Chapter 14: Integrated Marketing Communication

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

This quiz explores the key concepts of integrated marketing communication strategies. It covers the marketing communication mix, the changing environment, and steps in developing effective communication. Test your understanding of advertising, public relations, and the impact of technology on marketing communications.