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MARKETING MANAGEMENT

Chapter 13
MARKETING COMMUNICATIONS

Chapter 13 Marketing Communications

Components of Promotion Mix


1. 2. 3. 4. 5. 6. Advertising Sales Promotion Public relations Personal Selling Direct Marketing Publicity

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 13 Marketing Communications

Models for Promotion Mix

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 13 Marketing Communications

Push vs Pull Promotion Strategy

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 13 Marketing Communications

Factors Determining Promotion Mix


1. 2. 3. 4. 5. Type of product Nature of market Stage of product in its life cycle Budget availability Company policy

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 13 Marketing Communications

The Five Ms of Advertising

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 13 Marketing Communications

DAGMAR Model
In 1961, Russel Colley prepared the model called Defining Advertising Goals for Measured Advertising Results (DAGMAR). It propounds that communications effects are the logical basis for advertising goals and objectives against which success or failure should be measured. Advertisings job is to communicate to a defined audience information and a frame of mind that stimulates action. Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and at the right cost. Under the DAGMAR approach, an advertising goal involves a communication task that is specific and measurable. Colley proposed that the communications task be based on a hierarchical model of the communications process with four stages: 1. Awareness Making the consumer aware of the existence of the brand or product or company. 2. Comprehension Developing an understanding of what the product is and what it will do for the consumer. 3. Conviction Developing a mental disposition in the consumer to buy the product. 4. Action Getting the consumer to purchase the product. Colley argued that advertising objectives should be stated in terms of concrete and measurable communications task, specify a target audience, indicate a benchmark starting point and the degree of change sought, and specify a time period for accomplishing the objectives. According to DAGMAR, the objective must also be measurable. For example, Jet Airways can measure its communications objective by asking airline travellers whether they thought Jet Airways fares were higher than those of competing airlines. Many promotional planners use this model as a basis for setting objectives and assessing the effectiveness of their promotional campaigns.
Himalaya Publishing House Marketing Management Dr. K. Karunakaran