Integrated Marketing Communication Strategy
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1 Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform Persuade Remind Marketing s: Media Carrying the Message Mass Media: Involves messages carried by media to broad audiences in which there is no personal contact or instantaneous interaction (advertising, publicity, in print or broadcast). Personal Media: Messages directed at a particular individual, or small group, with the opportunity for interaction (Personal sales). Electronic Interactive Media: can reach a large audience with personalized messages, and have immediate interaction (internet, or touchtone phones).
2 The Marketing s Mix Any Paid Form of Non-personal Presentation by an Identified Sponsor carried by a medium. Personal Selling Personal Presentations by a Firm s Sales Force. Sales Promotion Public Relations Short-term Incentives to Encourage Sales. Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. The Process Noise Noise Noise Noise Sender Noise Noise Noise Feedback Noise Noise EncodingNoise Noise Message Noise Noise Noise Noise Media Noise Noise Noise Response Noise Noise Noise Decoding Noise Noise Receiver Steps in Developing Effective Step 1. Identifying the Target Audience Step 2. Determining the Objectives Buyer Readiness Stages Awareness Knowledge Liking Hierarchy of Preference s Conviction Effects Purchase
3 Steps in Developing Effective Step 3. Designing a Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Copy, Color, Words, & Sounds, Body Language Attention Interest Desire Action Steps in Developing Effective Step 4. Choosing Media Personal Channels Non-personal Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback Relative Importance of and Personal Selling Pretransaction: Information to aid recognition and understanding Information to create positive feeling Personal selling Transaction: Persuasion Personal selling
4 Setting the Promotion Mix: Choosing the right Tool Nature of Each Promotion Tool Reaches Many Buyers, Expressive Impersonal Personal Selling Personal Interaction, Builds Relationships Costly Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Nonpublic, Immediate, Customized, Interactive Push Strategy Supplier promotes product to intermediaries to PUSH the product through distribution channel Manufacturer Wholesaler Retailer Consumer Pull Strategy Supplier promotes product to ultimate consumer aiming to stimulate demand and PULL the product through the channel Manufacturer Wholesaler Retailer Consumer
5 Setting the Total Promotion Budget Affordable Percentageof-Sales Competitive- Parity Objectiveand-Task Promotional Campaigns Have Different Objectives - Objectives should Drive Actions For Example: Image building Differentiation Positioning Seeking Direct Response Changing Face of Marketing s New Marketing s Realities Marketers Have Shifted Away From Mass Marketing Less Broadcasting Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting
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