Marketing Communication

Chapter 9
 Learning Objectives
 After studying this chapter, you should be able to:

 Discuss the process and advantages of integrated

marketing communications in communicating customer
value

 Define the five promotion tools and discuss the factors

that must be considered in shaping the overall
promotion mix

 Outline the steps in developing effective marketing

communications

 Explain the methods for setting the promotion budget

and factors that affect the design of the promotion mix
Roles of Promotion
Marketing Communications Mix

 The specific mix of advertising, personal

selling, sales promotion, direct-marketing
tools and public relations a company uses
to pursue its advertising and marketing
objectives.
 Can be called as promotion mix
 The five factor above (advertising, personal
selling, sales promotion, direct marketing
tools and public relations) are called major
promotion tools.
Elements of Promotional Mix
 Advertising
 Any paid form of non-personal
presentation and promotion of ideas,
goods or services by an identified sponsor

 Depends on medium/media used, printed,

electronic
 Personal Selling
 Personal presentation by the firm’s sales
force for the purpose of making sales and
building customer relationship

 Many of B2B organizations use this

method

 Example, Avon, Tupperware

 Sales Promotion

 Short term incentives to encourage the

purchase or sale of a product or service
 Example, sales coupons, discounts
 Personal Selling
 Personal presentation by the firm’s sales
force for the purpose of making sales and
building customer relationship

 Many of B2B organizations use this

method

 Example, Avon, Tupperware

 Sales Promotion

 Short term incentives to encourage the

purchase or sale of a product or service
 Example, sales coupons, discounts
 Public Relations

 Building good relations with the

company’s various publics by obtaining
favorable publicity, building up a good
corporate image, and handling/heading off
unfavorable rumors, stories and events
The Communication Process
 Communications efforts should be viewed from the
perspective of managing customer relationships over
time.

 The communication process begins with an audit of all

potential contacts a customer might have with the brand.

 Effective communication requires knowledge of how

communication works.

 Two questions that need to be asked:

 How can we reach our customers?
 How can we find ways to let out customers reach us?
 Elements in the
Communication Process

Sender Encoding Message Decoding

Noise

Feedback Receiver
Response

Sender’s field Receiver’s field

of experience of experience
 Steps in Developing Effective
Communication
 Identifying the Target Audience
 Determining the Communication
Objectives
 Designing a Message
 Choosing Media
 Selecting the Message Source
 Collecting Feedback.
Step 1: Identifying the Target Audience

 Affects decisions related to what, how,

when, and where message will be said,
as well as who will say it
Step 2: Determining Communication
Objectives
Marketers must decide what purchase response
they seek from the target audience.

 Six buyer readiness stages:

i) Awareness – Proton use teaser ads to

introduce Gen-2
ii) Knowledge
iii) Liking – feeling favorable, liking
iv) Preference – prefer Proton Gen-2 to other
brands
v) Conviction – believe that Gen-2 is the best car
vi) Purchase – buy Gen-2
 Step 3: Designing a Message
 Message must have AIDA framework guides message
design
A – Attention
 I – Interest
 D – Desire
 A - Action

 Need to consider what to say (message content) and

how to say it (message structure and format)
 Message content: contains appeals or themes designed
to produce desired results
 Rational appeals
 Relate to audience’s self-interest
 Show product will produce desired benefits

 Emotional appeals
 Love, pride, joy, humor, fear, guilt, shame
 Moral appeals
 What is right or proper.
 Urge people to support social causes
 Message Structure: Key decisions are
required with respect to three message
structure issues:

 Whether or not to draw a conclusion

 Advertiser asking questions and let the buyers come
to their own conclusion
 One-sided vs. two-sided argument
 One-sided – mention all the benefits
 Two-sided – mention benefits and shortcomings
 Order of argument presentation
 Can get strong attention from the public
 Anti climax
 Message content: contains appeals or themes designed
to produce desired results
 Rational appeals
 Relate to audience’s self-interest
 Show product will produce desired benefits

 Emotional appeals
 Love, pride, joy, humor, fear, guilt, shame
 Moral appeals
 What is right or proper.
 Urge people to support social causes
 Message Structure: Key decisions are required
with respect to three message structure issues:

 Whether or not to draw a conclusion

 Advertiser asking questions and let the buyers come to
their own conclusion
 One-sided vs. two-sided argument
 One-sided – mention all the benefits
 Two-sided – mention benefits and shortcomings
 Order of argument presentation
 Can get strong attention from the public
 Anti climax
 Message Format: Design, layout, copy,
color, shape, movement, words, sounds,
voice, body language, dress, etc.
 Step 4: Choosing Media
 Personal communication channels
 Includes face-to-face, phone, mail, and Internet
chat communications
 Word-of-mouth influence is often critical
 Buzz marketing cultivates opinion leaders

 Non-personal communication channels

 Includes media (print, display and online media)
 Atmosphere (lawyers’ officer are designed to
communicate confidence)
 Events (press conferences, grand opening,
shows and exhibits)
 Step 5: Selecting the Message
Source

 How audience view the communicator

 Highly credible sources are more
persuasive eg Tiger Woods
 A poor spokesperson can tarnish a
brand
 Step 6: Collecting Feedback

 Recognition, recall, and behavioral

measures are assessed
 Asking target audience – remember the
ads, how many times, what points they
recall, how the felt, their past and present
attitude about the product and company
 May suggest changes in
product/promotion