Mkt Mgt # 19 Marketing Communication
-
Upload
sabyasachibosu -
Category
Documents
-
view
222 -
download
0
Transcript of Mkt Mgt # 19 Marketing Communication
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
1/18
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
2/18
2
The marketing communications mix
Advertising - Any paid form of non-personalpresentation by an identified sponsor.
Personal Selling - Personal presentations by a firmssales force.
Sales Promotion - Short-term incentives to encouragesales
Public Relations & publicity
A variety of programsdesigned to promote or protect a companys image orits individual products.
Direct Marketing Direct communications with
individuals to obtain an immediate response.
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
3/18
3
Response
Feedback
Media
Sender
Encoding
Message
Decoding
Receiver
Noise
The Communication Process
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
4/18
4
Steps in developing effective
communication
Step 1 Identifying the target audience
Step 2 Determining the communication objectivesStep 3 Design message
Step 4 Selecting channels
Step 5 Establish budget
Step 6 Decide on media mix
Step 7 Measure result
Step 8 Managing integrated Marketing communication
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
5/18
5
Step 1. Identifying the target
audienceAudience may be current buyer or potential buyer
decider or influencer .
Audience may be individuals, groups, specialpublics or the general publics.
The target buyer audience will heavily affect thecommunicatorsdecisions on
what to sayhow to say
when to say
where to say
who to say
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
6/18
6
Step 2. Determining the
communication objectives
The target audience may be at any of six buyerreadiness stages, the stages consumer normally pass
through on their way to make any purchase.Awareness
Knowledge
Liking
Preference
Conviction
Purchase
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
7/187
Step 3. Design message
AIDAmodel(To develop effective message)
A = Gain Attention
I = Hold Interest
D = Arouse Desire
A = Elicit Action
Formulating message will require solving four problemsWhat to say (message content)
How to say logically (message structure)
How to say symbolically (message format)
Who should say it (message source)
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
8/188
Step 3. Design message (cont..)
Message ContentMgt search for an appeal, theme,idea or USP.
Rational appealsquality,value, economy orperformance
Emotional appeals
negative emotional appeal- fear, shame etc.
positive emotional appeallove, pride, joyMoral appealsdirected to audiences sense of
what is right and proper- clean environment, aid todisadvantages.
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
9/189
Message Structure communicator must decide
how to handle three message structure decision
Draw conclusions or leave it to consumer--
Conclusion draw might cause negative reaction if
communicator is seen as untrustworthy or the issue
is seen as too simple or highly personnel.- Drawing too explicit a conclusion can also limit
appeal or acceptance.
Argument typeone side or two sides
Argument orderto present strong argument first
Step 3. Design message (cont..)
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
10/1810
Step 3. Design message (cont..)
Message format
In a print ad,decide to headline, copy, color.In a radio message decide to choose words,
voice,vocalization
If the massage is to carried on television or in
person words & sounds,body language
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
11/1811
Step 3. Design message (cont..)
Message source
Source should be attractive & popularSpokes person should be credibility
CredibilityExpertise, trustworthiness, Liability
Expertisespecialized knowledge
Trustworthinessobjective and honest thesource is perceived to be.
Likabilitysources attractiveness
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
12/18
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
13/1813
Step 5 Establish budget
Affordable method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
14/1814
Step 6 Decide on media mix
Advertisement
Public presentation
Pervasiveness
Amplified expressiveness
Impersonality
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
15/1815
Step 6 Decide on media mix
Sales promotion
CommunicationIncentive
Invitation
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
16/1816
Step 6 Decide on media mix
Public relations & publicity
High credibility
Ability to catch buyer off guard
Dramatization
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
17/1817
Step 6 Decide on media mix
Personal selling
Personal confrontation
Cultivation
Response
-
8/10/2019 Mkt Mgt # 19 Marketing Communication
18/1818
Step 6 Decide on media mix
Direct marketing
NonpublicCustomer
Upto-date
Interactive