Marketing Communication Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 12
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
NOISE Source Communications Model Medium Receiver feedback Message ENCODE DECODE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Source Q-scores
Promotion Mix ADVERTISING PUBLIC RELATIONS PERSONAL SELLING DIRECT MARKETING SALES PROMOTION Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Advertising Nonpersonal communication from an identified sponsor using mass media
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Sales Promotion Contests, coupons, and other incentives
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Public Relations Communication activities that create or maintain a positive image of a firm and its products
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Personal Selling Direct interaction between a company representative and a customer
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing Efforts to gain a direct response from individual consumers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Buzz
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Buzz appeals Word-of-mouth Guerilla Marketing Experiential Marketing Consumer-generated media
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall IMC characteristics Begins with the customer Single unified voice Develops relationships with consumers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Two way communication Focus on stakeholders Continuous communications stream Focus on changing behavior IMC characteristics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall IMC and databases
IMC PLANNING Identify target audience Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Set communications objectivesSet and allocate budgetDesign promotion mixEvaluate program effectiveness
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Identify target audience 1
communication Objectives Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall AWARENESS KNOWLEDGE DESIRE PURCHASELOYALTY Hierarchy of effects 2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Budgeting TOP DOWN% OF SALES COMPETITIVE PARITYBOTTOM UP OBJECTIVE-TASK 3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Push strategy
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Pull strategy
Design the Promotion Mix Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4
ATTENTION
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall INTEREST
Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall DESIRE
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall ACTION
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Gain attention
Evaluate Effectiveness Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 5
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