CHAPTER 14Customer Value Integrated

Marketing Communications Strategy

Relationships• Building good customer relationships calls for more than

just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate their value propositions to customers, and what they communicate should not be left to chance. All communications must be planned and blended into

carefully integrated programs. Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships.

Chapter Objectives• The Promotion Mix

• Integrated Marketing Communications

• A View of the Communication Process• Steps in Developing Effective Marketing

Communication

• Setting the Total Promotion Budget and Mix• Socially Responsible Marketing Communication

The Promotion Mix• Advertising

• Sales promotion

• Personal selling

• Public relations

• Direct marketing

Integrated MarketingCommunications• The New Marketing Communications Model

• The Need for Integrated Marketing Communications

• SOBE Case

Integrated MarketingCommunications

A View of the Communication Process

Steps in Developing EffectiveMarketing Communication• Identifying the Target Audience• Determining the Communication Objectives• Designing a Message• Message Content• Message Structure• Message Format

Choosing Media• Personal Communication Channels

• Nonpersonal Communication Channels

Selecting the Message Source• Collecting Feedback

• Celebrity Endorsers

Setting the Total PromotionBudget and Mix

• Setting the Total Promotion Budget• Affordable Method• Percentage-of-Sales Method• Competitive-Parity Method• Objective-and-Task Method• Shaping the Overall Promotion Mix

The Nature of Each Promotion Tool

• Advertising

• Personal Selling

• Sales Promotion

• Public Relations

• Direct Marketing

Promotion Mix Strategies• A push strategy

• A pull strategy

Designing a Customer-Driven Strategy and Mix

Socially Responsible MarketingCommunication• Advertising and Sales Promotion

• Personal Selling

Case Study• Microsoft vs. Apple: Does Advertising Really Make a

Difference

Objective OUTLINE• Advertising• Setting Advertising Objectives• Setting the Advertising Budget• Developing Advertising Strategy• Evaluating Advertising Effectiveness and the Return

on Advertising Investment• Other Advertising Considerations• Public Relations• The Role and Impact of Public Relations• Major Public Relations Tools

Advertising

CHAPTER 15Advertising and

Public Relations

Setting Advertising Objectives• Informative Advertising

• Persuasive Advertising

• Reminder Advertising

• Setting the Advertising Budget

• Developing Advertising Strategy

• Creating the Advertising Message

Creative concept• Message Strategy

• Message Execution

• Consumer-Generated Messages

• Selecting Advertising Media

• Determining Reach, Frequency, and Impact

Public Relations• Press relations or press agency• Product publicity• Public affairs• Lobbying• Investor relations• Development

The Role and Impact of PR• PR results can sometimes be spectacular. Consider the

launch of Apple’s iPad yesterday

Major Public Relations Tools• written materials• Audiovisual materials• Corporate identity materials