tailieunhanh - Lecture Principles of Marketing - Chapter 12: Communicating customer value

In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication. | Chapter Twelve Communicating Customer Value: Advertising, Sales Promotion, and Public Relations Discuss the process and advantages of integrated marketing communications. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program. Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics. 12- Copyright 2007, Prentice Hall, Inc. The Agency Has recently won both multiple creative awards and several major advertising accounts. Located in South Beach, FL, far removed from mainstay agencies on Madison Avenue in NY. Agency philosophy: “Anything and everything is an ad.” CP + B: An Unusual Success Story Case Study The Tactics Heavy focus on guerilla tactics, unconventional uses of media, and holistic marketing strategies while TV is used only sparingly. . | Chapter Twelve Communicating Customer Value: Advertising, Sales Promotion, and Public Relations Discuss the process and advantages of integrated marketing communications. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program. Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics. 12- Copyright 2007, Prentice Hall, Inc. The Agency Has recently won both multiple creative awards and several major advertising accounts. Located in South Beach, FL, far removed from mainstay agencies on Madison Avenue in NY. Agency philosophy: “Anything and everything is an ad.” CP + B: An Unusual Success Story Case Study The Tactics Heavy focus on guerilla tactics, unconventional uses of media, and holistic marketing strategies while TV is used only sparingly. Street level research helps develop creative appeals. Tries to start a consumer movement behind the brand, and campaigns go well beyond advertising. 12- Copyright 2007, Prentice Hall, Inc. The Marketing Communications (Promotion) Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing 12- Copyright 2007, Prentice Hall, Inc. New Communications Realities Mass markets have fragmented, leading to a shift away from mass marketing. Improvements in information technology are speeding movement toward segmented marketing. These factors have shifted the marketing communications model. Less broadcasting More narrow casting 12- Copyright 2007, Prentice Hall, Inc. Integrated Marketing Communications Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. Several factors influence the choice of promotional tools. 12- Copyright 2007,