This presentation briefly describes the marketing communications and customer response to those communications. It also discusses the marketing strategies which enhances the customer response.

1. Market Communications and Customer Response
MARKETING
COMMUNICATIONS
AND CUSTOMER
RESPONSE
Javaria Shoaib

2. Agenda
 Introduction
 Objectives
 Communication Media Channel
 Customer Response Effect
 Effective Market Communication
 Advertising Elasticity
 Main Promotion Strategy
 Summary
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3. Introduction
the messages and media that marketers use to
communicate with target markets
Examples:
traditional advertising, direct marketing, social
marketing, presentations and sponsorships.​
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Response
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4. Objectives
Business may seek different kinds of response from
customer
Communication objectives can be classified in:
Brand Image
Brand Information
Brand Action Communication
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Response
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5. Brand Image
Communication
Seek to establish first and foremost brand
awareness
Create an emotional connection between
brand and target customer
Can be distinguished by the limited amount
of message content included
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6. Brand Information Communication
Inform consumers and facilitate retention
of the ad content
Draw consumer attention to create
interest
This type of ads communicates about
product, where to buy, price, etc
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7. Brand Action
Communication
Persuade consumer to
take a specific action
Might include switching
brands, compare, etc
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8. Communication
media channel
• Digital
• Printed
• Electronic
• Outdoor
• Promotional

9. Customer Response Effect
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Exposure
Awareness
Comprehension
Intention
Action

10. Low level of Customer Response
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• Deficient Exposure
Poor media selection
Limited media exposure
• Low levels of awareness
Ineffective ad content
Insufficient message frequency
• Weak value proposition
no intention to buy

11. Effective Market
Communications
• Level of awareness
• Proper media selection
• Good Message Frequency
• Appropriate ad copy
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Customer Response
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12. Measures customer response to
the advertisement
Calculate the change in sales
Divide by change in advertising
expense
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Advertising
Elasticity

13. Main Promotion Strategies
Push Strategy
• Directed at channel intermediators
• To motivate channel member to
carry a product or brand making it
more available to customer
• Results in wider availability, fewer
stock-outs, and shelf space
Pull Strategy
• Directed at customers
• To build awareness, attraction
and purchase intention
• Results in customer “pull” the
product through channel
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Customer Response
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14. Summary
• Effective market communications should be built
• To be effective, generate awareness,
comprehension, and interest
• Marketing communication strategy must reach
target consumers
• Push and Pull both strategies are needed to build
market share
• Customer response index, advertising elasticity,
and promotional price elasticity estimate
consumer’s response
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Customer Response
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15. THANK YOU
By: Javaria Shoaib
Marketing Communications and Customer
Response
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