Objectives
Objectives
Objectives
Objectives
The Communications Process
The Communications Process
Developing Effective Communications
Developing Effective Communications
Deciding on the Marketing
Deciding on the Marketing
Communications Mix
Communications Mix
Managing and Coordinating Integrated
Managing and Coordinating Integrated
Marketing Communications
Advertising
Advertising
Personal Selling
Personal 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
The Marketing Communications
Mix
Mix
The Marketing Communications
The Marketing Communications
Elements in the
Elements in the
Communication Process
Communication Process
SENDER SENDER
Encoding
Encoding DecodingDecoding RECEIVERRECEIVER
Media Media
Message
Feedback
Feedback ResponseResponse Noise
Message Problems
Message Problems
Message Problems
Message Problems
Selective Attention
Selective Distortion
©2000 Prentice Hall
Effective Communications
Effective Communications
Effective Communications
Effective Communications
Step 1. Identifying the Target Audience
Step 1. Identifying the Target Audience
Purchase
Purchase Conviction
Preference Liking
Knowledge Awareness
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Step 2. Determining the Communication Objectives
Response Hierarchy Models
Response Hierarchy Models
Message Source Expertise, Trustworthiness,
Congruity
Step 3. Designing the Message
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
Step 4. Select Communications Channel
Step 4. Select Communications Channel
Nonpersonal Communication Channels
Step 5. Establish the Budget
Step 5. Establish the Budget
Competitive Parity
Objective & Task
Affordable % Of
Step 6. Decide on Communications Mix
Step 6. Decide on Communications Mix
Advertising
Public, Pervasive, Expressive, Impersonal
Advertising
Public, Pervasive, Expressive, Impersonal
Sales Promotion
Communication, Incentive, Invitation
Sales Promotion
Communication, Incentive, Invitation
Public Relations & Publicity
Credibility, Surprise, Dramatization
Public Relations & Publicity
Credibility, Surprise, Dramatization
Personal Selling
Personal Confrontation, Cultivation, Response
Personal Selling
Personal Confrontation, Cultivation, Response
Direct Marketing
Nonpublic, Customized, Up-to-Date, Interactive
Direct Marketing
Step 7. Measure Results
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
Factors in Developing
Promotion Mix Strategies
Promotion Mix Strategies
Factors in Developing
Factors in Developing
Promotion Mix Strategies
Promotion Mix Strategies
Buyer/ Readiness
©2000 Prentice Hall
Push Versus Pull Strategy
Push Versus Pull Strategy
Producer
Producer
Interme-diaries
Marketing
activities Marketingactivities End users
Demand
Interme-diaries
Demand
Push Strategy
Pull Strategy
End users
Review
Review
Review
Review
The Communications Process
The Communications Process
Developing Effective Communications
Developing Effective Communications
Deciding on the Marketing
Deciding on the Marketing
Communications Mix
Communications Mix
Managing and Coordinating Integrated
Managing and Coordinating Integrated
