marketing communication copyright © 2012 pearson education, inc. publishing as prentice hall 12
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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
Receiverfeedback
feedback
MessageMessage
ENC
OD
E
DEC
OD
ECopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
AdvertisingNonpersonal
communication from an identified sponsor using mass media
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Sales PromotionContests, coupons, and other incentives
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Public RelationsCommunication 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 MarketingEfforts 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 appealsWord-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 objectives
Set and allocate budget
Design promotion mix
Evaluate 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
PURCHASE
LOYALTY
Hierarchy of effects
2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
BudgetingTOP DOWN
% OF SALES
COMPETITIVE PARITY
BOTTOM UP
OBJECTIVE-TASK3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Push strategyPush 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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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