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Slide 2 Chapter 14: Communicating Customer Value Lauren Broderick Alex Cox Eryn Eledge Katie Keller Daniel Rosario November 14, 2013 BUS 306-01 Slide 3 Agenda Promotion Mix Communication Process Promotion Mix Associated with Communication Objectives Promotion Budget AIDA Socially Responsible Marketing Communication Overview and Takeaways Slide 4 Promotion Mix Marketing communications mix: Advertising: Nonpersonal presentation and promotion of ideas Sales promotion: Short term incentives Personal selling: Personal presentation Slide 5 Promotion Mix Cont Public relations: Build relationships and a corporate image Direct marketing: Builds customer relationships Less public Immediate and customized Tailored to specific customers Interactive Slide 6 Integrated Marketing Communications New marketing communications model: 1.Changing consumers 2.Changing marketing strategies 3.Advancements in communications technology Integrated Marketing Communications: Blending old and new strategies Uses many channels to deliver clear, consistent, compelling messages Slide 7 Communication Process Elements in the Communication Process Slide 8 Effective Marketing Communication Identifying target audience Determining communication objectives Buyer Readiness Stages Designing a message Message content Message structure Message format AwarenessKnowledgeLikingPreferenceConvictionPurchase Slide 9 Effective Marketing Communication Cont. Choosing media Personal vs. Non-personal Selecting a message source Collecting feedback Slide 10 Old Spices Communication Objectives Men ages 15-34 concerned with personal hygiene and the need to feel manly they want to portray Manliness Male-style communication short statements Imperative voice Geared toward women Humor Good-looking actors The man you wish your man could be Slide 11 Promotion Mix Associated with Communication Objectives Create advertisements Uses advertisements to communicate their message Build relationships with their customers Slide 12 Setting Promotion Budget Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method Slide 13 AIDA Get ATTENTION Hold INTEREST Arouse DESIRE Obtain ACTION Slide 14 The Promotion Mix Promotion mix strategies Push strategy and pull strategy Integrating the promotion mix Ensures communications occur when, where, and how customers need them Slide 15 Socially Responsible Marketing Communication Advertising and sales promotion False or deceptive advertising Bait-and-switch Socially responsible programs and actions Personal selling Fair competition Business-to-business trade Cannot disparage competitors or competing products Slide 16 Overview and Takeaways Overview Promotion Mix Communication Objectives Old Spice Promotion Budget and Mix What We Learned Slide 17 Questions or Comments Slide 18 References Golden Gophers. (2013). Men's basketball. Retrieved November 4, 2013, from Golden Gophers: http://www.gophersports.com/ sports/m-baskbl/spec-rel/072506aaa.htmlhttp://www.gophersports.com/ Norton, M. (n.d.). Latest innovation. Retrieved November 4, 2013, from P&G: http://www.pg.com/en_US/downloads/inn ovation/factsheet_OldSpice.pdf Procter & Gamble. (2011). Old Spice newsroom. Retrieved November 4, 2013, from P&G: http://oldspice.newshq.businesswire.com/ about http://oldspice.newshq.businesswire.com/