Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one
Chapter13 Integrated Marketing Communications 1
<ul><li>Resources: </li></ul><ul><li>Marketing an Introduction / Gary Armstrong, Philip Kotler </li></ul>Advertising, Sales Promotion and Public Relations
Integrated Marketing Communication Direct Marketing Sales Promotion Advertising Public Relations Personal Selling The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, compelling message about the organization and its products.
Advertising – Media Decision Small audience, relatively low impact; audience controls exposure High selectivity; low cost; immediacy; interactive capabilities Online Little audience selectivity; creative limitations Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity Outdoor Long ad-purchase lead time; high cost; no guarantee of position High geographic and demographic selectivity; credibility and prestige; high quality reproduction; long life and good pass-along readership Magazines Audio only; fleeting exposure; low attention Good local acceptance; high geographic and demographic selectivity; low cost Radio Relatively high cost per exposure; “junk mail” image High audience selectivity; flexibility; no ad competition within the same medium; allows personalization Direct Mail High absolute costs; high clutter; fleeting exposure; less audience selectivity Good mass-market coverage; low cost per exposure; combines sight, sound and motion; appealing to the senses TV Short life; poor reproduction quality; small pass-along audience Flexibility; timeliness ; good local market coverage; broad acceptability; high believability Newspaper Limitations Advantages Medium
Advertising – Evaluation Communication effects Sales effects
Sales Promotion Sales promotion consists of short term incentives to encourage purchase or sales of a product or service.
Public Relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events.