Integrated Marketing Communications Strategy概要1.pptVIP

Chapter 14 Integrated Marketing Communications Strategy OBJECTIVES Name and define the tools of the marketing communications mix. Discuss the process and advantages of integrated marketing communications. Outline the steps in developing effective marketing communications. Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. Definition Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Applying the Concepts #2 Integrated Marketing Communications The Marketing Communications Environment is Changing: Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing Improvements in information technology are facilitating segmentation Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting Integrated Marketing Communications The Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse company or brand images The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently Integrated Marketing Communications The Need for Integrated Marketing Communications The Internet must be integrated into the broader IMC mix Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications Integrated Marketing Communications Integrated Marketing Communications The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. The Communication Process Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an a