文档介绍：Integrated munication Strategy Chapter 15
Integrated munication Strategy
Chapter 15
Objectives
Know the tools of the munications mix3>.
Understand the process and advantages of integrated munications.
Learn the steps in developing effective munications.
Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix.
Case Study
UPS is a $31 billion corporate giant
UPS wanted to reposition itself as a supply chain solutions provider
Developed new theme based on customer input
Implemented, “What Can Brown Do for You?” campaign
Realigned its sales and anization
Ads, web sites, and salespeople deliver message daily
UPS
Definition
munications Mix
The specific mix of advertising, personal selling, sales promotion, and public relations pany uses to pursue its advertising and marketing objectives.
Integrated munications
The munications Environment is Changing:
Mass markets have fragmented, causing marketers to shift away from mass marketing
Media fragmentation is increasing as well
Improvements in information technology are facilitating segmentation
Integrated munications
The Need for Integrated munications
Conflicting messages from different sources or promotional approaches can pany or brand images
The problem is particularly prevalent when functional specialists handle individual forms of munications independently
Integrated munications
The Need for Integrated munications
The Web alone cannot be used to build brands; brand awareness potential is limited
Best bet is to wed traditional branding efforts with the interactivity and service capabilities of munications
Web efforts can enhance relationships
Integrated munications
Integrated munications
The concept under which pany carefully integrates and coordinates its munications channels to deliver a clear, consistent, pelling message about anization and its products.
IMC implementation often requires the hiring of a manager.
munication Pr