Core Concepts of Marketing

CHAPTERS

COMMUNICATING TO MASS MARKETS

LEARNINGOBJECTIVES

Uponcompletionofthischapter,youshould haveanunderstanding

ofthefollowing:

• Theroleofintegratedmarketingcommunication(IMC)toeffec-
  tivelycommunicatethe m a rketer' smessagetoi l Smarket
  audience.


• Thedefin itionofthefourcomponentsusedinI M C: advertising,
  persona:selling,salesp romotion,andpublicrelations.


• Theprinciplesofeffectiv ecommunicationa~dhowtheyapplyto
  m arketingcommunication.


• Theprimar ystepsfollowedin designinganIMCstrategy.


• The rol eandtechniquesassociatedwith advertishg.


• Theroleandtechniquesassociatedwith salespromotion.


• Therolea n dtechniquesassociatedwith publicrelations.


• Theroleandtechniquesassociatedwith personalselling.

AMERICANEXPRESS:COMMUNICATINGBIGIDEAS

JerryWalshhas onceagaincome up witha bigmarketingidea.Walsh,executive

vicepresidentofworldwidemarketing forandthe creativegeniusbehindAmerican

Express, hasdiscoveredanideathatis exactlywhathe is lookingfor-somethingto

replacethevenerable"Do YouKnowMe?" adsandheadoffch<'.llcngesfromVisa and

Diners Club. It's theultimateinsoft sell,heinsists;thekindof pitchyou' remore likely

toseeonpublictelevisionthanon thene tworks.':':headsdon' t talktopeopleabout

AmericanExpressas muchas theytalktopeopleabout themselves,abouttheirvalues

andlifestyles."Thisnewcampaignisgoingtocausetremendousexcitement.It'swhat

wedobest-it's theBigIdea."

Thisisonein a longstringof bigideas. Bigideas that haveturnedAmerican

Expressintowhat someexperts sayis thenation's topmarketer. Bigideas likethe

"InterestingLives"adcampaign,whichtaught corporate Americaa wholenewwayof

sellingtowomen. Andpromotionlikethecompany'scause-relatedcampaigntoaidthe

restorationoftheStatueofLibertythatgave doinggooddeedsa gilt edge.Eachtimethe

creditcardwasused, thecompanymadea donation, whichnetted$1.7millior.forMiss

Libertyandmademillionsforthe companyinfeesfromincreasedcard use.

Theabilityof AmericanExpressto communicatetothepublicinnewways made

itthemostsuccessfulproviderofcredit cards, travel, andfinancialservices. In 1993 , the

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