1 . Connecting Customer Value: Integrated Marketing Communications Strategy Guidelines of Marketing 18 2 . Learning Objectives Following studying this chapter, you should be able to: Talk about the process and advantages of built-in marketing communications in communicating buyer value Establish the five promotion tools and talk about the factors that must be regarded in framing the overall advertising mix Outline the steps in developing successful marketing communications Describe the methods intended for setting the promotion spending budget and elements that impact the design of the promotion mixture 14-2 three or more. Chapter Describe The Advertising Mix Included Marketing Communications A View of the Marketing communications Process Measures in Developing Successful Communication Setting the Total Advertising Budget and blend Socially Liable Marketing Interaction 14-3 four. The Promo Mix The promotion blend is the specific blend of marketing, public relations, personal selling, and direct-marketing equipment that the business uses to persuasively talk customer value and build client relationships 14--4 5. The Promotion Blend Major Advertising Tools Advertising Sales promo Public relations Personal selling Direct marketing 14-5 6. The Promotion Blend Major Campaign Tools Promoting is virtually any paid sort of nonpersonal demonstration and advertising of tips, goods, or perhaps services by simply an identified sponsor Broadcast Print Internet Outdoor 14-6 7. The Promotion Blend Major Campaign Tools Sales promotion is a short-term offers to motivate the buy or sale for a product or perhaps service Savings Coupons Exhibits Demonstrations 14-7 8. The Promotion Mixture Major Promotion Tools Pr involves building good relations with the company's various banal by obtaining favorable marketing, building up a good corporate graphic, and managing or going unfavorable gossip, stories, and events Pr campaigns Sponsorships Special attractions Web pages 14-8 9. The Promotion Combine Major Campaign Tools Personal selling may be the personal presentation by the business sales force when it comes to making sales and building customer relationships Sales presentations Trade shows Incentive programs 14-9 10. The Promotion Blend Major Advertising Tools Direct marketing entails making direct connections with carefully targeted individual customers to the two obtain an instantaneous response and cultivate long lasting customer relationships—by using normal mail, telephone, direct-response television, e-mail, and the Net to talk directly with specific customers Catalog Telemarketing Kiosks 14-10 11. Included Marketing Communications Major factors affecting change toward segmented marketing Shift faraway from mass marketing Improvements in information technology 14-11 The New Promoting Landscape doze. Integrated Marketing and sales communications The Moving Marketing Communications Model Less transmitting and more narrowcasting Advertisers are shifting costs away from network television to more targeted cost-effective, interactive, and engaging media 14-12 13. Integrated Marketing Communications The Need for Built-in Marketing Communications Integrated marketing communication is the the usage by the business of it is communication programs to deliver a definite, consistent, and compelling communication about the organization and its brands 14-13 14. Integrated Marketing and sales communications The Need for Integrated Marketing Communications Integrated marketing conversation calls for spotting all contact points (brand contact) where the consumer may face the company and its brands 14-14 15. Some of the Sales and marketing communications Process Bundled marketing communication involves figuring out the target viewers and shaping a well-coordinated promotional software to obtain the ideal audience response Marketers are moving toward viewing communications as managing the customer romance over time 14-15 16. Some of the Communications Process The Communications Process Sender Development Message Multimedia Decoding Receiver Response Feedback...