(Kotler, Chap. 16-4) What Is The Communications Mix, And How Should It Be Set?

  • 557 views
Uploaded on

(Kotler, Chap. 16-4) What Is The Communications Mix, And How Should It Be Set?

(Kotler, Chap. 16-4) What Is The Communications Mix, And How Should It Be Set?

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
557
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. What Is The Communication Mix, And How Should It Be Set? Kotler, Chapter 16 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  • 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. 4 What is the communications mix, and how should it be set? Marketing Communications Mix Advertising Sales Events & Experiences Promotion Public Relations & Publicity Direct Marketing Word-of- Mouth Marketing Interactive Marketing Marketing Management | Kotler and Keller
  • 4. 5 Advertising PRINT MEDIA • Newspapers • Magazines • Brochures • Booklets BROADCAST MEDIA • Radio • Television NETWORK MEDIA • Telephone • Cable • Satellite • Wireless ELECTRONIC MEDIA • Audiotape • Videotape • Videodisk • CD-ROM • Web Page DISPLAY MEDIA • Billboards • Display Signs • Posters • Leaflets 1 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 5. 6 1 Advertising Advertising Reaches Geographically Dispersed Buyers. build long term image trigger quick sales Marketing Management | Kotler and Keller
  • 6. 7 1 Advertising Pervasiveness 1 Advertising permits the sellers to repeat a message many times. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 7. 8 1 Advertising Pervasiveness 1 Advertising also allows the buyers to receive and compare the messages of various competitors. Marketing Management | Kotler and Keller
  • 8. 9 1 Advertising Amplified Expressiveness 2 Advertising provides opportunities for dramatizing the company and its brands and products. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 9. 10 1 Advertising Control 3 The advertiser can choose the aspects of the brand and product on which to focus communications. Marketing Management | Kotler and Keller
  • 10. CONSUMER PROMOTIONS • Rebates & Coupons • Premiums TRADE PROMOTIONS • Advertising Allowances • Display Allowances • Fairs & Trade Shows SALES FORCE PROMOTIONS • Contests • Lotteries 11 2 Sales Promotion Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 11. 12 2 Sales Promotion Companies use sales promotion tools to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting sagging sales. Marketing Management | Kotler and Keller
  • 12. 13 2 Sales Promotion Ability to be attention getting They draw 1 attention and may lead the consumer to the product. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 13. 14 2 Sales Promotion Incentive They incorporate some concession, inducement, or contribution that gives value to the customer. 2 Marketing Management | Kotler and Keller
  • 14. 15 2 Sales Promotion Invitation 3 They include a distinct invitation to engage in the transaction now. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 15. 16 3 Events and Experiences SPORTS ARTS ENTERTAINMENT CAUSE EVENTS LESS FORMAL ACTIVITIES Marketing Management | Kotler and Keller
  • 16. 17 3 Events and Experiences Relevant 1 A well-chosen event can be seen as highly relevant because the consumer is personally invested in the outcome Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 17. 18 3 Events and Experiences Engaging Given their live, real-time quality, events and experiences are more actively engaging for consumers. 2 Marketing Management | Kotler and Keller
  • 18. 18 3 Events and Experiences Implicit 3 Events are typically an indirect “soft sell”. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 19. 19 4 Public Relations and Publicity Variety of programs directed to promote or protect a company's image or its individual product communications. Press Kits Speeches Seminars Annual Reports Charitable Donations Publications Community Relations Company Magazine Marketing Management | Kotler and Keller
  • 20. 4 Public Relations and Publicity 20 High Credibility 1 News stories and features are more authentic and credible to readers than ads. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 21. 21 4 Public Relations and Publicity Ability to reach hard-to-find buyers 2 Public Relations can reach prospects who prefer to avoid mass media and targeted promotions. Marketing Management | Kotler and Keller
  • 22. 4 Public Relations and Publicity 22 Dramatization 3 Public relations can tell the story behind a company, brand or product. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 23. 23 5 Direct and Interactive Marketing Direct Marketing To directly communicate with or solicit response or dialogue from specific customers and prospects. Marketing Management | Kotler and Keller
  • 24. 24 5 Direct and Interactive Marketing Interactive Marketing Online activities and programs designed to engage customers and raise awareness, improve image, or elicit sales. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 25. 25 5 Direct and Interactive Marketing Customized 1 The message can be prepared to appeal to the addressed individual. Marketing Management | Kotler and Keller
  • 26. 26 5 Direct and Interactive Marketing Up-to Date A message can be prepared very quickly. 2 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 27. 27 5 Direct and Interactive Marketing Interactive 3 The message can be changed depending upon the person’s response. Marketing Management | Kotler and Keller
  • 28. 28 6 Word-Of-Mouth Marketing People-to-people communications that relate to the merits and experiences of purchasing or using products. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 29. 29 6 Word-Of-Mouth Marketing Influential 1 Because people trust others they know and respect, this strategy can be very highly influential. Marketing Management | Kotler and Keller
  • 30. 30 6 Word-Of-Mouth Marketing Personal 2 It can be a very intimidate dialogue that reflects personal facts, opinions and experiences. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 31. 31 6 Word-Of-Mouth Marketing Timely 3 It occurs when people want it to and it often follows meaningful events and experiences. Marketing Management | Kotler and Keller
  • 32. 32 7 Personal Selling Face-to-face interactions with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 33. 33 7 Personal Selling Personal Interaction 1 It creates an immediate and interactive episode between two or more persons. Marketing Management | Kotler and Keller
  • 34. 34 7 Personal Selling Cultivation 2 It also permits all kinds of relationships to spring up. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 35. 35 7 Personal Selling Response 3 The buyer is often given personal choices and encouraged to directly respond. Marketing Management | Kotler and Keller
  • 36. 36 Deciding on the Marketing Communications Mix Companies must allocate the marketing communications budget over the eight major modes of communication. Advertising Marketing Personal Selling Communications Budget Sales Promotion Events & Experiences Public Relations & Publicity Direct Marketing Word-of- Mouth Marketing Interactive Marketing Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 37. 37 Deciding on the Marketing Communications Mix Companies are always searching for ways to gain efficiency by substituting one communications tool for other, thus it needs to be coordinated. Marketing Management | Kotler and Keller
  • 38. Factors in Setting the Marketing Communications 38 Mix Types of Market Product Life- Cycle Stage Buyer- Readiness Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 39. 39 Type of Product Market Advertising 1 Advertising can provide an introduction to the company and its products. Marketing Management | Kotler and Keller
  • 40. 40 Type of Product Market Advertising 1 If the product has new features, advertising can explain it. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 41. 41 Type of Product Market Advertising 1 Advertisements can offer brochures and carry the company’s phone number or web address. Marketing Management | Kotler and Keller
  • 42. 42 Type of Product Market Advertising 1 Advertisements can remind customers how to use the product and reassure them about their purchase. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 43. 43 Type of Product Market 2 Personal Selling Increase Stock Position Build Enthusiasm Conduct Missionary Selling Manage Key Accounts Marketing Management | Kotler and Keller
  • 44. 44 Factors In Setting The Marketing Communications Mix Buyer- Readiness Stage Product Life-Cycle Types of Market Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 45. 45 Buyer-Readiness Stage Communications Tools Vary In Cost-Effectiveness At Different Stages Of Buyer Readiness. Awareness Comprehension Coviction Order Reorder COST EFFECTIVENESS Stages of Buyer Readiness Advertising and Publicity Sales Promotion Personal Selling Marketing Management | Kotler and Keller
  • 46. Factors In Setting The Marketing Communications 46 Mix Product Life- Cycle Stage Types of Market Buyer- Readiness Stage Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 47. 47 Product Life-Cycle Stage Promotional Objective To Inform To Persuade To Remind To Promote Sales Stage of Product Life Cycle Introduction Growth Maturity Decline Marketing Management | Kotler and Keller
  • 48. 48 Image and Video 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://2aday.files.wordpress.com/2008/05/cube.jpg  http://talcualdigital.com/sgc/multimedia/Imagen/2014/02/75328medios.jpg  http://www.ohcare.com/wp-content/uploads/2014/04/OHC-On-The-Air-608x308.jpg  http://2.bp.blogspot.com/-lEtPh_CVdPU/TZm35ytT2jI/AAAAAAAACpI/1BwV2W_P8QQ/s1600/telephone_booth-1920x1200.jpg  http://assets02.blog.usabilla.com/wp-content/uploads/humor_redbull.jpg  http://www.lamar.com/~/media/6988FFCC93A541A89E16E648DD4EED1A.jpg  http://www.prlog.org/10328692-print-coupons-shop-local.png  http://us.cdn001.fansshare.com/photos/redbull/red-bull-best-spot-contest-logo-68852965.jpg  http://www.studentsports.com/wp-content/uploads/2012/11/nike-football-training-camps-e1359408630268.jpg  http://images.modelviewculture.com/Issue04Mythology/park_winnipeg_art_gallery_big_in_japan.png  http://2.bp.blogspot.com/-IkiFvkZ0NGY/UlIF-mFEGSI/AAAAAAAABNo/09O5- mWCaFg/s1600/Justin+Timberlake_Live+At+iTunes+Festival+%5BErnesth+Garc%C3%ADa%5D.jpg  http://kelocityblog.files.wordpress.com/2009/10/nike.jpg  http://www.redbullpaperwings.com/sites/default/files/styles/large/public/field/image/paper_wings_2012.jpg  http://cnet4.cbsistatic.com/hub/i/2011/01/24/f3affa1b-fdc1-11e2-8c7c-d4ae52e62bcc/1c9f74a272b4b1e24e3cb47ece85c3c5/app-store- twitter-account.png  http://www-10.lotus.com/ldd/insidelotusblog.nsf/dx/ibmHomeBlogs.jpg/$file/ibmHomeBlogs.jpg  http://cdn4.gurusblog.com/jordi/wp/wp-content/uploads/2011/03/steve.jpg Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 49. 49 Image and Video Credits  http://thatscoop.com/img/big/addon_article_1354_4140306_115848.jpg  http://2.bp.blogspot.com/- v7Sj0nKHlNc/UCRyONmzBII/AAAAAAAACIM/tVXwZGjJI4w/s400/Big_Bazaar_6_days_maha_bachat.png  http://cdn.slidesharecdn.com/ss_thumbnails/presentation-130219065516-phpapp02-thumbnail-4.jpg?cb=1361278553  http://economydecoded.com/wp-content/uploads/2013/05/vim_dettol_20130330.jpg  http://www.adgully.com/image/2010-11-Happydent-Chewing-Gum.jpg  http://windowsitpro.com/site-files/windowsitpro.com/files/imagecache/large_img/uploads/2013/08/switch.jpg  http://1.bp.blogspot.com/-tO6Ek8xPjn4/TZUbymsvRdI/AAAAAAAACKs/9rXcfWeI59o/s320/ihopkidsfree.jpg  http://couponsjet.com/images/ihop-coupons-how-to-get_ts-io_3.jpg  http://2.bp.blogspot.com/_-XL6-9U2D3M/SkpwCINBMBI/AAAAAAAABNo/MuZI90HpeZw/s400/1165_bata-sale.jpg  http://img.delivery.net/cm50content/2634/23104/main01.gif  http://upload.wikimedia.org/wikipedia/hi/3/35/DLF_IPL_logo.png  http://www.bollyspice.com/images/feature-images/11apr_iifa-noms05.jpg  http://st1.thehealthsite.com/wp-content/uploads/2013/12/Airtel-Delhi-Half-Marathon.jpg  https://www.youtube.com/watch?v=06Oko6kFntw  http://img5a.flixcart.com/image/book/6/3/3/the-story-of-apple-400x400-imadhexgepqe8zmk.jpeg  http://thesocietypages.org/socimages/files/2010/10/IMG_20101012_112645.jpg  http://www.thecentsiblelife.com/wp-content/uploads/2011/07/H.-GIVE-Education-Campaign-Logo-1024x438.jpg  http://www.newyorkshitty.com/wp-content/uploads/2009/01/dearcustomer.jpg  http://images.tweetreports.com/wp-content/uploads/first-tweet-ford-motor-company.jpg  http://a.abcnews.com/images/Business/HT_tweet_us_airways_mar_140415_16x9_608.jpg  http://www.abacushair.co.uk/wp-content/uploads/2011/06/RECOMMEND-NEW-SIZE.jpg Marketing Management | Kotler and Keller
  • 50. 50 Image and Video Credits  http://1.bp.blogspot.com/_4W51v_O80cQ/TOZSbVhTEuI/AAAAAAAABGE/TNuxpJ9nGpk/s1600/oralb.jpg  http://www.arikhanson.com/wp-content/uploads/2011/10/BillMarriottBlog1.png  http://chromacor.files.wordpress.com/2012/01/customers.jpg  http://static01.nyt.com/images/2014/03/24/business/recallcolor/recallcolor-articleLarge.jpg  http://www.livemint.com/rf/Image-621x414/LiveMint/Period1/2012/08/22/Photos/ratan%20tata1--621x414.jpg  http://img.ehowcdn.com/article-new/ehow/images/a01/ul/pq/generate-leads-direct-sales-business-800x800.jpg  http://www.nokiarevolution.com/wp-content/uploads/2014/03/nokia-x-fastlane-video-650x350.jpg  http://www.xfmnewscenter.com/news/images/photos/19261.jpg  http://www.hsbc.com.bd/1/PA_ES_Content_Mgmt/content/bangladesh60/en/about-us/images/contact.jpg  http://static.caloriecount.about.com/images/medium/maggi-minute-noodles-tomato-154949.jpg  http://www-rohan.sdsu.edu/~renglish/370/notes/chapt18/chap_18_03.gif  http://3.bp.blogspot.com/-dTvdEwrQu-0/UlEHv6QxYTI/AAAAAAAAA4s/HHlCS3bAOlg/s1600/life_cycle.png Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 51. 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 51 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 52. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com