Communicating Customer Value: Integrated Marketing Communications Strategy

promotion mix
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
advertising
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
sales promotion
short term incentives to encourage the purchase or sale of a product or service
personal selling
personal presentation by the firm’s sales force doe the purpose of making sales and building customer relationships
public relations
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.
direct marketing
direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
integrated marketing communications
carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
buyer-readiness stages
the stages consumers normally pass through on their way to a purchase including awareness, knowledge, liking, preference, conviction, and the actual purchase
personal communication channels
channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail, or even through chat
word of mouth influence
personal communications about a product between target buyers and neighbors, friends, family members, and associates
buzz marketing
cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
nonpersonal communication
media that carry messages without personal contact or feedback, including major media, atmospheres, and events
affordable method
setting the promotion budget at the level management think the company can afford
percentage of sales method
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
competitive-parity method
setting the promotion budget to match competitors’ outlays
objective and task method
developing the promotion budget by defining specific promotion objectives, determining the tasks needed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these cost is the promotion budget
push strategy
a promo strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers
pull strategy
a promo strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel