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Chapter 12 <ul><li>Module 1 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Old and New Media:   From One-to-Many to Many-to-Many   Chapter Twelve
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
 
Chapter Objectives <ul><li>Understand the communication process and the traditional promotion mix </li></ul><ul><li>Unders...
The Traditional Communication Model: One-to-Many <ul><li>Promotion:  The coordination of marketing communication efforts t...
The Traditional Communication Model: One-to-Many <ul><li>Integrated marketing communication (IMC):  Process that marketers...
Figure 12.1 Three Models of Marketing Communication 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Figure 12.2 Communication Model 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Marketing Sources 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Marketers often choose celebrity endorse...
Marketing Message 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. This Italian candy ad vividly communicat...
Figure 12.2 Communication Model 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Decoding 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. For effective decoding to occur, the source and t...
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. As you were going through your day you were exposed to man...
<ul><li>End Module 1 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Chapter 12 <ul><li>Module 2 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Figure 12.2 Communication Model 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Figure 12.3 Control Continuum 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. The promotion mix includes t...
Table 12.1 A Comparison of Elements of the Traditional Promotional Mix 12- © 2012 Pearson Education, Inc. publishing as Pr...
Mass Communication <ul><li>Advertising:  Nonpersonal communication from an identified sponsor using mass media </li></ul><...
Mass Communication <ul><li>Sales promotion:  Contests, coupons, and other incentives designed to build interest or encoura...
Mass Communication <ul><li>Public relations:  Communication activities that create or maintain a positive image of a firm ...
Personal Communication  <ul><li>Personal selling:  Direct interaction between a company representative and a customer </li...
The Updated Communication Model:  Many-to-Many <ul><li>Groundswell A social trend in which people use technology to get th...
Buzz Marketing  <ul><li>Buzz: </li></ul><ul><ul><li>Word-of-mouth communication that customers view as authentic </li></ul...
Buzz Marketing  <ul><li>Viral marketing: </li></ul><ul><ul><li>Marketing activities that aim to increase brand awareness o...
<ul><li>End Module 2 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Chapter 12 <ul><li>Module 3 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Figure 12.4 Steps to Develop the Promotional Plan 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Figure 12.5 The Hierarchy of Effects 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Hierarchy of Effects 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. The ad at left seeks to create awaren...
Promotional Planning <ul><li>Step 3: Determine and allocate the marketing communication budget </li></ul><ul><ul><li>Deter...
<ul><li>Step 3: Determine and allocate the marketing communication budget  </li></ul><ul><ul><li>Decide on a push or pull ...
Promotional Planning <ul><li>Step 4: Design the promotion mix </li></ul><ul><ul><li>Involves determining the: </li></ul></...
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Using the AIDA Model This ad uses a unique image to grab t...
Promotional Planning <ul><li>Step 5: Evaluate the effectiveness of the communication program </li></ul>12- © 2012 Pearson ...
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. End Chapter 12
12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. All rights reserved. No part of this publication may be re...
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Chapter 12 - Old & New Media

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Chapter 12 - Old & New Media

  1. 1. Chapter 12 <ul><li>Module 1 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  2. 2. Old and New Media: From One-to-Many to Many-to-Many Chapter Twelve
  3. 3. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  4. 5. Chapter Objectives <ul><li>Understand the communication process and the traditional promotion mix </li></ul><ul><li>Understand how marketers communicate using the communication model </li></ul><ul><li>Describe the steps in traditional and multichannel promotional planning </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  5. 6. The Traditional Communication Model: One-to-Many <ul><li>Promotion: The coordination of marketing communication efforts to influence attitudes or behavior </li></ul><ul><li>Marketing communications purpose: </li></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><li>Remind </li></ul></ul><ul><ul><li>Persuade </li></ul></ul><ul><ul><li>Build relationships </li></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  6. 7. The Traditional Communication Model: One-to-Many <ul><li>Integrated marketing communication (IMC): Process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. See the ad gallery at Beach ’ n Billboard
  7. 8. Figure 12.1 Three Models of Marketing Communication 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  8. 9. Figure 12.2 Communication Model 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  9. 10. Marketing Sources 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Marketers often choose celebrity endorsers as sources to make their messages more believable or their products more attractive to the buyers Q Scores can be helpful in selecting the right endorser Visit QScores.com
  10. 11. Marketing Message 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. This Italian candy ad vividly communicates the product ’s caffeine content through the choice of nonverbal stimuli – in this case, the wide-eyed, wired rabbit.
  11. 12. Figure 12.2 Communication Model 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  12. 13. Decoding 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. For effective decoding to occur, the source and the receiver must share a mutual frame of reference. In this ad, the receiver needs to understand the meaning of the “white flag” in order for the message to make sense
  13. 14. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. As you were going through your day you were exposed to many forms of marketing communication. However, noise probably interfered with most of the exposures. List five different instances where noise interrupted your ability to decode a message. Explain what, if anything, a marketer could have done to help limit some of the noise. These can be good discussion points. Pause…
  14. 15. <ul><li>End Module 1 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  15. 16. Chapter 12 <ul><li>Module 2 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  16. 17. Figure 12.2 Communication Model 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  17. 18. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  18. 19. Figure 12.3 Control Continuum 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. The promotion mix includes the major communication elements that the marketer controls
  19. 20. Table 12.1 A Comparison of Elements of the Traditional Promotional Mix 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  20. 21. Mass Communication <ul><li>Advertising: Nonpersonal communication from an identified sponsor using mass media </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><li>Disadvantages </li></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  21. 22. Mass Communication <ul><li>Sales promotion: Contests, coupons, and other incentives designed to build interest or encourage product purchase during a specified period </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><li>Disadvantages </li></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Visit Coupons.com
  22. 23. Mass Communication <ul><li>Public relations: Communication activities that create or maintain a positive image of a firm and its products </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><li>Disadvantages </li></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Visit Businesswire.com
  23. 24. Personal Communication <ul><li>Personal selling: Direct interaction between a company representative and a customer </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><li>Direct marketing: Efforts to gain a direct response from individual consumers </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><li>Disadvantages </li></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  24. 25. The Updated Communication Model: Many-to-Many <ul><li>Groundswell A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions such as corporations </li></ul><ul><li>The many-to-many communication model relies on consumers talking to one another </li></ul><ul><li>Buzz marketing is key </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  25. 26. Buzz Marketing <ul><li>Buzz: </li></ul><ul><ul><li>Word-of-mouth communication that customers view as authentic </li></ul></ul><ul><li>Buzz activities have many names </li></ul><ul><li>Technology has magnified the importance of buzz </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Word-of-mouth-marketing association
  26. 27. Buzz Marketing <ul><li>Viral marketing: </li></ul><ul><ul><li>Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers </li></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. SubservientChicken.com
  27. 28. <ul><li>End Module 2 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  28. 29. Chapter 12 <ul><li>Module 3 </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  29. 30. Figure 12.4 Steps to Develop the Promotional Plan 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  30. 31. Figure 12.5 The Hierarchy of Effects 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  31. 32. Hierarchy of Effects 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. The ad at left seeks to create awareness while the ad at right attempts to build brand loyalty. Are the ads successful at accomplishing the stated goals?
  32. 33. Promotional Planning <ul><li>Step 3: Determine and allocate the marketing communication budget </li></ul><ul><ul><li>Determine the total promotion budget via one of the following: </li></ul></ul><ul><ul><ul><li>Top-down budgeting techniques </li></ul></ul></ul><ul><ul><ul><li>Bottom-up budgeting techniques </li></ul></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  33. 34. <ul><li>Step 3: Determine and allocate the marketing communication budget </li></ul><ul><ul><li>Decide on a push or pull strategy </li></ul></ul><ul><ul><ul><li>Push strategy </li></ul></ul></ul><ul><ul><ul><li>Pull strategy </li></ul></ul></ul><ul><ul><li>Allocate spending to specific promotion activities </li></ul></ul>Promotional Planning 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  34. 35. Promotional Planning <ul><li>Step 4: Design the promotion mix </li></ul><ul><ul><li>Involves determining the: </li></ul></ul><ul><ul><ul><li>Specific promotional tools to be used </li></ul></ul></ul><ul><ul><ul><li>Message to be communicated </li></ul></ul></ul><ul><ul><ul><li>Communication channel </li></ul></ul></ul><ul><ul><li>Message communication goals: </li></ul></ul><ul><ul><ul><li>Attention, interest, desire, and action (AIDA model) </li></ul></ul></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  35. 36. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  36. 37. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. Using the AIDA Model This ad uses a unique image to grab the consumer ’s attention If an ad without copy is to be effective, the brand name and attributes of the product must be well-known Would this ad work well in the United States as shown? This Gastro advertisement by Callegari Berville Grey, a Paris, France based ad agency, vividly shows the urgency of needing relief from acid indigestion. Such a creative ad would give any brand great recognition because it effectively materializes the efficacy of the product.
  37. 38. Promotional Planning <ul><li>Step 5: Evaluate the effectiveness of the communication program </li></ul>12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
  38. 39. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. End Chapter 12
  39. 40. 12- © 2012 Pearson Education, Inc. publishing as Prentice-Hall. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America

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