comm strategies in marketing
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MARKETING MANAGEMENT
Designing andManaging Integrated
MarketingCommunications
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Chapter Questions What is the role of marketing
communications?
How do marketing communications work? What are the major steps in developing
effective communications?
What is the communications mix and howshould it be set?
What is an integrated marketing
communications program?
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Minis Guerrilla Marketing
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Marketing Communications
The means by which firms attempt toinform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
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IMC Builds Brands
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Communication PlatformsAdvertising
Print and broadcast ads
Packaging inserts Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games,sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons Rebates
Entertainment
Continuity programs
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Visitors to the Woodward Dream Cruise
often tour Fords Factory Museum
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Communication PlatformsPersonal Selling
Sales presentations
Sales meetings Incentive programs
Samples
Fairs and trade shows
Direct Marketing
Catalogs
Mailings Telemarketing
Electronic shopping
TV shopping Fax mail
E-mail
Voice mail
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Product Launch Communications Mix
Kleenex allocatedits communicationsdollars:
75% Television
23% Print
2% Online
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Elements in the
Communications Process
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The Communications ProcessSelective attention
Selective distortion
Selective retention
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Steps in Developing Effective
CommunicationsIdentify target audience
Determine objectives
Design communications
Select channels
Establish budgetDecide on media mix
Manage IMC
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Familiarity-Favorability
Analysis
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Image
The set of beliefs, ideas, and impressions
a person holds regarding an object.
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Communications Objectives
Category Need
Brand Awareness
Brand Attitude
Purchase Intention
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Designing the Communications
Message strategy
Creative strategy
Message source
Personalcommunication
channels Nonpersonal
communicationchannels
Integration
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Creative Strategy
Informational and transformational appeals
Positive and negative appeals
Fear Guilt
Shame
Humor
Love
Pride
Joy
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Message Source
Celebrity
Characteristics Expertise
Trustworthiness
Likeability
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Personal Communications Channels
Advocate channels
Expert channels
Social channels
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Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
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Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
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Objective-and-Task Method
Establish the market share goal.
Determine the percentage that should be
reached. Determine the percentage of aware prospects
that should be persuaded to try the brand.
Determine the number of advertising
impressions per 1% trial rate. Determine the number of gross rating points
that would have to be purchased.
Determine the necessary advertising budget on
the basis of the average cost of buying a GRP.
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Characteristics of Communications
Advertising
Pervasiveness
Amplifiedexpressiveness
Impersonality
Sales Promotion
Communication
Incentive
Invitation
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Characteristics of Communications
Direct Marketing
Customized
Up-to-date
Interactive
Personal Selling
Personal interaction
Cultivation
Response
Factors in Setting
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Factors in SettingCommunications Mix
Type of productmarket
Consumer readinessto make a purchase
Stage in the product
life cycle Market rank
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Cost Effectiveness by BuyerReadiness Stage
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Current Consumer States forTwo Brands
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