2. Marketing communications are the
means by which firms attempt to
1.)inform, Informing Persuading
2.)persuade, and
3.)remind consumers,
directly or indirectly, about the
products and brands they sell Reminding
3. • Advertising - any paid form of non-personal presentation by a sponsor
• Sales promotion - short term incentives to encourage sales
• Events and experiences
• Public relations and publicity - building good relations with various publics
• Direct marketing - short term incentives to encourage sales
• Interactive marketing
• Word-of-mouth marketing
• Personal selling - personal presentations by a firm’s sales force
4.
5. • Identifying Target Audience
• Determining Communications Objectives
• Buyer Readiness Stages
• Designing Message
• Message Content
• Message Structure
• Message Format
• Media Selection
• personal and nonpersonal communications channels
• Message Source
• Feedback Collection
6. • Push strategy is directed toward the channel members
• Provide incentives for those in the distribution channels to buy
the product PUSH STRATEGY
Manufacturer Wholesaler Retailer Consumer
promotes to promotes to promotes to buys from
wholesaler retailer consumer retailer
Orders to manufacturer
• Pull strategy is directed toward the ultimate purchaser
• The focus is on creating demand at the household or ultimate
consumer level PULL STRATEGY
Consumer Retailer Wholesaler
Manufacturer
demands demands demands
promotes to
product product product from
consumer
from retailer from wholesaler manufacturer
Orders to manufacturer
18. Advocate channels
• Personal channels
Expert channels
Social channels
Media
• Non-personal channels Sales Promotion
Events and Experiences
Public Relations
• Integration of channels
Brand Signature
Media Interactions
Ad retrieval Cues
19. Model that outlines the process for achieving
promotional goals in terms of stages of
consumer involvement with the message.
20. Awareness Interest Desire Action
Very Very Somewhat Not
Advertising effective effective effective effective
Public Very Very Very Not
Relations effective effective effective effective
Sales Somewhat Somewhat Very Very
Promotion effective effective effective effective
Personal Somewhat Very Very Somewhat
Selling effective effective effective effective
