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Key Concepts
Marketing Communications
The means by which firms
attempt to INFORM, PERSUADE,
and REMIND consumers—
directly or indirectly—about the
products and brands they sell.
Marketing Communications Mix
 Advertising
 Direct marketing
 Sales promotion
 Interactive
 Events and
marketing
 Word-of-mouth
marketing
 Personal selling
experiences
 Public relations
and publicity
Integrating Marketing Communications
to Build Brand Equity
Elements in the Communication Process
Response Hierarchy Model
Developing Effective Communications
 Identify the target
 Establish the budget
audience
 Determine the
objectives
 Design the
communications
 Select the channels
 Decide on the media
mix
 Measure the results
 Manage integrated
marketing
communications
Identify the Target Audience
 Potential buyers of
the company’s
products
 Current users
 Deciders
 Influencers
 Can be:




Individuals
Groups
Particular publics
General public
 Image analysis
 Profile the target
audience in terms of
brand knowledge.
Determine the Communications Objectives
Category need
Brand awareness
Brand attitude
Brand purchase
intention
Design the Communications
Message strategy
Creative strategy
Message source
Creative Strategy
Informational appeal
Elaborates on
attributes or benefits.
Source Credibility
Expertise
Trustworthiness
Likeability
For Discussion
Describe sources you think have credibility for
endorsing each of the products below:
 Athletic shoes
 Computers
 Iced tea
 Jeans
Multinational Concerns
 Is the product appropriate for a country?
 Is the targeted market segment legal and customary?
 Is the style of ad acceptable?
 Should ads be created at headquarters or locally?
Select the Communications
Channels
 Personal communications channels
 Nonpersonal communications channels
 Media
 Sales promotions
 Events and experiences
 Public relations
Marketing Skills: Permission Marketing
 Calculate a customer’s worth over the
duration of a typical relationship and decide
on a budget for customer acquisition.
 Create messages to educate customers and
get their permission.
 Always ask for a response to learn how
customers react to communications and
measure results.
Establish the Total Marketing
Communications Budget
Affordable method
Percentage-of-sales
method
Competitive-parity
method
Objective-and-task
method
Deciding on the
Marketing Communications Mix
 Advertising
 Direct and
 Sales promotion
interactive
marketing
 Word-of-mouth
marketing
 Personal selling
 Public relations
and publicity
 Events and
experiences
Factors in Setting the
Marketing Communications Mix
Type of product market
Consumer readiness to
make a purchase
Product life-cycle stage
Market rank
Cost Effectiveness of Three Different Communications Tools at
Different Buyer-Readiness Stages
Measuring Communication Results
 Does the target audience recognize or recall the
message?
 How many times did they see it?
 What points do they recall?
 How do they feel about the message?
 What are their previous and current attitudes
toward the product and company?
 Marketer should also collect behavioral measures
and audience response.
Example of Multiple Vehicle, Multiple-stage
Communication Campaign