Chapter 14 - Integrated Marketing Communications Strategy

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
Gail Robertson

Chapter 14Integrated Marketing Communications Strategy The Promotion MixPromotion Mix Marketing Communications MixThe specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationshipsFive major promotional tools o Advertising o Sales Promotion o Personal Selling o Public Relations o Direct MarketingThe products design price the shape and color of its package and the stores that sell it all communicate something to buyersEntire marketing mix must be coordinated for greatest communication impact Integrated Marketing CommunicationsNo other area of marketing is changing so profoundly as marketing communicationsThe New Marketing Landscape o Factors Changing Marketing CommunicationsConsumers are changingDigital Wireless age more informed Connect with consumers to exchange brandrelated information or create own marketing messageMarketing Strategies are changingShifting away from mass marketing developing focused marketing programs Designed to build closer relationships with customers in more narrowly defined micromarketsSweeping changes in communications technologyNew media for interacting with targeted consumers Give consumers more control over the nature and timing of messagesThe Shifting Marketing Communications Model o Advertisers are now adding a broad selection of morespecialized and highly targeted media to reach smaller customer segments with more personalized interactive messages o Companies are doing less broadcasting and more narrowcasting Prediction of a doomandgloom chaos scenario in which the old mass media communications model will collapse entirely Favour new digital technologyNew technologies will allow marketers to reach and have conversations with consumers who are consuming what they want o Many advertisers are shifting from network television to more targeted costeffective interactive media
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