This document discusses integrated communications programs for marketing services. It emphasizes that all communications should send a consistent message and work together. It outlines communication objectives for different phases of the service life cycle from pre-purchase to post-purchase. It also discusses the roles of different promotional tools like advertising, sales promotions, and public relations in achieving communication goals. Finally, it provides guidelines for developing an effective integrated communications program and selling services.

1. AN INTEGRATED COMMUNICATIONS PROGRAM IN SERVICES MARKETING DR K V PRABHAKAR

2. Marketing Strategy Marketing Mix Integrated Communications Program Service Life Cycle Environment Competition Competitive Advantage Operational Position Target Market Consumer Position Service Outcome Servicescape Distribution Firm Image Promotion Price

3. Role of Communications Inform Persuade Influence consumer behavior All communications should be integrated so the same message is sent by every communication.

4. Communication Pre-Purchase Phase Objectives Reduce purchase risk Increase probability of purchase Develop corporate image Build brand equity Increase awareness

5. Communication Service Encounter Objectives Enhance customer satisfaction Increase repeat purchase behavior

6. Communication Post-Purchase Phase Objectives Reduce cognitive dissonance Stimulate positive word-of-mouth communications Increase repeat purchase behavior

7. Image Analysis Determine relevant criteria Survey customers and non-customers Do a comparative analysis with competition Determine desired position Promote desired position

8. Integrative Communications Sustainable competitive advantage Operational position Customer value package Advertising Sales promotion Personal selling Public relations Firm Image Servicescape

9. Role of Advertising Informative Persuasive Reminder Action inducing

10. Advertising Make service more tangible Decrease perishability Reduce variability Reduce inseparability Reduce purchase risk Reinforce consumer position Strengthen brand loyalty Enhance repeat purchase behavior

11. Sales Promotion Options Coupons Contests Sweepstakes Frequency Programs Price-offs Tie-ins Sampling Premiums Rebates Refunds

12. Communication Objectives Sales Promotions Coupons Samples Price-offs Tie-ins Coupons Samples Price-offs Tie-ins Frequency program Reduce purchase risk Increase purchase probability Excellent Good

13. Communication Objectives Sales Promotions Premiums Frequency programs Premiums Frequency program Develop firm image Build brand equity Excellent Good

14. Communication Objectives Sales Promotions Contest and Sweepstakes Tie-ins Samples Premiums Samples Increase awareness Enhance customer satisfaction Excellent Good

15. Communication Objectives Sales Promotions Coupons Premiums Frequency program Price-offs Rebates and refunds Premiums Increase repeat purchases Reduce cognitive dissonance Excellent Good

16. Communication Objectives Sales Promotions Premiums Frequency program Stimulate Positive Word-of-Mouth Communications Excellent Good

17. Operational Position Sales Promotions Coupons Contests & Sweepstakes Tie-ins Samples Price-offs Frequency program Premiums Frequency program Cost Efficiency Customization Excellent Good

18. Operational Position Sales Promotions Premiums Samples Tie-ins Frequency program Premiums Frequency program Samples Technical Service Quality Excellent Good Functional Service Quality

19. Marketing Trends Sponsorship marketing Cause-related marketing Adventure marketing

20. Steps in Developing an Integrative Communications Program 1. Identify the target market 2. Identify the target purchase phase 3. Identify the consumption value 4. Determine the communication objectives 5. Determine the consumer image position 6. Design the message 7. Determine the promotional mix 8. Measure effectiveness

21. GUIDELINES FOR SERVICE COMMUNICATIONS PROVIDE TANGIBLE CLUES MAKE THE SERVICE UNDERSTOOD MAINTAIN COMMUNICATION CONTINUITY PROMISE WHAT IS POSSIBLE CAPITALIZE ON WORD OF MOUTH INTEGRATE ALL TOOLS OF SERVICE COMMUNICATION DIRECT COMMUNICATION TO EMPLOYEES ALSO

22. Approaches for Managing Internal Marketing Communications Goal: Delivery greater than or equal to customer promises Create Effective Vertical Communications Align Back Office Personnel w/ External Customers Create Effective Horizontal Communications Create Cross-Functional Teams

23. GUIDELINES FOR SELLING SERVICES THE PROBLEM OF RESISTANCE TO SELLING SERVICES IS COMMON Follow the following guidelines to break the resistance: 1. ORCHESTRATION OF THE SERVICE PURCHASE ENCOUNTER 2. FACILITATION OF A QUALITY ASSESSMENT BY THE CUSTOMER 3. TANGIBALIZE THE SERVICES 4. IDENTIFY AND EVALUATE SUPPORT SYSTEMS

24. Metla Content: Task, product, services Content: entire organization Direction: External Direction: Internal