Integrated Marketing Communications Strategy PRINCIPLES OF MARKETING Chapter 14 Integrated Marketing Communications Strategy

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

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

Promotion Budget Affordable Percentage of Sales Competitive Parity Objective and Task

Promotion Mix Advertising Personal Selling Sales Promotion 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

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

Emerging Communications Environment Shift from mass marketing to segmented marketing Shift from mass media to focused media

Integrated Marketing Communications Coordinate and integrate communications channels advertising personal selling sales promotion direct marketing public relations packaging