Talk to Your Customers!
§Promotion:
The coordination of marketing communication efforts to influence attitudes or behavior
§Marketing communications purpose:
–Inform
–Remind
–Persuade
–Build relationships
§Integrated marketing communication (IMC):
Process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences
–Consumers see the variety of messages from a firm as a whole

The Communication Model
§Elements of the model:
–Source:Firm or person sending a message
–Encoding:Transmitting an idea into a form of communication that conveys meaning
–Message:Communication in physical form that goes from a sender to a receiver
–Medium:Communication vehicle through which a message is transmitted
––Receiver:Individual or organization that intercepts and interprets the message
–Decoding:Process whereby a receiver assigns meaning to a message
–Noise:Anything that interferes with effective communication
–Feedback:Receiver’s reactions to the message
Integrated Marketing Communication (IMC)
§With IMC, marketers plan and execute communication programs that create and maintain long-term relationships with customers by satisfying needs
–IMC unifies all marketing communication tools to send a consistent, persuasive message
–IMC is becoming increasingly important
§Characteristics of IMC
Marketers must understand that IMC:
–Begins with the customer
–Creates a single unified voice for firm
–Seeks to develop relationships with customers through one-to-one marketing
–Relies on two-way communication
–Focuses on stakeholders and customers
–Generates continuous communication
–Focuses on changing behavior
§IMC and Database Marketing
§IMC efforts rely on marketing databases
§Database marketing:
–The creation of an ongoing relationship with a set of customers