MARKETING COMMUNICATION

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Chapter 5

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MARKETING COMMUNICATION

  1. 1. A process by which information is exchanged between individualsthrough a common system of symbols, signs, or behavior; also :exchange of information
  2. 2. Marketing Communication is a process by which product informationis transmitted to the target audience PRODUCT INFORMATION TARGET AUDIENCE
  3. 3. PRODUCT PLACE Product Different types of distributioncharacteristics, options, assortm channels, density of the distributionent, brand system, trade relation mix (policy ofname, packaging, quantity, facto margins, terms of delivery, etc),ry guarantee merchandising advicePRICE PROMOTIONList price, usual terms ofpayment, usual discounts, Advertisingterms of credit, long-term Sales promotionsaving campaigns Personal selling PR
  4. 4. REMAINDINGINFORMING •Product•Product Launch Sales Growth phasephase •Competitive•Explanations of positioningProduct’s TARGETfeatures & benefits AUDIENCE PURSUADING •Product Maturity phase •Applies to consumers’ memory (brand specific)
  5. 5. PR Advertising Event Marketing Sponsorship Product placementMerchandising Communication New Program Media Internet POS materials Mobile Sales Communications Promotions
  6. 6. ContentDesign Structure
  7. 7. Personal Nonpersonal ChannelsChannelsWord of Mouth Personal Selling Print Broadcast Media Media
  8. 8. Different WorldsSender ReceiverExperience Experience Moderate Commonality Receiver Sender Experience Experience High Commonality Receiver Receiver Experience Sender Experience Experience
  9. 9. Select an appropriate sourceDevelop a properly encoded messageSelect appropriate channel for target audienceReceive feedback
  10. 10. Mass Markets and Audience Market Segments Niche Markets Individual & Group Audiences
  11. 11. Topical Involvement High Low Learning Low involvement model model High Cognitive Cognitive AffectivePerceived product Conativedifferentiation Dissonance/ Conative attribution model Low Conative Affective Affective Cognitive
  12. 12. Thinking FeelingInvolvement 1 2 Informative Affective The Thinker The FeelerHigh 3 4Involvement Habit Self- Formation SatisfactionLow The Doer The Reactor
  13. 13. • Ad options based on the FCB grid • Rational versus emotional appeals • Increasing involvement levels • Evaluation of a think-type product on the basis of feelings
  14. 14. Product/Message ThoughtsCounterarguments Support arguments Source-Oriented ThoughtsSource derogation Source bolstering Ad Execution ThoughtsThoughts about Affect attitudethe ad itself toward the ad
  15. 15. Focuses on the way consumers respond to persuasivemessages, based on the amount and nature of elaborationor processing of information Routes to Attitude ChangeCentral route – Peripheral route –ability and ability and motivationmotivation to to process a message isprocess a message is low; receiver focuseshigh and close more on peripheralattention is paid to cues than on messagemessage content content

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