©2000 prentice hall. objectivesobjectives ä the communications process ä developing effective...

©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

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Step 7. Measure ResultsStep 7. Measure Results

Step 8. Manage the IMC ProcessStep 8. Manage the IMC Process

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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

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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