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Chapter 14: Communicating Customer Value . Lauren Broderick Alex Cox Eryn Eledge Katie Keller Daniel Rosario. November 14, 2013 BUS 306-01. Agenda. Promotion Mix Communication Process Promotion Mix Associated with Communication Objectives Promotion Budget AIDA - PowerPoint PPT Presentation
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Chapter 14: Communicating Customer Value
Chapter 14: Communicating Customer Value Lauren BroderickAlex CoxEryn EledgeKatie KellerDaniel RosarioNovember 14, 2013BUS 306-01Agenda
Promotion MixCommunication ProcessPromotion Mix Associated with Communication ObjectivesPromotion BudgetAIDASocially Responsible Marketing CommunicationOverview and Takeaways
Promotion MixMarketing communications mix:Advertising:Nonpersonal presentation and promotion of ideasSales promotion:Short term incentivesPersonal selling:Personal presentation
Promotion Mix ContPublic relations:Build relationships and a corporate imageDirect marketing:Builds customer relationships Less publicImmediate and customized Tailored to specific customers Interactive
Integrated Marketing CommunicationsNew marketing communications model:Changing consumersChanging marketing strategiesAdvancements in communications technology
Integrated Marketing Communications:Blending old and new strategiesUses many channels to deliver clear, consistent, compelling messages
Communication Process
Elements in the Communication Processhttp://atbin79.blogfa.com/post/426Effective Marketing CommunicationIdentifying target audienceDetermining communication objectivesBuyer Readiness Stages
Designing a messageMessage contentMessage structureMessage formatEffective Marketing Communication Cont.Choosing mediaPersonal vs. Non-personalSelecting a message sourceCollecting feedback
Old Spices Communication ObjectivesMen ages 15-34 concerned with personal hygiene and the need to feel manly they want to portray ManlinessMale-style communicationshort statementsImperative voice Geared toward womenHumorGood-looking actorsThe man you wish your man could be
Promotion Mix Associated with Communication ObjectivesCreate advertisements Uses advertisements to communicate their message Build relationships with their customers
Setting Promotion BudgetAffordable MethodPercentage-of-Sales MethodCompetitive-Parity MethodObjective-and-Task MethodAIDAGet ATTENTIONHold INTERESTArouse DESIREObtain ACTION
The Promotion MixPromotion mix strategiesPush strategy and pull strategy
Integrating the promotion mixEnsures communications occur when, where, and how customers need them
13Socially Responsible Marketing CommunicationAdvertising and sales promotionFalse or deceptive advertisingBait-and-switchSocially responsible programs and actionsPersonal sellingFair competitionBusiness-to-business tradeCannot disparage competitors or competing products
Overview and TakeawaysOverviewPromotion MixCommunication ObjectivesOld SpicePromotion Budget and MixWhat We LearnedQuestions or Comments
ReferencesGolden Gophers. (2013). Men's basketball. Retrieved November 4, 2013, from Golden Gophers: http://www.gophersports.com/sports/m-baskbl/spec-rel/072506aaa.htmlNorton, M. (n.d.). Latest innovation. Retrieved November 4, 2013, from P&G: http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdfProcter & Gamble. (2011). Old Spice newsroom. Retrieved November 4, 2013, from P&G: http://oldspice.newshq.businesswire.com/about
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