Chapter Ten
Marketing Communications and Customer Response
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Marketing Communications and Customer Response
• Building advertising awareness
• Strategies to increase customer response
• Building customer awareness and comprehension
• Message reinforcement
• Pull vs. push communications strategies
• Advertising elasticity
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Marketing Communications
• What are the objectives of Marketing Communications?– Brand building– Interest arousing– Motivating action
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Advertising Awareness and Message Frequency
Figure 10-7 Advertising Awareness and Message Frequency
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Customer Response Index
Figure 10-9 Marketing Communications and Customer Response Index
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Causes of Low Levels of Customer Response
• Poor media selection
• Limited media exposure
• Ineffective ad content
• Insufficient ad frequency
• Weak value proposition
• Action not clearly specified
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Building Customer Awareness and Comprehension
• Media Selection• Message
Frequency• Ad Copy
Figure 10-14 Message Frequency and Message Awareness
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Message Reinforcement
Figure 10-15 Message Reinforcement Strategies
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Push vs. Pull Communications Strategies
Figure 10-16 Push-Pull Communications and Customer Response
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Price Elasticity
% Change Sales
% Change Ad Expense
Advertising Elasticity =
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Advertising Carryover Effects
Figure 10-18 Media Advertising and Sales Carryover
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Direct Marketing Promotions
Figure 10-20 Customer Response to a Direct Marketing Promotion
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Review
• Building advertising awareness
• Strategies to increase customer response
• Building customer awareness and comprehension
• Message reinforcement
• Pull vs. push communications strategies
• Advertising elasticity
10-14Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall