Marketing_L9(2013-2014)

Content for today

Communica&ng Customer Value

Integrated Marke,ng Communica,ons Strategy

Objec'ves

•  The Promo&on Mix

•  Integrated Marke&ng Communica&ons

•  A View of the Communica&on Process

•  Steps in Developing E ec&ve Marke&ng

Communica&on

•  SeOng the Total Promo&on Budget and Mix

•  Socially Responsible Marke&ng Communica&on

The Promo&on Mix

Promo,on mix (or marke,ng communica,ons mix)

The specific blend of promo&on tools that the company uses to persuasively communicate customer value and build customer rela&onships.

Adver,sing

Any paid form of nonpersonal presenta&on and promo&on of ideas, goods, or services by an iden&fied sponsor.

Sales promo,on

Short-term incen&ves to encourage the purchase or sale of a product or service.

Personal selling

Personal presenta&on by the firm’s sales force for the purpose of making sales and building customer rela&onships.

Public rela,ons

Building good rela&ons with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading o unfavorable rumors, stories, and events.

Direct marke,ng

Direct connec&ons with carefully targeted individual consumers to both obtain an immediate response and cul&vate las&ng customer rela&onships.

Integrated Marke&ng

Communica&ons

•  Integrated marke,ng communica,ons (IMC)

Carefully integra&ng and coordina&ng the company’s many communica&ons channels to deliver a clear, consistent, and compelling message about the organiza&on and its products.