ADM2320X summer 2008-ch 16

ADM2320X summer 2008-ch 16 - Integrated Marketing...

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1 Integrated Marketing Communications (IMC) Chapter 16
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2 Promotion v. marketing communications Promotion (one way communication from marketer to customer) Is the coordination of a marketer’s communications efforts to influence attitudes or behaviour toward a product or service Marketing communications (two way ongoing dialogue) Informing consumers & customers about relative value of products, and developing trust & other relational bonds that facilitate ongoing exchange relationships
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3 Goals of communications To inform consumers about new goods & services To remind consumers to use products To persuade consumers to choose one product over others To create complex brand images & identities in the minds of consumers To build relationships with customers
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4 Integrated Communications Strategy Integrated marketing communications (IMC) unifies all marketing communications tools & corporate & brand messages to communicate in a consistent way to and with stakeholder audiences. Customers absorb information about a product from many sources; collectively these messages impact customer perceptions & buying decisions
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5 Elements of IMC Focus on customer’s need for communications rather than on the message Use a customer database to focus messages Send consistent messages using diverse communications vehicles (TV, radio, print) Time messages to provide a continuous stream of consistent information to recipients Use several communications tools & product design & packaging to communicate.
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6 Roadblocks to IMC Most organizations are financially and not customer driven Most organizations are resistant to change Managers usually specialize in one aspect of communication (advertising v. sales promotion) Need to view product design, packaging and pricing as part of the communication strategy Need to interact with customers in many channels Few advertising agencies take an IMC approach; they tend to specialize in advertising or PR
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7 Communications Process Elements of the communications process: A source (sends the message) A message (physical form – the ad) A channel of communication (advertising medium – newspapers, TV, radio) A receiver (intercepts & interprets or decodes the message using their frame of reference)
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8 Communications Process Encoding: The process of having the sender transform an abstract idea into a set of symbols Decoding: The process of having the receiver take a set of symbols, the message, and transform them back to an abstract idea Performed by receivers according to their attitudes, values, beliefs Most effective when sender & receiver have a mutually shared field of experience
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9 AIDA Message 4 objectives of a message: It should get attention ; Hold interest ; Create desire ; and Produce action
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10 Communications model Noise: Anything that interferes with effective communication
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ADM2320X summer 2008-ch 16 - Integrated Marketing...

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