Chapter 12 - Old & New Media

Chapter 12Chapter 12Module 1Module 1

12-1© 2012 Pearson Education, Inc. publishing as Prentice-Hall.

Old and New Media:Old and New Media: From One-to-Many to Many-to-From One-to-Many to Many-to-

ManyMany

Chapter TwelveChapter Twelve



Chapter ObjectivesChapter Objectives Understand the communication process Understand the communication process

and the traditional promotion mixand the traditional promotion mix Understand how marketers communicate Understand how marketers communicate

using the communication model using the communication model Describe the steps in traditional and Describe the steps in traditional and

multichannel promotional planningmultichannel promotional planning


The Traditional The Traditional Communication Model: One-to-Communication Model: One-to-

ManyMany Promotion: Promotion:

The coordination of marketing The coordination of marketing communication efforts to influence communication efforts to influence attitudes or behaviorattitudes or behavior

Marketing communications purpose:Marketing communications purpose:• Inform Inform • Remind Remind • PersuadePersuade• Build relationships Build relationships


The Traditional The Traditional Communication Model: One-to-Communication Model: One-to-

ManyMany Integrated marketing communication Integrated marketing communication

(IMC): (IMC): Process that marketers use to plan, Process that marketers use to plan, develop, execute, and evaluate develop, execute, and evaluate coordinated, measurable, persuasive coordinated, measurable, persuasive brand communication programs over brand communication programs over time to targeted audiencestime to targeted audiences

See the ad gallery at Beach’n Billboard

http://www.beachnbillboard.com/

http://www.beachnbillboard.com/


Figure 12.1Figure 12.1Three Models of Marketing Three Models of Marketing

CommunicationCommunication


Figure 12.2Figure 12.2Communication ModelCommunication Model


Marketing SourcesMarketing SourcesMarketers often choose celebrity endorsers as sources to make their messages more believable or their products more attractive to the buyers

Q Scores can be helpful in selecting the right endorser

Visit QScores.com


Marketing MessageMarketing MessageThis Italian candy ad vividly communicates the product’s caffeine content through the choice of nonverbal stimuli – in this case, the wide-eyed, wired rabbit.




DecodingDecodingFor effective decoding to occur, the source and the receiver must share a mutual frame of reference.

In this ad, the receiver needs to understand the meaning of the “white flag” in order for the message to make sense


As you were going through your day you were exposed to many forms of marketing communication. However, noise probably interfered with most of the exposures.

List five different instances where noise interrupted your ability to decode a message.

Explain what, if anything, a marketer could have done to help limit some of the noise.

These can be good discussion points.

Pause…

End Module 1End Module 1








Figure 12.3Figure 12.3Control ContinuumControl Continuum

The promotion mix includes the major communication elements that the marketer controls


Table 12.1Table 12.1A Comparison of Elements of the A Comparison of Elements of the

Traditional Promotional MixTraditional Promotional Mix


Mass CommunicationMass Communication Advertising: Advertising:

Nonpersonal Nonpersonal communication from communication from an identified sponsor an identified sponsor using mass mediausing mass media• AdvantagesAdvantages• DisadvantagesDisadvantages


Mass CommunicationMass Communication Sales promotion: Sales promotion:

Contests, coupons, and other incentives Contests, coupons, and other incentives designed to build interest or encourage designed to build interest or encourage product purchase during a specified periodproduct purchase during a specified period• AdvantagesAdvantages• DisadvantagesDisadvantages

Visit Coupons.com


Mass CommunicationMass Communication Public relations: Public relations:

Communication activities that create or Communication activities that create or maintain a positive image of a firm and its maintain a positive image of a firm and its productsproducts• AdvantagesAdvantages• DisadvantagesDisadvantages

Visit Businesswire.com


Personal Communication Personal Communication Personal selling: Personal selling:

Direct interaction between a company Direct interaction between a company representative and a customerrepresentative and a customer• AdvantagesAdvantages• DisadvantagesDisadvantages

Direct marketing: Direct marketing: Efforts to gain a direct response from Efforts to gain a direct response from individual consumers individual consumers • AdvantagesAdvantages• DisadvantagesDisadvantages


The Updated Communication The Updated Communication Model: Many-to-ManyModel: Many-to-Many

GroundswellGroundswellA social trend in which people use A social trend in which people use technology to get the things they need technology to get the things they need from each other, rather than from from each other, rather than from traditional institutions such as traditional institutions such as corporationscorporations

The many-to-many communication The many-to-many communication model relies on consumers talking to model relies on consumers talking to one anotherone another

Buzz marketing is keyBuzz marketing is key


Buzz Marketing Buzz Marketing Buzz:Buzz:

• Word-of-mouth communication that Word-of-mouth communication that customers view as authenticcustomers view as authentic

Buzz activities have many namesBuzz activities have many names Technology has magnified the Technology has magnified the

importance of buzzimportance of buzz

Word-of-mouth-marketing association


Buzz Marketing Buzz Marketing Viral marketing:Viral marketing:

• Marketing activities that aim to increase Marketing activities that aim to increase brand awareness or sales by brand awareness or sales by consumers passing a message along to consumers passing a message along to other consumersother consumers

SubservientChicken.com

End Module 2End Module 2





Figure 12.4Figure 12.4Steps to Develop the Steps to Develop the

Promotional PlanPromotional Plan


Figure 12.5Figure 12.5The Hierarchy of EffectsThe Hierarchy of Effects


Hierarchy of EffectsHierarchy of EffectsThe ad at left seeks to create awareness while the ad at right attempts to build brand loyalty.

Are the ads successful at accomplishing the stated goals?


Promotional PlanningPromotional Planning

Step 3: Determine and allocate the Step 3: Determine and allocate the marketing communication budgetmarketing communication budget• Determine the total promotion budget Determine the total promotion budget

via one of the following:via one of the following:Top-down budgeting techniquesTop-down budgeting techniquesBottom-up budgeting techniquesBottom-up budgeting techniques


Step 3: Determine and allocate the Step 3: Determine and allocate the marketing communication budget marketing communication budget • Decide on a push or pull strategyDecide on a push or pull strategy

Push strategy Push strategy Pull strategy Pull strategy

• Allocate spending to specific promotion Allocate spending to specific promotion activitiesactivities




Step 4: Design the promotion mixStep 4: Design the promotion mix• Involves determining the:Involves determining the:

Specific promotional tools to Specific promotional tools to be usedbe used

Message to be communicatedMessage to be communicatedCommunication channelCommunication channel

• Message communication goals:Message communication goals:Attention, interest, desire, and Attention, interest, desire, and

action (AIDA model)action (AIDA model)



Using the AIDA ModelUsing the AIDA Model

This ad uses a unique image to grab the consumer’s attention

If an ad without copy is to be effective, the brand name and attributes of the product must be well-known

Would this ad work well in the United States as shown?

This Gastro advertisement by Callegari Berville Grey, a Paris, France based ad agency, vividly shows the urgency of needing relief from acid indigestion. Such a creative ad would give any brand great recognition because it effectively materializes the efficacy of the product.



Step 5: Evaluate the effectiveness of Step 5: Evaluate the effectiveness of the communication programthe communication program


End Chapter 12


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