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: Value Communication

Designing and Managing Integrated Marketing Communications

In this chapter, we will address the following questions:

  • 1. What is the role of marketing communications? (Page 246)
  • 2. What are the major steps in developing effective communications? (Page 248)
  • 3. What is the marketing communications mix, and how should it be set and evaluated? (Page 253)
  • 4. What is an integrated marketing communications program? (Page 256)

Marketing Management at Volkswagen

The Volkswagen Group is aiming to become the world’s largest automaker by marketing a full range of cars, trucks, buses, and motorcycles under brands that include Volkswagen, Audi, Bentley, Bugatti, Ducati, Lamborghini, Porsche, Scania, and Skoda. Its consumer communications are carefully designed to make a memorable impression and an emotional connection, often with a touch of humor. In India, it introduced a revamped Volkswagen Polo with a commercial focusing on two brothers growing up, and how good the younger brother feels when he can finally show off his new Polo to the older brother. In the United Kingdom, an online commercial featured a choir driving around London in a VW Sharan to spread holiday cheer by singing Christmas carols. When an elephant made headlines for scratching an itch on a VW Polo in South Africa, the company immediately used the photo in a print ad captioned: “Elephant Impact Protection as standard. Small but tough. Polo.”1

In addition to developing a good product, pricing it attractively, and making it accessible, companies like Volkswagen Group must communicate with stakeholders and the general public. This chapter describes how communications work, what they can do for a company, and how holistic marketers combine and integrate marketing communications. Chapter 15 examines mass communications including advertising, sales promotion, and public relations; Chapter 16 looks at digital communications like online, social media, and mobile marketing; and Chapter 17 explores personal communications.

 
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