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Integrated marketing
Marketing Lecture 9
| Term | Definition |
|---|---|
| Promotion mix (5 elements) | Advertising, Sales promotion, Public relations, personal selling, Direct marketing |
| Advertising | and paid form of non-personal presentation and promotion by identified sponsor |
| Sales promotion | short-term incentives to encourage the purchase of sale or a product |
| public relations | building good relations with the company's varies public |
| Personal selling | personal presentation by the firms sales forces |
| Direct marketing | direct connection with carefully targeted individual consumers |
| Integrated marketing communication (IMC) | coordination of various promotional element and other marketing activities to communicate with an firm's costumers |
| Reasons of IMC | 1). it will avoid duplication 2). costumers less respond to traditional advertising |
| The basic communication process (9) | Sender, Encoding, Message, media,decoding, reciever, response, feedback, noise |
| (basic communication) Encoding | the process of putting tought into symbolic form |
| (basic communication) message | the set of symbols |
| (basic communication)media | the communication channels |
| (basic communication) decoding | the reciever assighs meanings to the symbols encourded by the sender |
| (basic communication) response | the reaction of the reciever |
| (basic communication) noise | the unplanned static |
| Steps in developing effective marketing communication | 1)identify target audience, 2)set communications objects, 3)design the message, 4) choose the media, 5) Select message source |
| When identifying the target audience, the target audience may be... | 1). potential buyer 2).current buyers 3). those who makes the buying decision or those who influence it |
| Determining the communication objectives | 1). Awareness, 2).Trial, 3).Attitude toward the product |
| AIDA model | get Attention, hold Interest, arouse Desire, and obtain Action |
| Personal communication channels | two or more people communicate directly with eachother Ex) WOM, opinion leaders |
| Nonpersonal communication channels | media that carry message without perosnal control or feedback. Ex) print media, broadcast media, display media, online media |
| Methods or promotional budget (4) | 1). affordable method, 2). precentage-of-sales method, 3). competitve-parity method, 4). objective-and-task method |
| Affordable method | at the level that they think the company can afford |
| Percentage-of-sales method | at a certain percentage of current or forcasted sales |
| Competitive-parity method | to match competitors outlays |
| Objective-and-task mathod | based on what it wants to accomplish with promotion |
| The nature of promotion mix | 1).advertising, 2). personal selling, 3).sales promotions, 4). public relations, 5). Direct marketing |
| advertising | reach masses of geographically dispersed buyers at low cost per exposure |
| Personal selling | the most effective tool at a certain stages of the buying process, the buyer feels a generater need tgo listen and respond. |
| Sales promotion | 1). offers strong incentives to purchase, 2). quick responses but short lived effect |
| Public relations | way believable |
| direct marketing | 1). less public, 2). immidiate and customized, 3). interactive |
| push strategy | pushing the product through distribution channels to final consumers |
| pull startegy | the producer directs its marketing activities toward final consumers to indorce them to buy the product |
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10200799481065685
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