Principles of Marketing: Communicating Customer Value: Integrated Marketing Communications Strategy
Principles of Marketing: Communicating Customer Value: Integrated Marketing Communications Strategy
Principles of Marketing: Communicating Customer Value: Integrated Marketing Communications Strategy
Principles of Marketing
Communicating Customer
Value: Integrated
Marketing
Communications Strategy
Learning Objectives
After studying this chapter, you should be able to:
1. Discuss the process and advantages of
integrated marketing communications in
communicating customer value
2. Define the five promotion tools and discuss
the factors that must be considered in shaping
the overall promotion mix
3. Outline the steps in developing effective
marketing communications
4. Explain the methods for setting the promotion
budget and factors that affect the design of
the promotion mix
14-2
Chapter Outline
14-3
The Promotion Mix
14--4
The Promotion Mix
• Advertising
• Sales promotion
• Public relations
• Personal selling
• Direct marketing
14-5
The Promotion Mix
Major Promotion Tools
14-6
The Promotion Mix
14-8
The Promotion Mix
Major Promotion Tools
14-9
The Promotion Mix
Major Promotion Tools
14-10
Integrated Marketing
Communications
The New Marketing Landscape
14-11
Integrated Marketing
Communications
14-12
Integrated Marketing
Communications
14-13
Integrated Marketing
Communications
14-14
A View of the Communications
Process
14-15
A View of the Communications
Process
1. Sender
2. Encoding
3. Message
4. Media
5. Decoding
6. Receiver
7. Response
8. Feedback
9. Noise
14-16
A View of the Communications
Process
14-17
A View of the Communications
Process
14-18
A View of the Communications
Process
14-19
A View of the Communications
Process
14-21
Steps in Developing Effective
Communication
Effective Communication
14-23
Steps in Developing Effective
Communication
Designing a Message
AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
14-25
Steps in Developing Effective
Communication
Designing a Message
14-26
Steps in Developing Effective
Communication
Designing a Message
14-27
Steps in Developing Effective
Communication
Designing a Message
14-28
Steps in Developing Effective
Communication
Choosing Media
• Personal communication
• Non-personal communication
14-29
Steps in Developing Effective
Communication
Choosing Media
14-30
Steps in Developing Effective
Communication
Choosing Media
14-31
Steps in Developing Effective
Communication
Choosing Media
Personal Communication
Company
• Salespeople
Independent experts
• Consumer advocates
• Buying guides
Word of mouth
• Friends
• Neighbors
• Family
14-32
Steps in Developing Effective
Communication
Choosing Media
Personal Communication
14-33
Steps in Developing Effective
Communication
Choosing Media
Personal Communication
14-34
Steps in Developing Effective
Communication
Non-personal communication is
media that carry messages
without personal contact or
feedback— including major
media, atmospheres, and events
—that affect the buyer directly
14-35
Steps in Developing Effective
Communication
Non-Personal Communication Channels
14-36
Steps in Developing Effective
Communication
Non-Personal Communication Channels
14-37
Steps in Developing Effective
Communication
Selecting the Message
14-38
Steps in Developing Effective
Communication
Collecting Feedback
14-39
Setting the Total Promotion
Budget and Mix
14-40
Setting the Total Promotion
Budget and Mix
14-41
Setting the Total Promotion
Budget and Mix
Setting the Total Promotion Budget
14-42
Setting the Total Promotion
Budget and Mix
14-43
Setting the Total Promotion
Budget and Mix
Setting the Total Promotion Budget
Objective-and-task method
forces management to spell out
its assumption about the
relationship between outlays and
results but is difficult to use
14-45
Setting the Total Promotion
Budget and Mix
• Advertising
• Personal selling
• Sales promotion
• Public relations
• Direct marketing
14-46
Setting the Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
14-47
Setting the Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
14-48
Setting the Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
14-51
Setting the Total Promotion
Budget and Mix
14-53
Socially Responsible Marketing
Communication