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Chapter 14

MKTG 300 Chapter Notes - Chapter 14: Integrated Marketing Communications

Course Code
MKTG 300
O'' Neal Carlton

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MKTG 300: Chapter 14 Promotion (Mar/Com) Notes
Engaging Customers and Communicating Customer Value
Abbreviations: - change; comp - company; mktg - marketing; CR - customer relationships
Places: 1) Broadcast 2) Print (trade pub) 3) Website 4) Social Media 5) Public Affairs (promote to gov officials)
Promotion Mix (MKTG Communications Mix) → specific blend of promotion tools that the comp uses to
persuasively communicate customer value and build CR
Advertising → any paid form of nonpersonal presentation & promotion of ideas, g/s by identified sponsor
Public Relations (PR) → building good relations w comp’s various publics by obtaining favorable
publicity, building a good corporate image, & handling/heading of unfavorable rumors, stories, & events
Sales Promotion → short term incentives to encourage the purchase or sale of a p/s
Personal Selling → personal presentation by the firm’s sales force for the purpose of engaging
customers, making sales, and building CR
Direct and Digital Marketing → engaging directly w/ carefully targeted individual consumers and
customer communities to both obtain immediate response and build lasting CR
Content Marketing → creating, inspiring, and sharing brand messages and convos with and among consumers
across a fluid mix of paid, owned, earned, and shared channels
Integrated Marketing Communications (IMC) → carefully integrating and coordinating the company’s many
communications channels to deliver a clear, consistent, and compelling messages about the org & its products
Communication Process:
Sender, encoding (putting thought into symbolic form), message (set of symbols), media (communication
channels), decoding (assigns meaning to symbols), receiver, response (reaction), feedback (receiver’s
response), noise (unplanned static or distortion during communication process)
Develop unique message with an objective, target, and purpose and deliver it over and over!
Eyeballs and Mentions -- used to measure the message (eyeballs = mentions x # of circulations)
Buyer-Readiness Stages → stages consumers normally pass thru on their way to purchase: awareness,
knowledge, liking, preference, conviction, and finally the actual purchase
Personal Communication Channels → channels thru which 2 or more ppl communicate directly w each other,
including face to face, on the phone, via mail/e-mail, or internet “chat”
Word-of-Mouth Influence → personal communications about a product btwn target buyers and neighbors, friends
family members and associates
Buzz Marketing → cultivating opinion leaders & getting them to spread info about p/s to others in communities
Nonpersonal Communication Channels → media that carry messages w/o personal contact or feedback,
including major media, atmospheres, and events
Affordable Method → setting the promotion budget at the level management thinks the company can afford
Percentage-of-Sales Method → setting promotion budget at a certain % of current or forecasted sales or as % of
the unit sales price
Competitive-Parity Method → setting the promotion budget to match competitors’ outlays (based on industry
Objective-and-Task Method → developing promo budget by defining specific promo objectives, determining
tasks needed to achieve these objectives, and estimating the cost of performing these tasks
Need a strong, strategic marketing team to pull it off
Push Strategy → promo strategy that calls for using the sales force and trade promotion to push the product thru
channels -- producer promotes product to channel members who promote it to final customers
Push info to you (OEM → customer)
Pull Strategy → promo strategy that calls for spending a lot on consumer advertising and promo to induce final
consumers to buy the product, creating a demand vacuum that “pulls” the product thru the channel
Pull thru the channel (customer → OEM)
Push concepts of why you’re good to the customer and they pull thru the channel
find more resources at oneclass.com
find more resources at oneclass.com
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