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1. Chapter Fourteen
CommunicatingCustomerValue:Integrated
MarketingCommunicationsStrategy
1

2. CommunicatingCustomerValue:IntegratedMarketing
Communications Strategy
2
Topic Outline
•The
Promotion
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3. The Promotion Mix
Thepromotionmixisthespecificblendofadvertising,publicrelations,
personalselling, anddirect-marketing toolsthatthecompanyusesto
persuasivelycommunicatecustomervalueandbuildcustomer
relationships
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4. 4
The Promotion Mix
Advertisingisanypaidformofnon-personalpresentation
andpromotionofideas,goods,orservicesbyan
identifiedsponsor
Broadcast
Print
Internet
Outdoor
MajorPromotionTools
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5. 5
The Promotion Mix
MajorPromotionTools
Salespromotionistheshort-termincentivestoencouragethepurchaseorsaleofaproductorservice
Discounts
Coupons
Displays
Demonstrations
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6. 6
The Promotion Mix
MajorPromotionTools Publicrelationsinvolvesbuildinggoodrelationswiththe
company’svariouspublicsbyobtainingfavorable
publicity,buildingupagoodcorporateimage,and
handlingorheadingoffunfavorablerumors,stories,and
events
Pressreleases
Sponsorships
Specialevents
Webpages
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7. 7
The Promotion Mix
Personalsellingisthepersonalpresentationby
thefirm’ssalesforceforthepurposeof
makingsalesandbuildingcustomer
relationships
Salespresentations
Tradeshows
Incentiveprograms
MajorPromotionTools
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8. 8
The Promotion Mix
Directmarketinginvolvesmakingdirectconnectionswith
carefullytargetedindividualconsumerstobothobtainan
immediateresponseandcultivatelastingcustomer
relationships—throughtheuseofdirectmail,telephone,
direct-responsetelevision,e-mail,andtheInternetto
communicatedirectlywithspecificconsumers
Catalog
Telemarketing
Kiosks
MajorPromotionTools
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9. 9
Integrated Marketing Communications
Consumersarebetterinformed
Morecommunication
Lessmassmarketing
Changingcommunicationstechnology
TheNewMarketingCommunicationsLandscape
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10. 10
Integrated Marketing Communications
Integratedmarketingcommunicationsistheintegrationby
thecompanyofitscommunicationchannelstodelivera
clear,consistent,andcompellingmessageaboutthe
organizationanditsbrands
TheNeedforIntegratedMarketingCommunications
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11. Steps in Developing Effective Marketing Communication
11
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
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12. 12
IdentifyingtheTargetmarket
What will
be said
How it will
be said
When it
will be said
Where it
will be said
Who will
say it
Stepsin DevelopingEffectiveMarketingCommunication
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13. 13
Steps in Developing Effective Marketing Communication
Marketersseekapurchaseresponsethatresultsfroma
consumerdecision-makingprocessthatincludesthe
stagesofbuyerreadiness
DeterminingtheCommunicationObjectives
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14. 14
Steps in Developing Effective Marketing Communication
AIDAModel
GetAttention
HoldInterest
ArouseDesire
ObtainAction
DesigningaMessage
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15. 15
Steps in Developing Effective Marketing Communication
Messagecontentisanappealorthemethatwillproducethe
desiredresponse
Rationalappeal
Emotionalappeal
Moralappeal
DesigningaMessage
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16. 16
Steps in Developing Effective Marketing Communication
Rationalappealrelatestotheaudience’sself-interest
Emotionalappealisanattempttostiruppositiveornegative
emotionstomotivateapurchase
DesigningaMessage
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17. Steps in Developing Effective Marketing Communication
DesigningaMessage
Moralappealisdirectedattheaudience’ssenseof
rightandproper
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18. 18
Steps in Developing Effective Marketing Communication
Personalcommunicationinvolvestwoormorepeople
communicatingdirectlywitheachother
Facetoface
Phone
Mail
E-mail
Internetchat
ChoosingMedia
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19. 19
Steps in Developing Effective Marketing Communication
Personalcommunicationiseffectivebecauseitallows
personaladdressingandfeedback
Controlofpersonalcommunication
Company
Independentexperts
Word-of-mouth
ChoosingMedia
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20. 20
Steps in Developing Effective Marketing Communication
Opinionleadersarepeoplewithinareferencegroupwho,
becauseoftheirspecialskills,knowledge,personality,or
othercharacteristics;exertssocialinfluenceonothers
Buzzmarketinginvolvescultivatingopinionleadersand
gettingthemtospreadinformationaboutaproductor
servicetoothersintheircommunities
ChoosingMedia
PersonalCommunication
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21. 21
Steps in Developing Effective Marketing Communication
Nonpersonalcommunicationismediathatcarrymessages
withoutpersonalcontactorfeedback,includingmajor
media,atmospheres,andeventsthataffectthebuyer
directly
NonpersonalCommunicationChannels
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22. 22
Steps in Developing Effective Marketing Communication
Majormediaincludeprint,broadcast,display,andonline
media
Atmospheresaredesignedenvironmentsthatcreateor
reinforcethebuyer’sleaningstowardbuyingaproduct
NonpersonalCommunicationChannels
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23. 23
Steps in Developing Effective Marketing Communication
Eventsarestagedoccurrencesthatcommunicate
messagestotargetaudiences
Pressconferences
Grandopenings
Exhibits
Publictours
NonpersonalCommunicationChannels
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24. 24
Steps in Developing Effective Marketing Communication
Themessage’simpactonthetargetaudienceisaffectedby
howtheaudienceviewsthecommunicator
Celebrities
Athletes
Entertainers
Professionals
Healthcareproviders
SelectingtheMessageSource
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25. 25
Steps in Developing Effective Marketing Communication
Involvesthecommunicatorunderstandingthe
effectonthetargetaudiencebymeasuring
behaviorresultingfromthebehavior
CollectingFeedback
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26. 26
SettingtheTotalPromotion
BudgetandMix
SettingtheTotalPromotionBudget
Affordablebudgetmethodsetsthebudgetatanaffordablelevel
Ignorestheeffectsofpromotiononsales
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27. 27
SettingtheTotalPromotion
BudgetandMix
Percentage-of-salesmethodsetsthebudgetatacertain
percentageofcurrentorforecastedsalesorunitsales
price
Easytouseandhelpsmanagementthinkaboutthe
relationshipbetweenpromotion,sellingprice,andprofit
perunit
Wronglyviewssalesasthecauseratherthantheresult
ofpromotion
SettingtheTotalPromotionBudget
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28. SettingtheTotalPromotion
BudgetandMix
28
SettingtheTotalPromotionBudget
Competitive-paritymethodsetsthebudget
tomatchcompetitor outlays
Representsindustry standards
Avoidspromotionwars
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29. 29
SettingtheTotalPromotion
BudgetandMix
Objective-and-taskmethodsetsthebudget
basedonwhatthefirmwantstoaccomplish
withpromotionandincludes:
Definingpromotionobjectives
Determiningtaskstoachievetheobjectives
Estimatingcosts
SettingtheTotalPromotionBudget
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30. 30
SettingtheTotalPromotion
BudgetandMix
Advertisingreachesmassesofgeographicallydispersed
buyersatalowcostperexposure,anditenablesthe
sellertorepeatamessagemanytimes
ShapingtheOverallPromotionMix
TheNatureofEachPromotionTool
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32. 32
SettingtheTotalPromotion
BudgetandMix
Salespromotionincludescoupons,contests,cents-offdeals,
andpremiumsthatattractconsumerattentionandoffer
strongincentivestopurchase,andcanbeusedto
dramatizeproductoffersandtoboostsaggingsales
ShapingtheOverallPromotionMix
TheNatureofEachPromotionTool
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33. 33
SettingtheTotalPromotion
BudgetandMix
Publicrelationsisaverybelievableformof
promotionthatincludesnewsstories,
features,sponsorships,andevents
Directmarketingisanon-public,immediate,
customized,andinteractivepromotionaltool
thatincludesdirectmail,catalogs,
telemarketing,andonlinemarketing
ShapingtheOverallPromotionMix
TheNatureofEachPromotionTool
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34. 34
1. Identify customer touch points
2. Analyze trends—internal and external
3. Audit the pockets of communication spending throughout the organization
4. Team up in communications planning
5. Create compatible themes, tones, and quality across all communications media
6. Create performance measures that are shared by all communications elements
7. Appoint a director responsible for the company’s persuasive communications efforts
IntegratingthePromotionMix
Checklist
SettingtheTotalPromotion
BudgetandMix
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35. Socially Responsible Marketing Communication
Communicateopenlyandhonestlywithconsumersandresellers
Avoiddeceptiveorfalseadvertising
Avoidbait-and-switchadvertising
Conformtoallfederal,state,andlocalregulations
Followrulesof“faircompetition”
Donotofferbribes
Donotattempttoobtaincompetitors’tradesecrets
Donotdisparagecompetitorsortheirproducts
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