Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Jankennethobar assignment3

1,106 views

Published on

  • Be the first to comment

  • Be the first to like this

Jankennethobar assignment3

  1. 1. TOP 10 Learning Concepts Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 7, 2011 http://jankenneth-obar.blogspot.com
  2. 2. Outline: <ul><li>8 Elements of Communication </li></ul><ul><li>Marketing Communication Mix </li></ul><ul><li>Consumer Response Model </li></ul><ul><li>Developing Effective Communication </li></ul><ul><li>Determine Communication Objective </li></ul>http://jankenneth-obar.blogspot.com
  3. 3. Outline: 6) Communication Design 7) Global Adaptation 8) Select Communication Channel 9) Sales Promo 10) Coordinating Media http://jankenneth-obar.blogspot.com
  4. 4. Concept 1: 8 Elements of the Communication Process http://jankenneth-obar.blogspot.com Media Sender Encoding Message Decoding Receiver Response Feedback Noise From Philip Kotler’s, Marketing Management 13th edition
  5. 5. Concept 1: Companies needs to communicate with customers http://jankenneth-obar.blogspot.com Media Sender Encoding Message Decoding Receiver Response Feedback Noise From Philip Kotler’s, Marketing Management 13th edition
  6. 6. Concept 1: Companies needs the right media and message http://jankenneth-obar.blogspot.com Media Sender Encoding Message Decoding Receiver Response Feedback Noise From Philip Kotler’s, Marketing Management 13th edition
  7. 7. Concept 1: Competitive clutter is the noise that interferes with your message http://jankenneth-obar.blogspot.com Media Sender Encoding Message Decoding Receiver Response Feedback Noise From Philip Kotler’s, Marketing Management 13th edition
  8. 8. Concept 1: If customers believe your message they buy your product or service http://jankenneth-obar.blogspot.com Media Sender Encoding Message Decoding Receiver Response Feedback Noise From Philip Kotler’s, Marketing Management 13th edition
  9. 9. Concept 1: Customer Satisfaction or delight can be measured informally of formally http://jankenneth-obar.blogspot.com Media Sender Encoding Message Decoding Receiver Response Feedback Noise From Philip Kotler’s, Marketing Management 13th edition
  10. 10. Concept 2: Marketing Communication Mix, 4 Modes of Mass Communication: MASS 1) Advertising 2) Sales Promotion 3) Events and Experiences 4) Public Relations/Publicity
  11. 11. Concept 2: Marketing Communication Mix, 4 Modes of Personal Communication: Personal 1) Direct Marketing 2) Interactive Marketing 3) Word of Mouth 4) Personal Selling
  12. 12. Concept 2: For effective communication: MIX and Match the 8 Communication Modes Personal 1) Direct Marketing 2) Interactive Marketing 3) Word of Mouth 4) Personal Selling MASS 1) Advertising 2) Sales Promotion 3) Events and Experiences 4) Public Relations/Publicity
  13. 13. Concept 3: Consumer Response Model: Buyers Passes through 3 stages in order. Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) From Philip Kotler’s, Marketing Management 13th edition
  14. 14. Concept 3: Consumer Response Model: If the target audience is unaware of the object, 1 st task is to build awareness Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) Awareness From Philip Kotler’s, Marketing Management 13th edition
  15. 15. Concept 3: Consumer Response Model: Target audience may have brand awareness but not know much more. Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2) Knowledge From Philip Kotler’s, Marketing Management 13th edition
  16. 16. Concept 3: If target audience knows the brand, how do they feel about it? Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2) Knowledge 3) Liking From Philip Kotler’s, Marketing Management 13th edition
  17. 17. Concept 3: They might like it, but do they prefer it over others? Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2) Knowledge 3) Liking 4) Preference From Philip Kotler’s, Marketing Management 13th edition
  18. 18. Concept 3: Develop a conviction about buying the product. Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2) Knowledge 3) Liking 4) Preference 5) Conviction From Philip Kotler’s, Marketing Management 13th edition
  19. 19. Concept 3: Lead these consumers to make the final step. (offer at a low price, premiums, sample) Cognitive Stage (learn) Affective Stage (feel) Behavior Stage (do) 1) Awareness 2) Knowledge 3) Liking 4) Preference 5) Conviction 6) Purchase From Philip Kotler’s, Marketing Management 13th edition
  20. 20. Concept 4: 8 Steps in Developing Effective Communication Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Marketing Communication From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
  21. 21. Concept 4: Start with a clear target audience in mind. Identify Target Audience <ul><li>- Potential Buyers of the Product </li></ul><ul><li>Current Users </li></ul><ul><li>Deciders </li></ul><ul><li>Influencers </li></ul><ul><li>Groups </li></ul><ul><li>General Public </li></ul>http://jankenneth-obar.blogspot.com
  22. 22. Concept 4: The most effective communications often can achieve multiple objectives Identify Target Audience Determine Objectives <ul><li>4 Possible Objectives </li></ul><ul><li>- Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul>http://jankenneth-obar.blogspot.com
  23. 23. Concept 4: Formulating the communications to achieve the desired response. Identify Target Audience Determine Objectives Design Communication http://jankenneth-obar.blogspot.com
  24. 24. Concept 4: Selecting efficient means to carry the message becomes more difficult as channels of communication become more fragmented. Identify Target Audience Determine Objectives Design Communication Select Channels http://jankenneth-obar.blogspot.com
  25. 25. Concept 4: One of the most difficult decisions is determining how much to spend on marketing communication and promotion. Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget http://jankenneth-obar.blogspot.com
  26. 26. Concept 4: Each communication tool has its own uniqe characteristic and costs. Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix http://jankenneth-obar.blogspot.com
  27. 27. Concept 4: Senior managers wants to know the outcomes and revenues resulting from their communication investments. Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results http://jankenneth-obar.blogspot.com
  28. 28. Concept 4: Evaluates the strategic roles of a variety of communication disciplines. Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Marketing Communication http://jankenneth-obar.blogspot.com
  29. 29. Concept 5: Determine Communication Objective: Four Possible Objectives Determine Objectives <ul><li>Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul>http://jankenneth-obar.blogspot.com
  30. 30. Concept 5: Establishing a product or service category as necessary: Ex: Electric Cars Determine Objectives <ul><li>Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul>http://jankenneth-obar.blogspot.com
  31. 31. Concept 5: Ability to recognize or recall the brand within the category. Determine Objectives <ul><li>Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul>http://jankenneth-obar.blogspot.com
  32. 32. Concept 5: Brand perceived ability to meet a currently relevant need. Determine Objectives <ul><li>Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul>http://jankenneth-obar.blogspot.com
  33. 33. Concept 5: Self-instruction to purchase the brand or to take purchase related action. Determine Objectives <ul><li>Category Need </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Attitude </li></ul><ul><li>Brand Purchase Intention </li></ul>http://jankenneth-obar.blogspot.com
  34. 34. Concept 6: Design the Communications: Desired response will require solving three problems. Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
  35. 35. Concept 6: What to say? Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
  36. 36. Concept 6: How you say it? Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
  37. 37. Concept 6: Who to say it? Message Strategy Creative Strategy Message Source Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
  38. 38. Concept 7: Global Adaptations: Multinational companies wrestle with challenges in developing global communications program. http://jankenneth-obar.blogspot.com
  39. 39. Concept 7: Many products are restricted or forbidden in certain parts of the world. Product Alcoholic beverages cannot be advertised or sold in Muslim countires. http://jankenneth-obar.blogspot.com
  40. 40. Concept 7: In some countries (Norway and Sweden for ex.) no ads may be directed at children under 12. Market Segment To play it safe, Mcdonald's Marketed itself as a family restaurant in Sweden. http://jankenneth-obar.blogspot.com
  41. 41. Concept 7: Comparative ads are common in US and Canada but is illegal in Japan, Brazil and India. Style http://jankenneth-obar.blogspot.com
  42. 42. Concept 7: Companies are attempting to build a global brand image by using the same advertising in all markets. Local or Global http://jankenneth-obar.blogspot.com
  43. 43. 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
  44. 44. Concept 8: 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
  45. 45. Concept 9: Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
  46. 46. 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
  47. 47. Summary: <ul><li>8 Elements of Communication </li></ul><ul><li>Marketing Communication Mix </li></ul><ul><li>Consumer Response Model </li></ul><ul><li>Developing Effective Communication </li></ul><ul><li>Determine Communication Objective </li></ul>http://jankenneth-obar.blogspot.com
  48. 48. Summary: 6) Communication Design 7) Global Adaptation 8) Select Communication Channel 9) Sales Promo 10) Coordinating Media http://jankenneth-obar.blogspot.com

×