©2000 Prentice Hall

©2000 Prentice Hall

ObjectivesObjectivesObjectivesObjectives

The Communications ProcessThe Communications Process Developing Effective CommunicationsDeveloping Effective Communications Deciding on the Marketing Deciding on the Marketing

Communications MixCommunications Mix Managing and Coordinating Integrated Managing and Coordinating Integrated

Marketing CommunicationsMarketing Communications

©2000 Prentice Hall

AdvertisingAdvertising

Personal SellingPersonal Selling

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Sales Promotion Short-term Incentives to Encourage Trial or Purchase.

Public Relations

Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.

Protect and/or Promote Company’s Image/products.

Personal Presentations.

The Marketing Communications The Marketing Communications MixMix

The Marketing Communications The Marketing Communications MixMix

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Elements in the Elements in the Communication ProcessCommunication Process

SENDERSENDEREncodingEncoding DecodingDecoding

RECEIVERRECEIVER

MediaMedia

Message

FeedbackFeedback ResponseResponse

NoiseNoise

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Message ProblemsMessage ProblemsMessage ProblemsMessage Problems

Selective Attention

Selective Distortion

Selective Retention

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Effective CommunicationsEffective CommunicationsEffective CommunicationsEffective CommunicationsStep 1. Identifying the Target AudienceStep 1. Identifying the Target Audience

PurchasePurchase

Conviction

Preference

Liking

Knowledge

Awareness

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

©2000 Prentice Hall

Response Hierarchy ModelsResponse Hierarchy Models

Communi-cationsModel d

AIDAModel a

Innovation-AdoptionModel c

Hierarchy-of-Effects Model b

Stages

Cognitivestage

Affectivestage

Behaviorstage

Awareness

Trial

Adoption

Interest

Evaluation

Purchase

Liking

Preference

Conviction

Awareness

Knowlege

Attention

Interest

Desire

Action Behavior

Attitude

Intention

Exposure

Reception

Cognitiveresponse

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Message SourceExpertise,

Trustworthiness,Congruity

Step 3. Designing the MessageStep 3. Designing the Message

Message FormatLayout,

Words, & Sounds,Body Language

Message StructureDraw Conclusions

Argument TypeArgument Order

Message ContentRational Appeals

Emotional AppealsMoral Appeals

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Step 4. Select Communications ChannelStep 4. Select Communications Channel

Nonpersonal CommunicationChannels

Personal CommunicationChannels

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Step 5. Establish the BudgetStep 5. Establish the Budget

CompetitiveParity

Objective& Task

Affordable% OfSales

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Step 6. Decide on Communications MixStep 6. Decide on Communications Mix

AdvertisingPublic, Pervasive, Expressive, Impersonal

AdvertisingPublic, Pervasive, Expressive, Impersonal

Sales PromotionCommunication, Incentive, Invitation

Sales PromotionCommunication, Incentive, Invitation

Public Relations & PublicityCredibility, Surprise, DramatizationPublic Relations & Publicity

Credibility, Surprise, Dramatization

Personal SellingPersonal Confrontation, Cultivation, Response

Personal SellingPersonal Confrontation, Cultivation, Response

Direct MarketingNonpublic, Customized, Up-to-Date, Interactive

Direct MarketingNonpublic, Customized, Up-to-Date, Interactive

©2000 Prentice Hall

Step 7. Measure ResultsStep 7. Measure Results

Step 8. Manage the IMC ProcessStep 8. Manage the IMC Process

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Product Life-Cycle

Stage

Type of Product/ Market

Push vs. Pull

Strategy

Factors in Developing Factors in Developing Promotion Mix StrategiesPromotion Mix Strategies

Factors in Developing Factors in Developing Promotion Mix StrategiesPromotion Mix Strategies

Buyer/ Readiness

Stage

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Push Versus Pull StrategyPush Versus Pull Strategy

Producer

Producer

Interme-diaries

Marketingactivities

End users

Marketingactivities

Demand Interme-diaries

Demand

Push Strategy

Pull Strategy

End users

Marketing activities

Demand

©2000 Prentice Hall

ReviewReviewReviewReview

The Communications ProcessThe Communications Process Developing Effective CommunicationsDeveloping Effective Communications Deciding on the Marketing Deciding on the Marketing

Communications MixCommunications Mix Managing and Coordinating Integrated Managing and Coordinating Integrated

Marketing CommunicationsMarketing Communications