Chapter 14 Integrated Marketing Communication Strategy PDF

Chapter 14 Integrated Marketing Communication Strategy 1 Marketing Communication Mix or Promotion Mix 2 The Changing Communications Environment Marketers Have Shifted Away From Mass Market Fragme...

Chapter 14 Integrated Marketing Communication Strategy 1 Marketing Communication Mix or Promotion Mix 2 The Changing Communications Environment Marketers Have Shifted Away From Mass Market Fragmentation Led to Marketing Less Broadcasting Media Fragmentation Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting 3  Integrated Marketing Communications Advertising Personal selling Sales promotion Public relations Direct marketing 4  Steps in Developing Effective Communication Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge This ad for the Toyota Celica may be able to cover the first three stages of the buyer- readiness stages: awareness, knowledge, and liking. Liking There is no mention of Preference competitors, so it does not seem to establish preference. Conviction Purchase Purchase 5  Steps in Developing Effective Communication Step 3. Designing a Message Is this ad making an emotional, rational, or moral appeal, or is it Is this an effective ad? combining them? How much do the personified cows contribute to this ad? The same company puts lifelike statues of cows, with this slogan, Is the ad structured to let the into mall food courts. What audience make a decision? makes that practice effective? Message Content Rational Appeals Emotional Appeals Message Structure Moral Appeals Draw Conclusions Designing a Message Argument Type Message Format Content The pictures and the slogan make this what Argument Order Headline, Illustration, type of appeal? Format This layout, almost like a yearbook or photo album, reinforces the Copy, & Color Body Language sentimental aspect of this advertisement. Click or press spacebar to return. 6  Steps in Developing Effective Communication Step 4. Choosing Media Personal Communication Channels Nonpersonal Communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback 7