16-2 (how do marketing communications work)
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The document discusses the fundamental elements of effective communication including the key parties (sender and receiver), tools (message and media), functions (encoding, decoding, response, feedback), and competing random messages that can interfere. It also covers understanding the target audience, their expected responses, and ensuring overlap between the sender and receiver's field of experience. The document outlines several stage models of communication including the cognitive, affective, and behavior stages; the hierarchy-of-effects model moving from awareness to purchase; and the innovation-adoption model moving from awareness to adoption. It discusses different learn-feel-do sequences that can apply depending on audience involvement and product differentiation.
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How do marketing communications work?
The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.
How do marketing communications work?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Ch16 developing effective marketing communications
The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.
Communication
This document discusses developing an integrated marketing communications strategy. It covers the communications process, developing effective communications, deciding on the marketing communications mix, and managing the integrated strategy. The communications mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Developing the strategy involves identifying the target audience, determining communication objectives, designing effective messages, selecting communication channels, establishing a budget, and deciding on the optimal communications mix. It also discusses measuring results and managing the integrated process over time.
How do marketing communications work
Marketing communications work through models that describe the communication process between senders and receivers. The macro model outlines key factors like the sender, receiver, message, media, encoding, decoding, feedback, and potential interference. Micro models examine consumer responses in cognitive, affective, and behavior stages, like the AIDA, hierarchy-of-effects, and innovation-adoption models. Effective communication requires understanding the audience and their expected responses to tailor the message.
How do marketing communications work?
The document discusses different models for understanding the integrated marketing communication process, including the macro model of communication process, micro model of communication process, and micro model of consumer responses. It also examines the hierarchy of effects model and its three sequences - learn-feel-do, learn-do-feel, and feel-do-learn - for understanding how marketing communications can influence consumer responses at different stages.
What are the major steps in developing effective communication
The major steps in developing effective communication are:
1. Identify the target audience and their characteristics.
2. Determine the communication objectives such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Design the communication strategy by formulating appealing messages aligned with the brand positioning, developing creative strategies to convey product benefits or image, and selecting appropriate message sources.
4. Select the appropriate communication channels to deliver the messages, which may include personal channels like salespeople or advocates, expert channels, social channels, and non-personal channels like advertising.
5. Establish the total marketing communication budget using methods like allocating a percentage of sales, matching competitors' spending, or bas
How do marketing communications work
There are two main models for understanding marketing communications: the macromodel and micromodel. The macromodel outlines nine key factors including senders, receivers, messages, media, encoding, decoding, response, feedback, and noise. The micromodel examines consumer responses using models like AIDA (attention, interest, desire, action), hierarchy-of-effects, innovation-adoption, and communications. These models help ensure marketing messages reach the right consumers at the right time and place and motivate purchase.
Recommended
How do marketing communications work?
The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.
How do marketing communications work?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Ch16 developing effective marketing communications
The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.
Communication
This document discusses developing an integrated marketing communications strategy. It covers the communications process, developing effective communications, deciding on the marketing communications mix, and managing the integrated strategy. The communications mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Developing the strategy involves identifying the target audience, determining communication objectives, designing effective messages, selecting communication channels, establishing a budget, and deciding on the optimal communications mix. It also discusses measuring results and managing the integrated process over time.
How do marketing communications work
Marketing communications work through models that describe the communication process between senders and receivers. The macro model outlines key factors like the sender, receiver, message, media, encoding, decoding, feedback, and potential interference. Micro models examine consumer responses in cognitive, affective, and behavior stages, like the AIDA, hierarchy-of-effects, and innovation-adoption models. Effective communication requires understanding the audience and their expected responses to tailor the message.
How do marketing communications work?
The document discusses different models for understanding the integrated marketing communication process, including the macro model of communication process, micro model of communication process, and micro model of consumer responses. It also examines the hierarchy of effects model and its three sequences - learn-feel-do, learn-do-feel, and feel-do-learn - for understanding how marketing communications can influence consumer responses at different stages.
What are the major steps in developing effective communication
The major steps in developing effective communication are:
1. Identify the target audience and their characteristics.
2. Determine the communication objectives such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Design the communication strategy by formulating appealing messages aligned with the brand positioning, developing creative strategies to convey product benefits or image, and selecting appropriate message sources.
4. Select the appropriate communication channels to deliver the messages, which may include personal channels like salespeople or advocates, expert channels, social channels, and non-personal channels like advertising.
5. Establish the total marketing communication budget using methods like allocating a percentage of sales, matching competitors' spending, or bas
How do marketing communications work
There are two main models for understanding marketing communications: the macromodel and micromodel. The macromodel outlines nine key factors including senders, receivers, messages, media, encoding, decoding, response, feedback, and noise. The micromodel examines consumer responses using models like AIDA (attention, interest, desire, action), hierarchy-of-effects, innovation-adoption, and communications. These models help ensure marketing messages reach the right consumers at the right time and place and motivate purchase.
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This document outlines steps for developing effective communications, including:
1. Identifying the target audience, such as potential buyers, current users, or influencers.
2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Designing the communication by developing message and creative strategies and selecting an appropriate message source.
4. Choosing communication channels, which can be personal like advocates or non-personal like advertising.
5. Establishing the total marketing communications budget using methods like the affordable, percentage-of-sales, competitive-parity, or objective and task approaches.
What are the major steps in developing effective communication?
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
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The document outlines 10 key concepts related to marketing communications. It discusses how marketing communications helps build relationships with customers and introduces the 8 modes of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also summarizes the communication process, outlining elements like the sender, message, media, and receiver. Additionally, it provides an overview of the 8 steps for effective communications, which involve identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results.
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The document outlines major steps for developing an effective marketing communication plan, including determining the target audience and their needs, formulating messaging strategies around brand awareness, attitude, and purchase intention, and designing creative and message strategies. It also discusses selecting efficient and affordable media to coordinate an integrated marketing communication plan.
What are the major steps in developing effective communications
The major steps in developing effective marketing communication are:
1) Identifying the target audience and determining communication objectives like increasing brand awareness.
2) Designing the communication by determining the message, how to convey it creatively, and the spokesperson.
3) Selecting communication channels like personal interactions, advertising, or public relations.
4) Establishing the total marketing budget based on what the company can afford, a percentage of sales, matching competitors, or through defining objectives and associated costs.
Ch16 developing effective marketing communications
The document outlines 8 steps in developing effective marketing communications: 1) Identify the target audience, 2) Establish communication objectives like brand awareness or purchase intention, 3) Design the message strategy and creative strategy, 4) Choose between informational or transformational message appeals, 5) Select communication channels like advertising, social media, or events, 6) Integrate channels for maximum effect, 7) Estimate the total communications budget using methods like percentage-of-sales or competitive parity, 8) Consider objectives and tasks to determine the appropriate budget.
What are the major steps in developing effective communications?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Mojor steps in developing effective communication
This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.
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The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
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The document discusses various models and frameworks for understanding communication and advertising, including:
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2) Models for understanding consumer response to advertising, including the elaboration likelihood model and cognitive response model.
3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
The key point is that understanding how consumers process information and how advertising fits into the communication process helps to set objectives and evaluate advertising results more effectively.
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The document discusses the communication mix, which refers to the various modes of communication that companies use to promote their brands and products. There are 7 major modes: advertising, sales promotion, public relations and publicity, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. The communication mix must be carefully allocated based on factors like the type of market, the buyer's readiness stage, and the product life cycle stage. Consumer marketers tend to spend more on advertising and sales promotion, while business marketers focus more on personal selling. Different communication tools are more cost-effective depending on where buyers and products are in their respective life cycles.
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The document discusses the communications mix and how companies should allocate their marketing communications budget across seven major communication modes. It explains that the optimal mix varies depending on whether the target market is business-to-business or consumer, as well as the stage of buyer readiness - from introduction to decline. Interactive and personalized communications like direct marketing and personal selling become more effective at later stages, while advertising and events work best for introducing products and maintaining maturity. The optimal mix also depends on each channel's cost-effectiveness.
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2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
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The document discusses two models that are useful for marketers to understand effective communication: the macro model and the micro model. The macro model emphasizes the key factors in communication such as senders, receivers, messages, media, encoding, decoding, response, feedback, and noise. The micro model focuses on customer responses and follows one of three sequences: learn-feel-do, do-feel-learn, or learn-do-feel depending on a customer's involvement and perceptions of a product category. Understanding these models can help marketers better plan communication campaigns.
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16-3 (what are the major steps in developing effective communications)
This document outlines steps for developing effective communications, including:
1. Identifying the target audience, such as potential buyers, current users, or influencers.
2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Designing the communication by developing message and creative strategies and selecting an appropriate message source.
4. Choosing communication channels, which can be personal like advocates or non-personal like advertising.
5. Establishing the total marketing communications budget using methods like the affordable, percentage-of-sales, competitive-parity, or objective and task approaches.
What are the major steps in developing effective communication?
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
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This presentation is based on integrated marketing communications program, it covers what is an integrated marketing communications program
What is an integrated marketing communications program?
An integrated marketing communications program coordinates various communication tools such as advertising, sales promotions, public relations, direct marketing, and online communications channels to reinforce marketing messages and achieve marketing objectives. By combining personal and non-personal channels, companies can increase their message reach and impact. For example, including web addresses in advertisements allows customers to explore a company's products online. To implement an integrated marketing communications program successfully, companies should acquire promotional agencies, public relations firms, website developers, and direct mail houses that can coordinate both online and offline communications activities.
Chapter 17 Designing and Managing IMC
The document outlines 10 key concepts related to marketing communications. It discusses how marketing communications helps build relationships with customers and introduces the 8 modes of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also summarizes the communication process, outlining elements like the sender, message, media, and receiver. Additionally, it provides an overview of the 8 steps for effective communications, which involve identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results.
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The document outlines major steps for developing an effective marketing communication plan, including determining the target audience and their needs, formulating messaging strategies around brand awareness, attitude, and purchase intention, and designing creative and message strategies. It also discusses selecting efficient and affordable media to coordinate an integrated marketing communication plan.
What are the major steps in developing effective communications
The major steps in developing effective marketing communication are:
1) Identifying the target audience and determining communication objectives like increasing brand awareness.
2) Designing the communication by determining the message, how to convey it creatively, and the spokesperson.
3) Selecting communication channels like personal interactions, advertising, or public relations.
4) Establishing the total marketing budget based on what the company can afford, a percentage of sales, matching competitors, or through defining objectives and associated costs.
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The document outlines 8 steps in developing effective marketing communications: 1) Identify the target audience, 2) Establish communication objectives like brand awareness or purchase intention, 3) Design the message strategy and creative strategy, 4) Choose between informational or transformational message appeals, 5) Select communication channels like advertising, social media, or events, 6) Integrate channels for maximum effect, 7) Estimate the total communications budget using methods like percentage-of-sales or competitive parity, 8) Consider objectives and tasks to determine the appropriate budget.
What are the major steps in developing effective communications?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Mojor steps in developing effective communication
This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.
What is communication mix and how should it be set
The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
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The document discusses various models and frameworks for understanding communication and advertising, including:
1) Communication feedback models that describe the steps in the communication process from sender to receiver.
2) Models for understanding consumer response to advertising, including the elaboration likelihood model and cognitive response model.
3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
The key point is that understanding how consumers process information and how advertising fits into the communication process helps to set objectives and evaluate advertising results more effectively.
Kotler chapter 17: Designing and Managing Integrated Marketing Communication
The document outlines concepts for designing and managing integrated marketing communication. It discusses the role of communication in marketing and models for how communication travels from sender to receiver. It presents steps for developing communication, including identifying targets, objectives, message design, and channels. Finally, it addresses mixing different communication types and managing the integrated marketing communication process.
What is the communication mix, and how should it be set?
The document discusses the communication mix, which refers to the various modes of communication that companies use to promote their brands and products. There are 7 major modes: advertising, sales promotion, public relations and publicity, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. The communication mix must be carefully allocated based on factors like the type of market, the buyer's readiness stage, and the product life cycle stage. Consumer marketers tend to spend more on advertising and sales promotion, while business marketers focus more on personal selling. Different communication tools are more cost-effective depending on where buyers and products are in their respective life cycles.
Advertising research
This document discusses advertising research, which involves systematically gathering and analyzing data on consumer behavior and the effectiveness of advertisements. The objectives of advertising research are to enhance awareness, understand attitudinal patterns, and analyze people's reactions. Methods of advertising research include pre-testing advertisements through focus groups and surveys to diagnose issues, and post-testing through recall, recognition, and inquiry studies to evaluate campaign results. Understanding audience responses helps improve creative strategies and minimize risks.
What is the communications mix, how should it be set
The document discusses the communications mix and how companies should allocate their marketing communications budget across seven major communication modes. It explains that the optimal mix varies depending on whether the target market is business-to-business or consumer, as well as the stage of buyer readiness - from introduction to decline. Interactive and personalized communications like direct marketing and personal selling become more effective at later stages, while advertising and events work best for introducing products and maintaining maturity. The optimal mix also depends on each channel's cost-effectiveness.
Chapter 17 designing and managing integrated marketing communications
The document discusses integrated marketing communications and the marketing communications mix. It begins by outlining the key topics to be covered, including the role of marketing communications, models of the marketing communication process, steps in developing effective communications, characteristics of the communication mix, and integrated marketing communication programs. It then provides more details on each element of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, word-of-mouth marketing, events and experiences, and personal selling. It emphasizes that marketers must consider the advantages and costs of each communication tool and match them to their specific product, market, and stage of the brand when developing an integrated marketing communications strategy.
Advertising and marketing communication
Advertising communication involves any material published or broadcast by an advertiser to promote their products or services to consumers. It can include celebrity endorsements from sports or film, cartoon characters, or company mascots. Successful ads focus on a target audience by eliciting emotions, making them think about the message, and encouraging action like purchasing. Advertising always involves a source, message, communication channel, and receiver, with receivers sometimes becoming sources by spreading information through word of mouth.
Advertising research
This document discusses advertising research. It defines advertising research as the systematic analysis of consumer behavior through data collection and analysis related to advertisement effectiveness. The document outlines different types of advertising research including advertising effectiveness research, advertising media selection research, advertising message research, and product appeal approach. It also discusses the objectives, essentials, methods including pre-testing and post-testing, and benefits of conducting advertising research.
Introduction to integrated marketing communication
This document provides an introduction to integrated marketing communication (IMC). IMC involves strategically coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, direct marketing, and more. The goals of IMC are to create awareness of a brand, facilitate customers' decision making, and increase the likelihood customers will choose that brand. Setting objectives is an important part of IMC planning and involves defining concrete, measurable tasks for a specified time period. Objectives should be realistic and align with the overall marketing goals and messages being delivered to the target audience.
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Health Services MarketingHSA 305Designing And Managing.docx
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
Introduction to marketing communication planning
This document outlines the key steps in developing an effective marketing communication program, including identifying the target audience, determining the desired response from that audience, designing an appropriate message, choosing suitable media to deliver the message, selecting a message source, and collecting feedback on the audience's response. It also discusses important factors like encoding messages that the target can understand and developing feedback channels to assess the audience's reaction. The overall goal is to send messages through media that will reach the intended target audience.
Revised eBook (complete layout)
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To ensure instructions from an important meeting reach all subordinates, suppliers, and clients located worldwide, a communication plan should be implemented. The plan involves identifying stakeholders and their needs, setting clear objectives and appropriate channels/messages tailored for each audience, then delivering the instructions according to the plan. Feedback is gathered to check understanding and allow clarification, helping improve future communication. An informal discussion with key stakeholders beforehand can also gain early support.
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The document discusses message strategy and the creative process for print and broadcast advertising. It outlines three basic steps to developing a message strategy: 1) determining communication objectives, 2) finding customer insights, and 3) selecting a selling strategy. Common selling strategies mentioned include benefit, feature, value-pricing, unique selling proposition, and emotional appeals. The creative process involves exploration, gaining insights, execution, and evaluation. A typical creative brief format asks who the audience is, where the brand and competitors stand with that audience, and where the brand wants to be positioned.
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Phase Test 1 Revision Seminar105MKT Marketing Essentials.docx
Phase Test 1
Revision Seminar
105MKT Marketing Essentials
The marketing concept
The marketing environment
Understanding consumer behaviour
Organizational buyer behaviour
Marketing Research and Information Systems
Ethics and Corporate social responsibility
Segmentation, Targeting and Positioning
Seminar Objectives
“Because the purpose of business is to create and keep customers, it only has two central functions – marketing and innovation. The basic function of marketing is to attract and retain customers at a profit.”
Peter Drucker
Marketing Definitions
The management process which identifies, anticipates and satisfies customers requirements profitably.
(CIM)
The Marketing Concept
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Customer orientation
Corporate activities
are focused upon
providing customer
satisfaction
Integrated effort
All staff accept the
responsibility for
creating customer
satisfaction
Goal Achievement
The belief that
corporate goals can
be achieved through
customer satisfaction
Creating Customer Value
Product benefits
Service benefits
Relational benefits
Image benefits
Monetary costs
Time costs
Energy costs
Psychological costs
Customer value
Perceived benefits
Perceived sacrifice
Positive
Negative
An effective Marketing Mix:
- Created a competitive advantage
- Matches customer needs
- Well balanced
- Matches corporate resources
The Marketing Mix
Product
Price
Promotion
Place
The Marketing Environment
Company
Microenvironment
Macroenvironment
Ecological
Political/Legal
Technological
Social
Economic
Suppliers
Customers
Distributors
Competitors
Customers
Competition
Distributors
Suppliers
The Microenvironment
These have an impact on the opportunities and threats facing an organisation.
Customers – centre of marketing effort – must be monitored and needs must be served, these can change
Competition - must be aware of what they are doing, also be aware of new entrants etc.
Distributors – if distributors are used they also need to be offering the customers the same service. They need to match a companies business need.
Suppliers – need to match the needs of the business and be able to supply on time. This will have an impact on customer satisfaction ect.
Decision Making Unit (DMU)
Influencer
Financier/Decider
Initiator
Buyer
User
Decision Making Process (DMP)
Need Recognition/
Problem Awareness
Information Search
Evaluation of
Alternatives
Purchase
Post-purchase
evaluation
Levels of involvement
StageLow InvolvementHigh InvolvementNeed recognition/
problem awarenessMinorMajor, personally importantInformation searchLimited searchExtensive searchEvaluation of alternatives and the purchaseFew alternatives evaluated on few choice criteriaMany alternatives evaluated on many choice criteriaPost-purchase evaluation of the decisionL.
Introduction to Marketing communication planning
This document outlines the key steps and factors involved in developing an effective marketing communication plan. It discusses identifying the target audience, determining the desired response or objectives, designing messages, choosing appropriate media channels, selecting message sources, and collecting feedback. The 6 steps to developing marketing communication are also presented. Additionally, the document discusses advertising planning, evaluating advertising effectiveness, and understanding consumer behavior motivations.
Principles of Communication & Advertising Effectiveness
This document discusses communication and advertising communication. It defines communication as a dynamic two-way process of exchanging ideas through speaking, writing or gestures. Some key principles of effective communication are knowing your audience, purpose, topic, anticipating objections and achieving credibility. The document also states that people remember more of what they hear and see. It then discusses how advertising communication aims to generate desired consumer responses through establishing brand image, unique product ideas and building loyalty. Achieving advertising effectiveness requires having a clear goal, focusing on the target audience, reflecting brand values clearly and testing ads.
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16-2 (how do marketing communications work)
- 1. How d WorkNikunj G Katkoria NIT Surat
- 3. Fundamental elements of Effective C O M M U N I C A T I O N
- 11. And the last element
- 12. Random and competing messages That may interfere with the intended c
- 14. Target Audienc
- 16. Sender Receiver
- 19. Message is effective when
- 20. Field of experience of sender overlaps that of receiver
- 23. 3 Stages
- 24. Attention Interest Desire Action Cognitive Stage Affective Stage Behavior Stage
- 25. Purchase Conviction Preference Liking Knowledge Awareness Cognitive Stage Affective Stage Behavior Stage Hierarchy-of-Effects Model
- 26. Awareness Interest Evaluation Trial Adoption Innovation-Adoption Model Cognitive Stage Affective Stage Behavior Stage
- 27. Cognitive Stage Affective Stage Behavior Stage Communication Model
- 28. Learn-feel-do Sequence When audience has high involvement with product category perceived to have high differentiation
- 29. Do-feel-learn Sequence When audience has high involvement with product category but perceives little or no differentiation
- 30. Learn-do-feel Sequence When audience has low involvement with product category and perceives little or no differentiation
- 31. Assuming learn-feel-do sequence, Hierarchy-of- effects model can be illustrated as: Awareness Knowledge Liking Preference Conviction Purchase
- 32. Thank you