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Integrated Marketing
Communication Strategy and
Management
In this chapter, you will
learn about…
1. Integrated Marketing Communication (IMC)
Strategy Framework
2. Information Requirements in Purchase
Decisions
3. Reasonable Communication Objectives
4. Developing an IMC Mix
Information Requirements of Buyers
Nature of the Offering
Target-Market Characteristics
Organizational Capacity
Push versus Pull Communication Strategies
6-2
In this chapter, you will
learn about…
1. Marketing Web Sites and Integrated Marketing
Communications
Purpose of Marketing Web Sites
Leveraging Advertising and Personal
Selling with Promotional Web Sites
2. Communication Mix Budgeting
Communication Budget Allocation
3. Evaluation and Control of the Communication
Process
6-3
What is Marketing
Communication?
6-4
Goal of Marketing
Communication
6-5
Purpose of Marketing
Communication
6-6
Marketing Communication
Mix
Personal
Advertising
Selling
Communications
Mix
Sales
Promotion
6-7
Integrated Marketing
Communications (IMC)
6-8
IMC Strategy Framework
1. What are the information requirements
of target markets?
Unawareness
Knowledge
Preference
Purchase
6-10
Information Requirements in
Purchase Decisions
Determine how buyers purchase a particular
offering
Roles played by individuals in the buying
center/household
6-15
Reasonable
Communication Objectives
Requirements
Consistent
Both among themselves and with other
marketing elements
Quantifiable
For measurement and control purposes
Attainable
With an appropriate amount of effort and
expenditure and within a specific time
frame
6-16
Developing an IMC Mix
Factors to be Considered
6-17
Developing an IMC Mix
Information Requirements of
Buyers
6-20
Developing an IMC Mix
Organizational Capacity
$2,500
$2,000
($1,250)
Company Sales
$1,000 Force Selling Cost
$500
0 5 10 15 20 25 30 35 40 Company Sales
($ Millions)
Developing an IMC Mix
Push and Pull Strategies
Producer
PUSH strategy
Consumers Consumers
Developing an IMC Mix
Push and Pull Strategies
6-27
Marketing Web Sites and
IMC
Promotional Sites
Promotional Sites
Can also be used to create a
buzz (word of mouth behavior)
6-29
Marketing Web Sites and
IMC
Viral Sites
Encourages individuals to
forward marketer-initiated
messages to others via e-mail
• Communication mix
• Early stages of the process-need recognition
• Development of product specifications
• Providing feedback on product/service
performance
6-31
Communication Mix
Budgeting
• Formula-based guidelines
• Qualitatively-based guidelines
6-32
Communication Mix
Budgeting
Formula-based Approaches
Competitive-party approach
6-34
Communication Mix
Budgeting
Objective-task approach
NC x FC x LC
NS =
TA
NS
NC
FC
LC
TA
6-38
Communication Mix Budgeting
= 15 salespeople needed
6-39
Evaluation and Control of the
Communication Process
6-40