Consumer Perception of Communication Consumer perceptions are a key component of success or failure, so organizations must strive to align communications into clear, concise, and customer-oriented messages. LEARNING OBJECTIVES Explore the concepts of integrated marketing communications from the perspective of the consumer KEY TAKEAWAYS Key Points Marketing has changed significantly in recent times. With more channels, touchpoints, and global markets than ever before, organizations must integrate various marketing communications into… Read More »Consumer Perception of Communication

The Communication Process Organizations must keep in mind the internal and external factors that influence audience perception during the communications process. LEARNING OBJECTIVES Explain how communication theory impacts integrated marketing communications KEY TAKEAWAYS Key Points The communications process involves two or more persons attempting to consciously or unconsciously influence each other through the use of symbols or words. Our ability to receive, communicate, and process information and external stimuli all… Read More »Integrated Marketing Communications Process

Benefits of Integrated Marketing Communications With so many products and services to choose from, consumers are often overwhelmed by the vast number of advertisements flooding both online and offline communication channels. Marketing messages run the risk of being overlooked and ignored if they are not relevant to consumers’ needs and wants. One of the major benefits of integrated marketing communications is that marketers can clearly and effectively communicate their brand’s… Read More »Benefits of Integrated Marketing Communications

Introduction to Integrated Marketing Communications Introduction to Integrated Marketing Communications Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels. LEARNING OBJECTIVES Discuss factors that have prompted the shift from mass communications to integrated marketing communications KEY TAKEAWAYS Key Points Integrated marketing communications is an approach used by organizations to brand and coordinate their marketing efforts across multiple communication channels. As… Read More »Introduction to Integrated Marketing Communications

Channel Partnering Channel partners can potentially fulfill needs along an organization’s value chain by enhancing the efficiency of distribution and/or access to new markets. LEARNING OBJECTIVES Recognize the value channel partners can add via co-branding, distribution and/or efficiency KEY TAKEAWAYS Key Points Channel partnerships are strategic collaborations between organizations that can potentially provide reciprocal value for both organizations. Channel partners can add value through fulfilling certain needs along a value-chain,… Read More »Channel partnerships are strategic collaborations

Channel Power, Control, and Leadership Channels perform better if a party is in charge, providing a level of leadership to coordinate goals and efforts. LEARNING OBJECTIVES Describe why manufacturers, wholesalers and retailers take the lead in channel partnerships KEY TAKEAWAYS Key Points In a type of business cold war, manufacturers and retailers are constantly trying to match each other in size. The manufacturer should lead if the design and redesign… Read More »Marketing Channel Relationships : Channel Power, Control, and Leadership

Marketing Channel Relationships Competitive Priorities in Marketing Channels A marketing channel is a set of practices necessary to transfer the ownership of goods from producer to consumer. LEARNING OBJECTIVES Describe the different types of marketing distribution channels KEY TAKEAWAYS Key Points When developing distribution strategies, companies assess how marketing channels link producers to buyers, affect advertising and promotion, and influence pricing. Alternative terms for marketing channel include ‘ distribution channel… Read More »Marketing Channel Relationships

Distribution Intensity Marketing channel intensity takes into account both the variance and number of channels an organization may use to deliver goods and services to consumers. LEARNING OBJECTIVES Differentiate between different distribution intensity strategies, incorporating the modern digital storefronts into this consideration KEY TAKEAWAYS Key Points Organizations must understand the competitive environment of the industry, particularly how to use a variety of marketing channels to get their products in front… Read More »Distribution Intensity :different distribution intensity strategies

Channel Strategy Decisions Factors Affecting Channel Choice Channel choice involves understanding the ultimate user and how they prefer to purchase merchandise. LEARNING OBJECTIVES Discuss the various factors that affect channel choice KEY TAKEAWAYS Key Points Channel choice begins with two questions: to whom shall we sell this merchandise immediately? And, who are our ultimate users and buyers? There is a need to know what the customer needs, where they buy,… Read More »Marketing Channel Strategy Decisions

Channel Member Characteristics To maximize sales, a company must carefully consider the fit between its products and the available distribution channels. LEARNING OBJECTIVES Explain the importance of pairing a brand’s products with the appropriate distribution channel KEY TAKEAWAYS Key Points Distribution channels are how a company will get its products to consumers. The selected distribution channel is reflexive of the overall marketing strategy for the product, and answers the place… Read More »Distribution channels Member Characteristics