TV advertising still captures the largest share of advertising dollars (roughly 38 percent) and remains the dominant form of advertising. The new marketing communications model will consist of a shifing mix of both traditional mass media and a wide array of exciting, new, more targeted, and more personalized media. Marketers are dealing with new problems with the need for a richer promotion mix- conflicting messages from diferent sources can result in confused company images, brand positions, and customer relationships. Advertising messages are planned by the advertising department, Personal selling communications are developed by sales management. Others are responsible for PR, sales promotion events, Internet or social networking eforts, and other forms of marketing communications. Mixed communications from these sources result in blurred brand perceptions by consumers. Integrated marketing communications (IMC): Carefully integrating and coordinating the ĐoŵpaŶǇ’s ŵaŶǇ ĐoŵŵuŶiĐatioŶs ĐhaŶŶels to deliǀeƌ a Đleaƌ, ĐoŶsisteŶt, aŶd ĐoŵpelliŶg message about the organization and its products. IMC (above figure) calls for recognizing all touchpoints where the customer may encounter the company and its brands. Each brand contact will deliver a message— whether good, bad, or indiferent. To help implement integrated marketing communications, some companies have appointed a marketing communications director who has overall responsibility for the ĐoŵpaŶǇ’s ĐoŵŵuŶiĐatioŶs efoƌts- make sure that the message is one and consistent overall Because customers difer, communications programs need to be developed for specific segments, niches, and even individuals. To communicate efectively, the marketing communicator must understand the Đustoŵeƌ’s field of eǆpeƌieŶĐe. We now examine the steps in developing an efective integrated communications and promotion program: identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback.
find more resources at oneclass.com find more resources at oneclass.com Buyer-readiness stages: The stages consumers normally pass through on their way to making a purchase, including awareness, knowledge, liking, preference, conviction, and the actual purchase. Having defined the desired audience response, the communicator then turns to developing an efective message- the message should get attention, hold interest, arouse desire, and obtain action (a framework known as the AIDA model) The marketer must figure out an appeal or theme that will produce the desired response. There are three types of appeals: rational, emotional, and moral .
- Spring '19