Marketing Integration: Introduction

Question 1

Marketing Communications

Answer 1

Perform the communication and promotion function of the marketing mix (4 p’s)

Question 2

Communication

Answer 2

The process of establishing a commonness or oneness of thought between a sender and a receiver

Question 3

The importance of Meaning

Answer 3

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

Question 4

Speak the Consumer’s Language

Answer 4

–Use signs that are familar to the consumer

–think and act like the consumer

–very critical for social media

Question 5

Inferences

Answer 5

–Additional meanings which come from deductions made by individual (POINT: meaning may not be the same as what is formally stated)

Question 6

Presuppositions

Answer 6

–Assume the consumer has knowledge to interpret message

Question 7

Integrated Marketing Communication

Answer 7

The strategic coordination of multiple communication tools to optimize the impact of persuassive communications on consumers and trade customers (retailers, wholesalers, etc.)

Question 8

Critical Factors: Marketing Intrusiveness

Answer 8

Intrusiveness of Marketing–Consumers feel beseiged by marketing-resistance has entered the mainsteam. Need to reengage consumers and reignite affection for marketing

Question 9

Old Model (One-way Flow)

Answer 9

Question 10

New Model

Answer 10

Question 11

Consumer Empowerment

Answer 11

Want information tailored to their needs–want marketing that is less intrusive and respectful (ask permission)

Question 12

Increased advertising clutter

Answer 12

Need new ways to get attention an engage customers

Question 13

Better information on consumers

Answer 13

Database technology–can more accurately identify and communicate with specific groups

Question 14

Greater accountability for spending

Answer 14

Favors short term tools like promotions and direct marketing where results are easy to measure

Question 15

Other Key Points

Answer 15

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

Question 16

Consumer Reciprocity

Answer 16

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

Question 17

On Demand Model

Answer 17

Consumer is the content aggregator, filterer, scheduler, exposer, and disposer of messages (on- line)
consumer takes on a more active role

Question 18

Advertising

Answer 18

Good for reaching large audience, generating awareness and image, positioning product

Question 19

Social Media

Answer 19

Good for listening and talking with consumers- providing information

Question 20

Sales Promotion

Answer 20

Sales Promotion (premiums, sampling, sweepstakes, coupons, pricing deals, etc.)- Good for triggering impulse sales and brand switching, creating excitement

Question 21

Direct Marketing

Answer 21

(Telemarketing, Direct Mail, Catalogs, Electronic Media)- Can be personalized and interactive, creates specific action

Question 22

Public Relations

Answer 22

Can create goodwill in a credible way, differentiate brand

Question 23

Psychological Core Chart

Answer 23

Question 24

Integrated Marketing Communications Chart

Answer 24

Question 25

Critical Factors: Marketing Productivitty

Answer 25

MKT Productivity–is on the decline (rising costs, shrinking audiences, declining response rates, resistance)

Question 26

Importance of Integrated Marketing

Answer 26

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

Question 27

Critcal Factor: Broken Old Model

Answer 27

Old model is broken–Traditional one-way flow of communication does not always fit in today’s environment.