©2000 Prentice Hall

Objectives

 The Communications Process

 Developing Effective Communications
 Deciding on the Marketing
Communications Mix
 Managing and Coordinating Integrated
Marketing Communications

©2000 Prentice Hall

 The Marketing Communications
Mix
Any
AnyPaid
PaidForm
FormofofNonpersonal
Nonpersonal
Advertising
Advertising Presentation
Presentation by anIdentified
by an Identified
Sponsor.
Sponsor.

Sales Promotion Short-term Incentives to

Encourage Trial or Purchase.

Protect and/or Promote

Public Relations Company’s Image/products.

Personal
Personal Selling
Selling Personal Presentations.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
©2000 Prentice Hall
 Elements in the
Communication Process

Message
SENDER RECEIVER
Encoding Decoding
Media

Noise

Feedback Response

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 Message Problems

Selective Attention

Selective Distortion

Selective Retention

©2000 Prentice Hall

 Effective Communications
Step
Step 1.
1. Identifying
Identifying the
the Target
Target Audience
Audience

Step
Step 2.
2. Determining
Determining the
the Communication
Communication Objectives
Objectives
Buyer
Buyer Readiness
Readiness Stages
Stages

Awareness
Knowledge
Liking
Preference
Conviction
©2000 Prentice Hall Purchase
Purchase
 Response Hierarchy Models
AIDA Hierarchy-of- Innovation- Communi-
Stages Effects Adoption cations
Model a Model b Model c Model d

Awareness Exposure
Cognitive Attention Awareness Reception
stage
Knowlege Cognitive
response

Interest Liking Interest Attitude

Affective Preference
stage
Desire Conviction Evaluation Intention

Trial
Behavior Action Purchase Behavior
stage
©2000 Prentice Hall
Adoption
 Step
Step 3.
3. Designing
Designing the
the Message
Message

Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Layout,
Words, & Sounds,
Body Language
Message Source
Expertise,
Trustworthiness,
Congruity
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 Step
Step 4.
4. Select
Select Communications
Communications Channel
Channel

Personal Communication
Channels
Nonpersonal Communication
Channels

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 Step
Step 5.
5. Establish
Establish the
the Budget
Budget

% Of
Affordable
Sales

Competitive Objective
Parity & Task

©2000 Prentice Hall

 Step
Step 6.
6. Decide
Decide on
on Communications
Communications Mix
Mix

Advertising
Advertising
Public,
Public, Pervasive,
Pervasive, Expressive,
Expressive, Impersonal
Impersonal

Sales
Sales Promotion
Promotion
Communication,
Communication, Incentive,
Incentive, Invitation
Invitation

Public
Public Relations
Relations &
& Publicity
Publicity
Credibility,
Credibility, Surprise,
Surprise, Dramatization
Dramatization

Personal
Personal Selling
Selling
Personal
Personal Confrontation,
Confrontation, Cultivation,
Cultivation, Response
Response

Direct
Direct Marketing
Marketing
Nonpublic,
Nonpublic, Customized,
Customized, Up-to-Date,
Up-to-Date, Interactive
Interactive
©2000 Prentice Hall
 Step
Step 7.
7. Measure
Measure Results
Results

Step
Step 8.
8. Manage
Manage the
the IMC
IMC Process
Process

©2000 Prentice Hall

 Factors
Factors in
in Developing
Developing
Promotion
Promotion Mix
Mix Strategies
Strategies

Type of Buyer/
Product/ Readiness
Market Stage

Push vs. Product

Pull Life-Cycle
Strategy Stage

©2000 Prentice Hall

 Push Versus Pull Strategy

Marketing Marketing
activities Interme- activities
Producer diaries End users

Demand Push Strategy

Marketing activities

Demand Interme- Demand

Producer diaries End users

©2000 Prentice Hall Pull Strategy

 Review

 The Communications Process

 Developing Effective Communications
 Deciding on the Marketing
Communications Mix
 Managing and Coordinating Integrated
Marketing Communications

©2000 Prentice Hall