Download Kotler_ch15_basic - University of Houston

Communications Objectives
• Category need: Earning an MBA boosts
salaries an average of 35%
• Brand awareness: University of Houston
has a variety of MBA programs
• Brand attitude: An amazing number of
CEO’s are Bauer alums
• Purchase intention: Come to our
orientation this month, at……
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Design the Communications
• Message/Creative strategy
• Informational appeal: the audience learns
something
• Transformational appeal: someone who uses
this brand now has a “transformed”
experience
• Message source: a testimonial?
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Select Communication Channels
• Personal communication channels
• Nonpersonal communication channels
• Integration of communication channels:
What can we do as communicators to
influence opinion leaders by something
we say in an ad? (the two-step flow of
communication) See pp. 285-286
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Establish the Budget
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•
•
•
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task: This is the method
marketers like.
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Communication Guidelines:
1.
2.
3.
4.
If you don’t have a product that merits repeat
purchase, fix it before you promote it.
If you can’t afford repeat exposures, choose a
smaller target audience.
Promotion that says “We exist” is not worth
paying for.
Promotion that says “We’re cheap” is not worth
paying for if buyers don’t know who you are.
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IN GENERAL, you might figure on spending at least:
• $5,000 to reach 100 people
by personal selling (could be far more, of course)
• $200 to reach 100 people
by telemarketing
• $100 to reach 100 people
by direct mail
• $5 to reach people
by media advertising
• A major “it depends” for Web ads, but you may be
charged by click-through
Plus production costs for advertising, especially high for TV commercials
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Developing Effective Marketing
Communications
Cost-Effectiveness of Different Promotional Tools at
Different Buyer-Readiness Stages
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