MCS*3620 Chapter Notes Chapter 1: Integrated Marketing Communications: An Overview Integrated Marketing Communications Mix Integrated marketing communication: the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience o Includes: media advertising, direct response communications, digital communications, sales promotion, public relations, experiential marketing, and personal selling Advertising: a paid for media delivered message by an identified sponsor designed to stimulate a positive response from a target audience o Good advertising will influence the behaviour of that audience o Product advertising: provides info about a branded product to help build its image in the minds of consumers Presents the features, attributes and benefits of the product o Promotional advertising: communicates a specific offer to encourage an immediate response from the target audience (incentives) Direct Response Communications: The delivery of a message to a target audience of one; the message can be distributed by direct mail, direct response television, or telemarketing o Ex: direct mail, direct response television, telemarketing, mobile communications Digital (interactive) communications: the placement of an advertising message on a website, or an ad delivered by email or through mobile communications devices o #1 medium among Canadians 18-34 o Customer relationship management: a process that enables an organization to develop an ongoing relationship with valued customers; the organization captures and uses information about its customers to its advantage in developing the relationship – this forces company to move towards direct response and interactive communications Traditional means of communication are used to pursue new customers Non-traditional media (online communications, social networks, loyalty programs, etc.) are used to retain and enhance customer relationships Sales Promotion: An activity that provides incentives to bring about immediate response from customers, distributors, and an organization’s sales force o Consumer promotion strategies include: coupons, free samples, contests, and cash refunds o Trade promotion strategies: offering price discounts to distributors for purchasing goods in large quantities (aligned with personal selling programs) Public Relations: a form of communications designed to gain public understanding and acceptance o Influence the attitudes and opinions of interest groups about an organization o Require no payment = free exposure
Experiential Marketing: A form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways o Event marketing: the process, planned by a sponsoring organization, of integrating a variety of communications elements behind a single event theme o Sponsorship: The act of financially supporting an event in return for certain advertising rights and privileges
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- Fall '13