6 integrated marketing communication strategy and management (concepts…
6 integrated marketing communication strategy and management
the process by which information about an organisation and its offerings is disseminated to selected markets
the availability of an offering
the unique benefits of the offering
where and how of obtaining and using the offering
push communication strategies
the offering is pushed through a marketing channel in a sequential fashion, with each channel level representing a distinct target market
easily identifiable buyers
perceived as a risky purchase
early in life-cycle
limited funds for direct to consumer advertising
pull communication strategies
seeks to create initial interest among potential buyers, who demand the offering from intermediaries, pulling the offering through a marketing channel.
favorable primary demand for a product/service category
the product/service can be differentiated through advertising
the product/service has hidden benefits that can be portrayed effectively through advertising
strong emotional buying motives, buyers concern for health, beauty, status or safety.
integrated marketing communication
1) what are the information requirements of target markets as they proceed through the purchase process?
solitary vs joint decision making
what information consumers think is necessary
when consumers will seek the information
where they will seek it
how they will apply the information
what is the information need for the specific product
2) what objective must the communication strategy achieve?
type of market strategy
emphasis frequent usage
building preference or loyalty for the offering
stimulate awarness or initial trial of offering
stage in life-cycle
stimulating primary demand (demand for the product/service class at a whole)
stimulate selective demand (demand for a particular brand, product or service)
focus on differentiate the offering from competitors
3) how might the mix of communication activities be combined to convey information to target markets?
the information requirements of potential buyers
which communication tool and consumer touch point has the greatest impact on prospective buyers?
the nature of the offering
the nature of the target markets
the capacity of the organization
assignment of relative weight to different communication activities
4) How much should be budgeted for communicating with target markets, and how should resources be allocated among different communication activities?
5) how should communication be timed and scheduled?
6) how should the communication process be evaluated as to its effectiveness, and how should it be controlled?
marketing web sites
converting an online browser to an online buyer
promote a company´s products and services and provide information on how items can be used and where they can be purchased
create buzz, facilitate word of mouth