Chapter 17: Communication, MKT 3400

integrated marketing communications

coordination of promotion and other marketing efforts for maximum informational and persuasive impact

encompasses a variety of communication disciplines- advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing- in combination to provide clarity, consistency, and maximum communicative impact

Three basic tasks of promotion:

inform, persuade, remind

Communication

the process of conveying a message with others

sharing meaning through the transmission of information

6 elements of communication

sources, message, channel of communication, receiver, and en/decoding

Source

a person, group, or organization with a meaning it tries to share with a receiver of an audience

audience

two or more receivers

encoding

the process of converting the sender’s ideas into a verbal and/or visual message

transmitter

the send works with a creative department to develop marketing communications highlighting the product. the marketing department or external agency receives the information and transforms it for use.

Coding process

converting the sender’s ideas into a series of signs or symbol

Decoding

the process by which the receiver interprets the sender’s message

Communication channel

the medium (print, broadcast, internet, etc.) that carrie the message

means of reaching the target, must be appropriate (print v.s. TV, Newsweek v.s. Playboy)

Receiver

the individual, group, or organization that decodes a coded message

Feedback

receiver’s response to a decoded message

Field of experience

a similar understanding and knowledge they apply to the message

For the message to be communicated effectively, the sender must have a mutually shared ________________.

Decoding process

converting signs or symbols into concepts and ideas

target makes sense of message

message always changes

noise

any differences that stems from competing messages, a lack of clarity in that message, or flaw in the medium

poses a problem for all communication channels

if there is a difference between encoding and decoding, this discrepancy is likely caused by noise

AIDA Model

Attention, Interest, Desire, Action

Brand awareness

refers to a potential customer’s ability to recognize or recall that the brand name is a particular type of retailer or product/service

Aided recall

when consumers they indicate the brand name when the name is presented to them

top-of-mind awareness

occurs when consumers mention a specific brand name first when they are asked about a product or service

Interest

consumers must be persuaded that it is a product worth investigating

Desire

After the firm has piqued the interest of its target market, the goal of the subsequent IMC messages should move the consumer from “I like it” to “I want it”

Action

the ultimate goal of any form of marketing communications is to drive the receiver to action

Point-of-purchase

displays in grocery stores, coupons, premiums, and trail-size packages are most useful when the consumer is near the ACTION stage of the AIDA model

The lagged effect

delayed response to a marketing communication campaign

some consumers don’t act immediately after receiving a marketing communication because of the lagged effect

multiple exposure often necessary, difficult to determine which exposure led to purchase

promotion

communication to build and maintain favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

objectives of promotion

function of informing, persuading, and reminding the consumer’s purchase decision

advertisting

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

extremely effective for creating awareness for a product or service or for generating interest

institutional advertising

any type of advertising intended to promote a company, corporation, business, institution, organization, or other similar entity

mass advertising

can entice consumers into a conversation with marketers, though it does not necessarily require much action by consumes, which places it on the passive end of the spectrum

informative advertising

a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase

persuasive advertising

generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the marketer’s acceptance of the product

reminder advertising

a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycles

informational appeal

helps consumers make decisions by offering information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides

emotional appeal

aims to satisfy consumer’s emotional desires rather than their utilitarian needs

Fear appeals

consumers can avoid some negative experience through purchases or behavioral changes

Sex appeals

the use of a product will increase the attractiveness of the user

humorous appeals

product is more fun or exciting

Flighting

refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

Pattern generally functions for products whose demands fluctuates, such as suntan lotion, which manufacturers may advertise heavily in the months leading up to and during the summer

Pulsing

combines the continues and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

Public relations

the organizational function that manages the firm’s communication’s to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media

relatively passive

generate free media attention

personal selling

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

face-to-face, video teleconferencing, on the phone, via the Internet, etc.

represents an important channel in many IMC programs, especially in B2B settings

Direct marketing

uses direct communication with consumers to generate a response in the form of an order, a request for futher information, or a visit to a retail outlet

traditionally includes mail and catalogs, also includes email and mobile marketing

Sales promotions

special incentives or excitement-building programs that encourage the purchase of a product or service

typically design these incentives for use in conjunction with other advertising or personal selling programs

short term sales vs customer loyalty with a CRM program

Push policy

promoting a product only to the next institution down the marketing channel

geared twoard helping the retailer sell more products via merchandising promotions, equipment, display, pricing, etc.

directs promotional mix to channel members to gain their cooperation in ordering and stocking the product

stresses personal selling

Pull policy

promoting product directly to consumers to develop strong consumer demand that pulls prodcuts through the marketing channel

geared to driving the consumer to specific locations to buy products

driven towards consumers into outlets by using outlet knoweldge and buyer behavior insights