Chapter 19 Managing Integrated Marketing Communications by Power

Chapter 19 Managing Integrated Marketing Communications by Power. Point by Milton M. Pressley University of New Orleans 1 Copyright © 2003 Prentice-Hall, Inc.

Marketing Communications Mix § § § Advertising Sales Promotion Public Relations and Publicity Personal Selling Direct and Interactive Marketing 2 Copyright © 2003 Prentice-Hall, Inc.

The Communication Process Table 19. 1: Common Communication Platforms Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Print and broadcast ads Contests, games, sweepstakes, lotteries Press kits Sales presentation Catalogs Packagingouter Premiums and Speeches gifts Sales meetings Mailings Packaging inserts Sampling Incentive programs Motion pictures Fairs and trade Annual reports Samples shows Seminars Telemarketing Electronic shopping See text for complete table Copyright © 2003 Prentice-Hall, Inc. 3

Figure 19. 3: Familiarity-Favorability Analysis 4 Copyright © 2003 Prentice-Hall, Inc.

Figure 19. 4: Images of Three Hospitals (Semantic Differential) 5 Copyright © 2003 Prentice-Hall, Inc.

Developing Effective Communications § Determine the Communication Objective § Cognitive § Affective § Behavioral § Response-hierarchy models 6 Copyright © 2003 Prentice-Hall, Inc.

Figure 19. 5: Response Hierarchy Models 7 Copyright © 2003 Prentice-Hall, Inc.

Deciding on the Marketing Communications Mix § The Promotional tools § Advertising § General Qualities: § § Public presentation Pervasiveness Amplified expressiveness Impersonality § Sales Promotion § Benefits: § § § Communication Incentive Invitation Copyright © 2003 Prentice-Hall, Inc. 8

Deciding on the Marketing Communications Mix § Public Relations and Publicity § Distinctive qualities: § § § High credibility Ability to catch buyers off guard Dramatization § Personal Selling § Distinctive qualities: § § § Personal confrontation Cultivation Response 9 Copyright © 2003 Prentice-Hall, Inc.

Deciding on the Marketing Communications Mix § Direct Marketing § Distinctive qualities: § § Nonpublic Customized Up-to-date Interactive 10 Copyright © 2003 Prentice-Hall, Inc.

Figure 19. 6: Cost-Effectiveness of Different Promotional Tools 11 Copyright © 2003 Prentice-Hall, Inc.

Figure 19. 7: Current Consumer States for Two Brands 12 Copyright © 2003 Prentice-Hall, Inc.

Managing the Integrated Marketing Communications Process § Integrated Marketing Communications (IMC) 13 Copyright © 2003 Prentice-Hall, Inc.