Chapter 14: Integrated Marketing Communication

Improvements in information technology and market fragmentation.

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The combination of communication tools used by a company to promote its products or services to the target market.

Changes in technology and consumer behavior have led to a shift from mass marketing to more targeted and personalized communication.

A strategy where all marketing communication activities are carefully coordinated to deliver a consistent brand message across all channels.

The first step in developing an effective communication strategy is to identify the specific group of people you want to reach with your message.

The communication objectives outline the desired outcome of the marketing communication effort.

The buyer readiness stages describe the different levels of awareness, knowledge, liking, preference, conviction, and purchase a customer progresses through before making a decision.

Awareness refers to the customer's initial knowledge of a product or service.

Knowledge refers to the customer's understanding of the product's features, benefits, and uses.

Liking refers to the customer's positive feelings about the product.

Preference refers to the customer's preference for the product over other similar products.

Conviction refers to the customer's firm intention to buy the product.

Purchase refers to the customer's actual act of buying the product.

The message design involves crafting a compelling message that resonates with the target audience.

A rational appeal uses logic, facts, and evidence to persuade the audience.

An emotional appeal uses emotions, sentiments, and feelings to persuade the audience.

A moral appeal uses ethics and values to persuade the audience.

The message structure refers to how the message is organized and presented to the audience.

A message format refers to the physical form of the message, including the headline, illustration, copy, and color.

The message source refers to the person or entity delivering the message.

Feedback refers to the response or reaction of the target audience to the marketing communication effort.

Personal communication channels involve direct interaction between two or more people.

Nonpersonal communication channels involve mass communication to a large audience.