Integrated Marketing Communications Strategy: Communicating Customer Value, Slides of Marketing

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COMMUNICATING CUSTOMER

VALUE: INTEGRATED

MARKETING COMMUNICATIONS

STRATEGY

Learning Objectives

• Define the five promotion mix tools for

communicating customer value

• Discuss the changing communications

landscape and the need for integrated

marketing communications

• Outline the communication process and

the stages in developing effective

marketing communication

• Explain the methods for setting the

promotion budget and factors that affect

the design of the promotion

• Any paid form of non-

personal presentation and

promotion of ideas, goods, or

services by an identified

sponsor in the prime media

Advertisi

ng

• A variety of short-term

incentives to encourage trial

or purchase of a product or

service

Sales

Promotio

n

• A variety of programs designed to

promote or protect a company's

image or its individual products

Public

relations

and

publicity

• Use of mail, telephone, fax, e-mail,

or Internet to communicate directly

with or solicit response or dialogue

from specific customers and

prospects

Direct

Marketing

• Personal presentation by the firm's

sales force for the purpose of

making sales and building

customer relationships

Personal

Selling

The New Marketing

Communications Model

Factors changing the face of today’s

marketing communications are:

Changing consumer attitude

Changing marketing strategies

Advancement in communications

technology

Companies are doing less

broadcastin g and more

narrowcasting

The Need for Integrated Marketing

Communications

Public

Relations

Sales

promotio

n

Personal

selling

Advertising

Direct

marketing

Consistent, clear

and compelling

company and

brand messages

Steps in Developing Effective Marketing

Communications

Identify target audience

Determine communication objectives

Design Message

Choose media

Selecting the message source

Collecting feedback

Identify the Target Audience

The process must start with a clear

target audience in mind

The target audience is a critical

influence on the communicator's

decisions about what to say, how,

when, where, and to whom

We can profile the target audience in

terms of usage and loyalty

Communication strategy will differ

depending on the profile of the target

Design the Message

Formulating the communications to

achieve the desired response will

require solving three problems:

What to say (message content)

How to say it (Message structure and

format)

Choosing Media

Communications channels may be

personal and non-personal

PCC: communicating directly with

two or more people through face to

face, on phone, via mail or e-mail or

internet

NPC : media that carry messages

without personal contact or

feedback. They include major media,

atmosphere and events.

Collecting Feedback

Feedback is collected through survey

Behavior resulting form the message

must be measured

Feedback may suggest changes in

the promotional programme or the

product itself

Setting the Total Promotion Budget

and Mix

How does the company determine its

total promotional budget?

What are the major communications

tools and how do companies blend

them?

08/29/2025 CEMBA 558. PREPARED BY B

YLON ABEEKU BAMFO

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Shaping the Overall promotion Mix

The nature of each promotional tool

Promotional

Components

Scope Cost Advantages Disadvantage

s

Advertising Mass Relatively

inexpensive

per contact

Allows

Expressivenes

s and control

over message

Results hard

to measure

Personal

selling

Personal Expensive per

contact

Flexibility

Immediate

response

Very

expensive

Sales

promotion

Mass Can be costly Gains

attention and

has

immediate

effect

Easy to

imitate by

others

Publicity Mass Inexpensive High degree

of Credibility

No direct

control by the

marketer

Direct and Personal Expensive Customised Limited reach

Promotion strategies

The two promotional strategies are

push promotion or pull

promotion.

Factors considered in designing

promotion mix strategies are:

The type of product or market

Product life-cycle stage