Chapter 18: integrated Marketing Communications and Direct marketing.
How do marketers fight the game console wars? With integrated marketing communications!
Sony’s integrated campaign features
a variety of components including television ads on broadcast and cable
networks; print ads in monthly, weekly, and daily publications; online advertising on gaming, sports, and lifestyle
websites; and billboard and bus shelter ads in metropolitan areas. This also includes interactive elements at its
playbeyond.com, 14,000 kiosks at retailers, and a huge truck called the “PlayStation Experience” that stops at concerts to
let visitors play the Sony system and games on location.
Sony is trying to communicate a message that the PS3 is “an experience ‘beyond’ games, harnessing the power of
imagination”. Microsoft’s message for the Xbox 360 is “jump In” and move to the next generation of gaming. Nintendo is
positioning its Wii as a gaming system for the entire family.
Some of the innovative ideas include Sony putting in Talladega Nights: The Ballad of Rick Bobby in 500,000 PS3
boxes. Wii: people singing songs posted on youtube.com
Promotion represents the fourth element in the marketing mix. The promotional element consists of
communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
Combination of one or more of these communication tools is called the
All of these tools can be used
to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later
about the benefits they enjoyed by using the product.
Today all promotional activities- advertising, personal selling, sales promotion, public relations, and direct
marketing – to provide a consistent message across all audiences (
integrated marketing communications (IMC)).
L01: The communication process
is the process of conveying a message to others and it requires six elements: a source, a
message, a channel of communication, a receiver, and the processes of encoding and decoding.
may be a company or person who has information to convey.
information sent by a source, such as a description of a new cellular telephone.
Channel of communication:
the message is conveyed by a sales person, advertising media, or public
consumers who read, hear, or see the message.
Encoding and decoding:
Encoding: process of having the sender transform an idea into a set of symbols.
Decoding: is the reverse, or the process of having the receiver take a set of symbols, the message,
and transform the symbols back to an idea.