14-Communicating+Customer+Value

14-Communicating+Customer+Value - 1 Communicating Customer...

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Unformatted text preview: 1 Communicating Customer Value: Integrated Marketing Communications Strategy *Powerpoints refined from Pearson 2 Outline 1. The Promotion Mix 2. Integrated Marketing Communications 3. A View of the Communications Process 4. Steps in Developing Effective Communication 5. Setting the Total Promotion Budget and Mix 6. Socially Responsible Marketing Communication 3 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 14--4 4 The Promotion Mix Major Promotion Tools • Advertising • Sales promotion • Public relations • Personal selling • Direct marketing 14-5 5 The Promotion Mix Major Promotion Tools Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor • Broadcast • Print • Internet • Outdoor 14-6 6 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 • Demonstrations 14-7 7 The Promotion Mix Major Promotion Tools Public relations involves building good relations with the company’s 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 14-8 8 The Promotion Mix Major Promotion Tools Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships • Sales presentations • Trade shows • Incentive programs 14-9 9 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 relationships—by using direct mail, telephone, direct- response television, e-mail, and the Internet to communicate directly with specific consumers • Catalog • Telemarketing • Kiosks 14-10 10 Integrated Marketing Communications Major factors affecting change toward segmented marketing • Shift away from mass marketing • Improvements in information technology 14-11 The New Marketing Landscape 11 Integrated Marketing Communications The Shifting Marketing Communications Model Less broadcasting and more narrowcasting • Advertisers are shifting budgets away from network television to more targeted cost- effective, interactive, and engaging media 14-12 12 Integrated Marketing Communications The Need for Integrated Marketing Communications Integrated marketing communication is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands 14-13 13 Integrated Marketing Communications The Need for Integrated Marketing Communications...
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This note was uploaded on 12/21/2010 for the course BUS 233 taught by Professor Millissacheung during the Spring '10 term at Hong Kong Shue Yan.

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14-Communicating+Customer+Value - 1 Communicating Customer...

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