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Integrated MKT Communication (Develop MKT Communication steps ((3) Design…
Integrated MKT Communication
Promotion Mix
Tools
: consider tools' nature :arrow_right: adjust promotion budget
Advertising
: paid non-personal presentation & promotion of ideas, goods & services by sponsors
Nature
build good image of company leading to quick sales
expensive, one-way communication
reach masses of buyers
Eg: ads on TV, facebook
Include: broadcast, print, Internet, outdoor
Sale promotion
: short term incentives :arrow_right: encourage sales of g&s
Nature
more suitable for short term
attract customers attention, used to dramatize product offers
Include: discount, coupons, displays, demonstration
Personal selling
: Personal presentation by firm's sales force :arrow_right: make sales & build customer relationships
Nature
involve interaction between people :arrow_right: quick response & adjustment
Include: sale presentation, trade shows, incentive programs
Public relation
: Building good relations with company's various publics
Nature
"news" message rather sales-directed communication
More believable and real to readers than ads
Include: press releases, sponsorship, special events, web pages
Direct MKT
: direct connection with targeted customers :arrow_right: obtain immediate response & cultivate lasting relationships
Nature
immediate & customized
interactive
less public
Include: catalogs, telephone MKT, mobile MKT
Definition
: Specific blend of promotion tools used to persuasively communicate customer value & build customer relationships
Develop MKT Communication steps
(1)
Identify target audience
Potential customer affect communication decisions
(2)
Set communication objects
Target customer :arrow_right: communication stages
(3)
Design message
Message content
Rational appeals: audience's self-interest (believe product bring benefits)
Emotional appeals: use positive or negative emotion to motivate purchase
Eg
: Coca Cola's "choose hapiness" promotion in 2015
Moral appeals: audience's sense of "right" & "proper" (often used for social causes)
Eg
: Equal right for women against sexual harassment "Me too"
Message structure
Message format
(4)
Choose media
Personal communication channels
channels through which 2 or more people directly communication
types: face to face, phone, mail, word-of-mouth, opinion leadership
Non-personal communication channels
carry message without personal contact or feedback
elements
Major Media
broadcast media
: TV, radio
display media
: billboard, poster, sign
print media
: newspaper, magazines, direct mail
online media
: email, website, online social media
Atmosphere: environment reinforcing buyers' learning twd buying a product
Eg
: lawyer's office, banks, etc.
Events: occurences communicating message to customer
Eg
: grand opening, shows & exhibits, public tours
(5)
Select Message Source
Using celebrity endorsement, experts ...
(6)
Collect feedback
Promotion Budget
Common Methods
Affordable method
: set promotion budget at level the company can afford
often used by small business
disadvantage: ignore effects of promotion on sales :arrow_right: uncertain annual promotion
Percentage of sales
: set promotion budget at certain % of current forecasted sales budget
simple to use, link between different elements: promotion spending, selling price, profit,..
difficult to apply for long range planning
Competitive-parity methods
: set promotion budget to match competitors' outlays
Objective-and-Task method
: define objectives then determine the task to obtain
Promotion Mix Strategy
Push strategy
: call for using sale force a trade promotion :arrow_right: push products through channels (promote via retailers, indirectly to final customers)
Pull strategy
: call for spending a lot on consumers to buy the products, creating demand vaccum :arrow_right: pull product through channels (promote directly to final customers)
Communication process