principle of marketing

1. 14-1
Chapter 14
Integrated Marketing
Communications Strategy
PRINCIPLES OF MARKETING

2. 14-2
The Communications Mix
• Advertising
– any paid form of nonpersonal presentation by a sponsor
• Personal Selling
– personal presentations by a firm’s sales force
• Sales Promotion
– short term incentives to encourage sales
• Public Relations
– building good relations with various publics
• Direct Marketing
– short term incentives to encourage sales

3. 14-3
Developing Effective
Communication
• Identifying Target Audience
• Determining Communications Objectives
– Buyer Readiness Stages
• Designing Message
– Message Content
– Message Structure
– Message Format
• Media Selection
– personal and nonpersonal communications channels
• Message Source
• Feedback Collection

4. 14-4
Promotion Budget
• Affordable
• Percentage of Sales
• Competitive Parity
• Objective and Task

5. 14-5
Promotion Mix
• Advertising
– reaches many buyers, expressive
– impersonal
• Personal Selling
– personal interaction, relationship building
– costly
• Sales Promotion
– generates immediate response
– short-lived
• Public Relations
– more believable, economical, underused by firms
• Direct Marketing
– customized, interactive

6. 14-6
Promotion Mix
• Push Strategy
– directing communications to channel members
• Pull Strategy
– directing communications to end users
• Factors
– type of product/market
– buyer readiness stage
– product life-cycle stage

7. 14-7
Emerging Communications
Environment
• Shift from mass marketing to segmented marketing
• Shift from mass media to focused media

8. 14-8
Integrated Marketing
Communications
• Coordinate and integrate communications channels
– advertising
– personal selling
– sales promotion
– direct marketing
– public relations
– packaging