CHAPTER EIGHT

Communicating Customer Value:

Integrated Marketing Communications
Strategy

Lecturer: Mohamed Mohab

Ch 11 -1 Copyright © 2011 Pearson Education

 Capture value from
Create value for customers and build customer relationships customers in return
Understand the Design a customer Construct an Build profitable Capture value from
marketplace and driven marketing integrated marketing relationships and customers to create
customer needs and strategy program that deliver create customer profits and customer
wants superior value delight equity

Product and service Customer

design: build strong relationship Create satisfied
Select customers
Research brands management: loyal customers
to serve:
customers and build strong
segmentation
the marketplace relationship with
and targeting
Pricing: create real chosen
value customers
Capture customer
Distribution:
lifetime value
Partner
Decide on a manage demands relationship
Manage and supply chain
value management:
marketing
proposition: build strong
information and Increase share of
differentiation Promotion: relationships
customer data market and share
and positioning communicate the with marketing
value proposition partners of customer

marketing Manage global Ensure ethical and social

technology markets responsibility
 Chapter Learning Outcomes

Topic Outline

•The Promotion Mix

•Integrated Marketing Communications
•Developing Effective Marketing Communications

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Ch 11 - 3 Copyright © 2011 Pearson Education
 The Promotion Mix

Marketing Communication Mix Marketing Communication Mix Tools

•The promotion mix or Public
marketing communication Relation
Sales Personal
mix is the specific blend of Promotion Selling

tools that the company

uses to persuasively Advertising
Promotion Direct
communicate customer Mix Tools Marketing

value and build customer

relationships.
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Ch 11 - 4 Copyright © 2011 Pearson Education
 The Promotion Mix

Activity

• Can you give examples you have observed of

usage of each of the promotion mix tools

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 The Promotion Mix
Advertising Sales Public Relations Personal Direct Marketing
Promotion Selling
is any paid is the short- involves building is the personal involves making
form of non- term incentives good relations with presentation direct connections
personal to encourage the company’s by the firm’s with carefully
presentation the purchase or various publics by sales force for targeted individual
and sale of a obtaining favorable the purpose of consumers to both
promotion of product or publicity, building up making sales obtain an
ideas, goods, service. a good corporate and building immediate
or services image, and handling customer response and
by an or heading off relationships. cultivate lasting
identified unfavorable rumors, customer
sponsor. stories, and events.

Broadcast Discounts News Sales Direct mail,

Print Coupons presentations E-mail
Speeches
Internet Displays Trade shows Catalog
Outdoor Special events. Incentive Telemarketing
Corporate identity programs Kiosks
materials
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 The Promotion Mix

Marketing Communication Mix

• Communication is more than the promotional

mix. It also includes the product’s design, its
price, the shape and color of its package, the
sales person, and the stores that sell it.
• All the customer touch points communicate
something about the product.

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Ch 11 - 8 Copyright © 2011 Pearson Education
 Integrated Marketing Communications

The New Marketing Communications Landscape

Consumers are More

better informed communication

Changing
Less mass
communications
marketing
technology
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Ch 11 - 9 Copyright © 2011 Pearson Education
 Integrated Marketing Communications

The New Marketing Communications Landscape

• Companies are facing the New Marketing
Communications Landscape
• Marketers are shifting away from mass marketing and
moving toward targeted communication programs.
Specially with the help of technology which provide
means to reach smaller segments with tailored
messages. Companies are doing less broadcasting and
more narrowcasting.

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 Integrated Marketing Communications

The New Marketing Communications Landscape

• In the company’s effort to communicate with

more fragmented and diverse target markets
but in the same time keeps the message
consistent and clear the company employs the
Integrated Marketing Communication (IMC)

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 Integrated Marketing Communications

The Need for Integrated Marketing Communications

• Integrated marketing Advertising
communications is the
integration by the
company of its Direct
Marketing
Sales
Promotion
communication Consistent,
Clear
channels to deliver a Message
clear, consistent, and
compelling message
about the organization Personal
Selling
Public
Relation
and its brands.
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Ch 11 - 12 Copyright © 2011 Pearson Education
 Developing Effective Marketing Communications

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Ch 11 - 13 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Identify the target audience

Determine the communication objectives

Design the message

Choose the media

Select the message source

Collecting Feedback

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Ch 11 - 14 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Identifying the Target market

• Communication planning starts with clear target audience:
– Current users, Ex-users, potential buyers
– Who make the buying decision or those who influence them
– Individuals , groups
– Mass, segment or niche
• This will affect the communicator’s decision on What will be said,
How it will be said, When it will be said, Where it will be said and
Who will say it

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Ch 11 - 15 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Determining the Communication Objectives

• These objectives should be serving the

established plan about the target market,
positioning, and marketing mix.
• It defines the job that promotion mix will play
in the total marketing program.

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 Steps in Developing Effective Marketing Communications

Determining the Communication Objectives

• Buyer Readiness is one of the tools used to assess
marketers to decide the communication objectives. It
is the different stages through which a consumer
passes before making the actual purchase.

Awareness Knowledge Liking Preference Conviction Purchase

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 Steps in Developing Effective Marketing Communications

Designing a Message

What to say How to say it

•creating the •selecting the

message structure and
content format
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Ch 11 - 18 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Designing a Message

Message Content what general message

will be communicated to consumers

Emotional appeal is
Rational appeal Fear appeal is
an attempt to stir up
relates to the directed to elicit fear
positive or negative
audience’s self- emotions in
emotions to motivate
interest. awareness campaigns.
a purchase.

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Ch 11 - 19 Copyright © 2011 Pearson Education
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 Steps in Developing Effective Marketing Communications

Designing a Message

Message Structure: Format

Tone, Color, text,

copy, images,
Do they draw a Do they present the Is the message one
headline, illustration,
conclusion or leave it strongest arguments sided (strengths only)
color, message size
to the audience? first or last? or two-sided?
and position, body
language…

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Ch 11 - 23 Copyright © 2011 Pearson Education
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 Steps in Developing Effective Marketing Communications

Choosing Media

• consider the following factors when choosing

a media tool:
– The media habits of consumers
– The nature of the product
– The types of messages
– Cost

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Ch 11 - 26 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Selecting the Message Source

The message’s impact on the target
audience is affected by how the
audience views the communicator.
•Celebrities
• Athletes
• Entertainers
Professionals
• Health care providers
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Ch 11 - 27 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Collecting Feedback

The company should regularly evaluate both the

communication effects and the sales effects
Research can be used to measure the effect of
the message on the target audience by
measuring the behavior resulting from the
message.

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Ch 11 - 28 Copyright © 2011 Pearson Education
 Steps in Developing Effective Marketing Communications

Activity

For a category of your choice evaluate how

different brands use communication tools? do
the objectives differ? Which brand is doing a
better job and why?

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Ch 11 - 29 Copyright © 2011 Pearson Education
Thank you

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