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Chapter 14

PRINCIPLES OF MARKETING. Chapter 14. Integrated Marketing Communications Strategy. Advertising any paid form of nonpersonal presentation by a sponsor Personal Selling personal presentations by a firm’s sales force Sales Promotion short term incentives to encourage sales Public Relations

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Chapter 14

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  1. PRINCIPLES OF MARKETING Chapter 14 Integrated Marketing Communications Strategy

  2. Advertising any paid form of nonpersonal presentation by a sponsor Personal Selling personal presentations by a firm’s sales force Sales Promotion short term incentives to encourage sales Public Relations building good relations with various publics Direct Marketing short term incentives to encourage sales The Communications Mix

  3. Identifying Target Audience Determining Communications Objectives Buyer Readiness Stages Designing Message Message Content Message Structure Message Format Media Selection personal and nonpersonal communications channels Message Source Feedback Collection Developing Effective Communication

  4. Affordable Percentage of Sales Competitive Parity Objective and Task Promotion Budget

  5. Advertising reaches many buyers, expressive impersonal Personal Selling personal interaction, relationship building costly Sales Promotion generates immediate response short-lived Public Relations more believable, economical, underused by firms Direct Marketing customized, interactive Promotion Mix

  6. Push Strategy directing communications to channel members Pull Strategy directing communications to end users Factors type of product/market buyer readiness stage product life-cycle stage Promotion Mix

  7. Shift from mass marketing to segmented marketing Shift from mass media to focused media Emerging Communications Environment

  8. Coordinate and integrate communications channels advertising personal selling sales promotion direct marketing public relations packaging Integrated Marketing Communications

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