CHAPTER 14 Customer Value Integrated Marketing Communications Strategy

Relationships Building good customer relationships calls for more than just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate their value propositions to customers, and what they communicate should not be left to chance. All communications must be planned and blended into carefully integrated programs. Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships.

Chapter Objectives The Promotion Mix Integrated Marketing Communications A View of the Communication Process Steps in Developing Effective Marketing Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication

The Promotion Mix Advertising Sales promotion Personal selling Public relations Direct marketing

Integrated Marketing Communications The New Marketing Communications Model The Need for Integrated Marketing Communications SOBE Case

Integrated Marketing Communications

A View of the Communication Process

Steps in Developing Effective Marketing Communication Identifying the Target Audience Determining the Communication Objectives Designing a Message Message Content Message Structure Message Format

Choosing Media Personal Communication Channels Nonpersonal Communication Channels

Selecting the Message Source Collecting Feedback Celebrity Endorsers

Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method Shaping the Overall Promotion Mix

The Nature of Each Promotion Tool Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Promotion Mix Strategies A push strategy A pull strategy

Designing a Customer-Driven Strategy and Mix

Socially Responsible Marketing Communication Advertising and Sales Promotion Personal Selling

Case Study Microsoft vs. Apple: Does Advertising Really Make a Difference

Objective OUTLINE Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and the Return on Advertising Investment Other Advertising Considerations Public Relations The Role and Impact of Public Relations Major Public Relations Tools

Advertising

CHAPTER 15 Advertising and Public Relations

Setting Advertising Objectives Informative Advertising Persuasive Advertising Reminder Advertising Setting the Advertising Budget Developing Advertising Strategy Creating the Advertising Message

Creative concept Message Strategy Message Execution Consumer-Generated Messages Selecting Advertising Media Determining Reach, Frequency, and Impact

Public Relations Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development

The Role and Impact of PR PR results can sometimes be spectacular. Consider the launch of Apple’s iPad yesterday

Major Public Relations Tools written materials Audiovisual materials Corporate identity materials