Marketing_Management_kotler14_basic

Marketing_Management_kotler14_basic - IntegratedMarketing...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Integrated Marketing  Integrated Marketing  Communications Strategy Communications Strategy Chapter 14
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  14 - 2 Learning Goals 1. Know the tools of the marketing  communications mix. 2. Understand the process and advantages  of integrated marketing  communications. 3. Learn the steps in developing effective  marketing communications. 4. Understand methods for setting  promotional budgets and the factors  that affect the design of the promotion  mix.
Background image of page 2
  14 - 3 Case Study BMW MINI USA BMW Challenges: small  budget and staff Broke with traditional auto  advertising and used  unconventional media “Let’s Motor” campaign  begins by mounting MINIs  on SUV’s in 22  cities Created integrated  strategy with unified  brand personality at every  consumer “touchpoint” Campaign a success with  a 10-month waiting list  Awareness growth from  2% to 53% of U.S.  consumers MINI sales are running  better than 80% above  original projections
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  14 - 4 Definition Marketing Communications Mix The specific mix of advertising,  personal selling, sales promotion, and  public relations a company uses to  pursue its advertising and marketing  objectives. Goal 1:  Know the tools of the marketing communications mix
Background image of page 4
  14 - 5 Integrated Marketing  Communications The Marketing Communications  Environment is Changing: Mass markets have fragmented, causing  marketers to shift away from mass marketing  to target marketing Improvements in information technology are  facilitating segmentation Media fragmentation has occurred with  companies doing less broadcasting and more  narrowcasting Goal 1:  Know the tools of the marketing communications mix
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  14 - 6 Integrated Marketing  Communications The Need for Integrated Marketing  Communications Conflicting messages from different sources  or promotional approaches can confuse  company or brand images  The problem is particularly prevalent when  functional specialists handle individual forms of  marketing communications independently Goal 1:  Know the tools of the marketing communications mix
Background image of page 6
  14 - 7 Integrated Marketing  Communications The Need for Integrated Marketing  Communications The Internet must be integrated into the  broader IMC mix Best bet is to wed traditional branding  efforts with the interactivity and  service capabilities of online  communications Goal 1:  Know the tools of the marketing communications mix
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  14 - 8 Integrated Marketing  Communications Integrated Marketing  Communications The concept under which a company  carefully integrates and coordinates its  many communications channels to 
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

Page1 / 28

Marketing_Management_kotler14_basic - IntegratedMarketing...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online