Marketing Communications Contexts, contents and strategies Marketing Communications Contexts, contents and strategies Chapter 1 Marketing communications:

Marketing CommunicationsContexts, contents and strategies

Marketing CommunicationsContexts, contents and strategies

Chapter 1Marketing communications: an introductory perspective

Assumptions of exchange

Must be two or more peopleEach must be able to offer

something of valueBoth must be prepared to enter

freely in the exchange process, the transaction

C1.1© Pearson Education Limited, 1999

Independent of other exchanges, are short-term

Long-term orientation between two parties.

Exist between parties who work as collective group.

Basically gift transactions, often indicates close relationship.

Main purposes of communication

Informational

Attitudinal

Behavioral


Role of marketing communications

Differentiate products and servicesRemind and reassureInformPersuade

The DRIP effect of marketing communications

Figure 1.1 The marketing communications mix.© Pearson Education Limited, 1999

Marketing communication provides the means by which brands and organizations are presented to their audiences with the goals of stimulating a dialogue leading to a succession of purchases.

Fill, p. 2.

C1.4 Pearson Education Limited, 1999

Figure 1.3 The system of marketing communications.© Pearson Education Limited, 1999

Chapter 29Integrated marketing communications

Table 29.1 Elements involved in integrating marketing communications. © Pearson Education Limited, 1999

Promotional Mix Above-the-line and

below-the-line

Marketing Mix price, product,

people, place, promotion

Business Strategy philosophy, objectives

and mission, content

Outsourced providers agencies, production

and material suppliers, fulfillment houses

The Organization employees and

management, whether located at HO, SBUs, departments or overseas divisions

Evolutionary Integrated Communications

Stage 1 Integration: Awareness Proposition: the greater the degree of

change on the existence of specific market pressures, the grater the likelihood that integrated marketing communication will emerge

Stage 2 Integration: Image Integration Need for consistency message, look and

feel.

Duncan and Caywood

Stage 3 Integration: Functional Integration Greater degree of involvement among

still traditionally separated areas.Stage 4 Integration: Coordinated

Integration Barriers starting to disappear, each

function becoming more equal.

Stage 5 Integration: Consumer-Based Integration The value of a refined customer and

prospect database. Elements begin to work together.

Stage 6 Integration: Stakeholder-Based Integration IMC becomes more broadly defined to

become integrated communications.

Stage 7 Integration: Relationship Management Integration A fully integrated communication

strategy reaching all stakeholders brings communications professionals into contact with all management functions.



Peggy Simcic Brønn 18

INTEGRATING COMMUNICATION

So that management can harmonize all consciously used forms of internal and external communication as effectively and efficiently as possible in order to create a favorable basis for relationships with groups upon which the company is dependent.

Cees B. M. van Riel

Figure 29.4 A model of integrated marketing communications.© Pearson Education Limited, 1999

20Peggy Simcic Brønn

Strategy

Identity Image

ManagementCommunication

OrganizationalCommunication

MarketingCommunication

Common Starting Points

van Riel, C., Principles of Corporate Communications

Documents

Marketing Communications Contexts, contents and strategies Marketing Communications Contexts, contents and strategies Chapter 1 Marketing communications: