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Marketing chapter 11[1]
 

Marketing chapter 11[1]

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  • {"38":"Note to Instructor\nPush strategy involves pushing the product to the consumers by inducing channel members to carry the product and promote it to final consumers.\nPull strategy is when the producer directs its marketing activities toward final consumers to induce them to buy the product and create demand from channel members.\n","22":"Note to Instructor\nMessage format is also important to consider. What will be the color, the text, the copy, the images?\nThe Galaxy New Shape print ad aimed at enticing consumers to fall in love with the new beautifully shaped and softly melting Galaxy tablet. Galaxy used eye-catching forms and pictures in order to attract attention.\n","11":"Note to Instructor\nIntegrated marketing communications calls for recognizing all contact points where the customer may encounter the company and its brands. These contact points are called brand contact.\nMany established advertising agencies are struggling with the transition between the traditional creative and media approaches and the new interactive and digital ones especially in the back drop of the economic slowdown post- 2008. Real marketing 11.1 presents excerpts from an interview with Ramzi Raad, chairman and CEO of TBWA\\RAAD Middle East in which he considers the Arab world’s advertising industry since the 2008 economic slowdown and why he expects digital advertising to boom. This weblink directs you to TBWA\\RAAD Middle East homepage.\n","28":"Note to Instructor\nThis is a weblink to a Pantene commercial on you tube by Mona Zaki (celebrity endorsement)\n","6":"Note to Instructor\nDiscussion Question\nWhat sales promotions have you seen in the last two months?\nThey will often mention similar coupon books, fast food contests, and demonstrations in stores.\n","34":"Note to instructor\nObjective-and-task method forces management to spell out its assumption about the relationship between outlays and results but is difficult to use.\n","23":"Note to Instructor\nWhen Nielsen Global carried out an online consumer survey in the UAE, it found that 95 percent of Internet consumers trust recommendations from people they know; word of mouth is the most trusted medium. From a similar survey of over 25,000 Internet consumers from 50 countries, researchers found that recommendations from personal acquaintances and opinions posted by consumers online were the most trusted forms of advertising globally. Nielsen discovered that 90 percent of Internet consumers worldwide trust recommendations from people they know, and 70 percent trust consumer opinions posted online.\n","12":"Note to Instructor\nIntegrated marketing communications calls for recognizing all contact points where the customer may encounter the company and its brands. These contact points are called brand contact.\n","40":"Note to Instructor\nAl Baik Food Systems in Saudi Arabia organized the ‘Nazeeh and Wartan’ antilittering campaign as part of its corporate social responsibility initiative aimed at encouraging the society to protect and care for the environment. The campaign encouraged children to follow the example of Nazeeh, a cartoon character, who is depicted as being clean and tidy.\n","35":"Note to Instructor\nAdvertising is impersonal, cannot be directly persuasive as personal selling, and can be expensive.\nWith personal selling, the customer feels a greater need to listen and respond, even if the response is a polite “no thank you.”\n","13":"Note to Instructor\nDiscussion Question\nWhich of these do you think is most effective? \nThey will realize that different tools are better for different targets, products, stages in the product life cycle, and goals of the marketer.\n","30":"Note to Instructor\nWithin a given industry, both low and high spenders can be found. Real Marketing 11.2 considers Qatar Airways’ approach to marketing spending.\n","36":"Note to Instructor \nThis weblink takes you to gosawa.com. Gosawa is a website that features daily promotions and deals on the best stuff to do, see, eat, and buy in and around cities across the Middle East.\n","25":"Note to Instructor\nConsumers in the Arab world are increasingly looking online for information about products and services, and the Internet plays a large role in shaping opinions. Brands can thus gain competitive advantage by using word-of-mouth marketing techniques including buzz, blogs, viral and social media marketing.\nThis weblink directs you to Vanksen which is an international agency and a global leader in buzz marketing. According to Anthony Rischard, CEO at Catch which is a digital agency based in Dubai that teamed up with Vanksen, ”There is nothing like culture-buzz, as a platform, in existence in the region, nor are there any other agencies focusing on this aspect of digital marketing”. \n","14":"Notes to Instructor\nSender is the party sending the message to another party.\nEncoding is the process of putting thought into symbolic form. \nMessage is the set of symbols the sender transmits.\nMedia is the communications channels through which the message moves from sender to receiver.\nDecoding is the process by which the receiver assigns meaning to the symbols.\nReceiver is the party receiving the message sent by another party.\nResponse is the reaction of the receiver after being exposed to the message.\nFeedback is the part of the receiver’s response communicated back to the sender\nNoise is the unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent.\n","20":"Notes to Instructor\nThe UAE-based philanthropic establishment Dubai Cares invited audiences to participate in a walk that symbolized the daily endurance of millions of children in order to attend school. Participants raised money to support school children in developing countries.\n","15":"Note for Instructor\nFor a message to be effective, the sender’s encoding must mesh with the receiver’s decoding process. Best messages consist of words and other symbols that are familiar to the receiver. Marketers may not share their consumer’s field of experience but must understand the consumer’s field of experience.\n","21":"Note to Instructor\nMessage structure: Does the advertiser draw a conclusion or leave it to the audience. Do they present the strongest arguments first or last? Is the message one sided (strengths only) or two-sided?\n","10":"Note to Instructor\nAlthough television, magazines, and other mass media remain very important, their dominance is declining. Advertisers are now adding a broad selection of more-specialized and highly targeted media to reach smaller customer segments with more-personalized, interactive messages. The new media range from specialty magazines, cable television channels, and video on demand (VOD) to Internet catalogs, e-mail, podcasts, cell phones, and online social networks. In all, companies are doing less broadcasting and more narrowcasting. Ask students how they have changed as consumers in the past year and how that might affect marketer’s.\n"}

Marketing chapter 11[1] Marketing chapter 11[1] Presentation Transcript

  • Ch 11 - 1 Copyright © 2011 Pearson Education
  • Principles of Marketing, Arab World Edition Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed Tolba Presentation prepared by Annelie Moukaddem Baalbaki CHAPTER ELEVEN Communicating Customer Value: Integrated Marketing Communications Strategy Lecturer: Insert your name here Ch 11 -2 Copyright © 2011 Pearson Education
  • Chapter Learning Outcomes Topic Outline 11.1 The Promotion Mix 11.2 Integrated Marketing Communications 11.3 A View of the Communications Process 11.4 Steps in Developing Effective Marketing Communications 11.5 Setting the Total Promotion Budget and Mix 11.6 Socially Responsible Marketing Communications Ch 11 - 3 Copyright © 2011 Pearson Education
  • The Promotion Mix Marketing Communication Mix The promotion mix or marketing communication mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Ch 11 - 4 Copyright © 2011 Pearson Education
  • The Promotion Mix Major Promotion Tools Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Broadcast • Print • Internet • Outdoor Ch 11 - 5 Copyright © 2011 Pearson Education
  • The Promotion Mix Major Promotion Tools Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service. • Discounts • Coupons • Displays • Demonstrations Ch 11 - 6 Copyright © 2011 Pearson Education
  • The Promotion Mix Major Promotion Tools Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. • Press releases • Sponsorships • Special events • Web pages Ch 11 - 7 Copyright © 2011 Pearson Education
  • The Promotion Mix Major Promotion Tools Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. • Sales presentations • Trade shows • Incentive programs Ch 11 - 8 Copyright © 2011 Pearson Education
  • The Promotion Mix Major Promotion Tools Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers. • Catalog • Telemarketing • Kiosks Ch 11 - 9 Copyright © 2011 Pearson Education
  • Integrated Marketing Communications The New Marketing Communications Landscape • Consumers are better informed • More communication • Less mass marketing • Changing communications technology Ch 11 - 10 Copyright © 2011 Pearson Education
  • Integrated Marketing Communications The Shifting Marketing Communications Model • The explosive developments in communications technology and changes in marketer and customer communication strategies have had a dramatic impact on marketing communications. • Many large advertisers are shifting their advertising budgets away from network television in favor of more targeted, cost-effective, interactive, and engaging media. Ch 11 - 11 Copyright © 2011 Pearson Education
  • Integrated Marketing Communications The Need for Integrated Marketing Communications Integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. Ch 11 - 12 Copyright © 2011 Pearson Education
  • Integrated marketing Communications Ch 11 - 13 Copyright © 2011 Pearson Education
  • A View of the Communication Process Ch 11 - 14 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Ch 11 - 15 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Identifying the Target market Ch 11 - 16 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Determining the Communication Objectives Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness. Ch 11 - 17 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Determining the Communication Objectives
  • Steps in Developing Effective Marketing Communications Designing a Message AIDA Model: Get Attention, Hold Interest, Arouse Desire, Obtain Action When putting the message together, the marketing communicator must decide: • What to say ( message content ) • How to say it ( message structure and format ) Ch 11 - 19 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Designing a Message Message content is an appeal or theme that will produce the desired response. • Rational appeal relates to the audience’s self-interest. • Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase. • Moral appeal is directed at the audience’s sense of right and proper. Ch 11 - 20 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Designing a Message Message Structure: • Do they draw a conclusion or leave it to the audience? • Do they present the strongest arguments first or last? • Is the message one sided (strengths only) or two-sided? Ch 11 - 21 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Designing a Message Message Format: • Color, text, copy, images, headline, illustration, color, message size and position, body language… Ch 11 - 22 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Choosing Media Personal communication involves two or more people communicating directly with each other. • Face to face • Phone • Mail • E-mail • Internet chat Ch 11 - 23 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Choosing Media Personal communication is effective because it allows personal addressing and feedback. • Control of personal communication • Company • Independent experts • Word of mouth Ch 11 - 24 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Choosing Media: Personal Communication Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exert social influence on others. Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. Ch 11 - 25 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Non-Personal Communication Channels Non-personal communication is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly. Ch 11 - 26 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Non-Personal Communication Channels Major media include print, broadcast, display, and online media. Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product. Events are staged occurrences that communicate messages to target audiences: press conferences, grand openings, exhibits, public tours. Ch 11 - 27 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Selecting the Message Source The message’s impact on the target audience is affected by how the audience views the communicator. Celebrities • Athletes • Entertainers Professionals • Health care providers Ch 11 - 28 Copyright © 2011 Pearson Education
  • Steps in Developing Effective Marketing Communications Collecting Feedback The communicator must research the effect of the message on the target audience by measuring the behavior resulting from the message. Ch 11 - 29 Copyright © 2011 Pearson Education
  • Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Ch 11 - 30 Copyright © 2011 Pearson Education
  • Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Affordable budget method sets the budget at an affordable level. • Ignores the effects of promotion on sales. Ch 11 - 31 Copyright © 2011 Pearson Education
  • Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Percentage of sales method sets the budget at a certain percentage of current or forecasted sales or unit sales price. • Easy to use and helps management think about the relationship between promotion, selling price, and profit per unit. • Wrongly views sales as the cause rather than the result of promotion. Ch 11 - 32 Copyright © 2011 Pearson Education
  • Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Competitive-parity method sets the budget to match competitor outlays. • Represents industry standards • Avoids promotion wars Ch 11 - 33 Copyright © 2011 Pearson Education
  • Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Objective-and-task method sets the budget based on what the firm wants to accomplish with promotion and includes: • Defining promotion objectives • Determining tasks to achieve the objectives • Estimating costs Ch 11 - 34 Copyright © 2011 Pearson Education
  • Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Advertising reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. Personal selling is the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, actions, and developing customer relationships. Ch 11 - 35 Copyright © 2011 Pearson Education
  • Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase, and can be used to dramatize product offers and to boost sagging sales. Ch 11 - 36 Copyright © 2011 Pearson Education
  • Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Public relations is a very believable form of promotion that includes news stories, features, sponsorships, and events. Direct marketing is a non-public, immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telemarketing, and online marketing. Ch 11 - 37 Copyright © 2011 Pearson Education
  • Shaping the Overall Promotion Mix Ch 11 - 38 Copyright © 2011 Pearson Education
  • Shaping the Overall Promotion Mix Integrating the Promotion Mix Checklist Ch 11 - 39 Copyright © 2011 Pearson Education
  • This work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from this site should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials. Ch 11 - 42 Copyright © 2011 Pearson Education