MKTG 396 Final Notes Lesson 11.docx - Lesson 11 Integrated Marketing Communications Strategy Chapter 14 Communicating Customer Value Integrated

MKTG 396 Final Notes Lesson 11.docx - Lesson 11 Integrated...

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Lesson 11: Integrated Marketing Communications Strategy Chapter 14 – Communicating Customer Value: Integrated Marketing Communications Strategy 1 list and define the five tools of the promotion mix. (textbook, pp. 470–471) Promotion Mix (AKA marketing communications mix) – consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. 5 Major Promotion Tools: 1) Advertising – broadcast, print, internet, outdoor, and other forms 2) Sales Promotion – includes discounts, coupons, displays, and demonstrations 3) Personal Selling – sales presentations, trade shows, and incentive programs 4) Public Relations – press releases, sponsorships, special events, and web pages 5) Direct Marketing – catalogues, telephone marketing, kiosks, Internet, mobile marketing, etc. 2 describe the changing communications environment, and explain the trend toward integrated marketing communications. (textbook, pp. 471–476) Several major factors are changing the face of today’s marketing communications: 1) Consumers are changing. In this digital, wireless age, they are better informed and more communications empowered. 2) Marketing Strategies are changing. Marketers are shifting away from mass marketing. They are developing focused marketing programs designed to build closer relationships with customers in more narrowly defined micromarkets. 3) Finally, sweeping advances in communications technology are causing remarkable changes in the way in which companies and customers communicate with eachother. Companies are doing less broadcasting and doing more narrowcasting. Need for Integrated Marketing Communications (see Figure 14.1 on pg. 475) In the consumer’s mind, messages from different media and promotional approaches all become part of a single message about the company.
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Integrated Marketing Communications (IMC) – where the company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brand. Brand contact – will deliver the message - IMC involves identifying the target audience and shaping a well -coordinated promotional program to obtain the desired audience response. Marketers are moving toward viewing communications as managing the customer relationship over time.
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