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