Chapter 14: Integrated Marketing Communication

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Questions and Answers

What are the two factors mentioned that are changing the face of today's marketing communications?

Improvements in information technology and market fragmentation.

The first three stages of the buyer-readiness stages are ______, ______, and ______ .

  • knowledge (correct)
  • preference
  • awareness (correct)
  • purchase
  • liking (correct)
  • conviction

Which of the following are components of the Marketing Communication Mix, also known as the Promotion Mix?

  • Direct Marketing (correct)
  • Advertising (correct)
  • Personal Selling (correct)
  • Public Relations (correct)
  • Sales Promotion (correct)

What is the sixth step in developing effective communication?

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Flashcards

Marketing Communication Mix

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

Changing Communications Environment

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

Integrated Marketing Communications (IMC)

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

Identifying the Target Audience

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

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Determining Communication Objectives

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

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Buyer Readiness Stages

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

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Awareness (Buyer Readiness Stage)

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

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Knowledge (Buyer Readiness Stage)

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

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Liking (Buyer Readiness Stage)

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

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Preference (Buyer Readiness Stage)

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

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Conviction (Buyer Readiness Stage)

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

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Purchase (Buyer Readiness Stage)

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

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Designing a Message

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

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Rational Appeals (Message Content)

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

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Emotional Appeals (Message Content)

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

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Moral Appeals (Message Content)

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

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Message Structure

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

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Message Format (Message Structure)

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

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Selecting the Message Source

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

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Collecting Feedback

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

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Personal Communication Channels

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

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Nonpersonal Communication Channels

Nonpersonal communication channels involve mass communication to a large audience.

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Study Notes

Chapter 14: Integrated Marketing Communication Strategy

  • This chapter focuses on integrated marketing communication strategy.
  • The marketing communication mix, also known as the promotion mix, includes advertising, public relations, and sales promotion.

The Changing Communications Environment

  • Marketers are shifting away from mass marketing and less broadcasting.
  • Two factors are changing the face of marketing communications: improvements in information technology and market fragmentation leading to media fragmentation.
  • Improvements in information technology have led to segmented marketing and more narrowcasting.

Integrated Marketing Communications

  • Integrated marketing communications include advertising, personal selling, sales promotion, public relations, and direct marketing.

Steps in Developing Effective Communication

  • Step 1: Identifying the Target Audience
  • Step 2: Determining the Communication Objectives
    • Buyer Readiness Stages, including awareness, knowledge, liking, preference, conviction, and purchase.
  • Step 3: Designing a Message
    • Message Content: Rational Appeals, Emotional Appeals, Moral Appeals
    • Message Structure: Draw conclusions, Argument type, Argument Order
    • Message Format: Headline, Illustration, Copy, Color, Body Language
    • AIDA Model (Attention, Interest, Desire, Action), is used.
  • Step 4: Choosing Media
    • Personal communication channels
    • Nonpersonal communication channels
  • Step 5: Selecting the Message Source
  • Step 6: Collecting Feedback

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