Chapter 17 Elements of an Integrated Market Communication Strategy

Marketing 370 with Olson at San Diego State University

About this deck

By: nick batcheller
Created: 2010-12-05
Size: 25 flashcards
Views: 34

About StudyBlue

STUDYBLUE makes things that make you better at school. Things like online flashcards with photos and audio. Things like personalized quizzes and friendly reminders about when (and what) to study next. Think of it as a digital backpack™: access to all of your study materials online and on your phone. STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis

Sign up (free) to study this.

Changes in Media

Advances in Technology
pop up and banner ads on web sites
brand sponsored websites
viral advertisements
PDA messages
text messaging
Growth in print media

Proliferation of media has led many firms to shift their promotional dollars

from advertising to direct marketing, website development, product placements, etc.

Advertising

placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, who seek to inform and/or persuade a particular target market or audience about their products

Promotional Budgeting and advertising
Result

advertising's share of total promotional dollars has fallen as the budgets for other forms of sales promotion, especially direct marketing, have increased
More balanced approach to the use of marketing communications

Integrated Marketing Communications

Personal Selling
Sales Promotions
Public Relations
Direct Marketing
Electronic Media
Advertising

Personal Selling

two-way flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision

Personal Selling can take place in various settings

face-to-face
video teleconferencing
on the telephone
over the Internet

Cost and benefits of communicating directly with a potential customer

Cost is high compared to other forms of promotion
best and most efficient way to sell certain products
salesperson simplifies buying process by providing info and services that save customers time and effort

add significant value

Sales Promotions

special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples and point of purchase displays

Sales Promotions
Shore terms sales
Build Customer Loyalty

free samples, point of purchase displays
contests and sweepstakes are part of CRM programs

Direct Marketing

Marketing that communicates directly with the target customers to generate a response or transaction
has received greatest increase in aggregate spending

Direct Marketing involves

telephone
mail
program length television commercials (infomercials)
catalogs
internet based initiatives such as e-mail and m-commerce

Internet's effect on direct marketing initiatives

Email directed at specific consumer
to inform customers of new merch

special promos
confirm the receipt of an order

m- Commerce (mobile commerce)

communicating with and even selling to customers through wireless handheld devices

Increased use of customer databases has enabled marketers
Marketers able to build database

to identify and track consumers over time and across purchase situations
due to consumes increased use of credit and debit cards, store specific credit and loyalty cards, online shopping

Public Relations (PR)

organizational function that manages the firm’s communications to achieve a variety of objectives

PR objectives

building and maintaining a positive image,
handling or heading off unfavorable stories or events
maintaining positive relationships with the media

Electronic Media

Web Sites
Corporate Blogs
Social Shopping
Online Gaming
Community Building

Firms use Web Sites to

build brand image
educate customers about their products and where they can be purchased

Corporate Blogs benefits

create positive word of mouth
connect customers by forming a community
increase sales because the company can respond directly to customer comments

Corporate Blogs must be___ to be effective

Sincere, can not be fake or insincere posting that disguised advertising campaigns

Social Shopping
Def;

Is a relatively new pathway for word of mouth WOM communication
communication channel in which consumers use the internet to engage in the shopping process by exchanging preferences, thoughts, and opinions among friends, family and others

Online Games
Successful way to reach_____________--

young consumers

Community Building
sites devoted to community building

offer an opportunity for customers with similar interests to learn about products and services that support their hobbies and share info with others

Community Building Non Electronic

REI - offers adventure travel planning resources for hiking trips, bike tours, paddling, adventure cruises, etc.
customers select and experience getaways with a small group and experienced local guides

About this deck

By: nick batcheller
Created: 2010-12-05
Size: 25 flashcards
Views: 34

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis