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integrated marketing communication or communicating value

  3. Marketing Communications Marketing Communications Mix The Communications Process Models Developing Effective Communications
  4. Marketing Communications Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
  5.  Modern marketing calls for more than developing a good product, pricing it attractively, and making accessible.  Integrated marketing communication played an important role in the success of one of Bollywood’s biggest box-office successes, 3 idiots.
  6. Changing marketing communications environment  Technology and other factors have change the way consumers process communications, and even whether they choose to process them at all  It is estimated that India will soon be the largest direct to home television broadcast market in the world  Marketing communications is almost every medium and form have been on the rise, and some consumers feel they are increasingly in massive.
  7. Marketing Communication mix Advertisi ng sale promotio n Events & experienc es Word of mouth Marketing communicati on mix Interactiv e marketin g Personal selling Public relations &publicity Direct marketin g
  8. Advertising: printing & broad cast adds, cinema, brochures & booklets, point of purchase displays. sale promotion: coupons, contests, function premiums & gifts. Events & experiences: sports, entertainment, festivals, arts, street activities, events. Public relations & publicity: speeches, seminars, company magazine. Direct & interactive marketing: catalogues, mailing, telemarketing, fax, company blogs. Word of mouth marketing: person-to-person, chat rooms. Personal selling: sale presentations, sale meetings, samples.
  9. Marketers should understand the fundamental elements of effective communications. The two models are :  Macro model  Micro model The Communications Process Models
  10. Macro model of the Communications Process shows nine key factors in effective communication: •Two represent the major parties sender and receiver •Two represent the major tools message and media •Four represent major communication functions encoding, decoding, response, and feedback •The last element in the system is noise, random and competing messages that may interfere with the intended communication Macro model of the Communications Process
  11. Macro model of communications process Sender Message Media Decoding Noise Encoding Receiver ResponseFeedback
  12. Micro model of the Communications Process Micro models of marketing communications concentrate on consumers’ specific responses to communications.All these models assume the buyer passes through cognitive, affective, and behavioral stages, in that order
  13. Micro models of Marketing Communications
  14. Developing Effective Communications
  15. Identify TargetAudience Thetarget audienceis acritical influence on the communicator’s decisions about what to say,how, when, where, and to whom. Thus, the process must start with a clear target audience in mind suchas:  potential buyersof the company’sproducts  currentusers  decidersorinfluencers  individuals, groups,particular publicsor the generalpublic
  16. Communications Objectives  Category need: Establishingaproduct or servicecategory as necessaryto removeor satisfya perceived discrepancy between a current motivational state and a desired motivational state.  Brand Awareness : Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient detail to makeapurchase.  Brand Attitude: Helping consumers evaluate the brand’s perceived ability to meet a currently relevant need.  Brand Purchase Intention: Moving consumers to decide to purchase the brand or take purchase-relatedaction.
  17. Design the communication Formulating the communications to achieve the desired response requires solving three problems: •What to say (message strategy) •How to say it (creative strategy) •Who should say it (message source)
  18. MessagestrategyIn determining message, managementsearches for appeals,themes,or ideasin line with the brand positioning to help establishpointsof parity or pointsof differences. Design The Communications
  19. CreativeStrategyCreativestrategy arehow marketers translate their message into aspecific communication:  Informational Appeals elaborate on product or service attributes or benefits.They assume very rational andlogicalprocessingof the communicationonthe part of the consumer.  Transformational Appeals elaborate on a non-product-related benefit or image.They often attempt to stir up emotions that will motivate purchase. Design The Communications
  20. Message Source message delivered by attractive or popular sources can achieve higher attention and recall, which is why advertisers often use celebrities as spokes people. They are likely to be effective when they are credible or personify a key product attribute. Celebrity Characteristics: • Expertise • Trustworthiness • Likeability
  21. Personal Communications Channels involve two or more persons communicating directly face-to- face, persons-to-audience, over the telephone, or through e-mail. Thekindsof personalcommunications channels are: – Advocatechannels:companysalepeoplecontacting buyersin the targetmarket. – Expertchannel: experts making statementsto targetbuyers. – Socialchannelsconsistof neighbors,friends, family members, andassociatestalking to target buyers. Select Communication Channels
  22. Non-personal channels are communications directed to more than a one person and includes:  Media  Sales performance  Events and experiences  Public relations Integration of communications channel Although personal communication is often more effective than mass communication, mass media might be the major means of stimulating personal communication
  23. MarketingCommunications Budget Industries and companies vary considerably in how much they spend on promotion.
  24. Methods for Deciding the Promotion Budget Affordable method set the promotion budget at what they think the company can afford. Percentage of sales method set promotion expenditures at a specified percentage of sales. Competitive parity method set the promotion budget to achieve share-of-voice parity with competitors. Objective and task method
  25. Deciding on the marketing communication mix  Companies must allocate the marketing communications budget over the eight major modes of communication—advertising, sale promotion, public relations and publicity, events and experiences, direct marketing, interactive marketing, word-of- mouth marketing andpersonalselling.  Within the sameindustry, companiescandiffer considerablyin their mediaand channelchoices.  Companiesarealwayssearchingfor waysto gainefficiency by substituting one communications tool forothers.
  26. FactorsinSettingtheMarketingCommunicationsMix • Typeof ProductMarket Communications mix allocations vary between consumerandbusiness markets. Consumermarketers tend to spendcomparativelymore on salepromotion and advertising businessmarketers tend to spendcomparatively more on personalselling. • BuyerReadinessStageCommunicationtools varyin cost effectivenessat different stagesof buyer readiness.  Advertising andpublicity playthe mostimportant roles in the Awareness- building stage.  Customercomprehensionisprimarily affected by advertising andpersonalselling.  Customerconviction isinfluenced mostly bypersonalselling.  Closingthe saleisinfluenced mostly by personalsellingandsalepromotion.  Reorderingisalsoaffected mostly bypersonalsellingandsalepromotion.
  27.  In order to measure the Communication Results/Impact, members of the target audience areasked:  whether they recognizeor recall themessage  how manytimes they saw it  what points theyre call the message  how they felt about what aretheir previous andcurrent attitudes toward the product andthecompany.  The communicator should also collect behavioral measures of audience response, such as how manypeople bought the product,likedit andtalkedto othersabout it. MeasuringCommunicationResults
  28. Integrated marketing communication:  Marketing communication planning that recognizes the added value of comprehensive plan & evaluates the strategic roles of a variety of communication such as general advertising , direct marketing , sales promotion , public relations. Co-ordinating media : media coordination can occurs across and with in media types, but marketers should combine personal & non personal communications channels through multiple vehicle. Implementingimc : improve the company’s ability to reach the right customers with the right messages at right time in the right place Managing integrated marketing communication

Notes de l'éditeur

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