Marketing Communications & Marketing Communications & Direct MarketingDirect Marketing

Chapter 16Chapter 16

The Communication ProcessThe Communication Process

SenderSender MessageMessage Channel of communicationChannel of communication ReceiversReceivers Encoding processEncoding process Decoding processDecoding process

Promotional ElementsPromotional Elements

AdvertisingAdvertising Example: CommercialsExample: Commercials AdvantagesAdvantages DisadvantagesDisadvantages

Personal SellingPersonal Selling AdvantagesAdvantages DisadvantagesDisadvantages

Public RelationsPublic Relations Annual reportsAnnual reports PublicityPublicity AdvantagesAdvantages DisadvantagesDisadvantages

Promotional ElementsPromotional Elements

Sales PromotionSales Promotion Example: CouponsExample: Coupons AdvantagesAdvantages DisadvantagesDisadvantages

Direct MarketingDirect Marketing Direct mail, catalogsDirect mail, catalogs AdvantagesAdvantages DisadvantagesDisadvantages

Promotional MixPromotional Mix

The Target MarketThe Target Market The Product Life CycleThe Product Life Cycle Product CharacteristicsProduct Characteristics

ComplexityComplexity Degree of riskDegree of risk Ancillary servicesAncillary services

Promotional MixPromotional Mix

Stages of Buying DecisionStages of Buying Decision Prepurchase stagePrepurchase stage Purchase stagePurchase stage PostpurchasingPostpurchasing

Channel StrategiesChannel Strategies PushPush PullPull

Marketing ProgramMarketing Program

Developing the ProgramDeveloping the Program Executing the ProgramExecuting the Program Evaluating the ProgramEvaluating the Program

Developing the ProgramDeveloping the Program

Identify the Target AudienceIdentify the Target Audience What Should the Program Accomplish?What Should the Program Accomplish?

Hierarchy of effectsHierarchy of effects Setting the Promotion BudgetSetting the Promotion Budget

Percentage of salesPercentage of sales Competitive parityCompetitive parity All you can affordAll you can afford Objective and taskObjective and task

Developing the ProgramDeveloping the Program

Select Promotional ToolsSelect Promotional Tools What combination?What combination?

Designing the PromotionDesigning the Promotion Example: Advertising and humorExample: Advertising and humor

Scheduling the PromotionScheduling the Promotion

Executing and EvaluationExecuting and Evaluation

PosttestsPosttests DatabasesDatabases

Direct MarketingDirect Marketing

ValueValue ConsumersConsumers SellersSellers

IssuesIssues TechnologicalTechnological GlobalGlobal EthicalEthical