Chapter 16 Integrated Marketing Communications
Chapter 16 Integrated Marketing Communications
Chapter 16 Integrated Marketing Communications
Integrated Marketing
Communications
Professor Close
Promotional
Strategy
Rapid delivery
Low prices
Excellent service
Unique features
Discuss the
elements of the
promotional mix
Advertising
Public Relations
Personal Selling
Sales Promotion
Traditional
Advertising Media
Television New
Advertising
Radio Media
Newspapers
Magazines
Books
Internet
Direct mail
Banner ads
Billboards
Viral marketing
Transit cards
E- mail
Interactive video
Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11
Advertising
Advantages Disadvantages
Can be micro-
targeted
Helps an organization
communicate with
customers, suppliers,
stockholders, government
officials, employees, and
the community.
Marketing activities—
other than personal
selling, advertising, and
public relations—that
stimulate consumer
buying and dealer
effectiveness.
Contests End
Consumers
Premiums
Trade
Trade Shows Customers
Planned presentation to
one or more prospective
buyers for the purpose of
making a sale.
Long-term relationships,
Relationship create a win-win outcome
Selling
Describe the
communication
process
Categories of
Communication
Interpersonal Mass
Communication Communication
As Senders As Receivers
LO3
Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 24
Characteristics of the Elements
in the Promotional Mix
Advertising
Communication Mode Indirect and impersonal
Communication Control Low
Feedback Amount Little
Feedback Speed Delayed
Message Flow Direction One-way
Message Content Control Yes
Sponsor Identification Yes
Reaching Large Audience Fast
Message Flexibility Same message to all audiences
LO3
Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 25
Characteristics of the Elements
in the Promotional Mix
Public Relations
Communication Mode Usually indirect, impersonal
Communication Control Moderate to low
Feedback Amount Little
Feedback Speed Delayed
Message Flow Direction One-way
Message Content Control No
Sponsor Identification No
Reaching Large Audience Usually fast
Message Flexibility Usually no direct control
Sales Promotion
Communication Mode Usually indirect and impersonal
Communication Control Moderate to low
Feedback Amount Little to moderate
Feedback Speed Varies
Message Flow Direction Mostly one-way
Message Content Control Yes
Sponsor Identification Yes
Reaching Large Audience Fast
Message Flexibility Same message to varied target
Personal Selling
Communication Mode Direct and face-to-face
Communication Control High
Feedback Amount Much
Feedback Speed Immediate
Message Flow Direction Two-way
Message Content Control Yes
Sponsor Identification Yes
Reaching Large Audience Slow
Message Flexibility Tailored to prospect
Sponsored by a company or
Corporate one of its brands and
Blogs maintained by one or more of
the company’s employees.
Target
Audience
Persuading
Informative Promotion
Beyond the Book
Increase awareness
Persuasive Promotion
Beyond the Book
Reminder Promotion
Beyond the Book
Action
Stage in PLC
Promotion funds
Advertising
Neither Routine
nor Complex
Public Relations
Personal Selling
Complex
Print Advertising
Communication
This video examines the carefully planned strategy
that Vans developed to create loyalty in a fickle
niche market. Describe Vans’ pyramid strategy.
How does it protect the brand?
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