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CHAPTER 14 (2) (STEPS IN DEVELOPING EFFECTIVE MC (DESIGN MESSAGE (AIDA…
CHAPTER 14 (2)
STEPS IN DEVELOPING EFFECTIVE MC
TARGET AUDIENCE
user
potential
current
group
individual
public
decision
how
where
who
when
what
COMMUNICATION OBJECTIVE
seek PURCHASE RESPONSE
steps
LIKING
PREFERENCE
KNOWLEDGE
CONVICTION
AWARENESS
ads/ press release
PURCHASE
DESIGN MESSAGE
AIDA
interest
desire
attention
action
CONTENT
REM
EMOTIONAL
motivate purchase
+
-
MORAL
right
proper
social causes
race relation
cleaner environment
woman right
RATIONAL
self-interest
desired benefit
STRUCTURE
DRAW CONCLUSION, LEAVE
own conclusion
ask questions
STRONGEST ARGUMENT
strong attention
anti-climatic ending
2-sided
enhance credibility
resistant to competitor attack
touting strength / admit shortcoming
1-sided
product strength
sales presentation
audience highly educated
overcome negative association
FORMAT
decide
size / position
color, shape
novelty n contrast
movement
radio
words
sound / voice
TV
gesture
facial
dress
posture
CHANNEL / MEDIA
NON-PERSONAL
ATMOSPHERE
design environment
for buyer
EVENT
staged occurrences
communicate message
PERSONAL
communicate directly
can by company
word-of-mouth influence
target buyer
member
friends
GREAT WEIGHT
expensive
risky
highly invisible
LOW-TRUST WORLD
existing customer
OPINION LEADER
EDUCATE to inform others
supply INFLUENCE on attractive terms
BUZZ MARKETING
MESSAGE SOURCE
select CELEBRITIES
highly credible
COLLECT FEEDBACK
measure BEHAVIOUR
talk / visit
brought
suggest CHANGES
promotion program
product offer
effect on target audience
how many
remember message
SETTING TOTAL PROMOTION BUDGET N MIX
PROMOTION BUDGET
AFFORDABLE
company can afford
small company
x spend more on ads
revenue
operating expense/ capital layout
ignore effect on promotion
last priority
uncertain annual promotion budget
long range marketing planning (difficult)
result
overspending
underspending
% OF SALES
certain %
sales
CURRENT
FORCASTED
unit sales PRICE
help MANAGEMENT
relationship
SELLING price
PROFIT per unit
PROMOTION spending
wrongly see as sales (C&E)
rather than RESULT
CAUSE of promotion
availability FUND
rather than OPPORTUNITIES
prevent OVERSPENDING
LONG-RANGE PLANNING is difficult
x BASIC %
COMPETITIVE-PARITY
match COMPETITOR LAYOUT
MONITOR competitor
INDUSTRY PROMOTION (publications)
set BUDGET (industry average)
COLLECTIVE WISDOM
SPENDING what competitor
help PREVENT PROMOTION WARS
every company DIFFER
OBJECTIVE-&-TASK
TASK / to ACHIEVED
specific OBJECTIVE
estimate COST
proposed PROMOTION BUDGET
advantage
forces management on ASSUMPTION
promotion RESULT
dollar SPENT
specific TASK
achieve OBJECTIVE
PROMOTION MIX
NATURE - 468pg
SALES PROMOTION
PR
ADVERTISING
DIRECT MARKTING
PERSONAL SELLING
STRATEGY
PULL
SPENDING
PROMOTION
ads
consumer DEMAND PRODUCT back to producer
B2C
PUSH
use
TRADE PROMOTION
SALES FORCES // PERSONAL SELLING
producer
carry / promote
2 final consumer
B2B
LARGE company use BOTH method
product LIFE-CYCLE STAGE
TYPE of product
INTEGRATE
DISJOINTED
confused POSITIONING
diluted MC
JOINTLY
SOCIALLY RESPONSIBLE -472 pg
ADVERTISING N SALES PROMOTION
PERSONAL SELLING