Marketing Communications

The Impact of CommunicationMarketing Communications are not all designed to work in the same way. Some are designed to impact attitudes and some are designed to produce behaviors.

The Promotional Mix Elements

Advertising Media

Consumer Sales Promotions

Salesforce Management Setting objectives Organizing the Salesforce (by areas, by

channels, by customers, etc.) Salespeople…

Recruitment Training Motivation

Salesforce evaluation – how do we know they are performing well?

Customer Relationship Management – how do we go about doing this effectively?

Integrated Marketing Communications (IMC) Given the various promotional tools and the

different type of impact has on each customer, the integration of these communications becomes critical.

If the advertisements say “we are the lowest price” and the salespeople say “we are the highest quality”, the customer will be confused and likely reject both claims.

How do we achieve truly integrated marketing communications?

Organizing for IMC

The organizational structure can impact the success of IMC. How?

The communication network can impact the success of IMC. How?

The organizational goals can impact the success of IMC. How?

Managing The Promotional Mix

While spending promotional dollars is often effective in creating brand awareness and helping consumers identify possible solutions to their needs, each type is more effective in certain situations, in meeting certain objectives, and in reaching certain audiences.

Managing the right MIX of elements is critical to communication success.

Managing The Promotional Mix

How does the promotional strategy change as the business situation changes… early in the product life cycle? late in the product life cycle? in a price-competitive market? in an image-competitive market? from a national standpoint? from a local or regional standpoint?

Managing a Promotional Campaign

What is (are) (1) the promotion objectives, (2) the budget, and (3) the kinds of promotion to use?

Who is the target audience? Where should the promotion be run? When should the promotion be run?

Evaluating the Promotional Program How do we measure promotional success?

How do we isolate the success of various promotional elements (for example how do we know the impact of our advertisements when the salespeople are completing sells)?