business in action 6e bovée/thill customer communication chapter 16
TRANSCRIPT
Business in Business in Action 6e Action 6e Bovée/ThillBovée/Thill
Customer Customer CommunicationCommunication
Chapter 16Chapter 16
Learning Objectives
1. Describe the three major tasks in crafting a communication strategy and identify four important legal aspects of marketing communication
2. Identify the major types of advertising, the most common advertising appeals, and the most important advertising media
3. Explain how direct marketing differs from advertising and identify the major forms of direct media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-2
Learning Objectives (cont.)
4. Describe consultative selling and explain the personal selling process
5. Define sales promotion and identify the major categories of consumer and trade promotions
6. Explain the uses of social media in customer communication and the role of public relations
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-3
Customer Communication: Challenges,Strategies, and Issues
Social Communication Model An approach to communication based on
interactive social media and conversational communication styles
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-4
Customer Communication: Challenges,Strategies, and Issues (cont.)
1. Establish clear communication goals
2. Define compelling messages to help
3. Achieve those goals, and outline a cost-effective media mix to engage target audiences.
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-5
Establishing Clear Communication Goals
Generating awarenessProviding information and creating
positive emotional connectionsBuilding preferenceStimulating actionReminding past customers
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-6
The Social Model of Customer Communication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-7
Defining Customer Messages
Core Message The single most important idea an advertiser
hopes to convey to the target audience about its products or the company
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-8
Assembling the Communication Mix
Communication Mix A blend of communication vehicles—
advertising, direct marketing, personal selling, sales promotion, social media, and public relations—that a company uses to reach current and potential customers
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-9
Assembling the Communication Mix
Push Strategy A promotional strategy that focuses on
intermediaries, motivating them to promote, or push, products toward end users
Pull Strategy A promotional strategy that stimulates
consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-10
Assembling the Communication Mix
Integrated Marketing Communications (IMC) A strategy of coordinating and integrating
communication and promotion efforts with customers to ensure greater efficiency and effectiveness
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-11
Message Integration in Customer Communication
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-12
Communication Laws and Ethics
Marketing and sales messages must be truthful and non-deceptive
You must back up your claims with evidence
“Bait and switch” advertising is illegalMarketing messages and websites aimed
at children are subject to special rules
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-13
Advertising
Advertising The delivery of announcements and
promotional messages via time or space purchased in various media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-14
Advertising
Institutional Advertising Advertising that seeks to create goodwill and
to build a desired image for a company, rather than to promote specific products
Advocacy Advertising Advertising that presents a company’s
opinions on public issues such as education or health care
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-15
Advertising Appeals
Advertising Appeal A creative tactic designed to capture the
audience’s attention and promote preference for the product or company being advertised
Logic, emotion, humor, celebrity, sex, music, scarcity
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-16
Advertising Media
Advertising Media Communication
channels, such as newspapers, radio, television, and the World Wide Web
Media Mix A combination of
print, broadcast, online, and other media used for an advertising campaign
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-17
Direct Marketing
Direct Marketing Direct communication other than personal
sales contacts designed to stimulate a measurable response
Mail, email, search engine marketing, direct response online, telephone, and direct response television
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-18
Direct Marketing Media
Search Engine Marketing Automated presentation of ads that are
related to either the results of an online search or the content being displayed on other web pages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-19
Direct Marketing Media (cont.)
Direct Response Television The use of television commercials and longer
format infomercials that are designed to stimulate an immediate purchase response from viewers
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-20
Personal Selling
Personal Selling One-on-one interaction between a
salesperson and a prospective buyer
Consultative Selling An approach in which a salesperson acts as a
consultant and advisor to help customers find the best solutions to their personal or business needs
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-21
The Personal-Selling Process
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-22
Sales Promotion
Sales Promotion A wide range of events and activities
designed to promote a brand or stimulate interest in a product
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-23
Consumer Promotions
Coupons Printed or electronic certificates that offer
discounts on particular items and are redeemed at the time of purchase
Rebates Partial reimbursement of price, offered as a
purchase incentive
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-24
Consumer Promotions
Point-of-Purchase (POP) Display Advertising or other display materials set up
at retail locations to promote products to potential customers as they are making their purchase decisions
Premiums Free or bargain-priced items offered to
encourage consumers to buy a product
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-25
Consumer Promotions (cont.)
Specialty Advertising Advertising that appears on various items
such as coffee mugs, pens, and calendars, designed to help keep a company’s name in front of customers
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-26
Trade Promotions
Trade Promotions Sales-promotion
efforts aimed at inducing distributors or retailers to push a producer’s products
Trade Allowances Discounts or other
financial considerations offered by producers to wholesalers and retailers
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-27
Social Media and Public Relations
Social Media Any electronic media that transforms passive
audiences into active participants in the communication process by allowing them to share content, revise content, respond to content, or contribute new content
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-28
Social Media and Public Relations
Word of Mouth Communication among customers and other
parties, transmitting information about companies and products through online or offline personal conversations
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-29
Social Media and Public Relations (cont.)
Conversation Marketing An approach to customer communication in
which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-30
Social Media and Public Relations (cont.)
Brand Communities Formal or informal groups of people united by
their interest in and ownership of particular products
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-31
Public Relations
Public Relations Non-sales communication that businesses
have with their various audiences (including both communication with the general public and press relations)
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-32
Public Relations (cont.)
Press Release A brief statement or video program released
to the press announcing new products, management changes, sales performance, and other potential news items
also called a news release
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-33
Public Relations (cont.)
Press Conference An in-person or online gathering of media
representatives at which companies announce new information
also called a news conference
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-34
Applying What You’ve Learned
1. Describe the three major tasks in crafting a communication strategy and identify four important legal aspects of marketing communication
2. Identify the major types of advertising, the most common advertising appeals, and the most important advertising media
3. Explain how direct marketing differs from advertising and identify the major forms of direct media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-35
Applying What You’ve Learned (cont.)
4. Describe consultative selling and explain the personal selling process
5. Define sales promotion and identify the major categories of consumer and trade promotions
6. Explain the uses of social media in customer communication and the role of public relations
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall16-36
3716-37Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall