MARKET MANAGMENT

1. Integrated Marketing Communication
Strategy

2. The marketing communication mix
• Marketing communication mix
– The specific mix of advertising,
personel selling, sales promotion,
and public relations a company
uses to pursue its advertising and
marketing objectives
• Advertising
– Any paid form of nonpersonal
presentation and promotion of
ideas, goods, or services by
anidentifies sponsor
• Sales promotion
– Short-term incentives to
encourage the purchase or sale 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
• Personal selling
– Personal presentation by the
firm’s sales force for the purpose
of making saels and building
customer relationships
• Direct marketing
– Direct connection with carefully
targeted individual consumers to
both obtain an immediate
reponse and cultivate lasting
customer relationships

3. A View of the Communication Process
sender encoding
feedback
noise
response
Media
receiver
decoding
message
Sender’s field
of experience
Receiver’s field
of experience

4. A View of the Communication Process
• Sender
– The party sending the message to
another party
• Encoding
– The process of putting thought into
symbol form
• Message
– The set of symbols that the sender
transmits
• Media
– The communication channels
through which the message moves
from sender to receiver
• Decoding
– The process by which the reciever
ssigns meaning to the symbols
encoded by the sender
• Receiver
– The party recieving the message
sent by another party
• Response
– The reactions of the receiver after
being exposed to the message
• Feedback
– The part of the receiver’s
responses communicated back to
the sneder
• Noise
– The unplanned static or distortion
during the communication
process, which results in the
receviver’s getting a different
message than the one the sender
sent

5. Steps in developing effective communication
• Identifying the target audiance
– Potential buyers, current users, those who make the
buying decision or those who influence it
• Determinig the communication objectives
– The final response is purchase
– Buyer-readiness stages
• The stages consumers normally pass through on their wau
to purchase, including awareness, knowledge, liking,
preference, conviction, and purchase
awareness knowledge liking preference conviction purchase

6. Steps in developing effective communication
• Desinging a message
– The message should get attention, hold interest, arouse disire,
and obtain action
– Message content
• The communicator has to figure out an appeal or theme that
will produce the desired response.
• Three appeal types: rational, emotional, moral
– Message structure
• To draw a conclusion or leave it to the audiance
• To present a sided argument or two sided argument
• To present the strongest arguments first or last
– Message format

7. Steps in developing effective communication
– Choosing media
• Personal communication channels
– Channels through which two or more people communicate directly
with each other, including face to face, person to audiance, over the
television, or through the mail
– Word-of-mouth influnce: personal communication about a product
between target buyers and neighborship, friends, family members,
and associates
– Buzz marketing: cultivating opinion leaders and getting them to
spread information about a product or service to others in their
communities
• Nonpersonal communication channels
– Media that carry messages without personal contact or feedback,
including major media, atmospheres, and events
– Selecting the message source
– Collecting feedback