Comm 296 - Chapter 12

Comm 296 - Chapter 12 - Comm 296 Chapter 12 Communicating...

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Comm 296 Chapter 12: Communicating Customer Value: Advertising and Public Relations THE PROMOTION MIX - Advertising : any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor; mass media (broadcast through TV and radio, print from newspaper and magazines, Internet) - Sales promotion : short-term incentives to encourage purchase or sale of an offering; discounts, rebates, coupons, displays, demonstrations - Personal selling : personal presentation by sales’ force for the purpose of making sales and building customer relationships; trade shows, sales presentations, incentive programs - Public relations (PR) : building good relations with company’s various publics by obtaining favorable publicity, building a good corporate image, or handing unfavorable rumours/events; press releases, sponsorships, websites - Direct marketing : direct connections with carefully targeted individual consumers to both obtain an immediate response and build lasting customer relationships; catalogues, direct mail, mobile marketing INTEGRATED MARKETING COMMUNICATIONS - Marketing communications is the most changed area of marketing THE NEW MARKETING COMMUNICATIONS LANDSCAPE - Changing factors: o Consumers More access to information through technology and communications More easily connect to other consumers and exchange information o Marketing strategies Shift away from mass marketing towards segmented marketing Tailor to more defined target groups o Communications technology Give firms exciting new media for interacting with consumers Give consumers more control over messages they choose to send and receive THE SHIFTING MARKETING COMMUNICATIONS MODEL - Less broadcasting , more narrowcasting o Less emphasis on mass marketing; focus more on more specialized and highly targeted media with more personalized/interactive messages to smaller segments - Mass marketing tactics aren’t working anymore o More costly, audiences are shrinking, ad clutter increasing, viewers have control of message exposure (DVRs let them skip ads) - New technological tactics are more effective o Reach smaller groups in more interactive/engaging ways – cost-effective and targeted - However, mass media is still largely used – just have to complement with narrowcasting - New communications model: shifting mix of both traditional mass media and more-personalized digital media THE NEED FOR INTEGRATED MARKETING COMMUNICATIONS - Consumers don’t view marketing sources the way marketers do – see all forms as one single message from a firm o Unintegrated messages will cause customer confusion of the brand - Integrated marketing communicates (IMC) : integrating and coordinating the firm’s communications channels to deliver a clear, consistent and compelling message about the organization and its products o Need to recognize all touchpoints between firm (its brands) and customer o Each brand contact will deliver a message (good, bad or indifferent) want to be good and consistent o
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