Chapter 10 - Communicating Customer Value: Integrated Marketing Communications Strategy

Front 1

specific blend of tools that the company uses to persuasively communicate customer value and build customer relationships

Back 1

Promotion mix

Front 2

Promotion mix

Back 2

Advertising, direct marketing, personal selling, sales promotion, public relations

Front 3

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Back 3

Advertising (broadcast, print, internet, outdoor)

Front 4

the short-term incentive to encourage the purchase or sale of a product or service

Back 4

Sales promotion (discounts, coupons, displays, demonstrations)

Front 5

involves 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

Back 5

Public relations (press releases, sponsorship, special events, web pages)

Front 6

the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships

Back 6

Personal selling (sales presentations, trade shows, incentive programs)

Front 7

involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers

Back 7

Direct marketing (catalog, telemarketing, kiosks)

Front 8

the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Back 8

Integrated marketing communications

Front 9

Steps in developing an effective integrated communications and promotion program

Back 9

•Identify the target audience

•Determine the communication objectives.

•Design a message

•Choose the media through which to send the message

•Select the message source

•Collect feedback

Front 10

Communications decisions

Back 10

Identify target audience

Front 11

The stages consumers normally pass through on their way to a purchase, including awareness, knowledge, liking, preferences, conviction, and, finally, the actual purchase.

Back 11

Buyer-readiness stages

Front 12

Buyer-readiness stages

Back 12

Determining the communication objectives

Front 13

Communication objectives

Back 13

Awareness, knowledge, liking, preference, conviction, purchase

Front 14

AIDA

Back 14

Attention, interest, desire, action

Front 15

appeal or theme that will produce the desired response (rational, emotional and moral appeal

Back 15

Message content

Front 16

Message content

Back 16

Designing a message

Front 17

relates to the audience’s self-interest

Back 17

Rational appeal

Front 18

an attempt to stir up positive or negative emotions to motivate a purchase

Back 18

Emotional appeal

Front 19

directed to an audience's sense of what is right and proper

Back 19

Moral appeal

Front 20

Personal and nonpersonal

Back 20

Choose media

Front 21

channels which two or more people communicate directly with each other, including face to face, on the phone, via mail or e-mail, or even through internet “chat.’’

Back 21

Personal communication

Front 22

personal communications about a product between target buyers and neighbors, friends, family members, and associates

Back 22

Word-of-mouth influence

Front 23

people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exerts social influence on others

Back 23

Opinion leaders

Front 24

involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities

Back 24

Buzz marketing

Front 25

Nonpersonal channels

Back 25

Major media, atmospheres, events

Front 26

media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly

Back 26

Non-personal communication

Front 27

designed environments that create or reinforce the buyer’s leanings toward buying a product

Back 27

Atmospheres

Front 28

are staged occurrences that communicate messages to target audiences

Back 28

Events (press conference, grand opening, exhibits, public tours)

Front 29

The message’s impact on the target audience is affected by how the audience views the communicator

Back 29

Selecting the message source

Front 30

Athletes and entertainers

Back 30

Celebrities

Front 31

Health care providers

Back 31

Professionals

Front 32

Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior

Back 32

Collecting feedback

Front 33

Methods in Setting the Total Promotion Budget

Back 33

•Affordable

•Percentage-of-sales

•Competitive party

•Objective-task

Front 34

Setting the promotion budget at the level management thinks the company can afford

Back 34

Affordable method

Front 35

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales rice

Back 35

Percentage-of-sales method

Front 36

Setting the promotion budget to match competitors’ outlays

Back 36

Competitive-parity method

Front 37

reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times

Back 37

Advertising

Front 38

Socially responsible marketing communication

Back 38

Personal selling