Marketing communication is the process of transmitting product information from companies to target audiences. It involves choosing appropriate channels to deliver encoded messages to consumers and receiving feedback. The key aspects of marketing communication are the product, price, place, promotion, and target audience. Effective communication depends on selecting the right source and message for the intended audience.
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It explains how you want consumers to think about your Brand.
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Some wonder why they should give away free content or experiences if it's only enjoyed by those who will buy the paid content anyway.
This presentation describes an approach to cost-justifying free content and experiences and explains why it's a good investment in customer relationships.
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ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
2. A process by which information is exchanged between individuals
through a common system of symbols, signs, or behavior; also :
exchange of information
3. Marketing Communication is a process by which product information
is transmitted to the target audience
PRODUCT
INFORMATION
TARGET AUDIENCE
4. PRODUCT PLACE
Product Different types of distribution
characteristics, options, assortm channels, density of the distribution
ent, brand system, trade relation mix (policy of
name, packaging, quantity, facto margins, terms of delivery, etc),
ry guarantee merchandising advice
PRICE PROMOTION
List price, usual terms of
payment, usual discounts, Advertising
terms of credit, long-term Sales promotion
saving campaigns
Personal selling
PR
5. REMAINDING
INFORMING •Product
•Product Launch Sales Growth phase
phase •Competitive
•Explanations of positioning
Product’s
TARGET
features & benefits AUDIENCE
PURSUADING
•Product Maturity phase
•Applies to consumers’ memory
(brand specific)
6. PR Advertising Event
Marketing
Sponsorship Product
placement
Merchandising
Communication
New
Program Media
Internet POS
materials
Mobile Sales
Communications Promotions
11. Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
12. Mass Markets and Audience
Market Segments
Niche
Markets
Individual &
Group
Audiences
13.
14. Topical Involvement
High Low
Learning Low involvement
model model
High
Cognitive Cognitive
Affective
Perceived product
Conative
differentiation
Dissonance/ Conative
attribution model
Low
Conative
Affective Affective
Cognitive
15. Thinking Feeling
Involvement 1 2
Informative Affective
The Thinker The Feeler
High
3 4
Involvement
Habit Self-
Formation Satisfaction
Low
The Doer The Reactor
16. • Ad options based on the FCB grid
• Rational versus emotional appeals
• Increasing involvement levels
• Evaluation of a think-type product on the basis of feelings
17.
18. Product/Message Thoughts
Counterarguments Support arguments
Source-Oriented Thoughts
Source derogation Source bolstering
Ad Execution Thoughts
Thoughts about Affect attitude
the ad itself toward the ad
19. Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
Routes to Attitude Change
Central route – Peripheral route –
ability and ability and motivation
motivation to to process a message is
process a message is low; receiver focuses
high and close more on peripheral
attention is paid to cues than on message
message content content