11. Communication Process

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Communication

Professor Walter Vizarreta

Class overview


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Table of Contents

Promotional strategies: Push or Pull.

The communication process.

Designing the message. AIDA model.

Integrated marketing communication.

Developing effective communications.

The nature of each promotional tool.


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Promotional Strategies

PULLPULL Designed to attract clients directly; these

will then demand a product from retailers.

&

PUSHPUSH Designed to stimulate

wholesalers or retailers to

market products forconsumers.


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The goal of communication is to convey information—and the understanding of that

information—from one person or group to another person or group. This

communication process is divided into three basic components: A sender transmits a

message through a channel to the receiver.

The sender first develops an idea, hich is composed into a message and then

transmitted to the other party, ho interprets the message and receives meaning.

Information theorists have added somehat more complicated language. Developing

a message is knon as encoding. Interpreting the message is referred to

as decoding.

The Communication Process


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The Communication Process


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Steps in Developing Effective

Communication

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Identify the Target udience

PotentialBuyers

CurrentUsers

Deciders orInfuencers


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Determine !b"ectives

Category Needs

Brand Awareness

Brand Purchase Intention

Positive

Negative

Brand

Attitude


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Design #essage

3ormulating the message ill re4uire

solving four problems:


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ID #odel

The marketer should start by

inning the attention of

prospective buyers, then create

interesting the product, inspire

desire to buy and market he buyer

act favorably to purchase


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Select Channels

Personal Communications

NonPersonal (Mass) Communications


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Establish $udget

Affordable Method

Percentage-of-ales

Com!etiti"e-

Parity

#b$ecti"e-and-%as


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#essage Source

Celebrity Characteristics

-7pertise

Trustorthiness8ikeability

http://www.jennycraig.com/commercials


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*actors in Setting the #i&

Product 'ife-Cycle tage

Buyer-eadiness tage

%y!e of Product Maret


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g u r e

1 7 . 4 ost!"#ectiveness $ %uyer!

&eadiness


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#easuring Communication 'esults

'ttitudes

Fre(uency&each

'wareness


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g u r e

1 7 . )

onsumer *tates for +wo %rands


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Integrated #ar%eting

Communications +I#C,

A method of carefully

coordinating all

promotional activities to

produce a consistent,

unified message that iscustomer focused.


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I#C Popularity -ro.th

Proliferation of thousands of media choices.

3ragmentation of the mass market.

1lash of advertising spending in favor of

promotional techni4ues.


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Coordination and Implementation

*tage 1

*tage ,

*tage -

Promotio Direct*ales


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Developing Effective

Communications It is not enough to develop a good product, price it attractively

and make it available to target customers. ompanies also must

communicate ith their customers to market their products.

A company advertising, =%> personal

selling, =6> sales promotion, =&> public relations and =(> direct

marketing.


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Promotional techni4ues are used?

to make prospective customers aare of products in order to sharpen the

attractiveness and stimulate demand,

they provide information to help customers decide

generally provide incentives to purchase.

Developing Effective Communications


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/ature of Each Promotional

Tool

Advertising? any paid form of nonpersonal presentation by an identified sponsor.

Personal selling? personal presentation by a firm


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1. Advertising 1. Advertising Advertising is any paid form of nonpersonal presentation and

promotion of ideas, goods or services by an identifiedsponsor.

*a@or media types are? nespapers

television direct mail radio

magaines outdoor

Promotional Tool


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dvantages lo cost per contact

ability to reach customers here and

hen salespersons cannot

great scope of creative versatility and

dramatiation of messages

ability to create images that salespersons

cannot institutional advertisingB is a form

of advertising done to create a favourable

image of an organiation. nonthreatening nature of nonpersonal

presentation

potential to repeat message several times

Disadvantages• inability to closeB sales

•

advertising clutterB• customer


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Advertising Media Advertising Media

Traditional

Advertising *edia

Traditional

Advertising *edia-lectronic

Advertising *edia

-lectronic

Advertising *edia

C TelevisionC 9adioC espapers

C *againesC !ooksC Direct mailC !illboardsC Transit cards

C InternetC omputer modemsC 3a7 machines

Promotional Tool


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2. Sales Promotion2. Sales Promotion 1ales promotions are shortterm

incentives to make an immediate

purchase or sales of a product or

service.

Advertising offers reasons to buy aproduct or service, sales promotion

offers reasons to buy no.

Promotional Tool


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3ree samples

ontests

Premiums

Trade 1hos

Eacation Fiveaays

oupons

Popular Tools

*or Consumer Sales

Promotion

2. Sales Promotion2. Sales Promotion

Promotional Tool


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2. Sales Promotion2. Sales Promotiondvantages

generating immediate purchase in

a large e7tent

ability to provide 4uick feedback

ability to add e7citement to a

service or product

fle7ible timing

efficiency

Disadvantages

shortterm benefits

ineffective in building longterm

loyalty for company or brandB

inability to be used on its on in

the long term ithout other

promotional mi7 elements

often misused for @ust shortterm

benefits

Promotional Tool


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3. Public Relations3. Public Relations !uilding good relations ith the

company


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dvantages lo cost

effective because they are not seen as

commercial messages

credibility

prestige and impressiveness of mass

media coverage

added e7citement and dramatiation

maintenance of publicB presence

Disadvantage difficult to arrange consistently

lack of control

3. Public Relations3. Public Relations

Promotional Tool


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4. Personal Sell 4. Personal Sell ing ing Personal selling involves oral conversations. These are held, either by telephone

or facetoface, beteen salespersons and prospective customers.

The people ho do the selling go by many names: salespeople, sales

representatives, account e7ecutives, sales consultants, sales engineers, agents,

district managers, and marketing representatives.

C The ma@or roles of the sales force

are =$> representing the company to

customers, =%> representingcustomers to the company, =6>

producing customer satisfaction and

company profits.

Promotional Tool


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dvantages

ability to close sales

ability to hold the customer


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5. Direct Marketing 5. Direct Marketing Direct marketing is the ne ay of marketing communications. 0ere, the

company markets through various advertising media that interact directly

ith consumers, generally encouraging the consumer to make a direct

response. In other ords, direct marketing consists of direct

communications ith carefully targeted consumers to obtain an immediate

response.

Promotional Tool


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Than% you veryThan% you verymuch0much0

11. Communication Process

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