Download Marketing Practicum_Chapter14

Chapter 14: Communicating
Customer Value
November 14, 2013
BUS 306-01
Lauren Broderick
Alex Cox
Eryn Eledge
Katie Keller
Daniel Rosario
Agenda
• Promotion Mix
• Communication Process
• Promotion Mix Associated with Communication
Objectives
• Promotion Budget
• AIDA
• Socially Responsible Marketing Communication
• Overview and Takeaways
Promotion Mix
Marketing communications mix:
 Advertising:
 Nonpersonal presentation and promotion of
ideas
 Sales promotion:
 Short term incentives
 Personal selling:
 Personal presentation
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
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
Communication Process
Elements in the Communication Process
Effective Marketing
Communication
 Identifying target audience
 Determining communication objectives
 Designing a message
 Message content
 Message structure
 Message format
 Choosing media
 Personal vs. Non-personal
 Selecting a message source
 Collecting feedback
Old Spice’s 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”
Promotion Mix Associated
with Communication
Objectives
 Create advertisements
 Uses advertisements to communicate their
message
 Build relationships with their customers
Buyer-Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Setting Promotion Budget
 Affordable Method
 Percentage-of-Sales Method
 Competitive-Parity Method
 Objective-and-Task Method
AIDA
 Get ATTENTION
 Hold INTEREST
 Arouse DESIRE
 Obtain ACTION
The Promotion Mix
 Promotion mix strategies
 Push strategy
 Pull strategy
 Integrating the promotion mix
 Ensures communications occur when, where, and
how customers need them
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
Overview and Takeaways
 Overview
 Promotion Mix
 Communication Objectives
 Old Spice
 What We Learned
References
 Golden Gophers. (2013). Men's basketball.
Retrieved November 4, 2013, from Golden
Gophers: http://www.gophersports.com/
sports/m-baskbl/spec-rel/072506aaa.html
 Norton, M. (n.d.). Latest innovation. Retrieved
November 4, 2013, from P&G: http://
www.pg.com/en_US/downloads/innovatio
n/
factsheet_OldSpice.pdf
 Procter & Gamble. (2011). Old Spice newsroom.
Retrieved November 4, 2013, from P&G:
http://oldspice.newshq.businesswire.com/
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