Chapter 11: Integrated Marketing Communications

Mass marketing
Public relations
Sales promotion
Customised marketing
Personal selling
An form of paid non-personal communication about good, brand or idea
Advantages of Advertising
Attention getting
Large audience
Company has control over their perception
Disadvantages of Advertising
Costs to produce and place an ad are high
Lack of direct feedback
Personal selling
Two way flow of communication between a buyer and seller
Influence people
Advantages of Personal Selling
Salesperson controls who the presentation is made for
Salesperson can see/hear feedback
Disadvantages of Personal Selling
Different salespeople can change message/no consistent message
High cost
Public relations
Influence the feelings, opinions or beliefs held by consumers
Special events, lobbying, reports etc
Advantages of Public Relations
Disadvantages of Public Relations
Little control over what is said
Sales promotion
Short term offer of value
Advantages of Sales Promotion
Short-term often increases sales for their duration
Disadvantages of Sales Promotion
Can’t be the only basis
Continuous promotion decreases effectiveness
Customers delay purchase until their favourite items are on sale
Some aspect are regulated by state and federal government
Promotional mix
A cost-effective combination of advertising, selling, sales promotion, and public relations used to attract customers
Target audience
Directed to ultimate consumers or intermediary
Channel strategies
Achieving control is difficult for the manufacturer, promotional strategies can assist in moving a product through the channel of distribution
Whether to push a strategy, pull a strategy or both
Push strategy
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Pull strategy
A marketing strategy that stimulates consumer demand to obtain product distribution
Integrated Marketing Communications
The coordination of marketing messages through every promotional vehicle to communicate a unified impression about a product.
Developing the promotional program
– Identifying the Target Audience
– Specifying Promotion Objectives
– Set the budget
– Select the right promotional elements
– Design the promotion
– Schedule the promotion
Executing the promotion program
– Pretest the promotion
– Carry out the promotion
Evaluating the promotion program
– Posttest the promotion
– Make needed changes
Specifying promotion objectives
Hierarchy of effects;
Setting the promotion budget
Methods to use to set the promotion budget;
Percentage of sales
Competitive parity
All you can afford
Objective and task
Execution and evaluating the promotion program
– Ideal execution involves pretesting each design
– Post tests are recommended to evaluate the impact of each promotion
– Companies must create a test-result database that allows comparisons of the impact of promotional tools
Direct marketing
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
Direct orders
The result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction
Lead generation
Identification of those firms and people most likely to buy the seller’s offerings
Traffic generation
The outcome of a direct marketing offer designed to motivate people to visit a business

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