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OSU BA 390 - LECTURE NOTES

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Integrated Marketing Communication StrategyObjectivesSlide 2DefinitionSlide 4Integrated Marketing CommunicationsThe Changing Communications EnvironmentSlide 8Integrated Marketing Communications*A View of the Communications ProcessSlide 10Key Factors in Good CommunicationSteps in Developing Communication Program*Steps in Developing Effective CommunicationSlide 15Designing the Message - ContentDesigning the Message - StructureMessage FormatSlide 19Selecting the Message SourceCollecting the FeedbackSlide 21Setting the Promotional Budget and MixSetting the Promotion MixFactors in Developing Promotion Mix StrategiesSlide 25Slide 27Integrated Integrated Marketing Marketing Communication Communication StrategyStrategyChapter 15Chapter 1515- 2ObjectivesKnow the tools of the marketing Know the tools of the marketing communications mix.communications mix.Understand the process and advantages of Understand the process and advantages of integrated marketing communicationsintegrated marketing communications..Learn the Learn the steps in developing effective steps in developing effective marketing communications programmarketing communications program..Understand methods for setting Understand methods for setting promotional budgets and the factors that promotional budgets and the factors that affect the design of the promotion mix.affect the design of the promotion mix.Push and PullPush and Pull15- 3UPS is a $31 billion UPS is a $31 billion corporate giantcorporate giantUPS wanted to UPS wanted to reposition itself as reposition itself as a a supply chain supply chain solutions providersolutions providerDeveloped new ad Developed new ad theme based on theme based on customer inputcustomer inputImplemented, Implemented, “What “What Can Can Brown Brown Do for You?”Do for You?” campaigncampaignRealigned its sales and Realigned its sales and marketing organizationmarketing organizationAds, web sites, and Ads, web sites, and salespeople deliver salespeople deliver message dailymessage dailycUPSUPS15- 4DefinitionThe Marketing The Marketing Communications MixCommunications MixThe specific mix of The specific mix of advertising, personal advertising, personal selling, sales selling, sales promotion, and public promotion, and public relations a company relations a company uses to pursue its uses to pursue its advertising and advertising and marketing objectives.marketing objectives.15- 5The Tools of Marketing Communications MixThe Tools of Marketing Communications MixAdvertisingAdvertisingPersonal SellingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Sales.Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.Personal Presentations by a Firm’s Sales Force.15- 6The Marketing Communications The Marketing Communications Environment is Changing:Environment is Changing:Mass markets have fragmented, causing Mass markets have fragmented, causing marketers to shift away from marketers to shift away from mass marketingmass marketing Media fragmentation Media fragmentation is increasing is increasing Improvements in Improvements in information technology information technology are facilitating segmentationare facilitating segmentationIntegrated Marketing Communications15- 7The Changing Communications EnvironmentTwo Factors are Changing the Face of Today’s Marketing Communications:Improvements in Information TechnologyHas Led to Segmented MarketingMore NarrowcastingMarketers Have ShiftedAway From MassMarketingLess Broadcasting Market Fragmentation Led to Media Fragmentation15- 8The Need for Integrated The Need for Integrated Marketing CommunicationsMarketing CommunicationsConflicting messages from Conflicting messages from different sources or promotional different sources or promotional approaches can confuse approaches can confuse company or brand imagescompany or brand imagesIntegrated Marketing Communications15- 9Integrated Marketing Communications*Integrated Marketing Communications*Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear, Consistent, Compelling Message.AdvertisingAdvertisingPersonal SellingPersonal SellingPublic RelationsPublic RelationsSales PromotionSales PromotionDirectMarketingDirectMarketingPackagingPackagingEventMarketingEventMarketingMessage15- 10PresellingPresellingSellingSellingPost-ConsumptionPost-ConsumptionConsumingConsumingMarketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:A View of the Communications Process15- 11Figure 15-2: Elements in theCommunication Process15- 12Sellers Need to Know What Audiences They Wish to Reach and Response Desired.Sellers Need to Know What Audiences They Wish to Reach and Response Desired.Sellers Must be Good at Encoding MessagesThat Target AudienceCan Decode.Sellers Must be Good at Encoding MessagesThat Target AudienceCan Decode.Key Factors in Good Communication Sellers Must Send Messages Through Media that Reach Target Audiences Sellers Must Send Messages Through Media that Reach Target AudiencesSellers Must DevelopFeedback Channels toAssess Audience’sResponse to Messages.Sellers Must DevelopFeedback Channels toAssess Audience’sResponse to Messages.15- 13Steps in Developing Communication Program*1.1.Identifying the Target AudienceIdentifying the Target Audience2.2.Determining the Response SoughtDetermining the Response Sought3.3.Designing a MessageDesigning a Message4.4.Choosing MediaChoosing Media5.5.Selecting the Message SourceSelecting the Message Source6. Collecting Feedback 6. Collecting Feedback15- 14Step 1. Identifying the Target AudienceStep 2. Determining the Communication ObjectivesBuyer Readiness StagesPurchasePurchaseConvictionPreferenceLikingKnowledgeAwarenessSteps in Developing Effective Communication15- 15Step 3. Designing a MessageMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatHeadline, Illustration, Copy, & ColorBody LanguageSteps in Developing Effective CommunicationDesigning the Message - ContentRational


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