Promotional Mix andMarketing Communications

- Session 14-15

Means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands they sell

Marketing Communication

Advertising Sales Promotion Events and Experiences Public Relations and Publicity Direct Marketing Interactive Marketing Word-of-mouth Marketing Personal selling

Marketing Communication Mix

Marketing Communication Mix

Advertising Print and broadcast

ads Packaging inserts Motion pictures Brochures and

booklets Posters Billboards POP displays Logos Videotapes

Sales Promotion Contests, games,

sweepstakes Premiums Sampling Trade shows,

exhibits Coupons Rebates Entertainment Continuity programs

Marketing Communication Mix

Events/ Experiences Sports Entertainment Festivals Art Causes Street activities

Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying

Marketing Communication Mix

Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade

shows

Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Websites

Communication Process - Macromodel

Communication Process - Micromodel

Communication Process - Micromodel

Involvement

Differentiation

High

High

Low

Low

Learn – Feel - Do

Do – Feel - LearnLearn – Do - Feel

Steps to Develop Effective Communications

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

Steps in Developing Effective Communications

Identify target audience◦ Segments◦ Usage/Loyalty

Determine objectives◦ Category Need◦ Brand Awareness◦ Brand Attitude

Positive or Negative◦ Brand Purchase Intention

Steps in Developing Effective Communications

Design communications◦ Message Strategy: What

◦ Creative Strategy: How Informational Transformational

Positive or Negative

◦ Message Source: Expertise, Trustworthy and Likeability

What/When Result of Use

Product in Use

Incidental to Use

Rational

Sensory

Social

Ego Satisfaction

Steps in Developing Effective Communications

Select channels◦ Personal

Expensive, Risky, Infrequent Taste or Status Reflection Advocate Expert Social

◦ Non-personal

Establish budget◦ Affordable◦ % of Sale◦ Competitive Parity◦ Objective and Task Method

Steps in Developing Effective Communications

Decide on media mix◦ Types of Product Market◦ Buyer-Readiness Stage◦ PLC Stage

Measuring Communication Results

Integrated Marketing Communication A planning process designed to assure that all

brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time◦ Coverage◦ Contribution◦ Commonality

Consistency Cohesiveness

◦ Complementarities◦ Versatility◦ Cost

Thank You