Designing and Managing ICM
Chapter 15 - Designing and Managing Intergrated Marketing Communications
In marketing the question is not whether to communicate but what to say, how to say it, to whom, and how often.
Marketing Communications - are the means by which firms attempt to inform persuade, and remind consumers - directly or indirectly - about product and brand they sell.
Marketing communication are used to tell or show how and why a product is used, by what kind of people, and where and when; explain what the company and brand stand for; and offer an incentive for trial usage. Also, used to link brand to other people, places, events, brands, experiences, feelings, and things. And they contribute to brand equity by establishing the brand in memory and creating a brand image; they can derive sales and even affect shareholder values.
Changing Marketing Communications Environment
The rapid diffusions of broadband internet connections, ad-skipping technology, cell phones, portable music and videos has made marketers to rethink their strategy.
Ads in almost every medium and form has been on the rise, causing some consumers to feel that advertising is increasingly invasive.
Marketing Communications Mix
Consists of 8 major modes of communication.
1. Advertising - paid presentation of ideas, goods, and service.
2. Sales Promotion - short-term incentives to encourage trial or purchase.
3. Events and Experiences - sponsored activities designed to create brand related interactions.
4. Public Relations and Publicity - programs promoting company or product image. Good because: high credibility, catch buyers off-guard, dramatization.
5. Direct Marketing - communicating directly with consumers to solicit a response. Good because: customizable, interactive, and up to date.
6. Interactive Marketing - online activities to engage customers or raise awareness.
7. Word of Mouth - people to people communications related to experiences of using products. Good because: its credible, timely,
In marketing the question is not whether to communicate but what to say, how to say it, to whom, and how often.
Marketing Communications - are the means by which firms attempt to inform persuade, and remind consumers - directly or indirectly - about product and brand they sell.
Marketing communication are used to tell or show how and why a product is used, by what kind of people, and where and when; explain what the company and brand stand for; and offer an incentive for trial usage. Also, used to link brand to other people, places, events, brands, experiences, feelings, and things. And they contribute to brand equity by establishing the brand in memory and creating a brand image; they can derive sales and even affect shareholder values.
Changing Marketing Communications Environment
The rapid diffusions of broadband internet connections, ad-skipping technology, cell phones, portable music and videos has made marketers to rethink their strategy.
Ads in almost every medium and form has been on the rise, causing some consumers to feel that advertising is increasingly invasive.
Marketing Communications Mix
Consists of 8 major modes of communication.
1. Advertising - paid presentation of ideas, goods, and service.
2. Sales Promotion - short-term incentives to encourage trial or purchase.
3. Events and Experiences - sponsored activities designed to create brand related interactions.
4. Public Relations and Publicity - programs promoting company or product image. Good because: high credibility, catch buyers off-guard, dramatization.
5. Direct Marketing - communicating directly with consumers to solicit a response. Good because: customizable, interactive, and up to date.
6. Interactive Marketing - online activities to engage customers or raise awareness.
7. Word of Mouth - people to people communications related to experiences of using products. Good because: its credible, timely,