CH14.ppt.Convertor - Chapter 14 Integrated Marketing...

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Chapter 14 Integrated Marketing Communications Promotion Function of informing, persuading, and influencing the consumer’s purchase decision Marketing communications Transmission from a sender to a receiver of a message dealing with the buyer-seller relationship Integrated marketing communications (IMC) Coordination of all promotional activities to produce a unified, customer- focused promotional message Integrated Marketing Communications Consumers receive many marketing messages all day Customer is at the heart of marketing programs Strategy begins with their wants or needs and then works backward to product IMC looks at elements of the promotional mix through the customers’ eyes Must segment market according to customer demographics and preferences Increased media options provide more ways to communicate with customers but create the danger of overload and stretch resources Importance of Teamwork Requires consistent, coordinated promotional effort at every stage of customer contact Involves both in-house resources and outside vendors Marketing personnel Sales force Organizational buyers Customer services representatives Example: Benefits of a great advertisement can be undone by unhelpful salespeople who frustrate customers Role of Databases in Effective IMC Programs Internet allows companies to gather information faster and organize it more easily Ability to harness data challenges ability to sift through it effectively Direct sampling also provides customer opinions The Communications Process An effective promotional message accomplishes three tasks: It gains the receiver’s attention It achieves understanding by both receiver and sender It stimulates the receiver’s needs and suggests an appropriate method of satisfying them AIDA concept (Attention-Interest-Desire-Action) – an explanation of the steps through which an individual reaches a purchase decision Sender ,Encoding,Channel,Decoding,Response,Feedback,Noise Global Difficulties with the Communication Process In China: KFC’s slogan: “Finger lickin’ good” came out as “Eat your fingers off” Also in China: Coca-Cola had thousands of signs made using the translation: “Ke-kou-ke-la” Depending on the dialect this means . . . “Bite the wax tadpole,” or “Female horse stuffed with wax” In Taiwan: Pepsi’s slogan, “Come alive with the Pepsi generation” came out as “Pepsi will bring your ancestors back from the dead”
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Objectives of Promotion Provide Information Inform the market about the availability of a particular good or service Example: Advertisement about a musical performance includes information about time, date, and place Increase Demand May increase primary demand, or desire for a particular product category Example: “Cotton. The fabric of our lives.” May increase selective demand, or desire for a specific brand Differentiate the Product Differentiation allows firms more control over marketing variables such as price Accentuate the Product’s Value
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This note was uploaded on 09/28/2011 for the course ADMS ADMS taught by Professor Kk during the Spring '11 term at York University.

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CH14.ppt.Convertor - Chapter 14 Integrated Marketing...

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