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13 Cards in this Set
- Front
- Back
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High involvement decision-making process => quality of communicated information |
awareness=>extensive information search=>Attitude/intention=>trial=> Long run behavior |
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Low involvement decision-making process =>maximum of contacts |
Awareness=>Short Internal information search=> trial=> Attitude/ future intentions=> Long-run behavior |
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Positioning of communication / process planning within a company |
Marketing strategy with marketing mix 4Ps |
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Positioning of communication / process planning within a company |
Communications Strategy with Communication Mix by instruments: Sales, event marketing, fairs & exhibitions, media advertising, etc. |
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Positioning of communication / process planning within a company |
Advertising Strategy with advertising Mix by outdoor advertising, TV advertising, Print ad, etc. |
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Positioning of communication / process planning within a company |
Media strategy by media mix like Poster, TV commercial, etc. |
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Communication Mix |
- Media Ad (traditional, digital, mobile) - Sales - Sales Promotions (POS, Vouchers, coupons,...) - PR - Direct Marketing -... |
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Necessity of Integrated Communication |
- Growing Complexity - Saturated markets - Growing Market differentiation - Over Stimulation => Negative consequences: • Increasing communication expenditure • Increasing costs of coordination • Redundancies • Inconsistency of messages regarding company/products • Consumer confusion over message/ethos of company/product |
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Saturated market |
►Market Potential largely exploited ►Supplier is only able to improve his market share at the expenseof its competitors |
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Integrated Marketing Communication |
a strategic and operational process of analysing, planning, organisation, application and controlling. It's focused to build a homogeneous and consistent communications system from different sources of the internal and external communication in order to create a uniform impression of a company/ product/brand etc. to the respective target group. (What provides= what is communicated) |
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Tasks of IMC |
- Definition of the direction of development - Organisational Integration - Employee Integration (employee's willingness to cooperate and coordinate) - Cultural Integration (Integrational oriented Corporate Culture) - Media Integration (Application of communication media and data basis) |
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Effect of IMC |
Psychological Effects: increase employee motivation, uniform impression,... Economical Effects: Decrease costs by avoiding duplication tasks, higher efficiency of the communication activities, supporting of the management goals. |
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10 steps of IMC |
1. SWOT-analysis / challenge/objectives of communication 2. Strategic positioning 3. Primary and secondary target groups 4. Objectives for target groups (goals of communication) 5. Core idea, core and single messages 6. Guiding instrument, supporting tools, principles of design 7. Goals of the measures and means of communication 8. Communication budget 9. Organisational rules for implementation 10. IMC Controlling |
