Chapter 17 – Developing Integrated Marketing
Communication
Integrated Marketing Communications
*coordination of promotion efforts to ensure maximum
informational and persuasive effects on customers
Overall marketing costs have increased significantly so more
pressure on managers to choose the most effective method
Promotion
Commonly 2 misconceptions
1. That highly visible promotions make up the entire field
2. That they are unnecessary and just push up he price of
products
2 roles of promotion are
1. Facilitates exchange directly or indirectly by informing
individuals about firms products so they have more
positive feeling about the firm
2. Usually designed for specific groups
3. Effective promotion relies on quality and quantity of
information available to customers
The Promotion Mix
Advertising – paid nonpersonal message communicated to
select audience through mass media
Personal Selling – personal communication aimed at
convincing customers to buy firms products
Sales Promotion – use of activities/materials as a directs
inducement to customers
Public Relations - communication tactics used to create and
maintain a positive relationship with the public
Advertising
Primary demand advertising – advertising aimed at increasing
demand for all brands in a specific industry
Selective-Demand Advertising – used to sell a particular brand
of product
Institutional Advertising – designed to help improve a firms
image and reputation
, Types of advertising media
1. Newspaper
Short life-span
Cannot target specific group
Inexpensive
2. Magazines
Reach specific groups
Longer lifespan than newspapers
Expensive
Must be handed in 2-3 months before printing
3. Direct Mail
Very selective
Effectiveness can be measures
Fails if mail lists outdated
Relatively costly
4. Yellow pages
Purchased for year and cannot be changed
Monthly payments
5. Out-of-home advertising
Billboards, posters and signs
Must be short message
Suitable for products that can be displayed as picture
6. Television
National reach
Audience can be selected to an extent
Can pay to have product in television program (product
placement)
Infomercial – program of just advertisements
7. Radio
Offers selectivity
Cheap
Can change ads on short notice
Absence of visual images
8. Internet
Increasing in popularity
9. Social Media
More personal
Only reaches person at computer
Personal Selling
Most adaptable method
Most expensive method
Communication
Integrated Marketing Communications
*coordination of promotion efforts to ensure maximum
informational and persuasive effects on customers
Overall marketing costs have increased significantly so more
pressure on managers to choose the most effective method
Promotion
Commonly 2 misconceptions
1. That highly visible promotions make up the entire field
2. That they are unnecessary and just push up he price of
products
2 roles of promotion are
1. Facilitates exchange directly or indirectly by informing
individuals about firms products so they have more
positive feeling about the firm
2. Usually designed for specific groups
3. Effective promotion relies on quality and quantity of
information available to customers
The Promotion Mix
Advertising – paid nonpersonal message communicated to
select audience through mass media
Personal Selling – personal communication aimed at
convincing customers to buy firms products
Sales Promotion – use of activities/materials as a directs
inducement to customers
Public Relations - communication tactics used to create and
maintain a positive relationship with the public
Advertising
Primary demand advertising – advertising aimed at increasing
demand for all brands in a specific industry
Selective-Demand Advertising – used to sell a particular brand
of product
Institutional Advertising – designed to help improve a firms
image and reputation
, Types of advertising media
1. Newspaper
Short life-span
Cannot target specific group
Inexpensive
2. Magazines
Reach specific groups
Longer lifespan than newspapers
Expensive
Must be handed in 2-3 months before printing
3. Direct Mail
Very selective
Effectiveness can be measures
Fails if mail lists outdated
Relatively costly
4. Yellow pages
Purchased for year and cannot be changed
Monthly payments
5. Out-of-home advertising
Billboards, posters and signs
Must be short message
Suitable for products that can be displayed as picture
6. Television
National reach
Audience can be selected to an extent
Can pay to have product in television program (product
placement)
Infomercial – program of just advertisements
7. Radio
Offers selectivity
Cheap
Can change ads on short notice
Absence of visual images
8. Internet
Increasing in popularity
9. Social Media
More personal
Only reaches person at computer
Personal Selling
Most adaptable method
Most expensive method
