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Group two presentatio nxxxxxxxxxxx
- 1. GROUP TWO PRESENTATION • EDWIN MENSAH DARTEY • MICHAEL ADJEI • CORNELIUS DELALI TOHORNU • CHRISTIAN ISAAC MENSAH • AMA MANSA BENTUM • FELIX BEN ARTHUR • SAMUEL ADJEI ESSUMAN • ERNEST ARKOH • LARRY AMOAKO-BOATENG
- 2. MARKETING COMMUNICATION Communicationis about the sharing of information Marketing Communication is about bringing to the attention of target customers the availability of products, benefits, uses, features, price etc. Marketing Communication aims at influencing the customer behaviour towards the marketer’s offering
- 3. MARKETING COMMUNICATION CONT’D The study of marketing communication is the study of one element of the marketing mix- promotion. Communication should be geared towards the right group of target customers This is the right way to win the competition and to avoid financial losses
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- 5. How Communication workcont’d Communication is not complete until the receiver understands in the same sense the sender wishes to communicate The elements of the communication process should be congruent Incompatibility of the elements is a recipe for communication disaster
- 6. How Communication workscont’d The incongruent forces that affect communication effectiveness is what we refer to as NOISE
- 7. How Communication influencethe role of promotion in marketing • The adoption of the promoted products and effecting the desired change in the behaviour of consumers are at the heart of marketing • Marketers must understand the purchase process before the product is designed • The AIDA model and the hierarchy of effects models are used in understanding the process
- 8. THE PROMOTION MIX • The promotional elements are: • Advertising • Personal selling • Sales promotion • publicity
- 9. Promotional Scope Coat Advantages Components Advertising Mass Relatively Allows inexpensive per expressiveness and contact control over message Personal selling Personal Expensive per Flexibility contact immediate response Sales promotion Mass Can be costly Gains attention and has immediate effect publicity Mass inexpensive High degree of credibility
- 10. Determining the promotionalmix • The use of one or more methods for one product constitute the promotional mix for the product The determinants of the mix include: • Type of product • Nature of market • Stages of product in its life cycle • Available budget and company policy
- 11. The Promotion Budget Themethods for determining the promotion budget are as follows: percentage of sale fixed sum per unit affordable funds competitive parity objective and task method the practice
- 13. ADVERTISING AND PUBLICITY •In modern times advertising prevails in all walks of human lives • It has acquired the distinction of being the most visible and glamorous method of marketing communication
- 14. What is Advertising? its defined as any paid form of non personal presentation and promotion of ideas, goods or service, marketing and communication.
- 15. Functions performed byadvertising • To Inform • To Entertain • To Persuade • To Influence • To Remind • To Reassure and • Add Value to the product or services
- 16. How advertising works •It gets planned and brought into existence • It is reproduced and delivered and exposed to people • It is received and assimilated • It affects ideas, intentions and attitudes • It affects buying and buying process • It responds to time • It changes sales and profits
- 17. Types of Advertising • Industrial advertising • Consumer advertising • Institutional advertising • Product advertising • Primary demand creating advertising • Selective brand advertising • Direct advertising • Indirect advertising
- 18. Role of Advertising •Advertising affects consumer preference • Advertising affects consumer buying behaviour • Advertising creates barriers to entry • Creates industrial structure and market power • Advertising affects market performance • Advertising affects market conduct
- 19. Advertising Management • Thelink of advertising with promotion and marketing objectives of the firm • Production positioning objective, role of sales force, dealer support plan and buying habits of consumers
- 20. Setting Advertising objectives • Awareness • Comprehension • Conviction • Image • action
- 21. Measuring advertising effectiveness •It can be measured both before and after its release • By direct rating method • Portfolio test method • Laboratory test method • Recognition test method • Noted • Recall test
- 22. PUBLICITY • It isnon personal stimulation of demand for a product, service or business unit by placing commercially significant news about it in the published medium or obtaining favourable presentation of its upon radio, television or stage that is not paid for by the sponsor.
- 23. Use of Publicity •Disseminate information regarding new products • Warranty terms • Product replacement policies • Customer service arrangements • New R & D findings