Purchase, Loyalty

3: Determine and Allocate the Marketing Communications Budget, Determine the total Budget, Top-Down, Percentage-of-Sales Method, Competitive-Parity Method, Bottom-Up, Objective-Task Method, Push and Pull, Push Strategy, Pull Strategy, Factors affecting the IMC Budget, Organizational Factors, Market Potential, Market Size

4: Design the Promotion Mix, AIDA Model, Get Attention, Hold Interest, Create Desire, Produce Action

5: Evaluate the Effectiveness of the Communications Programme