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Engaging Customers and Communicating Customer Value: Integrated Marketing Communication Tools

This document discusses integrated marketing communications and the promotion mix. It defines the five tools in the promotion mix as advertising, sales promotion, personal selling, public relations, and direct/digital marketing. It outlines the communication process and factors to consider when setting a promotion budget and designing the promotion mix, such as objectives, costs, and competitive strategies. The goal is to effectively communicate customer value through an integrated marketing approach.

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Elisabeth Loana
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76 views18 pages

Engaging Customers and Communicating Customer Value: Integrated Marketing Communication Tools

This document discusses integrated marketing communications and the promotion mix. It defines the five tools in the promotion mix as advertising, sales promotion, personal selling, public relations, and direct/digital marketing. It outlines the communication process and factors to consider when setting a promotion budget and designing the promotion mix, such as objectives, costs, and competitive strategies. The goal is to effectively communicate customer value through an integrated marketing approach.

Uploaded by

Elisabeth Loana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Engaging Customers and

Communicating Customer Value

Integrated Marketing Communication


Tools
Learning Objective
 Objective 1: Define the five promotion mix tools for communicating
customer value.
 Objective 2: Discuss the changing communications landscape and the need
for integrated marketing communications.
 Objective 3: Outline the communication process and the steps in developing
effective marketing communications.
 Objective 4: Explain the methods for setting the promotion budget and
factors that affect the design of the promotion mix.
LO 1: The Promotion Mix
The promotion mix is the specific blend
of promotion tools that the company uses
to persuasively communicate customer
value and build customer relationships.
Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or services
by an identified sponsor.
 Broadcast
 Print
 Online
 Mobile
 Outdoor
Sales Promotion
Sales promotion is a short-term
incentive to encourage the purchase
or sale of a product or service.
 Discounts
 Coupons
 Displays
 Demonstrations
Personal selling
Personal selling is the personal
interaction by the firm’s sales force for the
purpose of engaging customers, making
sales, and building customer relationships.
Public Relations
Public relations involves
building good relations with the
company’s various publics by
obtaining favorable publicity,
building up a good corporate
image, and handling or heading
off unfavorable rumors, stories,
and events.
Direct and Digital Marketing
 Involves engaging directly with carefully targeted individual consumers and
customer communities to both obtain an immediate response and build lasting
customer relationships
Integrated Marketing
Communications (IMC)

Consumers are
changing.
Marketing strategies
are changing.
Advances in digital
technology
IMC
A View of the Communication
Process
Elements in the Communication Process
Steps in Developing Effective
Marketing Communication

Identify the target audience

Determine the communication objectives

Design the message

Choose the media to send the message

Select message source and collect


feedback
Setting the Total Promotion
Budget and Mix

Percentage of
Affordable
Budget Sales
Methods
Competitive Objective
Parity and Task
Setting Total Promotion Budget
 The affordable method sets the promotion budget at the
level management thinks the company can afford.
 The percentage-of-sales method sets the promotion
budget at a certain percentage of current or forecasted sales
or as a percentage of the unit sales price.
 The competitive-parity method sets the promotion budget
to match competitors’ outlays.
 The objective-and-task method develops the promotion
budget by specific promotion objectives and the costs of
tasks needed to achieve these objectives.
Shaping the Overall Promotion
Mix
• Can reach masses of geographically dispersed buyers at a low
Advertising cost per exposure, and it enables the seller to repeat a
message many times

• The most effective method at certain stages of the buying


Personal Selling process, particularly in building buyers’ preferences,
convictions, actions, and developing customer relationships.

• a very believable form of promotion that includes news


Public Relations stories, features, sponsorships, and events.

Direct and digital • a very believable form of promotion that includes news
marketing stories, features, sponsorships, and events.

• includes coupons, contests, cents-off deals, and premiums


Sales promotion that attract consumer attention and offer strong incentives to
purchase.
Promotion Mix Strategies
Socially Responsible Marketing
Communication
Be aware of the many legal and ethical
issues
Communicate responsibility (openly
and honestly) with customers and
resellers
Avoid deceptive or false advertising
Follow rules of “fair competition”

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