Integrated Marketing
Communication
Strategy
The Marketing Communications
Mix
Advertising
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Personal Selling
Personal Presentations by
a Firm’s Sales Force.
Sales Promotion
Short-term Incentives to
Encourage Sales.
Public Relations
Direct Marketing
Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Communications
With Individuals to Obtain
an Immediate Response.
The Communication Process
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Feedback
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Steps in Developing Effective
Communication
Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Steps in Developing Effective
Communication
Step 3. Designing a Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Attention
Message Structure
Draw Conclusions
Argument Type
Argument Order
Interest
Desire
Message Format
Headline, Copy, Color,
Words, & Sounds,
Body Language
Action
Steps in Developing Effective
Communication
Step 4. Choosing Media
Personal Communication
Channels
Nonpersonal Communication
Channels
Step 5. Selecting the Message Source
Step 6. Collecting Feedback
Communications Objectives
Brand Awareness
Brand Attitude
Purchase Intention
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Communication Platforms
Advertising
 Print and broadcast ads
 Packaging inserts
 Motion pictures
 Brochures and booklets
 Posters
 Billboards
 POP displays
 Logos
 Videotapes
Sales Promotion
 Contests, games, sweepstakes
 Premiums
 Sampling
 Trade shows, exhibits
 Coupons
 Rebates
 Entertainment
 Continuity programs
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Communication Platforms
Events/ Experiences
 Sports
 Entertainment
 Festivals
 Arts
 Causes
 Factory tours
 Company museums
 Street activities
Public Relations
 Press kits
 Speeches
 Seminars
 Annual reports
 Charitable donations
 Publications
 Community relations
 Lobbying
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Communication Platforms
Personal Selling
 Sales presentations
 Sales meetings
 Incentive programs
 Samples
 Fairs and trade shows
Direct Marketing
 Catalogs
 Mailings
 Telemarketing
 Electronic shopping
 TV shopping
 Fax mail
 E-mail
 Voice mail
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Advertising: Reaches Many Buyers, Expressive
Impersonal
Personal Selling
Personal Interaction, Builds Relationships
Costly
Sales Promotion
Provides Strong Incentives to Buy
Short-Lived
Public Relations
Believable, Effective, Economical
Underused by Many Companies
Direct Marketing
Nonpublic, Immediate, Customized,
Interactive
Factors in Developing Promotion Mix Strategies
• Push Strategy - “Pushing” the Product Through
Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them
to Buy the Product.
Product
Life-Cycle
Stage
Type of
Product/
Market
Buyer/
Readiness
Stage
Changing Face of Marketing
Communications
New Marketing Communications Realities
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
Integrated Marketing Communications
Company Carefully Integrates and
Coordinates Its Many Communication
Channels to Deliver a Clear, Consistent,
Compelling Message.
Packaging
Event
Marketing
Advertising
Message
Direct
Marketing
Personal
Selling
Sales
Promotion
Public
Relations
IMC Builds Brands
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Image
The set of beliefs, ideas, and impressions
a person holds regarding an object.
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