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Marketing Communications

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Modes of Marketing Communications

Advertising Direct marketing

Sales promotion Interactive
Events and marketing
experiences Word-of-mouth
Public relations and marketing
publicity Personal selling

Communication Platforms

Advertising Sales Promotion

Print and broadcast ads Contests, games,
Packaging inserts sweepstakes
Motion pictures Premiums
Brochures and booklets Sampling
Posters Trade shows, exhibits
Billboards Coupons
POP displays Rebates
Logos Entertainment
Videotapes Continuity programs

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Communication Platforms
(Contd)
Events/ Experiences Public Relations
Sports Press kits
Entertainment Speeches
Festivals Seminars
Art Annual reports
Causes Charitable donations
Factory tours Publications
Company museums Community relations
Street activities Lobbying
Identity media

Communication Platforms
(Contd)
Personal Selling Direct Marketing
Sales presentations Catalogs
Sales meetings Mailings
Incentive programs Telemarketing
Samples Electronic shopping
Fairs and trade shows TV shopping
Fax mail
E-mail
Voice mail
Websites

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Elements in the Communications

Process

Micromodels of Communications

Sources: E. K. Strong,
The Psychology of
Selling
(New York: McGraw-Hill,
1925), p. 9; Robert J.
Lavidge and Gary A.
Steiner, A Model for
Predictive
Measurements of
Advertising
Effectiveness, Journal
of Marketing (October
1961), p. 61; Everett M.
Rogers, Diffusion of
Innovation (New York:
Free
Press, 1962), pp. 7986;
dvarious sources.

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An Ideal Ad Campaign
The right consumer is exposed to the
message at the right time and place
The ad causes consumer to pay attention
The ad reflects consumers level of
understanding and behaviors with product
The ad correctly positions brand in terms of
points-of-difference and points-of-parity
The ad motivates consumer to consider
purchase of the brand
The ad creates strong brand associations

Steps in Developing Effective

Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC

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Communications Objectives

Category need
Brand awareness
Brand attitude
Purchase intention

Designing the Communications

Message strategy
Creative strategy
Message source

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Message Strategy

Creative Strategy
Informational and transformational appeals

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Creative Strategy (Contd)

Positive and Negative Appeals

Message Source

The three most often identified sources of

credibility are:

expertise,
trustworthiness,

and likability.

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Select Communication Channels

Personal

Nonpersonal

Establish the Budget

Affordable
Percentage-of-sales
Competitive parity
Objective-and-task

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Objective-and-Task Method
Establish the market share goal.
Determine the percentage that should be reached.
Determine the percentage of aware prospects that
should be persuaded to try the brand.
Determine the number of advertising impressions per
1% trial rate.
Determine the number of gross rating points that
would have to be purchased.
Determine the necessary advertising budget on the
basis of the average cost of buying a GRP.

Characteristics of the Mix

Advertising Sales Promotion

Pervasiveness Ability to draw

Amplified attention
expressiveness Incentive

Control Invitation

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Characteristics of the Mix (Contd)

Public Relations and Events and

Publicity Experiences
High credibility Relevant

Ability to reach Engaging

hard-to-find buyers Implicit

Dramatization

Characteristics of the Mix (Contd)

Direct Marketing Personal Selling

Customized Personal interaction

Up-to-date Cultivation

Interactive Response

Word-of-Mouth Marketing
Influential

Personal

Timely

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Factors in Setting
Communications Mix
Type of product market
Buyer-readiness stage
Product life-cycle stage

Cost-Effectiveness
of Different Communication Tools

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Current Consumer States for Two

Brands

Vodafones ZooZoo Ad Campaign

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The Five Ms of Advertising

Developing an
Advertising Program
Setting Objectives

Deciding on the Budget

Developing the Campaign

Deciding on Media

Making Measurement Plans

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Advertising Objectives

Informative

Persuasive

Reminder

Reinforcement

Factors to Consider in Setting an

Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

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Television

Advantages Disadvantages
Reaches broad Brief
spectrum of Clutter
consumers; flexibility High cost of production
Low cost per exposure High cost of placement
Ability to demonstrate Lack of attention by
product use viewers
Ability to portray image
and brand personality

Print Ads

Advantages Disadvantages
Detailed product Passive medium
information Clutter
Ability to communicate Unable to demonstrate
user imagery product use
Flexibility in choosing Print quality
the right publications Short shelf-life
Ability to segment

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Print Ad Components and

Effectiveness
Picture
Headline
Copy

Workload Approach to Determining

Sales Force Size
Customers are grouped into size classes
Desirable call frequencies are established
Number of accounts in each size class
multiplied by call frequency
Average number of calls possible per year
established
Number of reps equal to total annual calls
required divided by number possible

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Components of Sales Force

Compensation
Fixed amount
Variable amount
Expense allowance
Benefits

Managing the
Sales Force
Recruiting

Selecting

Training

Supervising

Motivating

Evaluating

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Salesperson Evaluation

Principles of Personal Selling

Situation questions
Problem questions
Implication questions
Need-payoff questions

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Steps in Effective Selling

1. Prospecting/qualifying
2. Preapproach
3. Approach
4. Presentation
5. Overcoming objections
6. Closing
7. Follow up

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