1. 17-1 Chapter Questions What is the role of marketing communication? How can marketing communications work? What is an integrated marketing communications program? How can companies use public relations? What makes effective brand-building events and sales promotions?

2. 15-2 The Communication Process © Copyright 2008 Pearson Education Canada

3. 17-3 Setting the Communications Mix Type of product market Consumer readiness to make a purchase Stage in product life cycle Market rank

4. 15-4 © Copyright 2008 Pearson Education Canada Effectiveness by Buyer Readiness

5. 17-5 Effectiveness by Buyer Readiness

6. 17-6 Communications Objectives Category Need Brand Awareness Brand Attitude Consideration Set Purchase Intention

7. 17-7 Consumer States for Two Brands

8. 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. 17-9 Nonpersonal Communication Channels Advertising Sales Promotion Events and Experiences Public Relations

10. 16-10 Major Public Relations Functions Press relations Product publicity Corporate communications Lobbying

11. 16-11 Major Tools in Public Relations Publications Events Sponsorships News Speeches New (“social”) media? © Copyright 2008 Pearson Education Canada

12. 17-12 Using Electronic Media for Brand Equity Brand Signature Media Interactions Ad Retrieval Cues

13. 17-13 Personal Communications Channels Advocate channels Expert channels Social channels

14. 16-14 Sales Promotion Tactics Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Trade-directed Price offs Allowances Free goods Sales contests Trade shows Specialty advertising © Copyright 2008 Pearson Education Canada