Principles of Marketing Chapter 14 (Communicating Customer Value Integrated Marketing Communications Strategy)

5/24/2018 Principles of Marketing Chapter 14 (Communicating Customer Value Integrated Marketing Communications Strategy)

1/29

Chapter 14 - slide 1Copyright 2009 Pearson Education, Inc.

Publishing as Prentice Hall

Chapter Fourteen

Communicating Customer Value:

Integrated Marketing

Communications Strategy


2/29



Communicating Customer Value: Integrated

Marketing Communications Strategy

The Promotion Mix

Integrated Marketing Communications A View of the Communications Process

Steps in Developing Effective Marketing

Communication

Socially Responsible Marketing Communication

Topic Outline


3/29



The promotion mix is the specific blend of

advertising, public relations, personal

selling, and direct-marketing tools that thecompany uses to persuasively

communicate customer value and build

customer relationships

The Promotion Mix


4/29



The Promotion Mix

Major Promotion Tools


5/29



The Promotion Mix

Advertisingis any paid form of non-personal

presentation and promotion of ideas, goods, orservices by an identified sponsor

Broadcast

Print

Internet Outdoor



6/29



The Promotion Mix

Sales promotionis the short-term incentives to

encourage the purchase or sale of a product orservice

Discounts

Coupons

Displays Demonstrations



7/29Chapter 14 - slide 7

Copyright 2010 Pearson Education, Inc.


The Promotion Mix

Public relationsinvolves building good relationswith the companys various publics by obtaining

favorable publicity, building up a good corporateimage, and handling or heading off unfavorablerumors, stories, and events

Press releases

Sponsorships Special events

Web pages

http://www.mcdonalds.com/corp/news.html





The Promotion Mix

Personal sellingis the personal presentation

by the firms sales force for the purpose ofmaking sales and building customerrelationships

Sales presentations

Trade shows

Incentive programs






The Promotion Mix

Direct marketinginvolves making directconnections with carefully targeted individual

consumers to both obtain an immediateresponse and cultivate lasting customerrelationshipsthrough the use of direct mail,telephone, direct-response television, e-mail,and the Internet to communicate directly with

specific consumers Catalog

Telemarketing

Kiosks

http://boston.com/





Integrated MarketingCommunications

Consumers are better

informed

More communication

Less mass marketing

Changing

communications

technology

The New Marketing CommunicationsLandscape


11/29Chapter 14 - slide 11Copyright 2010 Pearson Education, Inc.


Integrated MarketingCommunications

Integrated marketing communicationsis the

integration by the company of itscommunication channels to deliver a clear,

consistent, and compelling message about the

organization and its brands

The Need for Integrated MarketingCommunications
http://localhost/var/www/apps/conversion/tmp/scratch_10/Kotler_POM13e_PPT_14_video_cpb.wmv




A View of the Communication

ProcessThe Communication Process




Steps in Developing Effective

Marketing Communication

Identify the target audience

Determine the communication

objectives

Design the message

Choose the media

Select the message source




Steps in Developing Effective

Communication

Identifying the Target market

What will

be said

How it will

be said

When itwill be said

Where itwill be said

Who willsay it


15/29

Chapter 14 - slide 15Copyright 2010 Pearson Education, Inc.Publishing as Prentice Hall

Steps in Developing EffectiveMarketing Communication

Marketers seek a purchase response that results

from a consumer decision-making process that

includes the stages of buyer readiness

Determining the Communication Objectives


16/29



AIDA Model

Get Attention

Hold Interest

Arouse Desire

Obtain Action

Designing a Message


17/29



Message contentis an

appeal or theme that willproduce the desired

response

Rational appeal

Emotional appeal

Moral appeal

Message Format

Designing a Message


18/29



Rational appealrelates to the audiences

self-interest

Emotional appealis an attempt to stir up

positive or negative emotions to motivate

a purchase

Designing a Message


19/29



Moral appealis

directed at theaudiences sense

of right and

proper

Designing a Message


20/29



Personal communicationinvolves two or more

people communicating directly with each other

Face to face Phone

Mail

E-mail Internet chat

Choosing Media
http://www.gap.com/browse/info.do?cid=36193


21/29



Personal communicationis effective because it

allows personal addressing and feedback

Control of personal communication

Company Independent experts

Word of mouth

Choosing Media


22/29



Opinion leadersare people within a reference

group who, because of their special skills,knowledge, personality, or othercharacteristics; exerts social influence on

others

Buzz marketinginvolves cultivating opinionleaders and getting them to spread

information about a product or service to

others in their communities

Choosing MediaPersonal Communication
http://www.gap.com/browse/info.do?cid=36193


23/29



Non-personal

communicationis media

that carry messages withoutpersonal contact or

feedback, including major

media, atmospheres, and

events that affect the buyer

directly

Non-Personal Communication Channels


24/29



Major mediainclude print, broadcast,

display, and online media

Atmospheresare designed environments

that create or reinforce the buyers

leanings toward buying a product

Non-Personal Communication Channels


25/29



Events are staged occurrences that

communicate messages to target

audiences Press conferences

Grand openings

Exhibits

Public tours

Nonpersonal Communication Channels


26/29



The messages impact on the target audienceis affected by how the audience views the

communicator

Celebrities

Athletes

Entertainers

Professionals

Health care providers

Selecting the Message Source
http://www.youtube.com/watch?v=_R228MSqhm8


27/29



Involves the communicator understanding

the effect on the target audience bymeasuring behavior resulting from the

behavior

Collecting Feedback


28/29


Promotion Mix Strategies

Setting the Total Promotion

Budget and Mix


29/29


1. Identify customer touch points

2. Analyze trendsinternal and external

3. Audit the pockets of communication spending throughout theorganization

4. Team up in communications planning

5. Create compatible themes, tones, and quality across allcommunications media

6. Create performance measures that are shared by allcommunications elements

7. Appoint a director responsible for the companys persuasivecommunications efforts

Integrating the Promotion MixChecklist

Setting the Total PromotionBudget and Mix

Documents

Principles of Marketing Chapter 14 (Communicating Customer Value Integrated Marketing Communications Strategy)