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Chapter Ten Marketing Communications and Customer Response.

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Presentation on theme: "Chapter Ten Marketing Communications and Customer Response."— Presentation transcript:

1 Chapter Ten Marketing Communications and Customer Response

2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 Marketing Communications and Customer Response Building advertising awareness Strategies to increase customer response Building customer awareness and comprehension Message reinforcement Pull vs. push communications strategies Advertising elasticity

3 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-3 Marketing Communications What are the objectives of Marketing Communications? –Brand building –Interest arousing –Motivating action

4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-4 Advertising Awareness and Message Frequency Figure 10-7 Advertising Awareness and Message Frequency

5 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-5 Customer Response Index Figure 10-9 Marketing Communications and Customer Response Index

6 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-6 Causes of Low Levels of Customer Response Poor media selection Limited media exposure Ineffective ad content Insufficient ad frequency Weak value proposition Action not clearly specified

7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Building Customer Awareness and Comprehension Media Selection Message Frequency Ad Copy Figure Message Frequency and Message Awareness

8 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-8 Message Reinforcement Figure Message Reinforcement Strategies

9 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9 Push vs. Pull Communications Strategies Figure Push-Pull Communications and Customer Response

10 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Price Elasticity % Change Sales % Change Ad Expense Advertising Elasticity =

11 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Advertising Carryover Effects Figure Media Advertising and Sales Carryover

12 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing Promotions Figure Customer Response to a Direct Marketing Promotion

13 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Review Building advertising awareness Strategies to increase customer response Building customer awareness and comprehension Message reinforcement Pull vs. push communications strategies Advertising elasticity

14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall


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