8. An Ideal Ad Campaign
• The right consumer is exposed to the message
at the right time and place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of
understanding and behaviors with product
• The ad correctly positions brand in terms of
points-of-difference and points-of-parity
• The ad motivates consumers to consider
purchase of the brand
• The ad creates strong brand associations
10. Determine the Communications
1. Category need: To establish a product or
service in a category.
2. Brand awareness: To enable customers to
identify (recognize or recall) the brand within
3. Brand attitude: To create a positive
perception of the brand.
4. Brand purchase intention
11. Designing the Communication
• Message strategy: The content
• Creative strategy: How message is delivered
• Message source: Who deliver the message
(trustworthy, likeable, expert)
15. Select the Communication Channels
• Personal communication channel: face-to-face,
• Non-personal communication channel: media,
sales-promotions, events, and publicity.
• Integration of communication channels
16. The Marketing Communications
Any Paid Form of Nonpersonal
Presentation by an Identified
Personal Presentations by
a Firm’s Sales Force.
Sales Promotion Short-term Incentives to
Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
With Individuals to Obtain
an Immediate Response.
17. Setting the Overall Promotion Mix
Nature of Each Promotion Tool
Reaches Many Buyers, Expressive
Personal Interaction, Builds Relationships
Provides Strong Incentives to Buy
Believable, Effective, Economical
Underused by Many Companies
Nonpublic, Immediate, Customized,