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Chapter 18

chapter 18

7 Pages
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Department
Management (MGM)
Course Code
MGMA01H3
Professor
Ingrid L.Stefanovic

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INTRODUCTION
Marketing Communications is all the activities and messages that inform, persuade, and influence
the consumer in making a purchase decision
To integrate the marketing communications plan into the total marketing mix
oSets goals and objectives that are integrated with the overall organizational and marketing
plan goals
oThen based on goals formulate various elements of marketing communications
oThen this plan becomes an integral part of the total marketing strategy
oThen receive feedback in forms of market research and field reports
oSuggest improvements
INTEGRATED MARKETING COMMUNICATIONS (IMC)
A vast array of communication alternatives should be integrated to create greatest impact
IMC looks at company information outputs from customers perspective
oIncludes all of the other ways customer learns about the company and product
Integrated marketing communications is a comprehensive marketing communications plan that
takes into consideration all the communication disciplines being used and combines them to provide
clarity, consistency, and maximum communications impact
oDifficult to achieve
oValid information about customers creates a good picture of their needs and makes it easier
to focus and integrate all of the elements of the communication mix
Information such as demographics, lifestyle, and brand preferences
THE COMMUNICATIONS PROCESS
Sender is source of the communications system
oSeek to convey a message to a receiver
Message must
Gain the attention of the receiver
Be understood by both the receiver and the sender
Stimulate the needs of the receiver and suggest an appropriate method of
satisfying these needs
Message must then be encoded
oThen transmitted through communications medium
Decoding is the receiver’s interpretation of the message
oConsumers dont often interpret the way the sender does
oSender must be careful to ensure that the message properly matches the target audience
Receiver’s response is known as feedback
oIf the message is decoded properly, greater chance of positive feedback
oMay take form of attitude change, purchase, or nonpurchase
Throughout the process, noise, can interfere with the transmission of the message
www.notesolution.com
oNoise can be such factors as competitive promotional messages, or leaving the room during
commercial
THE MARKETING COMMUNICATIONS MIX
Marketing Communications Mix is the blend of personal selling and nonpersonal communication
(including advertising, sales promotion, public relations, sponsorship marketing, and point-of-
purchase communications) by marketers in attempt to accomplish information and persuasion
objectives
Personal Selling
Personal Selling is a seller’s promotional presentation conducted on a person-to-person basis with
the buyer
Nonpersonal Communication
Advertising is paid nonpersonal communication through various media by business firms, nonprofit
organizations, and individuals who are in some way identified with the advertising message and
who hope to inform or persuade members of a particular audience
oNewspapers, television, radio, magazines, billboards
Sales Promotion includes those marketing activities other than personal selling, mass media
advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness
oDisplays, shows, demonstrations
Point-of-purchase communications are materials designed to influence buying decisions at the
point of purchase
oDisplays, posters, signs, packaging, and even brand names
Public relations is a component of marketing communications that focuses on creating favourable
attention and word of mouth among various publics
oOrganizations customers, suppliers, shareholders, and employees
Sponsorship marketing is the practice of promoting the interests of a company or a brand with a
specific event
oHockey events, festivals, charitable events
FACTORS AFFECTING USE OF MARKETING COMMUNICATIONS
MIX ELEMENTS
Choosing a proper mix of communications elements is one of the most difficult tasks facing the
marketing manager
Objectives of the Marketing Plan
The role that marketing communications should play in the marketing plan has to be clearly defined
Actions of Competitors
Marketer must decide whether to match competitors communications mix or to develop a different
mix that counters the competitions strategy more effectively
Nature of the Market
Where there is limited number of buyers
oPersonal selling may prove highly effective
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Description
INTRODUCTION Marketing Communications is all the activities and messages that inform, persuade, and influence the consumer in making a purchase decision To integrate the marketing communications plan into the total marketing mix o Sets goals and objectives that are integrated with the overall organizational and marketing plan goals o Then based on goals formulate various elements of marketing communications o Then this plan becomes an integral part of the total marketing strategy o Then receive feedback in forms of market research and field reports o Suggest improvements INTEGRATED MARKETING COMMUNICATIONS (IMC) A vast array of communication alternatives should be integrated to create greatest impact IMC looks at company information outputs from customers perspective o Includes all of the other ways customer learns about the company and product Integrated marketing communications is a comprehensive marketing communications plan that takes into consideration all the communication disciplines being used and combines them to provide clarity, consistency, and maximum communications impact o Difficult to achieve o Valid information about customers creates a good picture of their needs and makes it easier to focus and integrate all of the elements of the communication mix Information such as demographics, lifestyle, and brand preferences THE COMMUNICATIONS PROCESS Sender is source of the communications system o Seek to convey a message to a receiver Message must Gain the attention of the receiver Be understood by both the receiver and the sender Stimulate the needs of the receiver and suggest an appropriate method of satisfying these needs Message must then be encoded o Then transmitted through communications medium Decoding is the receivers interpretation of the message o Consumers dont often interpret the way the sender does o Sender must be careful to ensure that the message properly matches the target audience Receivers response is known as feedback o If the message is decoded properly, greater chance of positive feedback o May take form of attitude change, purchase, or nonpurchase Throughout the process, noise, can interfere with the transmission of the message www.notesolution.com
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