1. Integrated Marketing Communication Strategy Chapter: 14 Lec 9a

2. The Promotion Mix The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships - Advertising Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor e.g. Print, broadcast, internet, outdoor etc.

3. Advertising

4. OutDoor

6. Internet Advertising

7. The Promotion Mix Sales Promotion Short-term incentives to encourage the purchase or sale of a product or service e.g. Discounts, coupons, displays, demonstrations Personal Selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships e.g. Sales representatives, trade shows

8. Sales Promotion

9. Personal Selling

10. The Promotion Mix Public Relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. e.g. press release, sponsorships, special events

11. The Promotion Mix Direct Marketing Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships. e.g. Catalogs, telephone marketing, mobile

12. Integrated Marketing Communications The new marketing Communication Landscape - consumers are changing e.g. evaluate things - marketers are shifting away from mass marketing e.g. Safeguard soap - changes in communication technology e.g. internet

13. Internet

14. Integrated Marketing Communications The shifting Marketing Communications Model -Everything is changing as compared to the past - e.g. you can watch shows on ipod - e.g. get news on mobiles

15. Marketing

17. The need for integrated marketing communications Integrated Marketing Communications Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products - Every medium should be linked so that the consumers don’t become confused

18. Integrated Marketing Communications Consistent, clear and compelling company and brand messages Personal selling Direct Marketing Pubic Relations Advertising Sales Promotion

19. Integrated Marketing Communications Colors, tag-lines, messages should be the same on all mediums e.g. Mobilink Indigo- same color scheme, same style

22. A View of the Communication process Communication- Managing customer relationships - communication program needs to be developed for specific niches

23. A View of the Communication process Elements in the Communication Process -Sender: The party sending the message to another party -Encoding: Putting thoughts into symbolic form -Message: Set of symbols that sender transmits -Media: Communications channels

24. A View of the Communication process Elements in the Communication Process - Decoding: receiver assign meaning to symbols - Receiver: party receiving the message - Response: Reactions of the receiver -Feedback: response communicated to the sender - Noise: Unplanned distortion

25. Elements in the Communication Process SenderEncodingReceiverDecoding Media Message Noise FeedbackResponse