Marketing Integration: Introduction Flashcards
Marketing Communications
Perform the communication and promotion function of the marketing mix (4 p’s)
Communication
The process of establishing a commonness or oneness of thought between a sender and a receiver
The importance of Meaning
Meaning–a set of internal responses evoked within a person when presented with a sign.
- Sign–Physical stimulus
- meaning–interpretation of sign by the person
- IMPORTANT POINT-sign may not equal meaning (same sign may invoke different meaning in different people)
Goal of marketer: Select a sign or symbol which will elicit the intended meaning
Speak the Consumer’s Language
–Use signs that are familar to the consumer
–think and act like the consumer
–very critical for social media
Inferences
–Additional meanings which come from deductions made by individual (POINT: meaning may not be the same as what is formally stated)
Presuppositions
–Assume the consumer has knowledge to interpret message
Integrated Marketing Communication
The strategic coordination of multiple communication tools to optimize the impact of persuassive communications on consumers and trade customers (retailers, wholesalers, etc.)
Critical Factors: Marketing Intrusiveness
Intrusiveness of Marketing–Consumers feel beseiged by marketing-resistance has entered the mainsteam. Need to reengage consumers and reignite affection for marketing
Old Model (One-way Flow)
New Model
Consumer Empowerment
Want information tailored to their needs–want marketing that is less intrusive and respectful (ask permission)
Increased advertising clutter
Need new ways to get attention an engage customers
Better information on consumers
Database technology–can more accurately identify and communicate with specific groups
Greater accountability for spending
Favors short term tools like promotions and direct marketing where results are easy to measure
Other Key Points
Advertising still very important; but use of other tools makes coordination and integration more important than in the past
HISTORICALLY- each of the communication functions was performed by entirely different groups-
NOW: Must be integrated into unified MKT communications plan
Consumer Reciprocity
Consumers must get value from MKT communications (enriching time people spend with MKT)
People love companies that love them
Must LISTEN to (vs. talk at) consumers
On Demand Model
Consumer is the content aggregator, filterer, scheduler, exposer, and disposer of messages (on- line)
consumer takes on a more active role
Advertising
Good for reaching large audience, generating awareness and image, positioning product
Social Media
Good for listening and talking with consumers- providing information
Sales Promotion
Sales Promotion (premiums, sampling, sweepstakes, coupons, pricing deals, etc.)- Good for triggering impulse sales and brand switching, creating excitement
Direct Marketing
(Telemarketing, Direct Mail, Catalogs, Electronic Media)- Can be personalized and interactive, creates specific action
Public Relations
Can create goodwill in a credible way, differentiate brand
Psychological Core Chart
Integrated Marketing Communications Chart
Critical Factors: Marketing Productivitty
MKT Productivity–is on the decline (rising costs, shrinking audiences, declining response rates, resistance)
Importance of Integrated Marketing
Importance:
Advertising not the only way to communicate (marketers increasingly using other tools)
Consumers now have some control over messages (online)
Consumers’ perceptions of a company and/or a brand is a synthesis of all messages and contacts they receive
Need to coordinate all communications to ensure consistent message and image
Critcal Factor: Broken Old Model
Old model is broken–Traditional one-way flow of communication does not always fit in today’s environment.
