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Objectives

The Communications Process

Developing Effective Communications

Deciding on the Marketing

Communications Mix

Managing and Coordinating Integrated

Marketing Communications


Advertising

Personal Selling

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

Mix


Elements in the

Communication Process

SENDER Encoding Decoding

RECEIVER

Media

Message

Feedback Response

Noise


Message Problems

Selective Attention

Selective Distortion

Selective Retention


Effective Communications

Step 1. Identifying the Target Audience

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Step 2. Determining the Communication Objectives Buyer Readiness Stages


Response Hierarchy Models

Communi- cations Model d

AIDA Model a

Innovation- Adoption Model c

Hierarchy-of- Effects Model b

Stages

Cognitive stage

Affective stage

Behavior stage

Awareness

Trial

Adoption

Interest

Evaluation

Purchase

Liking

Preference

Conviction

Awareness

Knowlege

Attention

Interest

Desire

Action Behavior

Attitude

Intention

Exposure

Reception

Cognitive response


Message Source

Expertise,

Trustworthiness,

Congruity

Step 3. Designing the Message

Message Format

Layout,

Words, & Sounds,

Body Language

Message Structure

Draw Conclusions

Argument Type

Argument Order

Message Content

Rational Appeals

Emotional Appeals

Moral Appeals


Step 4. Select Communications Channel

Nonpersonal Communication

Channels

Personal Communication

Channels


Step 5. Establish the Budget

Competitive

Parity

Objective

& Task

Affordable % Of

Sales


Step 6. Decide on Communications Mix

Advertising Public, Pervasive, Expressive, Impersonal

Sales Promotion Communication, Incentive, Invitation

Public Relations & Publicity Credibility, Surprise, Dramatization

Personal Selling Personal Confrontation, Cultivation, Response

Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive


Step 7. Measure Results

Step 8. Manage the IMC Process


Product Life-Cycle

Stage

Type of Product/ Market

Push vs. Pull

Strategy

Factors in Developing

Promotion Mix Strategies

Buyer/ Readiness

Stage


Push Versus Pull Strategy

Producer

Producer

Interme- diaries

Marketing activities

End users


Demand Interme- diaries

Demand

Push Strategy

Pull Strategy

End users


Demand


Review

The Communications Process

Developing Effective Communications

Deciding on the Marketing

Communications Mix

Managing and Coordinating Integrated

Marketing Communications


Major Decisions in Advertising

Objectives Setting

Budget Decisions

Message Decisions Media Decisions

Campaign Evaluation


Informative Advertising Build Primary Demand

Persuasive Advertising Build Selective Demand

Comparison Advertising Compares One Brand to

Another

Reminder Advertising Keeps Consumers Thinking

About a Product.

Advertising Objectives

Specific Communication Task

Accomplished with a Specific Target Audience

During a Specific Period of Time


Profiles of Major Media Types

Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience

Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity

Direct Mail Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image


Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences

Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position

Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations

Profiles of Major Media Types


Classification of

Advertising Timing Patterns

Month

Number of messages per month

Concen- trated

(1) (2) (3)

Level Rising Falling Alternating

(4)

Continuous

(8) (7) (6) (5)

(9) Inter-

mittent

(10) (11) (12) (9)


Channels of Sales Promotions

MANUFACTURER

RETAILER

Trade

Promotions

CONSUMER

Consumer

Promotions

Push

Push Pull Retail

Promotions


Consumer Promotion

Consumer-Promotion Objectives

Consumer-Promotion Tools

Point-of-Purchase

Displays

Premiums

Price Packs

Cash Refunds

Coupons

Samples

Patronage Rewards

Games

Sweepstakes

Contests

Advertising

Specialties

Patronage Rewards

Entice Consumers to Try a New Product

Lure Customers Away From Competitors’ Products

Get Consumers to “Load Up’ on a Mature Product

Hold & Reward Loyal Customers

Consumer Relationship Building


Trade-Promotion Objectives

Trade-Promotion Tools

Specialty

Advertising

Items Contests

Free Goods

Buy-Back

Guarantees

Allowances

Price-Offs

Patronage Rewards

Push Money

Discounts

Premiums

Displays

Persuade Retailers or Wholesalers to Carry a Brand

Give a Brand Shelf Space

Promote a Brand in Advertising

Push a Brand to Consumers

Trade Promotions


Business-Promotion Objectives Business-Promotion

Tools Generate Business Leads

Stimulate Purchases

Reward Customers

Motivate Salespeople

Conventions

Trade Shows

Sales Contests

Business-to-Business

Promotion


Special Events

Written Materials

Corporate Identity Materials

Speeches

News

Audiovisual Materials

Major Public Relations Tools

Public Service

Activities

Web Site


Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Sales force compensation

Designing the Sales Force


Sales Force Structures

Complexity

Territorial Product

Market


Recruiting & selecting sales

representatives

Training sales representatives

Supervising sales representatives

Motivating sales representatives

Managing the Sales Force

Evaluating sales representatives


Step 1. Prospecting and

Qualifying Identifying and Screening For Qualified Potential Customers.

Steps in the Selling Process

Learning As Much As Possible

About a Prospective Customer

Before Making a Sales Call.

Step 2. Pre-approach

Step 3. Approach Knowing How to Meet the Buyer

to Get the Relationship Off

to a Good Start.

Step 4. Presentation/

Demonstration

Telling the Product “Story”

to the Buyer, and Showing the

Product Benefits.


Steps in the Selling Process

Step 5. Handling Objections

Step 6. Closing

Step 7. Follow-Up

Seeking Out, Clarifying, and Overcoming

Customer Objections to Buying.

Asking the Customer

for the Order.

Following Up After the Sale to

Ensure Customer Satisfaction

and Repeat Business.

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