Lecture 14 Communication & Promotion

Integrated Marketing communication - way of looking whole marketing process

on the viewpoint of customer
Promotion communication + buyer + influence attitudes & behavior
Marketing Communication Mix
1) Advertising
2) Sales Promotion other than advertising, personnel inducing trial &
purchase
3) Publicity & Public Relations program designed to promote/protect
4) Personal Selling
5) Direct Marketing mail, phone or internet to communicate directly
Steps in Developing Effective Communications
1) Identify target audience Wh & H Buyers, Deciders & Current Users
2) Determine Communication Objective create awareness, increase
knowledge, like/prefer
3) Design the message
a. Message Content - AIDA, Appeal, Theme and USP
i. 3 types of Appeal: Rational (Interest + Benefits), Emotional
(+ - to motivate), Moral (right/proper, support moral cause)
b. Message Structure ask Qs & allow audience to form own
conclusion
c. Message Format headline, copy, illustration & color, nonverbal,
gestures
d. Message Source credibility, celebrities (expertise, trustworthiness,
likability)
4) Select Communication Channels effectiveness derived from
individualizing presn & feedback.
a. Non Personal Media, Atmospheres, Events
5) Establish total communication budget 30-50% of sales in cosmetics, 510% in industrial-equipment
a. 4 Methods
i. Affordable- ignores promotion as investment or impact on
sales
ii. Percentage of Sales relationship of promotions cost, selling
price & profit/unit
iii. Competitive Parity match rivals
iv. Objective & Task expenses, exposure levels, trial rates &
regular usage
6) Decide the communications mix ASPPD
7) Measure Communications result
8) Manage integrated marketing communication process need because of
fragmentation of markets, proliferation of mass media, growing customer
sophistication