Core Concepts of Marketing by John Burnett - HTML preview

CHAPTERS

COMMUNICATING TO MASS MARKETS

LEARNING OBJECTIVES

Upon completion of this chapter , you sho u ld have an understanding

of the following:

•

The role of in t eg r ated marketing communication (IMC) to effec -

tively commu ni cate the m a r keter 's message to

market

audience.

•

The defi n i ti on of the four components used in I M C: advertising,

persona: selling, sales p r omotion, and public relations.

•

The principles of effecti v e commu ni cation

how they apply to

m a rk eting commun i cation.

•

The prima r y steps followed in designing an I MC strategy.

•

T he ro l e and techn i ques associa t ed with adverti shg.

•

T he r ol e and tec h niques asso ci ate d with sales promotion .

•

The role a n d techniques assoc i ated w ith pub l ic relations.

•

T he role and techniques associated with persona l selling.

AMERICAN EXPRESS: COMMUNICATING BIG IDEAS

Jerry Walsh has once again come up with a big marketing idea. Walsh, executive

vice president of worldwide marketing for and the creative genius behind American

Express, has discovered

idea that is exactly what he is looking for-something to

replace the

"Do You Know Me?" ads and

off

from Visa and

Diners Club. It's the ultimate in soft sell, he insists; the kind of pitch you're more likely

to see on public television than on the networks.

ads don ' t talk to people about

American Express as much as they talk to people about themselves, about their values

and lifestyles. "This new campaign is going to cause tremendous excitement. It's what

we do best-it's the Big Idea."

This is one in a long string of big ideas. Big ideas that have turned American

Express

what some experts say is the nation's top marketer. Big ideas like the

"Interesting Lives" ad campaign, which taught corporate America a whole new way of

selling to women. And promotion like the company's cause-related campaign to aid the

restoration of the Statue of Liberty that gave doing good deeds a gilt edge. Each time the

credit card was used, the company made a donation, which netted $1.7

for Miss

Liberty and made

for the company in fees from increased card use.

The ability of American Express to communicate to the publ ic in new ways made

it the most successful provider of credit cards, travel , and financial services. In 1993 , the

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