Chapter Fourteen
Communicating Customer
Value: Integrated
Marketing
Communications Strategy
Chapter 14 - slide 1
Communicating Customer Value: Integrated
Marketing Communications Strategy
Topic Outline
The Promotion Mix
Integrated Marketing Communications
A View of the Communications Process
Steps in Developing Effective Marketing
Communication
Setting the Total Promotion Budget and Mix
Socially Responsible Marketing
Communication
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 2
The Promotion Mix
The promotion mix is the specific
blend of advertising, public
relations, personal selling, and
direct-marketing tools that the
company uses to persuasively
communicate customer value and
build customer relationships
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 3
The Promotion Mix
Major Promotion Tools
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 4
The Promotion Mix
Major Promotion Tools
Advertising is any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an
identified sponsor
Broadcast
Print
Internet
Outdoor
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 5
The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term
incentives to encourage the purchase
or sale of a product or service
Discounts
Coupons
Displays
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 6
The Promotion Mix
Major Promotion Tools
Public relations involves building good
relations with the companys various
publics by obtaining favorable publicity,
building up a good corporate image, and
handling or heading off unfavorable
rumors, stories, and events
Press releases
Sponsorships
Special events
Web pages
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 7
The Promotion Mix
Major Promotion Tools
Personal selling is the personal
presentation by the firms sales force
for the purpose of making sales and
building customer relationships
Sales presentations
Trade shows
Incentive programs
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 8
The Promotion Mix
Major Promotion Tools
Direct marketing involves making direct
connections with carefully targeted individual
consumers to both obtain an immediate
response and cultivate lasting customer
relationshipsthrough the use of direct mail,
telephone, direct-response television, e-mail,
and the Internet to communicate directly
with specific consumers
Catalog
Telemarketing
Kiosks
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 9
Integrated Marketing
Communications
The New Marketing Communications Landscape
Consumers are better
informed
More communication
Less mass marketing
Changing communications
technology
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 10
Integrated Marketing
Communications
The Need for Integrated Marketing Communications
Integrated marketing
communications is the integration by
the company of its communication
channels to deliver a clear, consistent,
and compelling message about the
organization and its brands
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 11
A View of the Communication
Process
The Communication Process
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Chapter 14 - slide 12
Steps in Developing Effective
Marketing Communication
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 13
Steps in Developing Effective
Communication
Identifying the Target market
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Chapter 14 - slide 14
Steps in Developing Effective
Marketing Communication
Determining the Communication Objectives
Marketers seek a purchase response that
results from a consumer decision-making
process that includes the stages of buyer
readiness
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 15
Steps in Developing Effective
Marketing Communication
Designing a Message
AIDA Model
Get Attention
Hold Interest
Arouse Desire
Obtain Action
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Chapter 14 - slide 16
Steps in Developing Effective
Marketing Communication
Designing a Message
Message content is an appeal
or theme that will produce the
desired response
Rational appeal
Emotional appeal
Moral appeal
Message Format
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 17
Steps in Developing Effective
Marketing Communication
Designing a Message
Rational appeal relates to the
audiences self-interest
Emotional appeal is an attempt to
stir up positive or negative
emotions to motivate a purchase
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 18
Steps in Developing Effective
Marketing Communication
Designing a Message
Moral appeal is directed at
the audiences sense of right
and proper
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 19
Steps in Developing Effective
Marketing Communication
Choosing Media
Personal communication involves two
or more people communicating directly
with each other
Face to face
Phone
Mail
E-mail
Internet chat
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 20
Steps in Developing Effective
Marketing Communication
Choosing Media
Personal communication is effective
because it allows personal addressing and
feedback
Control of personal communication
Company
Independent experts
Word of mouth
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 21
Steps in Developing Effective
Marketing Communication
Choosing Media
Personal Communication
Opinion leaders are people within a
reference group who, because of their
special skills, knowledge, personality,
or other characteristics; exerts social
influence on others
Buzz marketing involves cultivating
opinion leaders and getting them to
spread information about a product or
service to others in their communities
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 22
Steps in Developing Effective
Marketing Communication
Non-Personal Communication Channels
Non-personal communication is
media that carry messages without
personal contact or feedback,
including major media, atmospheres,
and events that affect the buyer
directly
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 23
Steps in Developing Effective
Marketing Communication
Non-Personal Communication Channels
Major media include print,
broadcast, display, and online
media
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 24
Steps in Developing Effective
Marketing Communication
Nonpersonal Communication Channels
Events are staged occurrences that
communicate messages to target
audiences
Press conferences
Grand openings
Exhibits
Public tours
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Chapter 14 - slide 25
Steps in Developing Effective
Marketing Communication
Selecting the Message Source
The messages impact on the target
audience is affected by how the
audience views the communicator
Celebrities
Athletes
Entertainers
Professionals
Health care providers
Copyright 2010 Pearson Education, Inc.
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Chapter 14 - slide 26
Steps in Developing Effective
Marketing Communication
Collecting Feedback
Involves the communicator
understanding the effect on the
target audience by measuring
behavior resulting from the
behavior
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 14 - slide 27
