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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
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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
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AWARENESS
KNOWLEDGE
DESIRE
PURCHASE
LOYALTY
Hierarchy of effects
2
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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
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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
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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
