CHAPTER 8 INTEGRATED MARKETING COMMUNICATIONS Study Guide
CHAPTER 8 INTEGRATED MARKETING COMMUNICATIONS
Study Guide
1. Strategic Goals of Marketing Communication
Marketers seek to communicate with target customers for the obvious goals of increased sales and profits.
1.1. Create Awareness
Marketing communications designed to create awareness are especially important for new products and brands in order to stimulate trial purchases.
As an organization expands globally, creating awareness must be a critical goal of marketing communications.
1.2. Build Positive Images
When products or brands have distinct images in the minds of customers, the customers better understand the value that is being offered.
A major way marketers create positive and distinct images is through marketing communications.
1.3. Identify Prospects
Identifying prospects is becoming an increasingly important goal of marketing communication because modern technology makes information gathering, much more practical, even in large consumer markets.
Technology now enables marketers to stay very close to their customers.
1.4. Build Channel Relationships
When producers use marketing communications to generate awareness, they are also helping the retailers who carry the product.
Producers may also arrange with retailers to distribute coupons, set up special displays, or hold promotional events in their stores, all of which benefit retailers and wholesalers.
Retailers support manufacturers when they feature brands in their ads to attract buyers.
Cooperating in these marketing communication efforts can build stronger channel relationships.
1.5. Retain Customers
Loyal customers are a major asset for every business. It costs far more to attract a new customer than to retain an existing customer.
Marketing communications can support efforts to create value for existing customers.
They can serve as source of information about product usage and new products being developed.
They
Study Guide
1. Strategic Goals of Marketing Communication
Marketers seek to communicate with target customers for the obvious goals of increased sales and profits.
1.1. Create Awareness
Marketing communications designed to create awareness are especially important for new products and brands in order to stimulate trial purchases.
As an organization expands globally, creating awareness must be a critical goal of marketing communications.
1.2. Build Positive Images
When products or brands have distinct images in the minds of customers, the customers better understand the value that is being offered.
A major way marketers create positive and distinct images is through marketing communications.
1.3. Identify Prospects
Identifying prospects is becoming an increasingly important goal of marketing communication because modern technology makes information gathering, much more practical, even in large consumer markets.
Technology now enables marketers to stay very close to their customers.
1.4. Build Channel Relationships
When producers use marketing communications to generate awareness, they are also helping the retailers who carry the product.
Producers may also arrange with retailers to distribute coupons, set up special displays, or hold promotional events in their stores, all of which benefit retailers and wholesalers.
Retailers support manufacturers when they feature brands in their ads to attract buyers.
Cooperating in these marketing communication efforts can build stronger channel relationships.
1.5. Retain Customers
Loyal customers are a major asset for every business. It costs far more to attract a new customer than to retain an existing customer.
Marketing communications can support efforts to create value for existing customers.
They can serve as source of information about product usage and new products being developed.
They