Chapter 14 Integrated Marketing Communications

1
Chapter 14- Integrated Marketing Communications

• Personal selling - face-to-face interaction
  instantaneous feedback/adaptation, but it has a
  high cost.
• Mass selling - target large potential customers
  through advertising/promotion
• Advertising is any paid form of non-personal
  presentation of ideas, goods, or services by an
  identified sponsor
• Publicity is any unpaid form of presentation

2

• Sales promotion - promotional activities other
  than personal selling, adverts, publicity etc.
  that stimulates interest, trial, or purchase.
• Think of one example?
• Sales promotion can be implemented quickly and
  deliver faster results than other promotion
  methods.

3
How communication process affects promotion
planning

• Communication process - source trys to reach
  receiver with a message
• (see graphic) receiver finally decodes message
• receiver sends feedback to the source
• But not all receivers will decode the message in
  the same way. (give example)
• MUST CONVEY MESSAGE CLEARLY
• minimum confusion (K.I.S.S principle of writing)

4
Direct-response Promotion

• helps marketers develop more targeted promotion
  blends
• Direct-promotion designed to prompt immediate
  feedback
• a form of direct communication between the seller
  and an individual customer other than personal
  selling
• Databases of consumer profiles are used.
• How do they use these consumer profiles?

5

• With a consumer profile you can
• generate mailing lists
• phone numbers
• and then share the information, allowing the firm
  to direct its promotion toward its target
  customers.
• This will help you develop more targeted
  promotion blends.

6
Customer-initiated interactive communication

• new interactive technologies make it easier for
  customer to search for information
• Customer-initiated comm. means customer starts
  the search process customer-driven
• They decide how much info they want
• when satisfied, they take action
• may do so immediately
• Marketers are now able to customize the messages
  available to customers. How?