17-1

Chapter Questions

• What is the role of marketing communication?

• How can marketing communications work?

• What is an integrated marketing communications program?

• How can companies use public relations?

• What makes effective brand-building events and sales promotions?

15-2

The Communication Process

•© Copyright 2008 Pearson Education Canada

17-3

Setting the Communications Mix

• Type of product market

• Consumer readiness to

make a purchase

• Stage in product life

cycle

• Market rank

15-4•© Copyright 2008 Pearson Education Canada

Effectiveness by Buyer Readiness

17-5

Effectiveness by Buyer Readiness

17-6

Communications Objectives

Category Need

Brand Awareness

Brand Attitude

Consideration Set

Purchase Intention

17-7

Consumer States for Two Brands

17-8

Stimulating Personal Influence Channels

• Identify influential individuals and devote extra attention to them

• Create opinion leaders

• Use community influentials in advertising

• Develop ads with high “conversation value”

• Develop WOM referral channels

• Establish an electronic forum

• Use viral marketing

17-9

Nonpersonal Communication Channels

Advertising

Sales Promotion

Events and Experiences

Public Relations

16-10

Major Public Relations Functions

• Press relations

• Product publicity

• Corporate communications

• Lobbying

16-11

Major Tools in Public Relations

• Publications

• Events

• Sponsorships

• News

• Speeches

• New (“social”) media?

•© Copyright 2008 Pearson Education Canada

17-12

Using Electronic Media for Brand Equity

Brand Signature

Media Interactions

Ad Retrieval

Cues

17-13

Personal Communications Channels

Advocate channels

Expert channels

Social channels

16-14

Sales Promotion Tactics

Consumer-directed

• Samples

• Coupons

• Cash refund offers

• Price offs

• Premiums

• Prizes

• Patronage rewards

• Free trials

Trade-directed

• Price offs

• Allowances

• Free goods

• Sales contests

• Trade shows

• Specialty advertising

•© Copyright 2008 Pearson Education Canada