Marketing communication: principles and practice

Argument
When the process is mutual, each party strives to alter the other’s 
view while maintaining his/her own
Dialogue
Each party seeks to share, perhaps only hypothetically, the 
other’s appreciation and to open his/her own to the other’s 
persuasion with a view to enlarging the approaching mutual 
understanding, if not also shared appreciation
Figure 15.5
Levels of communication

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provide an outline for an integrated marketing communication strategy that
fosters thinking about the key issues and a concise manner in which to capture
the resulting strategy guide (this has been summarized in Figure 15.6). Note
that the answers to these questions should be considered by all who participate
in the generative–productive–representative marketing system. These issues
are not the sole concern of the marketing team.
Each group (loyal users, occasional users, wholesalers, retailers, specifiers,
etc.) has their own buying incentive and thus require a distinct competitive
benefit. Integration ensures that the result is a unified personality for the
brand.
PUSH-AND-PULL COMMUNICATION SYSTEMS
Not all marketing communication effort is directed at end-users and buyers.
A large proportion of the budget will be allocated to communication activities
with intermediaries, although the proportion will depend on the nature of
the market served; increasingly, businesses are moving to direct electronic
connections with customers. Pull-through communication builds awareness,
attraction, and loyalty, and reduces search costs. Customers are influenced
C O M M U N I C A T I O N S T R A T E G I E S A N D O B J E C T I V E S
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What is the specific buying incentive for this group?
Does the product match the group (reality and appreciation)?
What do our competitors accomplish through their communication with this
group? How will this affect our capacity to accomplish our objectives?
What is our competitive benefit for the consumer?
How will our marketing communication make the benefit believable?
What should the personality of the brand be?
What main idea should the consumer/buyer take from our communication, and
what do we want them to do as a result?
In X months from now these consumers/buyers appreciate our product as what
compared with competing offers, if we are to deem our communication to be
successful?
What are the appropriate contact points (media) for believable, persuasive
communication?
What future research should we undertake to develop our communication
strategy further?