Chap 16: Integrated Marketing Communications

1
Chap 16 Integrated Marketing Communications

• Overall objectives
• Help generate _____________
• Communicate _________
• Promotion Tools (p. 304 309) Advertising, Sales
  Promotion, Public Relations, Personal Selling,
  Direct Marketing

2
Promotion Strategy

• Integrated marketing communications (IMC) - p.
  311
• Present a __________ message about the
  product/company by ___________ all elements of
  the promotion mix

3
Promotion Tools

• Advertising Reaches Many Buyers, Repeats Message
  Many Times, _______________ ___________
• Personal Selling Personal Interaction,
  Relationship Building, __________________
• Sales Promotion Wide Assortment of Tools,
  Rewards Quick Response, _________________
• Public Relations Very Believable, Dramatize a
  Company or Product, _______________
• Direct Marketing Nonpublic, Immediate,
  Customized, Interactive

4
Figure 16.2 Cost-Effectiveness of Different
Promotional Tools at Different Buyer Readiness
Stages
5
Developing Strategies Advertising

• _______________ finding the most cost-effective
  media to deliver the desired number of exposures
  to the target audience
• What is the most effective way of spending
  advertising dollars?

6
Developing Strategies Advertising

• Expose a sufficient number of targeted customers
  (_____) to the firms product and
• Expose them enough times (_________) to the
  product to produce the desired effect
• ______ which medium provides most bang for your
  buck?

7
Developing Strategies Advertising

• Where should the business advertise? What is the
  impact of the following media?
• Newspaper, TV, radio, billboard, yellow pages,
  internet, etc.?
• Marketplace Grill (Conway)

8
Developing Strategies Sales Promotion

• Creating an _________ to buy
• Attract new buyers reward loyal customers
  increase repurchase rates of existing customers

9
Developing Strategies Public Relations (p. 322)

• Assist in the launch of new products
• Assist in the repositioning of a mature product
• Build corporate image
• Company does not pay for space or time obtained
  in the media it pays only for a staff to develop
  and circulate stories and manage certain events

10
Developing Strategies Direct Marketing (p. 323)

• Consumer direct channels to reach and deliver
  goods and services to customers without
  intermediaries
• Benefits convenient and hassle free saves time
  allows comparative shopping
• Unable to physically examine product before
  purchase
• Challenge Communication must capture customer