TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, ...
1.  This is the part of the receiver’s response that the receiver communicates back to the sender? <ul><li>Reply </li></ul...
8 Elements of the Communication Process http://jankenneth-obar.blogspot.com
Feedback: The part of receiver’s response that the receiver communicates back to the sender http://jankenneth-obar.blogspo...
1.  This is the part of the receiver’s response that the receiver communicates back to the sender? <ul><li>Reply </li></ul...
2.  Marketing Tool that is well suited to highly targeted marketing efforts <ul><li>Public relations </li></ul><ul><li>Dir...
Marketing Communication Mix http://jankenneth-obar.blogspot.com
Direct Marketing –Characteristics: Nonpublic, Immediate, Customized; well suited for highly targeted marketing efforts. Ex...
2.  Marketing Tool that is well suited to highly targeted marketing efforts <ul><li>Public relations </li></ul><ul><li>Dir...
3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage. <ul><li>Liking </l...
Consumer Response Model: Buyers passes through 3 stages in order. http://jankenneth-obar.blogspot.com
Aims to lead consumers to make the final step. Examples: -Discounts -Premiums -Samples  http://jankenneth-obar.blogspot.com
3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage. <ul><li>Liking </l...
4. The First Step in the 8 Steps in developing Effective Communication <ul><li>Product awareness </li></ul><ul><li>Determi...
8 Steps in Developing effective Communication http://jankenneth-obar.blogspot.com
Start with a clear target audience in mind. Examples: Potential Buyers, Current Users, Deciders, Influencersc http://janke...
4. The First Step in the 8 Steps in developing Effective Communication <ul><li>Product awareness </li></ul><ul><li>Determi...
5. Which is not an example of a category need communication   <ul><li>Electric cars  </li></ul><ul><li>Electronic cigarett...
Determine Communication Objectives: http://jankenneth-obar.blogspot.com
Establishing a product or service category as necessary:  Examples:  -Electric Cars -Electric Cigarette Note: Less focused...
5. Which is not an example of a category need communication   <ul><li>Electric cars  </li></ul><ul><li>Electronic cigarett...
6. Identify 2 that is not included in the three problems to be solved by the Design Communications?   <ul><li>When to say ...
Concept 6:  Design the Communications: Desired response will require solving three problems. Message Strategy Creative Str...
What to say? How to say? Who to say? Message Strategy  “What to say?” Creative Strategy  “How to say?” Message Source  “Wh...
6. Identify 2 that is not included in the three problems to be solved by the Design Communications?   <ul><li>When to say ...
7. Which is not an example of challenges in developing global communications program   <ul><li>Alcoholic beverages cannot ...
  Multinational companies wrestle with    challenges in developing global    communications program.  http://jankenneth-ob...
Many products are restricted or forbidden in certain parts of the world.   Product Alcoholic beverages cannot be advertise...
7. Which is not an example of challenges in developing global communications program   <ul><li>Alcoholic beverages cannot ...
8. Which is not an example of Communication Channel? <ul><li>Ads in Medical Journal </li></ul><ul><li>Direct Mail </li></u...
Concept 8:  Select Communication Channels: Situation in Pharmaceutical Industry   94,000 Sales Reps Only  40%  of sales ca...
Pharmaceutical companies turned to other Communication Channels such as:   1)  Ads in medical  Journal 2) direct mail 3) f...
8. Which is not an example of Communication Channel? <ul><li>Ads in Medical Journal </li></ul><ul><li>Direct Mail </li></u...
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Prom...
Sales Promotion:   -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
Sales Promotion: Tools used to draw a stronger  and quicker buyer response.   -Coupons -Contests -Premiums http://jankenne...
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Prom...
10. Integrating various marketing method to achieve one goal  . <ul><li>Product Launching Campaign </li></ul><ul><li>Consu...
Concept 10: Multiple – Stage Communication Campaign New Campaign  about a  new product Paid AD with A response mechanism D...
10. Integrating various marketing method to achieve one goal  . <ul><li>Product Launching Campaign </li></ul><ul><li>Consu...
TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, ...
Upcoming SlideShare
Loading in...5
×

Jan kennethobartop 10 questions

174

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
174
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Jan kennethobartop 10 questions

  1. 1. TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com
  2. 2. 1. This is the part of the receiver’s response that the receiver communicates back to the sender? <ul><li>Reply </li></ul><ul><li>Response </li></ul><ul><li>Feedback </li></ul><ul><li>Reaction </li></ul><ul><li>Comment </li></ul>http://jankenneth-obar.blogspot.com
  3. 3. 8 Elements of the Communication Process http://jankenneth-obar.blogspot.com
  4. 4. Feedback: The part of receiver’s response that the receiver communicates back to the sender http://jankenneth-obar.blogspot.com
  5. 5. 1. This is the part of the receiver’s response that the receiver communicates back to the sender? <ul><li>Reply </li></ul><ul><li>Response </li></ul><ul><li>Feedback </li></ul><ul><li>Reaction </li></ul><ul><li>Comment </li></ul>http://jankenneth-obar.blogspot.com
  6. 6. 2. Marketing Tool that is well suited to highly targeted marketing efforts <ul><li>Public relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul>http://jankenneth-obar.blogspot.com
  7. 7. Marketing Communication Mix http://jankenneth-obar.blogspot.com
  8. 8. Direct Marketing –Characteristics: Nonpublic, Immediate, Customized; well suited for highly targeted marketing efforts. Examples: -Telemarketing -Direct Mail -Online http://jankenneth-obar.blogspot.com
  9. 9. 2. Marketing Tool that is well suited to highly targeted marketing efforts <ul><li>Public relations </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul>http://jankenneth-obar.blogspot.com
  10. 10. 3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage. <ul><li>Liking </li></ul><ul><li>Preference </li></ul><ul><li>Convictive </li></ul><ul><li>Agreement </li></ul><ul><li>Behavior </li></ul>http://jankenneth-obar.blogspot.com
  11. 11. Consumer Response Model: Buyers passes through 3 stages in order. http://jankenneth-obar.blogspot.com
  12. 12. Aims to lead consumers to make the final step. Examples: -Discounts -Premiums -Samples http://jankenneth-obar.blogspot.com
  13. 13. 3. The 3 stages of Consumer Response Model are Cognitive Stage, Affective Stage and ____________ Stage. <ul><li>Liking </li></ul><ul><li>Preference </li></ul><ul><li>Convictive </li></ul><ul><li>Agreement </li></ul><ul><li>Behavior </li></ul>http://jankenneth-obar.blogspot.com
  14. 14. 4. The First Step in the 8 Steps in developing Effective Communication <ul><li>Product awareness </li></ul><ul><li>Determine Objectives </li></ul><ul><li>Identify Target Audience </li></ul><ul><li>Establish Budget </li></ul><ul><li>Initial survey </li></ul>http://jankenneth-obar.blogspot.com
  15. 15. 8 Steps in Developing effective Communication http://jankenneth-obar.blogspot.com
  16. 16. Start with a clear target audience in mind. Examples: Potential Buyers, Current Users, Deciders, Influencersc http://jankenneth-obar.blogspot.com
  17. 17. 4. The First Step in the 8 Steps in developing Effective Communication <ul><li>Product awareness </li></ul><ul><li>Determine Objectives </li></ul><ul><li>Identify Target Audience </li></ul><ul><li>Establish Budget </li></ul><ul><li>Initial survey </li></ul>http://jankenneth-obar.blogspot.com
  18. 18. 5. Which is not an example of a category need communication <ul><li>Electric cars </li></ul><ul><li>Electronic cigarette to help quit smoking </li></ul><ul><li>Promoting condom use to aid population control </li></ul><ul><li>Apple I-touch as personal all around media device </li></ul><ul><li>GPS device </li></ul>http://jankenneth-obar.blogspot.com
  19. 19. Determine Communication Objectives: http://jankenneth-obar.blogspot.com
  20. 20. Establishing a product or service category as necessary: Examples: -Electric Cars -Electric Cigarette Note: Less focused on the brand but to the entire category. http://jankenneth-obar.blogspot.com
  21. 21. 5. Which is not an example of a category need communication <ul><li>Electric cars </li></ul><ul><li>Electronic cigarette to help quit smoking </li></ul><ul><li>Promoting condom use to aid population control </li></ul><ul><li>Apple I-touch as personal all around media device </li></ul><ul><li>GPS device </li></ul>http://jankenneth-obar.blogspot.com
  22. 22. 6. Identify 2 that is not included in the three problems to be solved by the Design Communications? <ul><li>When to say the message? </li></ul><ul><li>Where to say the message? </li></ul><ul><li>What to say in the message? </li></ul><ul><li>Who to say the message? </li></ul><ul><li>How to say the message? </li></ul>http://jankenneth-obar.blogspot.com
  23. 23. Concept 6: Design the Communications: Desired response will require solving three problems. Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
  24. 24. What to say? How to say? Who to say? Message Strategy “What to say?” Creative Strategy “How to say?” Message Source “Who to say?” http://jankenneth-obar.blogspot.com
  25. 25. 6. Identify 2 that is not included in the three problems to be solved by the Design Communications? <ul><li>When to say the message? </li></ul><ul><li>Where to say the message? </li></ul><ul><li>What to say in the message? </li></ul><ul><li>Who to say the message? </li></ul><ul><li>How to say the message? </li></ul>http://jankenneth-obar.blogspot.com
  26. 26. 7. Which is not an example of challenges in developing global communications program <ul><li>Alcoholic beverages cannot be advertised or sold in Muslim countries. </li></ul><ul><li>In some countries no Ads may be directed at children under 12 </li></ul><ul><li>Comparative ads are common in some countries but is illegal in other countries. </li></ul><ul><li>Water is more expensive than oil in the middle eastern countries. </li></ul><ul><li>Restrictions to tobacco products in most countries </li></ul>http://jankenneth-obar.blogspot.com
  27. 27. Multinational companies wrestle with challenges in developing global communications program. http://jankenneth-obar.blogspot.com
  28. 28. Many products are restricted or forbidden in certain parts of the world. Product Alcoholic beverages cannot be advertised or sold in Muslim countries. Tobacco Products restrictions Market Segment In some countries (Norway and sweden) no ads can be directed at children under 12. Style Comparative ads are common in Us and Brazil and India.l http://jankenneth-obar.blogspot.com
  29. 29. 7. Which is not an example of challenges in developing global communications program <ul><li>Alcoholic beverages cannot be advertised or sold in Muslim countries. </li></ul><ul><li>In some countries no Ads may be directed at children under 12 </li></ul><ul><li>Comparative ads are common in some countries but is illegal in other countries. </li></ul><ul><li>Water is more expensive than oil in the middle eastern countries. </li></ul><ul><li>Restrictions to tobacco products in most countries </li></ul>http://jankenneth-obar.blogspot.com
  30. 30. 8. Which is not an example of Communication Channel? <ul><li>Ads in Medical Journal </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Free Samples </li></ul><ul><li>Premium Items </li></ul>http://jankenneth-obar.blogspot.com
  31. 31. Concept 8: Select Communication Channels: Situation in Pharmaceutical Industry 94,000 Sales Reps Only 40% of sales calls lead to seeing the Doctor A Med Sales Rep only get 2 minutes of Doctors Time http://jankenneth-obar.blogspot.com
  32. 32. Pharmaceutical companies turned to other Communication Channels such as: 1) Ads in medical Journal 2) direct mail 3) free samples 4) telemarketing 5) Sponsored conferences - http://jankenneth-obar.blogspot.com
  33. 33. 8. Which is not an example of Communication Channel? <ul><li>Ads in Medical Journal </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing. </li></ul><ul><li>Free Samples </li></ul><ul><li>Premium Items </li></ul>http://jankenneth-obar.blogspot.com
  34. 34. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Promotions </li></ul><ul><li>Free Samples </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Sponsored events </li></ul><ul><li>Direct Selling </li></ul>http://jankenneth-obar.blogspot.com
  35. 35. Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
  36. 36. Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
  37. 37. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Promotions </li></ul><ul><li>Free Samples </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Sponsored events </li></ul><ul><li>Direct Selling </li></ul>http://jankenneth-obar.blogspot.com
  38. 38. 10. Integrating various marketing method to achieve one goal . <ul><li>Product Launching Campaign </li></ul><ul><li>Consumer Event </li></ul><ul><li>Multiple Stage Communication Campaign </li></ul><ul><li>All media simultaneous Marketing </li></ul><ul><li>Brand Management </li></ul>http://jankenneth-obar.blogspot.com
  39. 39. Concept 10: Multiple – Stage Communication Campaign New Campaign about a new product Paid AD with A response mechanism Direct Mail Outbound Telemarketing Face to Face Sales call Ongoing Communication http://jankenneth-obar.blogspot.com
  40. 40. 10. Integrating various marketing method to achieve one goal . <ul><li>Product Launching Campaign </li></ul><ul><li>Consumer Event </li></ul><ul><li>Multiple Stage Communication Campaign </li></ul><ul><li>All media simultaneous Marketing </li></ul><ul><li>Brand Management </li></ul>http://jankenneth-obar.blogspot.com
  41. 41. TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×