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Chapter 14

Chapter 14 Notes


Department
Management (MGM)
Course Code
MGMA01H3
Professor
Tarun Dewan
Chapter
14

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Chapter 14:
Communications must be planned and blended into carefully integrated marketing
communications programs
Good communication is crucial element in a company’s efforts to build profitable
customer relationship
The Promotion Mix(marketing communication mix) the specific blend of
promotion tools that the company uses to persuasively communicate customer value
and build customer relationships
Advertising: any paid form of non-personal presentation and promotion of
idea goods, or services by an identified sponsor
Sales promotion: short-term incentives to encourage the purchase or sale of a
product or service
Personal selling: personal presentation by the firms sales force for the
purpose of making sales and building customer relationships
Public relations: building good relations with the company’s various publics
by obtaining favourable publicity, building up a good corporate image, and
handling or heading off unfavourable rumours, stories and events
Direct marketing: direct connections with carefully targeted individual
consumers to both obtain an immediate response and cultivate lasting
customer relationship the use of direct mail, the telephone, direct-response
television, email, the internet, and other tools to communicate directly with
specific consumers
The entire marketing mix promotion and product, price, and place must
be coordinated for greatest communication impact
Integrated Marketing Communications
Mass marketing selling highly standardized products to masses of customers
The New Marketing Communication Landscape
1.Consumer are changing better informed and more communication through
digitals
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2.Market strategies are changing marketers can amass detailed customer
information, keep closer track of customer needs, and tailor their offerings to
narrowly target groups
3.Changes in communication technologies
The Shifting Marketing Communication Models
Companies are doing less broadcasting and more narrowcasting
Many large advertisers are shifting their advertising budgets away from
network television in favour of more targeted, cost-effective, interactive, and
engaging media
The new marketing communication model will consist of a shifting mix of
both traditional mass media and a wide array of exciting, new, more-targeted,
more-personalized media
The Need for Integrated Marketing Communication
Conflicting messages from these different sources can result in confused
company images, brand positions, and customer relationships
The problem is that these communications often come from different parts of
the company -> mixed communications from these sources will result in
blurred consumer brand perceptions
Integrated marketing communication (IMC) carefully integrated and
coordinating the company’s many communications channels to deliver a clear,
consistent and compelling message about the organization and its products
IMC leads to a total marketing communications strategy aimed at building
strong customer relationships by showing how the company and its products
can help customers solve their problems
IMC ties together all of the company’s messages and images
Marketing communication director who has overall responsibility for the
company’s communications efforts this helps to produce better
communications consistency and greater sales impact
A View Of The Communication Process
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IMC involve identifying the target audience and shaping a well-coordinated
promotional program to obtain the desired audience response
Communication process start with an audit of all the potential touch pointes
that target customers may have with the company and its brands
Nine elements involved in communications
1.Sender: the party sending the message to another party
2.Encoding: the process of putting thought into symbolic form
3.Message: the set of symbols that the sender transmits
4.Media: the communications channels through which the message
moves from sender to receiver
5.Decoding: the process of which the receiver assigns meaning to the
symbols encoded by the sender
6.Receiver: the party receiving the message sent by another party
7.Response: the reactions of the receiver after being exposed to the
message
8.Feedback: the part of the receivers response communicated back to
the sender
9.Noise: the unplanned static or distortion during the communication
process, which results in the receiver getting a different message than
the one the sender sent
Senders encoding process must mesh with the receivers decoding process
Senders need to know what audiences they wish to reach and what responses
they want
Sender must be good at encoding messages that take into account how the
target audience will decode them
Sender must send messages through media that reach target audiences, and
they must develop feedback channels so that they can assess the audiences
response to the message
Steps In Developing Effective Marketing Communications
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