Zusammenfassung Communications Management
Integrated Marketing Communications (IMC): A planning process designed to assure that all
brand contacts received by a customer or prospect for a product, service, or organization are
relevant to that person and consistent over time.
Marketing Communications:
The means by which firms attempt to inform, persuade, and remind consumers -
directly or indirectly - about the products and brands they sell
Represent the voice of the company and its brands
Are a means by which the firm can establish a dialogue and build relationships with
consumers
The Marketing Communications Mix:
Mass Communications:
o Advertising is any paid form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor
o Sales promotion is any variety of short-term incentives to encourage trial or
purchase of a product or service.
o Public relations and publicity are a variety of programs directed internally to
employees of the company or externally to consumers, other firms, the
government, and media.
o Events and experiences are company-sponsored activities and programs
designed to create daily or special brand-related interactions with consumers
Personal Communications:
o Direct marketing is the use of mail, telephone, fax, e-mail, or Internet to
communicate directly with or solicit response or dialogue from specific
customers and prospects
o Interactive marketing is online activities and programs designed to engage
customers or prospects
o Word-of-mouth marketing refers to people-to-people oral, written, or
electronic communications
o Personal selling is face-to-face interaction with one or more prospective
purchasers for the purpose of making presentations, answering questions,
and procuring orders
1
,Major Promotion Tools:
Advertising:
o Reaches masses of buyers at low cost per exposure
o Builds a long-term image for a product
o Can trigger quick sales
o Has a public nature and is viewed as legitimate
o Very expressive
o Impersonal and lacks the direct persuasiveness of salespeople
Sales promotion:
o Offers strong incentives to purchase
o Wide assortment of tools with unique qualities
o Attracts consumer attention
o Used to dramatize product offers and boost sales
o Invites and rewards quick response
o Short-lived effects - less effective than advertising or personal selling in
building long-term relationships
Events and experiences:
o Involving
o Implicit
o Relevant
Public relations and publicity:
o Economical and effective when well thought out
o Reaches many prospects
o Very believable to readers
o Can dramatize a company or product
Direct and interactive marketing:
o More targeted and interactive
o Immediate and personalized
o Creating customer engagement
o Building one-to-one customer relationships
Word-of-mouth-marketing:
o Influential, Personal, Timely
o Takes many forms off- and online
Personal selling:
o Personal interaction between two or more people
o Most expensive promotion tool
o Buyer feels a greater need to listen and respond
o Allows all kinds of customer relationships to spring up
2
, Factors changing marketing communications:
Changing consumers – they are better informed and more empowered through
information of the internet, social-media etc.
Changing marketing strategies – designed to build closer relationships with
customers in more narrowly defined micromarkets
Advancements in communications technology
Communication Platforms:
Advertising: Print and broadcast ads, Packaging inserts, Motion pictures, Brochures
and booklets, Posters, Billboards, POS displays, Logos, Videotapes
Sales Promotion: Contests, games, sweepstakes, Premiums, Sampling, Trade shows,
exhibits, Coupons, Rebates, Continuity programs
Events / Experiences: Sports, Entertainment, Festivals, Art, Factory tours, Company
museums, Street activities
Public Relations: Press kits, Speeches, Seminars, Annual reports, Charitable
donations, Publications, Community relations, Lobbying, Identity media
Direct and Interactive Marketing: Catalogs, Mailings, Telemarketing, Electronic
shopping, TV shopping, Fax mail, E-mail, Voice mail, Websites
Word-of-Mouth-Marketing: Person-to-person, Chat rooms, Blogs
Personal Selling: Sales presentations, Sales meetings, Incentive programs, Samples,
Fairs and trade shows
The macromodel of the communications process:
Major parties: sender and receiver – senders must know what audiences they want
to reach
Major tools: message and media – they must transmit the message through media
Major communication functions: encoding, decoding, response, feedback – the
messages must be encoded (story telling) so the target audience can decode them
Noise: random and competing messages that may interfere with the intended
communication
3
