In this paper we will outline a marketing communication program for XYZ, Inc.'s product in Germany. We will discuss the marketing communication components that we would use and identify the political, cultural, and social influences that would impact the marketing communication mix (personal selling, advertising, sales promotion, sponsorship, public relations, publicity, and direct marketing) for Germany.
First we need to start by defining integrated marketing communication. Integrated marketing communication is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force to achieve strategic objectives. The practice of integrated marketing communication begins with an assessment of customer needs (both internal and external needs). These needs inform an overarching marketing strategy driven by advertising, public relations, direct marketing and other forms of external and internal communications (Wikipedia, 2004).
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising reaches large, geographically dispersed audiences. It is also expensive but consumers perceive advertised goods as legitimate items. Personal selling is a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. This is the most effective tool for building buyers' preferences. This is the most expensive of the promotional tools. Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service. Examples of sales promotions are coupons or contest. Public relations are building good relationships with the company's various public by obtaining favorable publicity and building a good corporate image. Examples of public relations are news stories and sponsorships. Direct marketing communicates with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. Examples of direct...