Download - Chapter 1 Integrated Marketing Communications: An Overview Copyright © 2008 Pearson Education Canada
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Chapter 1
Integrated Marketing
Communications:An Overview
Copyright © 2008 Pearson Education Canada
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Factors Encouraging IMC
• Media consumption trends• Customer relationship management
(CRM)• Expanding role of database
management techniques• Digital communications technologies• Demand for efficiency and
accountability
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Personality and Self-Concept
• Personality – the individual distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment
Real-Self Ideal SelfLooking-GlassSelfSelf-Image
Focus here
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Demographic Segmentation:Aging Population
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Demographic Segmentation:Other Trends
• Urban growth• Household formations are different• Ethnic diversity• Gender economics
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Psychographic Segmentation
• Psychographic Segmentation – identification of a target market according to lifestyle characteristics– Activities, interests, and opinions (AIOs)
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Reference Groups
ReferenceGroups A group of people with
a common interest
The desire to “fit in”affects behaviour and
buying decisions
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Business Market Requirements
Price Lowest price is not always accepted
Quality Consistent quality on every order
Supply Continuity Provision of goods over the long term
Service Reputable suppliers with prompt service
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The Buying Centre
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The Power of a Brand
59% Chose Kellogg’s
41% Chose No Brand
Consumers willing to pay $75 more for Hitachi than GE
Identical cereals tasted by consumers:Identical cereals tasted by consumers:
Vs.
Identical TV sets examined by consumers:Identical TV sets examined by consumers:
Vs.
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Needs and Motives
Needs Absence of something useful
Motives Condition that prompts action to satisfy a need