2 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 the communications mix and how should it be set?What is an integrated marketing communications program?
8 Visitors to the Woodward Dream Cruise often tour Ford’s Factory Museum
9 Table 17.1 Communication Platforms Personal SellingSales presentationsSales meetingsIncentive programsSamplesFairs and trade showsDirect MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailVoice mail
19 Designing the Communications Message strategyCreative strategyMessage sourcePersonal communication channelsNonpersonal communication channelsIntegration
20 Creative Strategy Informational and transformational appeals Positive and negative appealsFearGuiltShameHumorLovePrideJoyClick the video icon to launch a video about DDB Worldwide.
21 The Importance of Taglines Brand ThemeAd TaglineOur hamburgers are bigger.Where’s the Beef?Our tissue is softer.Please Don’t Squeeze the Charmin.No hard sell, just a good car.Drivers WantedWe don’t rent as many cars, so we have to do more for our customers.We Try Harder
23 Personal Communications Channels Advocate channelsExpert channelsSocial channels
24 Stimulating Personal Influence Channels Identify influential individuals and devote extra attention to themCreate opinion leadersUse community influentials in testimonial advertisingDevelop advertising with high “conversation value”Develop WOM referral channelsEstablish an electronic forumUse viral marketing
25 Nonpersonal Communication Channels MediaSales PromotionEvents and ExperiencesPublic Relations
26 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
27 Objective-and-Task Method Establish the market share goal.Determine the percentage that should be reached.Determine the percentage of aware prospects that should be persuaded to try the brand.Determine the number of advertising impressions per 1% trial rate.Determine the number of gross rating points that would have to be purchased.Determine the necessary advertising budget on the basis of the average cost of buying a GRP.
28 Characteristics of Communications AdvertisingPervasivenessAmplified expressivenessImpersonalitySales PromotionCommunicationIncentiveInvitation
29 Characteristics of Communications Public Relations and PublicityHigh credibilityAbility to catch buyers off guardDramatizationEvents and ExperiencesRelevantInvolvingImplicit
30 Characteristics of Communications Direct MarketingCustomizedUp-to-dateInteractivePersonal SellingPersonal interactionCultivationResponse
31 Factors in Setting Communications Mix Type of product marketConsumer readiness to make a purchaseStage in the product life cycleMarket rank
32 Figure 17.6 Cost Effectiveness by Buyer Readiness Stage
33 Figure 17.7 Current Consumer States for Two Brands
34 Coordinating Media to Build Brand Equity Brand SignatureAd Retrieval CuesMedia Interactions
35 Marketing Debate What is the biggest obstacle to integrating marketing communications?Take a position:The biggest obstacle to effective IMCprograms is a lack of agency coordinationacross communication units.2. The biggest obstacle to effective IMCprograms is a lack of understanding as tohow to optimally design and evaluate suchprograms.
36 Marketing Discussion Pick a brand and go to the Web site. Locate as many forms ofcommunication as you can find.Conduct an informal communicationsaudit. What do you notice? Howconsistent are the differentcommunications?