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Chapter 18.19 in class discussion

Chapter 18.19 in class discussion - Chapters 18 and 19...

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Chapters 18 and 19 Integrated Marketing Communication - Advertising, Sales Promotion, and a Touch of Public Relations Key Point to Understand - “If it is not communicated (by marketers) to customers, customers are highly unlikely to value (appreciate) it.” Sometimes things are that simple. Lesson to be learned - Marketers, in their communications with customers, should emphasize the aspects of their products that are most valuable to most customers. 4 Connective Thoughts: 1) Marketers should attempt to explain their product and the values it delivers in 30 seconds or less. a. Be clear, concise, compelling – and quick . b. 30 seconds or less is the average attention span of almost anyone. 2) People – businesspeople and consumers – always respond to incentives. When doing something or buying something more costly or more beneficial in terms of (money, time, risk, stress; inconvenience, prestige, performance, etc) than doing or buying something else, which something do you believe customers are going to buy – if they are rational? a. Promotions should provide incentives, create (new) incentives and/or emphasize value-enhancing incentives . 3) From Wired – “the future of American marketers is shifting from selling less (quantity) of more” (different products). Marketers and marketing practice is shifting toward targeting huge numbers of individual niche interests. The net: Products and promotions are increasingly being targeted in more narrowly focused and more accurate ways a. Think the ‘Dead Milkmen” cool punk rock band. 4) Promotional activities – of all sorts (i.e., personal selling, direct marketing, publicity and public relations, sales promotions and of course advertising) represent the communications arm of marketers – and the last of the “4 Ps” that we will study. a. By definition, for communication (or any sort) to happen/occur – the “intended message” has to be received and understand by the “intended target” in the manner in which the originating sender intended. 1
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Two Additional Points to Ponder: 1) The brain devotes more attention to anything that appears threatening. Negative information is more contagious and stickier than positive information, meaning it spreads more quickly and is more difficult to dislodge once it takes hold. (Often, good news does not fit the narrative, so journalists or reporters won’t report it. And even if they did, many people probably would not believe it.) 2) When the topic is communication, there are four keys to success. (Call them 4 “C’s”) - Comprehension (Zoom Zoom Zoom … what does the message instantly communicate?); Connection (to be effective, a message must resonate favorably and trigger a positive response from targets); akin to relationships, establishing them/keeping them. Credibility
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Chapter 18.19 in class discussion - Chapters 18 and 19...

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