MKT 337 Lecture Notes - Lecture 10: Personal Selling, Customer Switching, Integrated Marketing Communications
Document Summary
Integrated marketing communications: the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. Help id new problems & needs and/or remind consumer of existing needs. Make consumers aware of a product & educate them about its features and benefits. Assist consumers in making comparisons among solution options (show superior advantage) Encourage product usage and make consumers feel good about their purchase decision. Encourage brand switching, persuade customer to call, influence immediate buying decision. Reminding where to buy product, their need for it, maintain awareness. Form relationship w/ (potential) customers, create brand advocates. Manufacturer promotes to wholesaler/retailer & they promote it to consumers. Manufacturer promotes to consumer & we demand it from retailers. Message: tailor message to the media today: translates positioning statement into a compelling storyline, message, conflict, characters, plot, memes, creative appeals: Messaging designed to get customers to initiate communication towards the firm.
