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Chap 14 - IMC

The document discusses integrated marketing communications strategies and the promotion mix. It covers 5 promotion mix tools - advertising, public relations, personal selling, sales promotion, and direct/digital marketing. It also discusses integrated marketing communications and coordinating different communication channels. The document provides guidance on effective marketing communication, including identifying the target audience, determining objectives, designing the message, choosing communication channels and media, and selecting the message source and providing feedback.

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26 views4 pages

Chap 14 - IMC

The document discusses integrated marketing communications strategies and the promotion mix. It covers 5 promotion mix tools - advertising, public relations, personal selling, sales promotion, and direct/digital marketing. It also discusses integrated marketing communications and coordinating different communication channels. The document provides guidance on effective marketing communication, including identifying the target audience, determining objectives, designing the message, choosing communication channels and media, and selecting the message source and providing feedback.

Uploaded by

Hải Hà Bạch Thị
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CHAP 14: Engaging Customers and Communicating Customer Value

(Integrated Marketing Communications Strategy)

I. 5 promotion mix tools


- Not a single tool but a mix of several tools
- The promotion mix
• advertising: paid form of nonpersonal presentation and promotion
(broadcast, print, online, mobile, outdoor,...)
• public relations: building good relations with the company’s various publics
(press releases, sponsorships, events, and webpages…)
• personal selling: personal customer interactions (sales presentations, trade
shows, and incentive programs)
• sales promotion: short-term incentives to encourage the purchase or sale
(discounts, coupons, displays, demonstrations, and events)
• direct and digital marketing tools: engaging directly with carefully targeted
individual consumers (direct mail, email, catalogs, online and social media,
mobile marketing,..)
➔ company use to persuasively communicate customer value and build customer
relationships

II. Integrated marketing communications (IMC)


Carefully integrating and coordinating the company’s many communications
channels to deliver a clear, consistent, and compelling message about the
organization and its products
III. Effective marketing communication

1. Identify TA - what, who, when, where, how


2. Determine communication objectives
Needs to know where the target audience now stands and to what stage it needs to
be moved in the consumer decision-making process

3. Design a message
- Get Attention
- Hold Interest
- Arose Desire
- Obtain Action
➔ Design: message content (what to say) + message structure and format (how to
say it)
Message content: an appeal or theme that produce the desired response
• Rational appeals: relate to the audience’s self-interest (desired benefits)
ex: kem đánh răng số 1, được bác sĩ khuyên dùng
• Emotional appeals: attempt to stir up either negative or positive emotionsthat
can motivate purchase
ex: open coke – open happiness (Coke) , real beauty sketches (Dove)
• Moral appeals: are directed to an audience’s sense of what is “right” and
“proper”
ex: Pampers - "1 Pack = 1 Vaccine"
Message structure

• whether to draw a conclusion or leave it to theaudience?


• whether to present the strongest arguments first or last?
• whether to present a one-sided argument? or a two-sided argument?
Message format: needs a strong format for the message (decisions on the headline,
copy, illustration, and colors)
4. Choosing communication channels and media
Personal communication channels: two or more people communicate directly with each
other (face-to-face, on the phone, via mail, internet chat) > effective adressing &
feedback
- Control of personal communication
• Company (copany salespeople)
• Independent experts -> opinion leaders -> buzz mkt
• Neighbors, friends, family members -> word-of-mouth influence: personal words
and recommendations of trusted friends, family,...
Nonpersonal communication channels: media that carry messages without personal
contact or feedback, including major media, atmospheres, and events
- Media
• print media (newspapers, magazines)
• broadcast media (television, radio)
• display media (billboards, signs, posters)
• online media (email, company websites, and brand mobile and social
media sites)
- Atmosphere: designed environments that create or reinforce the buyer’s leanings
toward buying a product
- Events: staged occurrences that communicate messages to target audiences
5. Select the message source and collect feedback

IV. Setting the total promotion budget and mix


1. Promontion mix strategies
- Push strategy: using the sales force and trade promotion to push the product
through channels
- Pull strategy: calls for spending a lot on consumer advertising and promotion to
induce final consumers to buy the product
Exercises:
1. John 's sales force works with Home Depot, who in turn sell John products to final
consumers.
2. Crest asked dentists to recommend its toothpaste to their patients. It offered samples
that dentists could buy at cost to give to their patients to encourage patients to take
better care of their teeth.
3. Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend
magazine advising consumers to request their body shops use Glasis paint.
4. A customer goes to the supermarket, he/she looks for the signs that notate sales and
discounts— leading to picking up some items he/she never knew he needed
5. Marie reaches out to businesses in her area via email marketing, put ads in
participating locations, and create a social media business page to expand her reach.
6. To market his product, David decided to drive product demand through social media
buzz, word of mouth, and media coverage.
7. James convinces major local retailers to stock his product and prepares to present and
sell his product at an upcoming trade show.
8. Considering the laptop-purchase decision making. First, I will do some online
researches to come up with a short list of alternatives. Then, I look for discounts,
promotion and credit terms at the store before making a purchase of Dell.

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