Chapter 6 Integrated Marketing Communication Strategy and Management Marketing Communication Communication is necessary to inform: availability of an offering unique benefits of the offering where and how.
Download ReportTranscript Chapter 6 Integrated Marketing Communication Strategy and Management Marketing Communication Communication is necessary to inform: availability of an offering unique benefits of the offering where and how.
Chapter 6 Integrated Marketing Communication Strategy and Management Marketing Communication Communication is necessary to inform: availability of an offering unique benefits of the offering where and how to obtain and use the offering Marketing Communication Mix advertising personal selling sales promotion 2 Integrated Communication Strategy Framework What are the information requirements of target markets? What are the objectives of the strategy? Can some of the communication activities be combined? What should the budget be and how should resources be allocated? How should it be timed and scheduled? How should it be evaluated? 3 Information Requirements in Purchase Decisions Purchase Process Model Unawareness Knowledge Preference Purchase 4 Reasonable Communication Objectives Primary Demand - early in the life cycle Selective Demand - later in the life cycle Objectives must be: consistent quantifiable attainable 5 Integrated Marketing Communication Mix Factors to be considered: Information Requirements of Buyers which communication tool has the greatest impact on prospective buyers? Nature of the Offering Target-Market Characteristics advertising, personal selling, or sales promotion? determines communications strategy Organizational Capacity make-or-buy decisions 6 Push versus Pull Communication Strategy Push -- directed at distribution channel Used when: there are easily identifiable buyers offering is complex purchase is perceived as risky offering is in early stage of life cycle funds are limited for consumer-directed advertising 7 Push versus Pull Communication Strategy Pull -- directed at consumers Used when: favorable primary demand for product category product can be differentiated product has hidden qualities or benefits that can be communicated through advertising strong emotional buying motives involved 8 Communication Budgeting percentage-of-sales approach competitive-parity approach use all available funds approach objective-task approach 9 Communication Budget Allocation Advertising Budget Allocation media selection cost reach frequency audience characteristics scheduling considerations e.g., blitz, pulse 10 Sales-Force Budget Allocation NS = NC x FC x LC TA NS = number of sales people NC = number of customers (actual or potential) FC = necessary frequency of customer calls LC = length of average customer call, including travel time TA = average available selling time per salesperson (less administrative time) 11