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Slide 1 in
Objectives
Learn the major steps in developing an
effective integrated marketing
communications program.
Understand the steps involved in
developing an advertising program.
Learn how companies can exploit the
marketing potential of sales promotion,
public relations, direct marketing, and emarketing.
2003 Prentice Hall, Inc.
Slide 2 in
Marketing Communications
Communications Platforms
Advertising
Public relations
Sales
Promotion
Direct
marketing
Personal selling
Slide 3 in
Developing Effective
Marketing Communications
Steps in Marketing Communications
Program Development
Identify target audience
Determine objectives of
communication
Design the message
Select communication
channels
Slide 4 in
Developing Effective
Marketing Communications
Step 1: Identifying the target audience
Includes assessing the audiences
perceptions of the company, product, and
competitors company/product image
Slide 5 in
Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
Source
2003 Prentice Hall, Inc.
Message content
decisions involve
the selection of
appeal, theme,
idea, or USP
Types of appeals
Rational appeals
Emotional appeals
Moral appeals
Slide 6 in
Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
One-sided vs.
two-sided
messages
Order of
argument
presentation
Source
2003 Prentice Hall, Inc.
Slide 7 in
Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
Source
2003 Prentice Hall, Inc.
Message format
decisions vary with
the type of media, but
may include:
Graphics, visuals
Headline, copy or
script
Sound effects,
voice qualities
Shape, scent,
texture of package
Slide 8 in
Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
Source
2003 Prentice Hall, Inc.
Message source
characteristics can
influence attention
and recall
Factors underlying
perceptions of
source credibility:
Expertise
Trustworthiness
Likability
Slide 9 in
Developing Effective
Marketing Communications
Step 4: Selecting Communication
Channels
Personal communication channels
Effectiveness
and feedback
Several methods of stimulating personal
communication channels exist
Slide 10 in
Developing Effective
Marketing Communications
Methods of Stimulating Personal
Communication
Devoting extra effort to influential
individuals or companies
Creating opinion leaders
Developing word-of-mouth
referral channels
Establishing an electronic
forum
Slide 11 in
Developing Effective
Marketing Communications
Step 5: Establishing the Marketing
Communications Budget
Affordability method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
Slide 12 in
Developing Effective
Marketing Communications
Communications
Mix Selection
Types of
promotional tools
Selection factors
2003 Prentice Hall, Inc.
Advertising
Sales promotion
Public relations
and publicity
Direct marketing
Personal selling
Slide 13 in
Developing Effective
Marketing Communications
Communications
Mix Selection
Types of
promotional tools
Selection factors
2003 Prentice Hall, Inc.
Consumer vs.
business market
Stage of buyer
readiness
Stage of product
life cycle
Market rank
Slide 14 in
Developing Effective
Marketing Communications
Step 7: Measure Results
Recognition, recall, attitudes, behavioral
responses
Slide 15 in
Objectives can be
classified by aim:
Inform
Persuade
Remind
Reinforce
Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc.
Slide 16 in
Factors considered
when budget-setting:
Stage of product life
cycle
Market share and
consumer base
Competition and
clutter
Advertising frequency
Product substitutability
Slide 17 in
Factors considered
when choosing the
advertising message:
Message generation
Message evaluation
and selection
Message execution
Social responsibility
review
Slide 18 in
Developing media
strategy involves:
Deciding on reach,
frequency, and impact
Selecting media and
vehicles
Determining media
timing
Deciding on
geographical media
allocation
Slide 19 in
Outdoor
Yellow pages
Direct mail
Radio
Newsletters
Brochures
Magazines
Telephone
Internet
2003 Prentice Hall, Inc.
Slide 20 in
Slide 21 in
Evaluating
advertising
effectiveness
Communicationeffect research
Sales-effect
research
Message
Media
Measurement
2003 Prentice Hall, Inc.
Slide 22 in
Sales Promotion
Sales promotions are short-term
incentives designed to stimulate
purchase among consumers or trade
Purpose of sales promotion
Attract new triers or brand switchers
Reward loyal customers
Increase repurchase rates
2003 Prentice Hall, Inc.
Slide 23 in
Sales Promotion
Steps in Sales Promotion
Program Development
Establish objectives
Select consumerpromotion tools
Select trade-promotion
tools
Slide 24 in
Sales Promotion
Major Consumer-Promotion Tools
Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests, sweepstakes,
games)
Patronage awards
Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchase displays
and demonstrations
Slide 25 in
Public Relations
Public relations activities promote or
protect the image of a firm or product
Public relations functions:
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
2003 Prentice Hall, Inc.
Slide 26 in
Public Relations
Marketing Public Relations (MPR)
Plays an important role in
New
product launches
Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image
Slide 27 in
Public Relations
Major Public Relations Tools
Publications
Events
Sponsorships
News
Speeches
Public-service
activities
Identity media
Slide 28 in
Direct Marketing
Direct marketing uses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries.
Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance
of integrated direct marketing efforts.
2003 Prentice Hall, Inc.
Slide 29 in
Direct Marketing
Major Direct Marketing Tools
Face-to-face selling
Direct mail
Direct-response
TV marketing
Catalog marketing
Telemarketing
Kiosk marketing
E-marketing
Slide 30 in
Direct Marketing
Steps in Developing a Direct-Mail
Campaign:
Step 1: Set objectives
Step 2: Identify target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure results
2003 Prentice Hall, Inc.
Slide 31 in