Communicating Customer Value: Integrated Marketing Communications Strategy
Communicating Customer Value Integrated Marketing Communications Strategy
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Transcript of Communicating Customer Value Integrated Marketing Communications Strategy
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Communicating Customer Value: Integrated Marketing
Communications Strategy
1414
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Presented to: Mr. Moshin Ali Khan
Presented by: Mariam Musaddiq Roll no. 1754 BBA (Hons) 3rd Semester
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CommunicationCommunication is the process of sharing information between people through a continuous activity of speaking, listening & understanding.
Communication is the process of delivering a message from one person or group to another .
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Promotion Promotion involves
disseminating information about a product, brand or company.
It is Consists of 5 elements known as the Promotional Mix:
1) Advertising 2) Sales Promotion 3) Public Relations 4) Personal Selling 5) Direct marketing
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The Promotion Mix
The promotion mix is the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to pursue its advertising and marketing objective.
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The Promotion MixMajor Promotion Tools
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Broadcast Print Internet Outdoor
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The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service
Discounts Coupons Displays Demonstrations
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The Promotion MixMajor Promotion Tools
Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Press releases Sponsorships Special events Web pages
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The Promotion Mix
Major Promotion Tools
Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
Sales presentations Trade shows Incentive programs
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The Promotion MixMajor Promotion Tools
Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—by using direct mail, telephone, direct-response television, e-mail, and the Internet to directly with specific consumers
Catalog Telemarketing Kiosks
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Integrated Marketing Communications
The Shifting Marketing Communications Model
Now-a-days companies shift from mass marketing to segmented market.
Because for the expansion of business that is hard to do mass marketing, its not easy to produce goods for all types of customers so companies choose different group like elicit class or ordinary people.
In the class room every individual have different background.
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Integrated Marketing Communications
Diet Pepsi ,Pepsi ice cucumber, Pepsi fresh
McDonald in India Rolex watches
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The Need for Integrated Marketing Communications
• Integrated marketing communication is the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
Pepsi, coke, dwe dwe for adventurous people
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Personal selling
Public relations
Direct marketing
Sales promotion
Advertising
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A View of the Communications Process
The Communications Process
1. Sender2. Encoding3. Message4. Media5. Decoding6. Receiver7. Response8. Feedback9. Noise
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An ad for Hewlett –Packard
(H-P) color
copiers.
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A View of the Communications Process
The Communications Process
Sender is the party sending the message to another party.
Encoding is the process of putting thought into symbolic form.
Message is the set of symbols the sender transmits.
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A View of the Communications Process
The Communications Process
Media is the communications channels through which the message moves from sender to receiver.
Decoding is the process by which the receiver assigns meaning to the symbols.
Receiver is the party receiving the message sent by another party.
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A View of the Communications ProcessThe Communications Process
Response is the reaction of the receiver after being exposed to the message.
Feedback is the part of the receiver’s response communicated back to the sender.
Noise is the unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent.
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A View of the Communications Process
The Communications Process
For a message to be effective, the marketing communicator must understand the consumer’s field of experience and choose the best media to reach target audience.
Best messages consist of words and other symbols that are familiar to the receiver.
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