SlideShare a Scribd company logo

Communicating Value

•
•
Presidio Graduate School
Presidio Graduate School

Ignite Presentation by jos hill

Education
1 of 20
Download to read offline
Communicating Value jos hill Thursday, November 4, 2010
What do you need to communicate? • How to use your product • Why people should use your product • What type of people could use your product • When your product should be used • How using your product will make them feel • how you source your raw materials • How to dispose of your product Thursday, November 4, 2010
Communications process models • Macromodel SENDER Encoding Media Decoding Message Noise Feedback Response RECEIVER ★ Selective attention ★ Selective distortion ★ Selective retention Thursday, November 4, 2010
Communications process models • Micromodel Cognitive Stage Affective Stage Behavior Stage Attention Interest Desire Action Awareness Knowledge Liking Preference Conviction Purchase AIDA Hierarchy- of-Effects Awareness Knowledge Liking Preference Conviction Purchase Innovative- Adoption Exposure Reception Cognitive response Attitude Intention Behavior Comms Thursday, November 4, 2010
Developing effective communications • Current customers • Potential customers • Stakeholders ★ Suppliers ★ General public ★ Government ★ Social and environmental activist organizations Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
Determine communications objectives • Category need • Brand awareness • Brand attitude • Brand purchase intension Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
Design the communications • Message strategy • Creative strategy • Who should say it? Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms gotmilk? Thursday, November 4, 2010
Select the communication channels Personal..... Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Create a buzz Thursday, November 4, 2010
Select the communication channels Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms .....or non personal Thursday, November 4, 2010
Set the budget • Affordable method • Percentage of sales method • Competitive parity method • Objective-and-task method Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
Decide on the marketing communications mix • Advertising • Sales promotion • Events and experiences • Public relations • Direct marketing • Personal selling Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
Advertising • Set a goal ★ Informative ★ Persuasive ★ Reminder ★ Reinforcement • Then assess whether you achieved it... Thursday, November 4, 2010
Sales and Promotions Thursday, November 4, 2010
Events and experiences Thursday, November 4, 2010
Thursday, November 4, 2010
Public relations and publicity Thursday, November 4, 2010
Measuring communication results Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Integrated marketing comms Measure results • Outputs & expenses... • Outcomes & revenues? Thursday, November 4, 2010
Measuring communication results Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Integrated marketing comms Measure results 100% market 80% aware 40% did not try 60% tried 20% not aware 20% satisfied 80% disappointed TOTAL Awareness Brand trial Satisfaction Thursday, November 4, 2010
Managing the Integrated Marketing Communications Process • Find the right mix for your stakeholders Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms !"#$%&'()*+ ,-.$'+/%010&0)+ 2#$)3'+-)"+$4/$%($)5$'+ 678.(5+%$.-&0)'+ 9(%$53+1-%:$&)*+ 6$%'0)-.+'$..()*+ Thursday, November 4, 2010
!"#$%&'()*+ ,-.$'+/%010&0)+ 2#$)3'+-)"+$4/$%($)5$'+ 678.(5+%$.-&0)'+ 9(%$53+1-%:$&)*+ 6$%'0)-.+'$..()*+ How integrated is your program? • Coverage : proportion of your audience reached • Contribution : success in creating the desired customer response • Commonality : are common associations with your brand reinforced? • Complementarity : extent to which different associations are emphasized • Versatility : communicating to customers and attracting new customers • Cost : is the cost worth it? Thursday, November 4, 2010

Recommended

Kotler mm15e inppt_08
Kotler mm15e inppt_08Kotler mm15e inppt_08
Kotler mm15e inppt_08Ehab Yousry
 
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramChap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
 
Understanding Integrated Marketing Communication
Understanding Integrated Marketing CommunicationUnderstanding Integrated Marketing Communication
Understanding Integrated Marketing CommunicationAnubha Rastogi
 
Factors in Setting Prices.pptx
Factors in Setting Prices.pptxFactors in Setting Prices.pptx
Factors in Setting Prices.pptxJPAballe
 
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYChapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
 
Chapter 9 Communicating Value
Chapter 9 Communicating ValueChapter 9 Communicating Value
Chapter 9 Communicating ValuePeleZain
 
Designing and Managing Services
Designing and Managing ServicesDesigning and Managing Services
Designing and Managing ServicesSumit Pradhan
 
Marketing Channel Structure and Functions
Marketing Channel Structure and FunctionsMarketing Channel Structure and Functions
Marketing Channel Structure and FunctionsAsia Pacific Marketing Institute
 

Recommended

Kotler mm15e inppt_08
Kotler mm15e inppt_08Kotler mm15e inppt_08
Kotler mm15e inppt_08Ehab Yousry
 
Chap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramChap07 Establishing Objectives And Budgeting For The Promotional Program
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
 
Understanding Integrated Marketing Communication
Understanding Integrated Marketing CommunicationUnderstanding Integrated Marketing Communication
Understanding Integrated Marketing CommunicationAnubha Rastogi
 
Factors in Setting Prices.pptx
Factors in Setting Prices.pptxFactors in Setting Prices.pptx
Factors in Setting Prices.pptxJPAballe
 
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYChapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
 
Chapter 9 Communicating Value
Chapter 9 Communicating ValueChapter 9 Communicating Value
Chapter 9 Communicating ValuePeleZain
 
Designing and Managing Services
Designing and Managing ServicesDesigning and Managing Services
Designing and Managing ServicesSumit Pradhan
 
Marketing Channel Structure and Functions
Marketing Channel Structure and FunctionsMarketing Channel Structure and Functions
Marketing Channel Structure and FunctionsAsia Pacific Marketing Institute
 
What are the key issues with e commerce and m-commerce
What are the key issues with e commerce and m-commerceWhat are the key issues with e commerce and m-commerce
What are the key issues with e commerce and m-commerceSameer Mathur
 
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsChapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsDr. Ankit Kesharwani
 
Pricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValuePricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValueAkib Hasan Srabon
 
Designing and managing integrated marketing channels
Designing and managing integrated marketing channelsDesigning and managing integrated marketing channels
Designing and managing integrated marketing channelsPranjal Mathur
 
Chapter 17 designing and managing integrated marketing channels
Chapter 17 designing and managing integrated marketing channelsChapter 17 designing and managing integrated marketing channels
Chapter 17 designing and managing integrated marketing channels10841010
 
Designing and managing services
Designing and managing servicesDesigning and managing services
Designing and managing servicesShimranz Skillls
 
Crafting the Brand Positioning
Crafting the Brand PositioningCrafting the Brand Positioning
Crafting the Brand PositioningNishant Agrawal
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
 
Services marketing 1
Services marketing 1Services marketing 1
Services marketing 1iipmff2
 
Designing and managing integrated marketing communication
Designing and managing integrated marketing communicationDesigning and managing integrated marketing communication
Designing and managing integrated marketing communicationRohit Kumar
 
How should companies integrate channels
How should companies integrate channelsHow should companies integrate channels
How should companies integrate channelsSameer Mathur
 
Module 2 scanning the marketing environment
Module 2 scanning the marketing environmentModule 2 scanning the marketing environment
Module 2 scanning the marketing environmentJeVaughn Ferguson
 
Kotler mm14 ch01_dppt
Kotler mm14 ch01_dpptKotler mm14 ch01_dppt
Kotler mm14 ch01_dpptKHALED AL-SAWY
 
Lecture 1 marketing communications theory
Lecture 1 marketing communications theoryLecture 1 marketing communications theory
Lecture 1 marketing communications theoryArvind Pawar
 
Selecting the channel members
Selecting the channel membersSelecting the channel members
Selecting the channel membersPooja Gupta
 
Chapter 5 product life cycle downloaded one
Chapter 5 product life cycle downloaded oneChapter 5 product life cycle downloaded one
Chapter 5 product life cycle downloaded oneJoshepmathhep Joshepmathhep
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing managementManish Parihar
 
Elements of Marketing
Elements of MarketingElements of Marketing
Elements of Marketingjohn3092
 
Kotler mm 14e 15 ippt
Kotler mm 14e 15 ipptKotler mm 14e 15 ippt
Kotler mm 14e 15 ipptEhab Yousry
 
Analyzing Business Markets
Analyzing Business MarketsAnalyzing Business Markets
Analyzing Business MarketsNishant Agrawal
 
Ap launch 11 08
Ap launch 11 08Ap launch 11 08
Ap launch 11 08Presidio Graduate School
 
Communicating The Value Proposition For New Products And Startups, Key Elemen...
Communicating The Value Proposition For New Products And Startups, Key Elemen...Communicating The Value Proposition For New Products And Startups, Key Elemen...
Communicating The Value Proposition For New Products And Startups, Key Elemen...Phil Hendrix
 

More Related Content

What's hot

What are the key issues with e commerce and m-commerce
What are the key issues with e commerce and m-commerceWhat are the key issues with e commerce and m-commerce
What are the key issues with e commerce and m-commerceSameer Mathur
 
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsChapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsDr. Ankit Kesharwani
 
Pricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValuePricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValueAkib Hasan Srabon
 
Designing and managing integrated marketing channels
Designing and managing integrated marketing channelsDesigning and managing integrated marketing channels
Designing and managing integrated marketing channelsPranjal Mathur
 
Chapter 17 designing and managing integrated marketing channels
Chapter 17 designing and managing integrated marketing channelsChapter 17 designing and managing integrated marketing channels
Chapter 17 designing and managing integrated marketing channels10841010
 
Designing and managing services
Designing and managing servicesDesigning and managing services
Designing and managing servicesShimranz Skillls
 
Crafting the Brand Positioning
Crafting the Brand PositioningCrafting the Brand Positioning
Crafting the Brand PositioningNishant Agrawal
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
 
Services marketing 1
Services marketing 1Services marketing 1
Services marketing 1iipmff2
 
Designing and managing integrated marketing communication
Designing and managing integrated marketing communicationDesigning and managing integrated marketing communication
Designing and managing integrated marketing communicationRohit Kumar
 
How should companies integrate channels
How should companies integrate channelsHow should companies integrate channels
How should companies integrate channelsSameer Mathur
 
Module 2 scanning the marketing environment
Module 2 scanning the marketing environmentModule 2 scanning the marketing environment
Module 2 scanning the marketing environmentJeVaughn Ferguson
 
Lecture 1 marketing communications theory
Lecture 1 marketing communications theoryLecture 1 marketing communications theory
Lecture 1 marketing communications theoryArvind Pawar
 
Selecting the channel members
Selecting the channel membersSelecting the channel members
Selecting the channel membersPooja Gupta
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing managementManish Parihar
 
Elements of Marketing
Elements of MarketingElements of Marketing
Elements of Marketingjohn3092
 
Kotler mm 14e 15 ippt
Kotler mm 14e 15 ipptKotler mm 14e 15 ippt
Kotler mm 14e 15 ipptEhab Yousry
 
Analyzing Business Markets
Analyzing Business MarketsAnalyzing Business Markets
Analyzing Business MarketsNishant Agrawal
 

What's hot (20)

What are the key issues with e commerce and m-commerce
What are the key issues with e commerce and m-commerceWhat are the key issues with e commerce and m-commerce
What are the key issues with e commerce and m-commerce
 
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsChapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing Communications
 
Pricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValuePricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer Value
 
Designing and managing integrated marketing channels
Designing and managing integrated marketing channelsDesigning and managing integrated marketing channels
Designing and managing integrated marketing channels
 
Chapter 17 designing and managing integrated marketing channels
Chapter 17 designing and managing integrated marketing channelsChapter 17 designing and managing integrated marketing channels
Chapter 17 designing and managing integrated marketing channels
 
Designing and managing services
Designing and managing servicesDesigning and managing services
Designing and managing services
 
Crafting the Brand Positioning
Crafting the Brand PositioningCrafting the Brand Positioning
Crafting the Brand Positioning
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Communications
 
Services marketing 1
Services marketing 1Services marketing 1
Services marketing 1
 
Designing and managing integrated marketing communication
Designing and managing integrated marketing communicationDesigning and managing integrated marketing communication
Designing and managing integrated marketing communication
 
How should companies integrate channels
How should companies integrate channelsHow should companies integrate channels
How should companies integrate channels
 
Module 2 scanning the marketing environment
Module 2 scanning the marketing environmentModule 2 scanning the marketing environment
Module 2 scanning the marketing environment
 
Kotler mm14 ch01_dppt
Kotler mm14 ch01_dpptKotler mm14 ch01_dppt
Kotler mm14 ch01_dppt
 
Lecture 1 marketing communications theory
Lecture 1 marketing communications theoryLecture 1 marketing communications theory
Lecture 1 marketing communications theory
 
Selecting the channel members
Selecting the channel membersSelecting the channel members
Selecting the channel members
 
Chapter 5 product life cycle downloaded one
Chapter 5 product life cycle downloaded oneChapter 5 product life cycle downloaded one
Chapter 5 product life cycle downloaded one
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing management
 
Elements of Marketing
Elements of MarketingElements of Marketing
Elements of Marketing
 
Kotler mm 14e 15 ippt
Kotler mm 14e 15 ipptKotler mm 14e 15 ippt
Kotler mm 14e 15 ippt
 
Analyzing Business Markets
Analyzing Business MarketsAnalyzing Business Markets
Analyzing Business Markets
 

Viewers also liked

Communicating The Value Proposition For New Products And Startups, Key Elemen...
Communicating The Value Proposition For New Products And Startups, Key Elemen...Communicating The Value Proposition For New Products And Startups, Key Elemen...
Communicating The Value Proposition For New Products And Startups, Key Elemen...Phil Hendrix
 
Understanding & Communicating Your Value Proposition for the Individual Consu...
Understanding & Communicating Your Value Proposition for the Individual Consu...Understanding & Communicating Your Value Proposition for the Individual Consu...
Understanding & Communicating Your Value Proposition for the Individual Consu...Jeremy McAuliffe
 
Marketing Energy Efficiency: Social Media, Online Education and Communicating...
Marketing Energy Efficiency: Social Media, Online Education and Communicating...Marketing Energy Efficiency: Social Media, Online Education and Communicating...
Marketing Energy Efficiency: Social Media, Online Education and Communicating...Midwest Energy Efficiency Alliance
 
Personal Branding: Identifying & Communicating Your Value
Personal Branding: Identifying & Communicating Your ValuePersonal Branding: Identifying & Communicating Your Value
Personal Branding: Identifying & Communicating Your ValueDebbie Shalom
 
Ten Core Concepts for Communicating Value in Industrial Markets
Ten Core Concepts for Communicating Value in Industrial MarketsTen Core Concepts for Communicating Value in Industrial Markets
Ten Core Concepts for Communicating Value in Industrial MarketsRhett Talley
 
COMMUNICATING VALUE
COMMUNICATING VALUECOMMUNICATING VALUE
COMMUNICATING VALUEAlchemedia
 
Building a Value Proposition; Your Strategy, Your Brand And Your Business
Building a Value Proposition; Your Strategy, Your Brand And Your BusinessBuilding a Value Proposition; Your Strategy, Your Brand And Your Business
Building a Value Proposition; Your Strategy, Your Brand And Your BusinessChris Scafario
 
Defining Your Unique Value Proposition
Defining Your Unique Value PropositionDefining Your Unique Value Proposition
Defining Your Unique Value PropositionMegan Denhardt
 

Viewers also liked (11)

Ap launch 11 08
Ap launch 11 08Ap launch 11 08
Ap launch 11 08
 
Communicating The Value Proposition For New Products And Startups, Key Elemen...
Communicating The Value Proposition For New Products And Startups, Key Elemen...Communicating The Value Proposition For New Products And Startups, Key Elemen...
Communicating The Value Proposition For New Products And Startups, Key Elemen...
 
Understanding & Communicating Your Value Proposition for the Individual Consu...
Understanding & Communicating Your Value Proposition for the Individual Consu...Understanding & Communicating Your Value Proposition for the Individual Consu...
Understanding & Communicating Your Value Proposition for the Individual Consu...
 
Marketing Energy Efficiency: Social Media, Online Education and Communicating...
Marketing Energy Efficiency: Social Media, Online Education and Communicating...Marketing Energy Efficiency: Social Media, Online Education and Communicating...
Marketing Energy Efficiency: Social Media, Online Education and Communicating...
 
Personal Branding: Identifying & Communicating Your Value
Personal Branding: Identifying & Communicating Your ValuePersonal Branding: Identifying & Communicating Your Value
Personal Branding: Identifying & Communicating Your Value
 
Ten Core Concepts for Communicating Value in Industrial Markets
Ten Core Concepts for Communicating Value in Industrial MarketsTen Core Concepts for Communicating Value in Industrial Markets
Ten Core Concepts for Communicating Value in Industrial Markets
 
Personal Branding
Personal BrandingPersonal Branding
Personal Branding
 
COMMUNICATING VALUE
COMMUNICATING VALUECOMMUNICATING VALUE
COMMUNICATING VALUE
 
Building a Value Proposition; Your Strategy, Your Brand And Your Business
Building a Value Proposition; Your Strategy, Your Brand And Your BusinessBuilding a Value Proposition; Your Strategy, Your Brand And Your Business
Building a Value Proposition; Your Strategy, Your Brand And Your Business
 
Defining Your Unique Value Proposition
Defining Your Unique Value PropositionDefining Your Unique Value Proposition
Defining Your Unique Value Proposition
 
The New Rules of Selling
The New Rules of SellingThe New Rules of Selling
The New Rules of Selling
 

Similar to Communicating Value

Marketing communication
Marketing communicationMarketing communication
Marketing communicationJasbir Singh
 
Special studies in marketing 5
Special studies in marketing 5Special studies in marketing 5
Special studies in marketing 5Reema Rijhwani
 
Utilizing social media for promoting cultural awareness and peace
Utilizing social media for promoting cultural awareness and peace Utilizing social media for promoting cultural awareness and peace
Utilizing social media for promoting cultural awareness and peace Lovette Jam Jacosalem
 
Product Marketing Lessons from a Pro
Product Marketing Lessons from a ProProduct Marketing Lessons from a Pro
Product Marketing Lessons from a ProLeadSquared
 
Finding the Winning Formula with Owned, Earned, and Paid Social Media
Finding the Winning Formula with Owned, Earned, and Paid Social MediaFinding the Winning Formula with Owned, Earned, and Paid Social Media
Finding the Winning Formula with Owned, Earned, and Paid Social Mediatracx
 
20131202 ucp mc_ts_s4
20131202 ucp mc_ts_s420131202 ucp mc_ts_s4
20131202 ucp mc_ts_s4Tiago Simoes
 
Marketing communications (1)
Marketing communications (1)Marketing communications (1)
Marketing communications (1)Rohit Kumar
 
Moving from Target Market to Audience Persona
Moving from Target Market to Audience PersonaMoving from Target Market to Audience Persona
Moving from Target Market to Audience PersonaBlair Smith - MBA, CM
 
Digital media plan & Strategy
Digital media plan & Strategy Digital media plan & Strategy
Digital media plan & Strategy Mujeeb Riaz
 
Handybook presentation final version
Handybook presentation final versionHandybook presentation final version
Handybook presentation final versionDominik Lieskovsky
 
IMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKV
IMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKVIMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKV
IMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKVshilparaghuwanshi4
 
Public Communication in Support of Education Decentralisation
Public Communication in Support of Education DecentralisationPublic Communication in Support of Education Decentralisation
Public Communication in Support of Education DecentralisationSKL International
 
THRIC 2016 Conference Presentation
THRIC 2016 Conference PresentationTHRIC 2016 Conference Presentation
THRIC 2016 Conference PresentationGordon Geraghty
 
Chapter 18 & 19 aileen viado
Chapter 18 & 19 aileen viadoChapter 18 & 19 aileen viado
Chapter 18 & 19 aileen viadoAileen Viado
 

Similar to Communicating Value (20)

Promotion
PromotionPromotion
Promotion
 
Marketing communication
Marketing communicationMarketing communication
Marketing communication
 
Don Tanner Presentation
Don Tanner PresentationDon Tanner Presentation
Don Tanner Presentation
 
Special studies in marketing 5
Special studies in marketing 5Special studies in marketing 5
Special studies in marketing 5
 
Marketing workshop feb 27
Marketing workshop feb 27Marketing workshop feb 27
Marketing workshop feb 27
 
Utilizing social media for promoting cultural awareness and peace
Utilizing social media for promoting cultural awareness and peace Utilizing social media for promoting cultural awareness and peace
Utilizing social media for promoting cultural awareness and peace
 
Product Marketing Lessons from a Pro
Product Marketing Lessons from a ProProduct Marketing Lessons from a Pro
Product Marketing Lessons from a Pro
 
Finding the Winning Formula with Owned, Earned, and Paid Social Media
Finding the Winning Formula with Owned, Earned, and Paid Social MediaFinding the Winning Formula with Owned, Earned, and Paid Social Media
Finding the Winning Formula with Owned, Earned, and Paid Social Media
 
Advertising
Advertising Advertising
Advertising
 
20131202 ucp mc_ts_s4
20131202 ucp mc_ts_s420131202 ucp mc_ts_s4
20131202 ucp mc_ts_s4
 
Marketing communications (1)
Marketing communications (1)Marketing communications (1)
Marketing communications (1)
 
Moving from Target Market to Audience Persona
Moving from Target Market to Audience PersonaMoving from Target Market to Audience Persona
Moving from Target Market to Audience Persona
 
Digital media plan & Strategy
Digital media plan & Strategy Digital media plan & Strategy
Digital media plan & Strategy
 
Handybook presentation final version
Handybook presentation final versionHandybook presentation final version
Handybook presentation final version
 
IMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKV
IMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKVIMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKV
IMC.pptxGGCCBCGHFHFHGFKGKJGKJJGJKBJKVKJVKV
 
Public Communication in Support of Education Decentralisation
Public Communication in Support of Education DecentralisationPublic Communication in Support of Education Decentralisation
Public Communication in Support of Education Decentralisation
 
Nee(titto sunny)
Nee(titto sunny)Nee(titto sunny)
Nee(titto sunny)
 
Introduction to Social Marketing
Introduction to Social Marketing Introduction to Social Marketing
Introduction to Social Marketing
 
THRIC 2016 Conference Presentation
THRIC 2016 Conference PresentationTHRIC 2016 Conference Presentation
THRIC 2016 Conference Presentation
 
Chapter 18 & 19 aileen viado
Chapter 18 & 19 aileen viadoChapter 18 & 19 aileen viado
Chapter 18 & 19 aileen viado
 

Recently uploaded

Earth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice greatEarth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice greatYousafMalik24
 
Proudly South Africa powerpoint Thorisha.pptx
Proudly South Africa powerpoint Thorisha.pptxProudly South Africa powerpoint Thorisha.pptx
Proudly South Africa powerpoint Thorisha.pptxthorishapillay1
 
Final demo Grade 9 for demo Plan dessert.pptx
Final demo Grade 9 for demo Plan dessert.pptxFinal demo Grade 9 for demo Plan dessert.pptx
Final demo Grade 9 for demo Plan dessert.pptxAvyJaneVismanos
 
Hierarchy of management that covers different levels of management
Hierarchy of management that covers different levels of managementHierarchy of management that covers different levels of management
Hierarchy of management that covers different levels of managementmkooblal
 
EPANDING THE CONTENT OF AN OUTLINE using notes.pptx
EPANDING THE CONTENT OF AN OUTLINE using notes.pptxEPANDING THE CONTENT OF AN OUTLINE using notes.pptx
EPANDING THE CONTENT OF AN OUTLINE using notes.pptxRaymartEstabillo3
 
Introduction to AI in Higher Education_draft.pptx
Introduction to AI in Higher Education_draft.pptxIntroduction to AI in Higher Education_draft.pptx
Introduction to AI in Higher Education_draft.pptxpboyjonauth
 
How to Configure Email Server in Odoo 17
How to Configure Email Server in Odoo 17How to Configure Email Server in Odoo 17
How to Configure Email Server in Odoo 17Celine George
 
Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdfFraming an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdfUjwalaBharambe
 
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptxECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptxiammrhaywood
 
MARGINALIZATION (Different learners in Marginalized Group
MARGINALIZATION (Different learners in Marginalized GroupMARGINALIZATION (Different learners in Marginalized Group
MARGINALIZATION (Different learners in Marginalized GroupJonathanParaisoCruz
 
Employee wellbeing at the workplace.pptx
Employee wellbeing at the workplace.pptxEmployee wellbeing at the workplace.pptx
Employee wellbeing at the workplace.pptxNirmalaLoungPoorunde1
 
Pharmacognosy Flower 3. Compositae 2023.pdf
Pharmacognosy Flower 3. Compositae 2023.pdfPharmacognosy Flower 3. Compositae 2023.pdf
Pharmacognosy Flower 3. Compositae 2023.pdfMahmoud M. Sallam
 
History Class XII Ch. 3 Kinship, Caste and Class (1).pptx
History Class XII Ch. 3 Kinship, Caste and Class (1).pptxHistory Class XII Ch. 3 Kinship, Caste and Class (1).pptx
History Class XII Ch. 3 Kinship, Caste and Class (1).pptxsocialsciencegdgrohi
 
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️9953056974 Low Rate Call Girls In Saket, Delhi NCR
 
How to Make a Pirate ship Primary Education.pptx
How to Make a Pirate ship Primary Education.pptxHow to Make a Pirate ship Primary Education.pptx
How to Make a Pirate ship Primary Education.pptxmanuelaromero2013
 
Meghan Sutherland In Media Res Media Component
Meghan Sutherland In Media Res Media ComponentMeghan Sutherland In Media Res Media Component
Meghan Sutherland In Media Res Media ComponentInMediaRes1
 
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
Organic Name Reactions for the students and aspirants of Chemistry12th.pptxOrganic Name Reactions for the students and aspirants of Chemistry12th.pptx
Organic Name Reactions for the students and aspirants of Chemistry12th.pptxVS Mahajan Coaching Centre
 
Full Stack Web Development Course for Beginners
Full Stack Web Development Course for BeginnersFull Stack Web Development Course for Beginners
Full Stack Web Development Course for BeginnersSabitha Banu
 

Recently uploaded (20)

Earth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice greatEarth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice great
 
Proudly South Africa powerpoint Thorisha.pptx
Proudly South Africa powerpoint Thorisha.pptxProudly South Africa powerpoint Thorisha.pptx
Proudly South Africa powerpoint Thorisha.pptx
 
Final demo Grade 9 for demo Plan dessert.pptx
Final demo Grade 9 for demo Plan dessert.pptxFinal demo Grade 9 for demo Plan dessert.pptx
Final demo Grade 9 for demo Plan dessert.pptx
 
Hierarchy of management that covers different levels of management
Hierarchy of management that covers different levels of managementHierarchy of management that covers different levels of management
Hierarchy of management that covers different levels of management
 
9953330565 Low Rate Call Girls In Rohini Delhi NCR
9953330565 Low Rate Call Girls In Rohini Delhi NCR9953330565 Low Rate Call Girls In Rohini Delhi NCR
9953330565 Low Rate Call Girls In Rohini Delhi NCR
 
EPANDING THE CONTENT OF AN OUTLINE using notes.pptx
EPANDING THE CONTENT OF AN OUTLINE using notes.pptxEPANDING THE CONTENT OF AN OUTLINE using notes.pptx
EPANDING THE CONTENT OF AN OUTLINE using notes.pptx
 
Introduction to AI in Higher Education_draft.pptx
Introduction to AI in Higher Education_draft.pptxIntroduction to AI in Higher Education_draft.pptx
Introduction to AI in Higher Education_draft.pptx
 
How to Configure Email Server in Odoo 17
How to Configure Email Server in Odoo 17How to Configure Email Server in Odoo 17
How to Configure Email Server in Odoo 17
 
Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdfFraming an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
Framing an Appropriate Research Question 6b9b26d93da94caf993c038d9efcdedb.pdf
 
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptxECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
 
MARGINALIZATION (Different learners in Marginalized Group
MARGINALIZATION (Different learners in Marginalized GroupMARGINALIZATION (Different learners in Marginalized Group
MARGINALIZATION (Different learners in Marginalized Group
 
Employee wellbeing at the workplace.pptx
Employee wellbeing at the workplace.pptxEmployee wellbeing at the workplace.pptx
Employee wellbeing at the workplace.pptx
 
Pharmacognosy Flower 3. Compositae 2023.pdf
Pharmacognosy Flower 3. Compositae 2023.pdfPharmacognosy Flower 3. Compositae 2023.pdf
Pharmacognosy Flower 3. Compositae 2023.pdf
 
History Class XII Ch. 3 Kinship, Caste and Class (1).pptx
History Class XII Ch. 3 Kinship, Caste and Class (1).pptxHistory Class XII Ch. 3 Kinship, Caste and Class (1).pptx
History Class XII Ch. 3 Kinship, Caste and Class (1).pptx
 
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
 
How to Make a Pirate ship Primary Education.pptx
How to Make a Pirate ship Primary Education.pptxHow to Make a Pirate ship Primary Education.pptx
How to Make a Pirate ship Primary Education.pptx
 
Meghan Sutherland In Media Res Media Component
Meghan Sutherland In Media Res Media ComponentMeghan Sutherland In Media Res Media Component
Meghan Sutherland In Media Res Media Component
 
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
Organic Name Reactions for the students and aspirants of Chemistry12th.pptxOrganic Name Reactions for the students and aspirants of Chemistry12th.pptx
Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
 
TataKelola dan KamSiber Kecerdasan Buatan v022.pdf
TataKelola dan KamSiber Kecerdasan Buatan v022.pdfTataKelola dan KamSiber Kecerdasan Buatan v022.pdf
TataKelola dan KamSiber Kecerdasan Buatan v022.pdf
 
Full Stack Web Development Course for Beginners
Full Stack Web Development Course for BeginnersFull Stack Web Development Course for Beginners
Full Stack Web Development Course for Beginners
 

Communicating Value

  • 2. What do you need to communicate? • How to use your product • Why people should use your product • What type of people could use your product • When your product should be used • How using your product will make them feel • how you source your raw materials • How to dispose of your product Thursday, November 4, 2010
  • 3. Communications process models • Macromodel SENDER Encoding Media Decoding Message Noise Feedback Response RECEIVER ★ Selective attention ★ Selective distortion ★ Selective retention Thursday, November 4, 2010
  • 4. Communications process models • Micromodel Cognitive Stage Affective Stage Behavior Stage Attention Interest Desire Action Awareness Knowledge Liking Preference Conviction Purchase AIDA Hierarchy- of-Effects Awareness Knowledge Liking Preference Conviction Purchase Innovative- Adoption Exposure Reception Cognitive response Attitude Intention Behavior Comms Thursday, November 4, 2010
  • 5. Developing effective communications • Current customers • Potential customers • Stakeholders ★ Suppliers ★ General public ★ Government ★ Social and environmental activist organizations Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
  • 6. Determine communications objectives • Category need • Brand awareness • Brand attitude • Brand purchase intension Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
  • 7. Design the communications • Message strategy • Creative strategy • Who should say it? Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms gotmilk? Thursday, November 4, 2010
  • 8. Select the communication channels Personal..... Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Create a buzz Thursday, November 4, 2010
  • 9. Select the communication channels Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms .....or non personal Thursday, November 4, 2010
  • 10. Set the budget • Affordable method • Percentage of sales method • Competitive parity method • Objective-and-task method Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
  • 11. Decide on the marketing communications mix • Advertising • Sales promotion • Events and experiences • Public relations • Direct marketing • Personal selling Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
  • 12. Advertising • Set a goal ★ Informative ★ Persuasive ★ Reminder ★ Reinforcement • Then assess whether you achieved it... Thursday, November 4, 2010
  • 13. Sales and Promotions Thursday, November 4, 2010
  • 16. Public relations and publicity Thursday, November 4, 2010
  • 17. Measuring communication results Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Integrated marketing comms Measure results • Outputs & expenses... • Outcomes & revenues? Thursday, November 4, 2010
  • 18. Measuring communication results Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Integrated marketing comms Measure results 100% market 80% aware 40% did not try 60% tried 20% not aware 20% satisfied 80% disappointed TOTAL Awareness Brand trial Satisfaction Thursday, November 4, 2010
  • 19. Managing the Integrated Marketing Communications Process • Find the right mix for your stakeholders Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms !"#$%&'()*+ ,-.$'+/%010&0)+ 2#$)3'+-)"+$4/$%($)5$'+ 678.(5+%$.-&0)'+ 9(%$53+1-%:$&)*+ 6$%'0)-.+'$..()*+ Thursday, November 4, 2010
  • 20. !"#$%&'()*+ ,-.$'+/%010&0)+ 2#$)3'+-)"+$4/$%($)5$'+ 678.(5+%$.-&0)'+ 9(%$53+1-%:$&)*+ 6$%'0)-.+'$..()*+ How integrated is your program? • Coverage : proportion of your audience reached • Contribution : success in creating the desired customer response • Commonality : are common associations with your brand reinforced? • Complementarity : extent to which different associations are emphasized • Versatility : communicating to customers and attracting new customers • Cost : is the cost worth it? Thursday, November 4, 2010