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Chapter 14

Chapter 14. Integrated Marketing Communication Strategy. What is Integrated Marketing Communications (IMC)?.

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Chapter 14

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  1. Chapter 14 Integrated Marketing Communication Strategy

  2. What is Integrated Marketing Communications (IMC)? Integrated Marketing Communications is the practice of unifying all marketing communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audiences. It is more complex because it considers more message sources, more communication tools, and more audiences.

  3. Marketing Communication Mix Advertising Personal Selling Packaging How the Marketer May Communicate With Target Markets. Point-of- Sale Sales Promotion Direct Marketing Public Relations

  4. Advertising The Marketing Communications Mix Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Personal Presentations by a Firm’s Sales Force. Short-term Incentives to Encourage Sales. Sales Promotion Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Public Relations Direct Communications With Individuals to Obtain an Immediate Response. Direct Marketing

  5. Sender The Communication Process Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Encoding Feedback Media Message Decoding Response Receiver

  6. Key Factors in Good Communication Sellers Must Develop Feedback Channels to Assess Audience’s Response to Messages. Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Sellers Must Send Messages Through Media that Reach Target Audiences

  7. Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Steps in Developing Effective Communication Awareness Knowledge Liking Preference Conviction Purchase

  8. Step 3. Designing a Message Attention Interest Desire Action Steps in Developing Effective Communication Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Illustration, Copy, & Color Body Language

  9. Step 4. Choosing Media Personal Communication Channels Nonpersonal Communication Channels Steps in Developing Effective Communication Step 5. Selecting the Message Source Step 6. Collecting Feedback

  10. Socially Responsible Marketing Communication • Advertising and Sales Promotion • Companies must avoid false and deceptive advertising. • Sellers must avoid bait-and-switch advertising. • Trade promotion activities are also closely regulated. • Personal Selling • Salespeople must follow the rules of “fair competition”. • Three-day cooling-off rule • Salespeople must not disparage competitors.

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