【文章內(nèi)容簡介】 d marketing munications is a frequently espoused goal, truly integrated programs have been hard to e by. Some critics maintain the problem is an organizational one—the agencies have not done a good job of putting together all the different teams and organizations involved with a munications campaign. Others maintain that the biggest problem is the lack of managerial guidelines for evaluating IMC programs. How does a manager know when his or her IMC program is satisfactorily integrated? Take a position: The biggest obstacle to effective IMC programs is a lack of agency coordination across munication unit versus the biggest obstacle to effective IMC programs is a lack of understanding as to how to optimally design and evaluate such programs. Pro: Advertising agencies have just recently begun to understand the concept of integrated marketing munications and have marshaled the resources needed to coordinate these various elements. Agencies are defined by specialists in particular disciplines (radio, print, television, and copy) and each discipline or specialist believes that his/her discipline is the reason for the effectiveness of the campaign. Because measuring the reason why a consumer has purchased a pany’s particular product is difficult or nearly impossible, no true assignment of that “specialty” weight or importance to the purchase can be assigned, everyone then can hold onto their specialty as the reason why the sale was consummated. However, because agencies work for the client pany, the proliferation of these internecine positions rests with the client pany not being able to either understand IMC, or not believe in the concepts espoused in IMC. If the client pany begins the relationship with the agencies with clear IMC goals and objectives, the agencies will/would follow suit. Con: Consumer buying is a plicated and often elusive process not fully understood by the panies involved and often not fully understood by the consumer as well. Why did/does a consumer, choose one branded product over another at any given buying opportunity? That is the question(s) plaguing panies. If that question cannot be fully satisfied/answered/ quantified for each purchase occasion, how can the firm subsequently contribute elements of the marketing munications mix to these decisions? Until an agreed upon system is developed that quantifies each element of the marketing munications mix into the consumers overall purchase decision. Such as having a consumer say that “in my purchase of product X, the following elements played a role in my decisionmaking: advertising5 percent, sales promotion—10 percent, events and experiences—10 percent, public relations and publicity—4 percent, direct marketing—4 percent, and personal selling—67 percent.” Or some other matrix, evaluating the effectiveness and the contribution each element played in the consumer’s decision process will be debated. Therefore, a manager cannot fully “know” (meaning assigning percentages of elements of the decision process versus costs involved) that their program is satisfactorily integrated. The manager can, however, know when their program is “not” satisfactorily integrated by measuring consumer perceptions about their products or firm pared/contrasted to the messages being transmitted to the consumer from the various elements of the pany. MARKETING DISCUSSIONPick a brand and go to the Web site. Locate as many forms of munications as you can find. Conduct an informal munications audit. What do you notice? How consistent are the different munications? Student answers will differ depending upon their favorite Web sites.MARKETING SPOTLIGHT—IntelDiscussion Questions:1) What have been the key success factors for Intel?a. They have a strategic concept.b. Chose a trademarkable name for their chipsc. Developed a program with puter manufacturers to coop marketing if the name/logo/sticker was visible on the outside of the puter.d. Advertised to the consumer to “l(fā)ook for” the Intel logo in the purchasing of their puters.e. Integrated marketing programs featuring both consumer and corporate programs.2) Where is Intel vulnerable? a. Overexposure of their trademarked name.b. Danger of the name being “mon speech” (aspirin) thereby losing their petitive advantage in the naming. 3) What should it watch out for?a. The transformation in the consumer’s mind of the “puter product” to the “every type of product”—losing brand identity and positioning in the minds of the consumer (brand proliferation).4) What remendations would you make to senior marketing executives going forward?a. Do not rest on past successes—continue your strategic direction of having an integrated marketing munications program.b. Monitor consumers perceptions of the effectiveness of sound integrated marketing munications programs—consumers may begin to feel “manipulated” or “brainwashed” by constant and consistent exposure to such programs.c. Develop flanker brands or other brands consistent with new areas of technology (TVs ,etc.) so as to protect their parent brand from overexposure or brand proliferation.5) What should the pany be sure to do with their marketing? a. Capitalize on the “moment” and be ready to change, adapt, or discontinue the programs as consumer attitudes changes.DETAILED CHAPTER OUTLINE Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also municate with present and potential stakeholders, and the general public. For most panies, the question is not whether to municate but rather what to say, how to say it, to whom, and how often. THE ROLE OF MARKETING COMMUNICATIONS Marketing munications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell.A) Marketing munications represent the “voice” of the brand and are a means b