Presentation is loading. Please wait.

Presentation is loading. Please wait.

Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What.

Published by Modified over 8 years ago

Similar presentations

Presentation on theme: "Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What."— Presentation transcript:

1 Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is an integrated marketing communications program?

2 Copyright © 2006 Pearson Education Canada 17-2 Setting the Communications Mix Type of product market Consumer readiness to make a purchase Stage in product life cycle Market rank

3 Copyright © 2006 Pearson Education Canada 17-3 Effectiveness by Buyer Readiness

4 Copyright © 2006 Pearson Education Canada 17-4 Communications Objectives Category Need Brand Awareness Brand Attitude Consideration Set Purchase Intention

5 Copyright © 2006 Pearson Education Canada 17-5 Consumer States for Two Brands

6 Copyright © 2006 Pearson Education Canada 17-6 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task

7 Copyright © 2006 Pearson Education Canada 17-7 Personal Communications Channels Advocate channels Expert channels Social channels

8 Copyright © 2006 Pearson Education Canada 17-8 Stimulating Personal Influence Channels Identify influential individuals and devote extra attention to them Create opinion leaders Use community influentials in advertising Develop ads with high “conversation value” Develop WOM referral channels Establish an electronic forum Use viral marketing

9 Copyright © 2006 Pearson Education Canada 17-9 Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations

10 Copyright © 2006 Pearson Education Canada 17-10 Coordinating Media to Build Brand Equity Brand Signature Media Interactions Ad Retrieval Cues

11 Copyright © 2006 Pearson Education Canada 17-11 INVOLVEMENT Decoding is ACTIVE –That is, it requires EFFORT –When can you expect people to spend effort? 1. When they CARE about what you’re saying –personal relevance This is the concept of INVOLVEMENT The personal relevance of the product interest, price

12 Copyright © 2006 Pearson Education Canada 17-12

13 Copyright © 2006 Pearson Education Canada 17-13

14 Copyright © 2006 Pearson Education Canada 17-14 Elaboration Likelihood Model Petty & Caccioppo –Two questions: Motivation to process? Ability to process? –When YES to both: HIGH elaboration Central cues –product –When NO: LOW elaboration Peripheral cues - –source or ad

15 Copyright © 2006 Pearson Education Canada 17-15

16 Copyright © 2006 Pearson Education Canada 17-16

17 Copyright © 2006 Pearson Education Canada 17-17 Alternative Response Hierarchies HighLow High Low Product differentiation Learning ModelLow Involvement Model Dissonance/ Attribution Model Learn Feel Do Feel Learn Do Feel Involvement with Topic

18 Copyright © 2006 Pearson Education Canada 17-18 Foote, Cone & Belding Grid 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

19 Copyright © 2006 Pearson Education Canada 17-19 Foote, Cone & Belding Grid 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement

20 Copyright © 2006 Pearson Education Canada 17-20

21 Copyright © 2006 Pearson Education Canada 17-21

22 Copyright © 2006 Pearson Education Canada 17-22 Foote, Cone & Belding Grid 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement

23 Copyright © 2006 Pearson Education Canada 17-23

24 Copyright © 2006 Pearson Education Canada 17-24

25 Copyright © 2006 Pearson Education Canada 17-25 Foote, Cone & Belding Grid 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement

26 Copyright © 2006 Pearson Education Canada 17-26 1.Salsa 2. Stamp collecting Ads

27 Copyright © 2006 Pearson Education Canada 17-27 Foote, Cone & Belding Grid 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement

28 Copyright © 2006 Pearson Education Canada 17-28

29 Copyright © 2006 Pearson Education Canada 17-29

Download ppt "Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What."

Similar presentations

Integrated Marketing Communications Strategy

Integrated Marketing Communications Strategy
The Foote, Cone, and Belding Grid. Traditional Response Hierarchy Models Feel(like/dislike)Feel(like/dislike) Do(action)Do(action) Learn(awareness/knowledge)Learn(awareness/knowledge)

The Foote, Cone, and Belding Grid. Traditional Response Hierarchy Models Feel(like/dislike)Feel(like/dislike) Do(action)Do(action) Learn(awareness/knowledge)Learn(awareness/knowledge)
17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective.

17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective.
The Communication Process 5 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Communication Process 5 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
The Communications Process. Models of the Response Process.

The Communications Process. Models of the Response Process.
Articulating the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message.

Articulating the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message.
Designing and Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Communications
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 16 Chapter 16 Designing and Managing Integrated.

©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 16 Chapter 16 Designing and Managing Integrated.
A FRAMEWORK for MARKETING MANAGEMENT

A FRAMEWORK for MARKETING MANAGEMENT
MARKETING MANAGEMENT 12 th edition KotlerKeller 17 Designing and Managing Integrated Marketing Communications.

MARKETING MANAGEMENT 12 th edition KotlerKeller 17 Designing and Managing Integrated Marketing Communications.
MARKETING MANAGEMENT 12th edition

MARKETING MANAGEMENT 12th edition
5-1 MARKETING MANAGEMENT Analyzing Consumer Markets.

5-1 MARKETING MANAGEMENT Analyzing Consumer Markets.
5-1 MARKETING MANAGEMENT Consumer Markets. 6-2 Rational Model of Decision Making.

5-1 MARKETING MANAGEMENT Consumer Markets. 6-2 Rational Model of Decision Making.
Principles of Marketing

Principles of Marketing
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 16 Chapter 16 Designing and Managing Integrated.

©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 16 Chapter 16 Designing and Managing Integrated.
Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise.

Fields of Experience The Communications Process Response Feedback Loop Channel MESSAGE Decoding Receiver / Audience Source / Sender Encoding Noise.
Managing Mass Communications

Managing Mass Communications
The Communications Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

The Communications Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Consumer Behavior Review

Consumer Behavior Review
17-1 Chapter Questions What is the role of marketing communication? How can marketing communications work? What is an integrated marketing communications.

17-1 Chapter Questions What is the role of marketing communication? How can marketing communications work? What is an integrated marketing communications.

Similar presentations

Ads by Google