chapter 14 customer value integrated marketing communications strategy
TRANSCRIPT
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CHAPTER 14Customer Value Integrated
Marketing Communications Strategy
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Relationships• Building good customer relationships calls for more than
just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate their value propositions to customers, and what they communicate should not be left to chance. All communications must be planned and blended into
carefully integrated programs. Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships.
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Chapter Objectives• The Promotion Mix
• Integrated Marketing Communications
• A View of the Communication Process• Steps in Developing Effective Marketing
Communication
• Setting the Total Promotion Budget and Mix• Socially Responsible Marketing Communication
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The Promotion Mix• Advertising
• Sales promotion
• Personal selling
• Public relations
• Direct marketing
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Integrated MarketingCommunications• The New Marketing Communications Model
• The Need for Integrated Marketing Communications
• SOBE Case
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Integrated MarketingCommunications
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A View of the Communication Process
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Steps in Developing EffectiveMarketing Communication• Identifying the Target Audience• Determining the Communication Objectives• Designing a Message• Message Content• Message Structure• Message Format
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Choosing Media• Personal Communication Channels
• Nonpersonal Communication Channels
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Selecting the Message Source• Collecting Feedback
• Celebrity Endorsers
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Setting the Total PromotionBudget and Mix
• Setting the Total Promotion Budget• Affordable Method• Percentage-of-Sales Method• Competitive-Parity Method• Objective-and-Task Method• Shaping the Overall Promotion Mix
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The Nature of Each Promotion Tool
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
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Promotion Mix Strategies• A push strategy
• A pull strategy
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Designing a Customer-Driven Strategy and Mix
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Socially Responsible MarketingCommunication• Advertising and Sales Promotion
• Personal Selling
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Case Study• Microsoft vs. Apple: Does Advertising Really Make a
Difference
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Objective OUTLINE• Advertising• Setting Advertising Objectives• Setting the Advertising Budget• Developing Advertising Strategy• Evaluating Advertising Effectiveness and the Return
on Advertising Investment• Other Advertising Considerations• Public Relations• The Role and Impact of Public Relations• Major Public Relations Tools
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Advertising
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CHAPTER 15Advertising and
Public Relations
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Setting Advertising Objectives• Informative Advertising
• Persuasive Advertising
• Reminder Advertising
• Setting the Advertising Budget
• Developing Advertising Strategy
• Creating the Advertising Message
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Creative concept• Message Strategy
• Message Execution
• Consumer-Generated Messages
• Selecting Advertising Media
• Determining Reach, Frequency, and Impact
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Public Relations• Press relations or press agency• Product publicity• Public affairs• Lobbying• Investor relations• Development
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The Role and Impact of PR• PR results can sometimes be spectacular. Consider the
launch of Apple’s iPad yesterday
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Major Public Relations Tools• written materials• Audiovisual materials• Corporate identity materials