(Kotler, Chap. 16-2) How Do Marketing Communications Work?

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(Kotler, Chap. 16-2) How Do Marketing Communications Work?

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(Kotler, Chap. 16-2) How Do Marketing Communications Work?

  1. 1. How Do Marketing Communications Work? Kotler, Chapter 16 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  2. 2. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 2 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  3. 3. 4 How Do Marketing Communications Work? To implement the right communications program, all the marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning. Marketing Management | Kotler and Keller
  4. 4. 5 Model Of Marketing Communications Two Models In Marketing Communications Macromodel Micromodel Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  5. 5. 6 1 Macromodel Nine Key Factors: SENDER Marketing Department ENCODING (Convert the idea into words and pictures) MEDIA MESSAGE DECODING (interpret the message) RECEIVER Marketing Department RESPONSE (from receiver to sender) FEEDBACK (from receiver to sender) NOISE Marketing Management | Kotler and Keller
  6. 6. 7 2 Macromodel Senders must know what audiences they want to target and what responses they want to get. They must transmit the message through media that reach the target audience. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  7. 7. 8 3 Macromodel They must develop feedback channels to monitor the responses that they get from their consumers. Marketing Management | Kotler and Keller
  8. 8. 9 4 Macromodel The more the sender’s field of experience overlaps that of the receiver, the more effective the message is likely to be. Sender’s Field Receiver’s Field Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  9. 9. 10 5 Macromodel During Communication, Following Processes May Be Operating: Selective Attention Selective Distortion Selective Retention Marketing Management | Kotler and Keller
  10. 10. 11 1 Micromodels Micromodels of marketing communications concentrate on consumer’s specific responses to communications. There are four response hierarchy models:  AIDA Model  Hierarchy-of-Effects Model  Innovation-Adoption Model  Communications Model Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  11. 11. 12 2 Micromodel Cognitive Stage Affective Stage Behavior Stage Stages Marketing Management | Kotler and Keller
  12. 12. Attention Interest Desire Action 13 3 Micromodel AIDA Model Cognitive Stage Affective Stage Behaviour Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  13. 13. Awareness Knowledge Liking Preference Conviction Purchase 14 4 Micromodel Hierarchy-of-Effects Model Cognitive Stage Affective Stage Behaviour Stage Marketing Management | Kotler and Keller
  14. 14. Awareness Interest Evaluation Trial Adoption 15 5 Micromodel Innovation-Adoption Model Cognitive Stage Affective Stage Behaviour Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  15. 15. Exposure Reception Cognitive Response Attitude Intention Behavior 16 6 Micromodel Communications Model Cognitive Stage Affective Stage Behaviour Stage Marketing Management | Kotler and Keller
  16. 16. 17 7 Micromodel Hierarchy-of-Effects Model Learn-Feel-Do Sequence Learn-Do-Feel Sequence Do-Feel-Learn Sequence Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  17. 17. 18 8 Micromodel Hierarchy-of-Effects Model Do-Feel-Learn Sequence Appropriate when the audience has high involvement with a product category perceived to have high differentiation Marketing Management | Kotler and Keller
  18. 18. 19 9 Micromodel Hierarchy-of-Effects Model Learn-Feel-Do- Sequence Appropriate when the audience has high involvement but perceives little or no differentiation within the product category Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  19. 19. 20 10 Micromodel Hierarchy-of-Effects Model Learn-Do-Feel Sequence Appropriate when the audience has low involvement and perceives little differentiation Marketing Management | Kotler and Keller
  20. 20. 21 Micromodel Hierarchy-of-Effects Model Assuming high involvement and high differentiation, the Hierarchy-of-Effects Model can be illustrated as: Awareness: The communicator’s task is to build awareness. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 11
  21. 21. 22 Micromodel Hierarchy-of-Effects Model Knowledge: The consumers might be aware about the brand but do not know much more. The company may decide to develop brand knowledge as its communication objective. Marketing Management | Kotler and Keller 12
  22. 22. 23 Micromodel Hierarchy-of-Effects Model Liking: If the consumers does not view the brand favourably, the company need to improve its communication strategy. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 13
  23. 23. 24 Micromodel Hierarchy-of-Effects Model Preference: If the consumers do not prefer the product, the company must try to build preference by comparing quality, value or performance with its competitors product. Marketing Management | Kotler and Keller 14
  24. 24. 25 Micromodel Hierarchy-of-Effects Model Conviction: The company’s job is to build conviction among interested consumers, who might prefer the product but could not develop a conviction about buying it. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 15
  25. 25. 26 Micromodel Hierarchy-of-Effects Model  Purchase: The company must lead the consumers to purchase their product by lowering the price, offering a premium, or letting them try it out. Marketing Management | Kotler and Keller 16
  26. 26. 27 Image Credits  http://trendmagnet.in/image/cache/data/Shirts/marketing-management-a-south-asian-perspective-400x400-imadddgp8s668frj- 900x900.jpeg  http://blog.stirstuff.com/wp-content/uploads/2013/04/imc.jpg  http://t1.ftcdn.net/jpg/00/47/22/78/400_F_47227881_wZGGV2cCW47x4iQk1Ozz46mPSbGXWGVJ.jpg  http://image.shutterstock.com/display_pic_with_logo/776821/109480178/stock-photo-business-man-writing-communication-concept- from-sender-to-receiver-via-media-109480178.jpg  http://austinstartup.com/wp-content/uploads/2013/01/Spredfast-1.png  http://trak.in/wp-content/uploads/2012/04/Mini-Cooper-150x101.jpg  https://academic.stedwards.edu/competency/sites/default/files/Images/mac%20os%20x%20images/desktop_1lables_0.jpg  http://www.franklinkart.com/PDGImages/Batteries.jpg  http://timesofindia.indiatimes.com/photo/22373678.cms  https://d2na0fb6srbte6.cloudfront.net/read/imageapi/coverforissue/149429/book/300/new  https://www.hsbc.com.cn/1/PA_ES_Content_Mgmt/content/china/commercial/internationalbanking/globalnetwork/images/Global -network-banner.JPG  http://static.mybanktracker.com/bank-news/wp-content/uploads/2008/11/hsbc_direct_ing_direct.jpg  http://i.haymarket.net.au/News/HSBC-Advance_Poster[1].1-10.jpg  http://www.hsbc.com.bh/1/PA_esf-ca-app-content/content/pws/bh/images/en/personal/advance-web-banner.jpg Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  27. 27. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 27 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  28. 28. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com

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