Chapter 14: Communicating Customer Value

Chapter 14: Communicating Customer Value Lauren BroderickAlex CoxEryn EledgeKatie KellerDaniel RosarioNovember 14, 2013BUS 306-01Agenda

Promotion MixCommunication ProcessPromotion Mix Associated with Communication ObjectivesPromotion BudgetAIDASocially Responsible Marketing CommunicationOverview and Takeaways

Promotion MixMarketing communications mix:Advertising:Nonpersonal presentation and promotion of ideasSales promotion:Short term incentivesPersonal selling:Personal presentation

Promotion Mix ContPublic relations:Build relationships and a corporate imageDirect marketing:Builds customer relationships Less publicImmediate and customized Tailored to specific customers Interactive

Integrated Marketing CommunicationsNew marketing communications model:Changing consumersChanging marketing strategiesAdvancements in communications technology

Integrated Marketing Communications:Blending old and new strategiesUses many channels to deliver clear, consistent, compelling messages

Communication Process

Elements in the Communication Processhttp://atbin79.blogfa.com/post/426Effective Marketing CommunicationIdentifying target audienceDetermining communication objectivesBuyer Readiness Stages

Designing a messageMessage contentMessage structureMessage formatEffective Marketing Communication Cont.Choosing mediaPersonal vs. Non-personalSelecting a message sourceCollecting feedback

Old Spices Communication ObjectivesMen ages 15-34 concerned with personal hygiene and the need to feel manly they want to portray ManlinessMale-style communicationshort statementsImperative voice Geared toward womenHumorGood-looking actorsThe man you wish your man could be

Promotion Mix Associated with Communication ObjectivesCreate advertisements Uses advertisements to communicate their message Build relationships with their customers

Setting Promotion BudgetAffordable MethodPercentage-of-Sales MethodCompetitive-Parity MethodObjective-and-Task MethodAIDAGet ATTENTIONHold INTERESTArouse DESIREObtain ACTION

The Promotion MixPromotion mix strategiesPush strategy and pull strategy

Integrating the promotion mixEnsures communications occur when, where, and how customers need them

13Socially Responsible Marketing CommunicationAdvertising and sales promotionFalse or deceptive advertisingBait-and-switchSocially responsible programs and actionsPersonal sellingFair competitionBusiness-to-business tradeCannot disparage competitors or competing products

Overview and TakeawaysOverviewPromotion MixCommunication ObjectivesOld SpicePromotion Budget and MixWhat We LearnedQuestions or Comments

ReferencesGolden Gophers. (2013). Men's basketball. Retrieved November 4, 2013, from Golden Gophers: http://www.gophersports.com/sports/m-baskbl/spec-rel/072506aaa.htmlNorton, M. (n.d.). Latest innovation. Retrieved November 4, 2013, from P&G: http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdfProcter & Gamble. (2011). Old Spice newsroom. Retrieved November 4, 2013, from P&G: http://oldspice.newshq.businesswire.com/about

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