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Chapter 14

Chapter 14 discusses the integrated communication strategy focusing on the marketing mix, which includes product, price, place, and promotion. It outlines five promotional strategies: advertising, sales promotion, personal selling, public relations, and direct/digital marketing, along with six steps for developing effective marketing communication. The chapter emphasizes the importance of identifying the target audience, setting marketing objectives, designing messages, choosing communication channels, selecting spokespersons, and collecting feedback to enhance brand image and increase sales.

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5 views3 pages

Chapter 14

Chapter 14 discusses the integrated communication strategy focusing on the marketing mix, which includes product, price, place, and promotion. It outlines five promotional strategies: advertising, sales promotion, personal selling, public relations, and direct/digital marketing, along with six steps for developing effective marketing communication. The chapter emphasizes the importance of identifying the target audience, setting marketing objectives, designing messages, choosing communication channels, selecting spokespersons, and collecting feedback to enhance brand image and increase sales.

Uploaded by

bill hadd
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Chapter 14 : Integrated communication strategy

Product

Price
- Marketing Mix : 4 P’s
Place

Promotion

Focal Point
 Promotions : Any communication tool used by the company to address to customers , to
convince the customers to buy a certain point .
The five promotions mix strategy :

1) Advertising : Any form of paid and non personal communication not customized to the
target audience done by an identified sponsor .
Ex: Tv ads , Billboard , radio , boosting on social media

2) Sales Promotion : Short term incentive (pricing reduction) to create a buying urgency  you
encourage customers to buy immediately .
ex: Buy one get one free / up to 90% off / 30% off / Black Friday Sale / Flash Sale 24 h .

3) Personal Selling : One-to-one / one-to-many done by the company’s representative (Sales


person) to address a customer with a tailored (customized ) message

ex : Yela marketing , door-to-door , conference

4) Public Relations : Using your connections to enhance your brand image by increasing
positive and favorable word of mouth and eliminate negative and unfavorable word of
mouth
ex : press release – sponsorship – influencer

5) Direct of Digital Marketing : Communicating with your customers via digital channels (using
the internet ) instant engagement
ex : SMS , Email , E-commers , Social media

 Six steps in developing a effective marketing communication


1) Identify the target audience : actual customers and potential customer.
Why? Who? When? Where ? How?

2) Set your marketing objective : purpose (goal): increase sales , increase awareness , increase
branding , increase recognition , bring solution ….

-Stages of the buyer readiness :


1 2 3 4 5 6
Awareness  knowledge  liking  preference  conviction  purchase
AIDA Model: Attention , Interest , Desire , Action

3) Designing a Message:
a- Message Content : How you deliver your message
i- Ration appeal : logical argument : why using the product?
Info statistics – Facts – references Focal
bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb bbpoint
+
+
ii- Emotional appeal : Evoking feelings
iii- Moral Appeal : What is right to do

Two sided argument or one side


b- Message structure :
Open ended or not
c- Message format : Picture (Visual) : Video – text – color – font – script – brand effect

4) Decide on your communication channel :

- Personal Communication Channel : Customize your message based on your target audience .
Mainly one to one communication.(more engagement) ex. Email, phone call , door to door
- Non personal Communication channel : No customized message Everyone , (even if not part of
your target audience) is receiving your communication
Ex Tv : Bill board , flyers , SM ,Posters
5) Decide on your spoke person :

Celebrities , influencers , experts , brand owner , regular people (Models) , characters …..

6) Collect Feedback

+ : Keep going

- : Reconsider your messages


How to actually know if it’s positive feedback or negative feedback ?

Increase sale Increase market share and profit


Metrics Positive
Increase website traffic or store visit

Good word of mouth Feeback

Decrease sale Decrease market share and profit


Metrics Negative
Decrease website traffic or store visit

Bad word of mouth


Feeback

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