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

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

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

  1. 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. 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 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. 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. 5. 6 1 Advertising Advertising Reaches Geographically Dispersed Buyers. build long term image trigger quick sales Marketing Management | Kotler and Keller
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. 16 3 Events and Experiences SPORTS ARTS ENTERTAINMENT CAUSE EVENTS LESS FORMAL ACTIVITIES Marketing Management | Kotler and Keller
  16. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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