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《Chapter 12 - Integrated Marketing Communications 2》.pdf
Naomi Zheng Marketing: Real People, Real Decisions BUS 343
Chapter 12 – Integrated Marketing Communications
Tailoring Marketing Communications to Customers
- Promotion: The coordination of a marketer’s communication efforts to influence attitudes or
behavior toward a product or service
- Focuses on showing favourable information about products/services to mass audiences or using
research to develop messages to persuade targeted audience to do what they want (buy the
product)
- Marketing Communications: informing consumers an customers about the relative value of
products, and developing trust and other relational bonds that facilitate ongoing exchange
relationships
- 2 way approaches to comms strategies help build better relationships
o Greater mutual understanding with 2 way dialogue
o More balance in relationships
o Greater commitment to brands and companies
- Communications…
o Informs consumers about new products and where they can be obtained
o Reminds consumers to continue using products
o Persuades consumers to choose one product over another
o Create complex brand images and identities in the minds of consumers
o Build relationships with customers
Integrated Marketing Communications
Coordinating Communication Messages
- IMC: the practice of unifying all marketing communication tools and corporate and brand
messages to communicate in a consistent way to and with stakeholder audiences
- Different elements in an IMC strategy may have greater or lesser relevance to consumer or
customers during different stages of their decision process
- IMC approach allows marketers to plan and then execute Marcomm programs that create and
maintain long-term rel
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