©2000 prentice hall. objectivesobjectives ä the communications process ä developing effective...
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©2000 Prentice Hall
AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response.
Protect and/or Promote Company’s Image/products.
Personal Presentations.
The Marketing Communications MixThe Marketing Communications MixThe Marketing Communications MixThe Marketing Communications Mix
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Message ProblemsMessage ProblemsMessage ProblemsMessage Problems
Selective Attention
Selective Distortion
Selective Retention
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Effective CommunicationsEffective CommunicationsEffective CommunicationsEffective Communications
Step 1. Identifying the Target AudienceStep 1. Identifying the Target Audience
PurchasePurchase
Conviction
Preference
Liking
Knowledge
Awareness
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages
©2000 Prentice Hall
Step 3. Designing the MessageStep 3. Designing the Message
Message SourceExpertise,
Trustworthiness,Congruity
Message FormatLayout,
Words, & Sounds,Body Language
Message StructureDraw Conclusions
Argument TypeArgument Order
Message ContentRational Appeals
Emotional AppealsMoral Appeals
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Step 4. Select Communications ChannelStep 4. Select Communications Channel
Nonpersonal CommunicationChannels
Personal CommunicationChannels
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Step 5. Establish the BudgetStep 5. Establish the Budget
CompetitiveParity
Objective& Task
Affordable% OfSales
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Step 6. Decide on Communications MixStep 6. Decide on Communications Mix
AdvertisingPublic, Pervasive, Expressive, Impersonal
AdvertisingPublic, Pervasive, Expressive, Impersonal
Sales PromotionCommunication, Incentive, Invitation
Sales PromotionCommunication, Incentive, Invitation
Public Relations & PublicityCredibility, Surprise, Dramatization
Public Relations & PublicityCredibility, Surprise, Dramatization
Personal SellingPersonal Confrontation, Cultivation, Response
Personal SellingPersonal Confrontation, Cultivation, Response
Direct MarketingNonpublic, Customized, Up-to-Date, Interactive
Direct MarketingNonpublic, Customized, Up-to-Date, Interactive
©2000 Prentice Hall
Step 7. Measure ResultsStep 7. Measure Results
Step 8. Manage the IMC ProcessStep 8. Manage the IMC Process
©2000 Prentice Hall
Factors in Developing Promotion Mix Factors in Developing Promotion Mix StrategiesStrategies
Factors in Developing Promotion Mix Factors in Developing Promotion Mix StrategiesStrategies
Product Life-Cycle Stage
Type of Product/ Market
Push vs. Pull Strategy
Buyer/ Readiness
Stage
©2000 Prentice Hall
Push Versus Pull StrategyPush Versus Pull Strategy
Producer
Producer
Interme-diaries
Marketingactivities
End users
Marketingactivities
Demand Interme-diaries
Demand
Push Strategy
Pull Strategy
End users
Marketing activities
Demand