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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?

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

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

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

  • Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D. How Do Marketing Communications Work? Kotler, Chapter 16
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 2 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999
  • 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
  • 5 Model Of Marketing Communications Two Models In Marketing Communications Macromodel Micromodel Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 6 Macromodel1 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
  • 7 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. Macromodel2 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 8 They must develop feedback channels to monitor the responses that they get from their consumers. Macromodel3 Marketing Management | Kotler and Keller
  • 9 The more the sender’s field of experience overlaps that of the receiver, the more effective the message is likely to be. Macromodel4 Sender’s Field Receiver’s Field Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 10 Macromodel5 During Communication, Following Processes May Be Operating: Selective Attention Selective Distortion Selective Retention Marketing Management | Kotler and Keller
  • 11 Micromodels1 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
  • 12 Micromodel2 Cognitive Stage Affective Stage Behavior Stage Stages Marketing Management | Kotler and Keller
  • Attention Interest Desire Action 13 Micromodel3 AIDA Model Cognitive Stage Affective Stage Behaviour Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Awareness Knowledge Liking Preference Conviction Purchase 14 Micromodel4 Hierarchy-of-Effects Model Cognitive Stage Affective Stage Behaviour Stage Marketing Management | Kotler and Keller
  • Awareness Interest Evaluation Trial Adoption 15 Micromodel5 Innovation-Adoption Model Cognitive Stage Affective Stage Behaviour Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Exposure Reception Cognitive Response Attitude Intention Behavior 16 Micromodel6 Communications Model Cognitive Stage Affective Stage Behaviour Stage Marketing Management | Kotler and Keller
  • 17 Hierarchy-of-Effects Model Learn-Feel-Do Sequence Do-Feel-Learn Sequence Learn-Do-Feel Sequence Micromodel7 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 18 Hierarchy-of-Effects Model Micromodel8 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
  • 19 Hierarchy-of-Effects Model Micromodel9 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
  • 20 Hierarchy-of-Effects Model Micromodel10 Learn-Do-Feel Sequence Appropriate when the audience has low involvement and perceives little differentiation Marketing Management | Kotler and Keller
  • 21 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. Micromodel Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 11
  • 22 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. Micromodel Marketing Management | Kotler and Keller 12
  • 23 Liking: If the consumers does not view the brand favourably, the company need to improve its communication strategy. Micromodel Hierarchy-of-Effects Model Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 13
  • 24 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. Micromodel Hierarchy-of-Effects Model Marketing Management | Kotler and Keller 14
  • 25 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. Micromodel Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com 15
  • 26 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. Micromodel Marketing Management | Kotler and Keller 16
  • 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
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 27 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999