Integrated Marketing Communications Strategy Ch 14.docx

7 Pages

Management and Organizational Studies
Course Code
Management and Organizational Studies 2320A/B
Angela White

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Integrated Marketing Communications Strategy 3/28/2012 1:20:00 PM Chapter 14 The Promotion Mix  Promotion mix (marketing communications mix) – the specific blend of advertising, public relations, personal selling and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships o Advertising – any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor  Broadcast print, internet, outdoors, etc. o Sales promotion – the short term incentives to encourage the purchase of sale of a product or service  Discounts, coupons, displays, demonstrations, etc. o Public relations – involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events  Press releases, sponsorships, special events, web pages, etc. o Personal selling – the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships  Sales presentations, trade shows, incentive programs, etc. o Direct marketing – involves making direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships through the use of direct mail, telephone, direst- response television, email and the internet  Catalogues, telemarketing, kiosks, etc. 3/28/2012 1:20:00 PM Integrated Marketing Communications  Consumers are better informed  More communication  Less mass marketing  Changing communications technology  Integrated marketing communications – the integration by the company of its communication channels to deliver a clear, consistent and compelling message about the organization and its products The Communication Process  Sender – the party sending the message to another party  Encoding – the process of putting through into symbolic form  Message – the set of symbols the sender transmits  Media – the communications channels through which the message moves from sender to receiver  Decoding – the process by which the receiver assigns meaning to the symbols  Receiver – the party receiving the message sent by another party  Response – the reaction of the receiver after being exposed to the message  Feedback – the part of the receivers response communicated back to the sender  Noise – the unplanned static of distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent Determining Communication Objectives  Marketers seek a purchase response that results from a consumer decision-making process that includes the buyer readiness strategies: o Awareness o Knowledge o Living o Preference o Conviction o Purchase Designing a Message  AIDA model o Get attention o Hold interest o Arouse desire o Obtain action  Message content is an appeal or theme that will produce the desired response o Rational appeal – relates to the audience’s self interest o Emotional appeal – an attempt to stir up positive or negative emotions to motivate a purchase o Moral appeal – directed at the audience’s sense of right and proper  Message structure and message format both deal with how the message is put across o Message structure  Draw a conclusion  Put forth the strongest arguments first or last  Present a one or two sided argument o Message format  Every detail of the ad, from the colour of the print ad to the body language of a tv commercial requires planning to communicate the right message Choosing Media  Personal communication channels – involve two or more people communicating directly with each other o Face to face o Phone o Mail o Email o Internet chat o Channels:  Effective because it allows personal addressing and feedback  Opinion leaders – people within a reference group who,
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