tailieunhanh - Marketing management Chapter 17

CHAPTER 17 DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS. M o d e r n marketing calls f o r more t h a n d e v e l o p i n g a g o o d p r o d u c t , pricing it attractively, and making it accessible. Companies must also communicate w i t h present and potential stakeholders, and t h e general public. For most companies, t h e question is n o t w h e t h e r t o communicate but rather w h a t t. | PART COMMUNICATING VALUE uU2J2t3t3L4L4 5i5i6l6wâ7i8l8l j. Wi r . . _ _ LET S MESS WITH PERFECTION. Let s Daniel Boone-flag sft paint It. Lets detail It. Let s whale tail it. Let s fuzzy dice it. let s trick it i Let s spoiler kit it. Let s mirror tint it. Let s whitewa 11 it. Let s hot rod itt lower it Let s raise it. Let s do nothing. Lets do whatever. LET S MOTCi IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1. What is the role of marketing communications 2. How do marketing communications work 3. What are the major steps in developing effective communications 4. What is the communications mix and how should it be set 5. What is art integrated marketing communications program A . . Y CHAPTER 17 DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS A paster ad far the Mini cooper part nF ttie guerpila cdmraunicalicns campaign. Modern marketing calls for more than developing a good product pricing it attractively and making it accessible. Companies must also communicate with present and potential stakeholders and the general public. For most companies the question is not whether to communicate but rather what to say how to say it to whom and how often. But communications get harder and harder as more and more companies clamor to grab the consumer s increasingly divided attention. To reach target markets and build brand equity holistic marketers are creatively employing multiple forms of In introducing the Mini for example BMW did not even use TV advertising. he tiny Mini automobile was sold for only seven years in the United States during the 1960s before it was withdrawn due to stiff emission regulations. In March 2002 0MW decided to rehunch a new modernized Mini Cooper in the United States targeting hip city dwellers who wanted a cook fun small car for under 20 000. With only 20 million to spend on the introduction the Mini marketers decided to launch guerrilla communications campaign featuring non .