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The marketing communications mix
Advertising - Any paid form of non-personalpresentation by an identified sponsor.
Personal Selling- Personal presentations by a firmssales force.Sales Promotion - Short-term incentives toencourage salesPublic Relations & publicity A variety of programsdesigned to promote or protect a companys image or its individual products.Direct Marketing Direct communications withindividuals to obtain an immediate response.
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Response
Feedback
Media
Sender
Encoding
Message
Decoding
Receiver
Noise
The Communication Process
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Steps in developing effective
communication Step 1 Identifying the target audience
Step 2 Determining the communication objectives Step 3 Design message
Step 4 Selecting channels
Step 5 Establish budget
Step 6 Decide on media mix
Step 7 Measure result
Step 8 Managing integrated Marketing communication
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Step 1. Identifying the target
audienceAudience may be current buyer or potential buyer
decider or influencer .
Audience may be individuals, groups, specialpublics or the general publics.The target buyer audience will heavily affect the
communicators decisions on
what to sayhow to saywhen to saywhere to say
who to say
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Step 2. Determining the
communication objectivesThe target audience may be at any of six buyer readiness stages, the stages consumer normally passthrough on their way to make any purchase.
AwarenessKnowledgeLikingPreferenceConvictionPurchase
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Step 3. Design message
AIDA model includes
What to say ( message content )
How to say logically ( message structure ) How to say symbolically ( message format )
Who should say it ( message source )
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Step 3. Design message (cont..)
Message Content Mgt search for an appeal, theme,idea or USP.
Rational appeals quality,value, economy or performance
Emotional appeals negative emotional appeal - fear, shame , guilt
positive emotional appeal love, pride, joy Moral appeals directed to audiences sense of whatis right and proper- clean environment, aid todisadvantages.
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Message Structure communicator must decide
how to handle three message structure decisionDraw conclusions or leave it to consumer Argument type one side or two sidesArgument order to present strong argument first
or last
Step 3. Design message (cont..)
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Step 3. Design message (cont..)
Message format
In a print ad,decide to headline, copy, color.In a radio message decide to choose words,
voice,vocalizationIf the massage is to carried on television or in
person words & sounds,body language
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Step 3. Design message (cont..)
Message source
Source should be attractive & popular Spokes person should be credibilityCredibility Expertise, trustworthiness, Liability
Expertise specialized knowledgeTrustworthiness -Likability sources attractiveness
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Step 4 Selecting channels
Personal communication channelsFace to- faceOver telephoneThe mailBuzz marketing
Non-personal communication channelsMedia print media broadcast media-
display media online media.
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Step 5 Establish budget
Affordable method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
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Step 6 Decide on media mix
AdvertisementPublic presentationPervasivenessAmplified expressivenessImpersonality
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Step 6 Decide on media mix
Sales promotion
CommunicationIncentiveInvitation
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Step 6 Decide on media mix
Public relations & publicityHigh credibilityAbility to catch buyer off guardDramatization
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Step 6 Decide on media mix
Personal sellingPersonal confrontationCultivationResponse
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Step 6 Decide on media mix
Direct marketing
NonpublicCustomer Up to-dateInteractive