©2000 Prentice Hall. ObjectivesObjectives ä The Communications Process ä Developing Effective Communications ä Deciding on the Marketing Communications.

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Presentation transcript:

©2000 Prentice Hall

ObjectivesObjectives ä The Communications Process ä Developing Effective Communications ä Deciding on the Marketing Communications Mix ä Managing and Coordinating Integrated Marketing Communications

©2000 Prentice Hall Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations. The Marketing Communications Mix

©2000 Prentice Hall Elements in the Communication Process SENDER Encoding Decoding RECEIVER Media Message Feedback Response Noise

©2000 Prentice Hall Message Problems Selective Attention Selective Distortion Selective Retention

©2000 Prentice Hall Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buyer Readiness Stages Step 2. Determining the Communication Objectives Buyer Readiness Stages

©2000 Prentice Hall Response Hierarchy Models Communi- cations Model d AIDA Model a Innovation- Adoption Model c Hierarchy-of- Effects Model b Stages Cognitive stage Affective stage Behavior stage Awareness Trial Adoption Interest Evaluation Purchase Liking Preference Conviction Awareness Knowlege Attention Interest Desire ActionBehavior Attitude Intention Exposure Reception Cognitive response

©2000 Prentice Hall Step 3. Designing the Message Message Source Expertise, Trustworthiness, Congruity Message Format Layout, Words, & Sounds, Body Language Message Structure Draw Conclusions Argument Type Argument Order Message Content Rational Appeals Emotional Appeals Moral Appeals

©2000 Prentice Hall Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels

©2000 Prentice Hall Step 5. Establish the Budget Competitive Parity Objective & Task Affordable % Of Sales

©2000 Prentice Hall Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive

©2000 Prentice Hall Step 7. Measure Results Step 8. Manage the IMC Process

©2000 Prentice Hall Factors in Developing Promotion Mix Strategies Product Life- Cycle Stage Type of Product/ Market Push vs. Pull Strategy Buyer/ Readiness Stage

©2000 Prentice Hall Push Versus Pull Strategy Producer Interme- diaries Marketing activities End users Marketing activities Demand Interme- diaries Demand Push Strategy Pull Strategy End users Marketing activities Demand