Mkt Mgt # 19 Marketing Communication

8/10/2019 Mkt Mgt # 19 Marketing Communication

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The marketing communications mix

Advertising - Any paid form of non-personalpresentation by an identified sponsor.

Personal Selling - Personal presentations by a firmssales force.

Sales Promotion - Short-term incentives to encouragesales

Public Relations & publicity

A variety of programsdesigned to promote or protect a companys image orits individual products.

Direct Marketing Direct communications with

individuals to obtain an immediate response.


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Response

Feedback

Media

Sender

Encoding

Message

Decoding

Receiver

Noise

The Communication Process


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Steps in developing effective

communication

Step 1 Identifying the target audience

Step 2 Determining the communication objectivesStep 3 Design message

Step 4 Selecting channels

Step 5 Establish budget

Step 6 Decide on media mix

Step 7 Measure result

Step 8 Managing integrated Marketing communication


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Step 1. Identifying the target

audienceAudience may be current buyer or potential buyer

decider or influencer .

Audience may be individuals, groups, specialpublics or the general publics.

The target buyer audience will heavily affect thecommunicatorsdecisions on

what to sayhow to say

when to say

where to say

who to say


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Step 2. Determining the

communication objectives

The target audience may be at any of six buyerreadiness stages, the stages consumer normally pass

through on their way to make any purchase.Awareness

Knowledge

Liking

Preference

Conviction

Purchase


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Step 3. Design message

AIDAmodel(To develop effective message)

A = Gain Attention

I = Hold Interest

D = Arouse Desire

A = Elicit Action

Formulating message will require solving four problemsWhat to say (message content)

How to say logically (message structure)

How to say symbolically (message format)

Who should say it (message source)


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Step 3. Design message (cont..)

Message ContentMgt search for an appeal, theme,idea or USP.

Rational appealsquality,value, economy orperformance

Emotional appeals

negative emotional appeal- fear, shame etc.

positive emotional appeallove, pride, joyMoral appealsdirected to audiences sense of

what is right and proper- clean environment, aid todisadvantages.


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Message Structure communicator must decide

how to handle three message structure decision

Draw conclusions or leave it to consumer--

Conclusion draw might cause negative reaction if

communicator is seen as untrustworthy or the issue

is seen as too simple or highly personnel.- Drawing too explicit a conclusion can also limit

appeal or acceptance.

Argument typeone side or two sides

Argument orderto present strong argument first



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Message format

In a print ad,decide to headline, copy, color.In a radio message decide to choose words,

voice,vocalization

If the massage is to carried on television or in

person words & sounds,body language


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Message source

Source should be attractive & popularSpokes person should be credibility

CredibilityExpertise, trustworthiness, Liability

Expertisespecialized knowledge

Trustworthinessobjective and honest thesource is perceived to be.

Likabilitysources attractiveness


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Step 5 Establish budget

Affordable method

Percentage-of-sales method

Competitive-parity method

Objective-and-task method


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Advertisement

Public presentation

Pervasiveness

Amplified expressiveness

Impersonality


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Sales promotion

CommunicationIncentive

Invitation


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Public relations & publicity

High credibility

Ability to catch buyer off guard

Dramatization


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Personal selling

Personal confrontation

Cultivation

Response


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Direct marketing

NonpublicCustomer

Upto-date

Interactive

Mkt Mgt # 19 Marketing Communication

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