Lecture on Marketing Communication and Direct Marketing

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Presentation transcript:

Lecture on Marketing Communication and Direct Marketing www.AssignmentPoint.com

THE COMMUNICATION PROCESS

THE COMMUNICATION PROCESS Communications Source Message Channel of Communication Receivers

THE COMMUNICATION PROCESS Encoding and Decoding Field of experience Feedback Response Noise

THE PROMOTIONAL MIX

THE PROMOTIONAL ELEMENTS Advertising Personal Selling Public Relations Publicity Sales Promotion Direct Marketing

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX The Target Audience The Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage

Promotional tools used over the product life cycle of Purina Dog Chow

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX Product Characteristics Stages of the Buying Decision Prepurchase Stage Purchase Stage Postpurchase Stage

The importance of promotional elements varies during the consumer’s purchase decision

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX Channel Strategies Push Strategy Pull Strategy

A comparison of push and pull promotional strategies

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

DEVELOPING THE PROMOTION PROGRAM Who is the target audience? What are (1) the promotion objectives, (2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use? Where should the promotion be run? When should the promotion be run?

DEVELOPING THE PROMOTION PROGRAM

DEVELOPING THE PROMOTION PROGRAM Identifying the Target Audience Specifying Promotion Objectives Hierarchy of effects Setting the Promotion Budget

U.S. promotion expenditures by companies in 2000

DEVELOPING THE PROMOTION PROGRAM Setting the Promotion Budget Percentage of Sales Competitive Parity All You Can Afford Objective and Task

The objective and task approach

DEVELOPING THE PROMOTION PROGRAM Selecting the Right Promotional Tools Designing the Promotion Scheduling the Promotion

EXECUTING AND EVALUATING THE PROMOTION PROGRAM Ideally, pretest and posttest

DIRECT MARKETING The Growth of Direct Marketing

Direct marketing expenditures, sales and employment by medium

DIRECT MARKETING The Value of Direct Marketing Direct orders Lead generation Traffic generation Technological, Global, and Ethical Issues in Direct Marketing