chapter ten marketing communications and customer response
TRANSCRIPT
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Chapter Ten
Marketing Communications and Customer Response
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10-2Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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10-3Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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10-7Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Building Customer Awareness and Comprehension
• Media Selection• Message
Frequency• Ad Copy
Figure 10-14 Message Frequency and Message Awareness
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10-8Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Message Reinforcement
Figure 10-15 Message Reinforcement Strategies
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10-9Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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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10-11Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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
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10-14Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall