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Chapter 8 Promotion---Communicate the Value - Coggle Diagram
Chapter 8 Promotion---Communicate the Value
Steps in Developing Effective Marketing Communication
Identify the target audience
What will be said
How it will be said
When it will be said
Where it will be said
Who will say it
Determine the communication objectives
Buyer-Readiness 3 Stages
Stage 1 ---- Cognitive: Awareness+Knowledge
Stage 2 ---- Affective: Liking+Preference+Conviction
Stage 3 ---- Behavioral: Purchase
Design the message
AIDA Model
Get
A
ttention
Hold
I
nterest
Arose
D
esire
O
btain Action
Choosing Communication Channels and Media to send the message
Advertising
: TV, Cinema, Press, Radio, in-house magazines, outdoor, online, mobile, in-game
Digital
: Social networks, Blogs, Wikis, Community websites, Aggregators
Sales Promotion
: BOGOF, Discounts, Competitions, Loyalty rewards, Coupons, Goodie bags, Trade promotions
Public Relations
: TV & Press releases, Crisis management, Sponsorship, Product placement, Word of Mouth/Web
Direct
: Telephone, mail, email, Website, Mobile app, Web-casting
Personal Selling
: Salesforce
Select message source and collect feedback
Marketing communications are usually designed to persuade a target audience to act in a desired way (e.g. to purchase a specific brand or product, to vote for a specific candidate)
Their ultimate test is the receiver’s response—how many people bought the product, talked to others about it, or visited the store...
Communication feedback
is an essential component of communications because it enables the sender to reinforce or change the message to ensure that it is understood in the intended way.
Promotion: It is all about Communication
interactive media
is now seen as MORE that just a facilitator of person-to-person communication
it is a also medium that allows people to interact with content.
Marketing Communications Strategies
Push Strategy
Producer
Producer marketing activities(personal selling, trade promotion, other)
Rerailers and wholesalers
Retailer marketing activities(personal selling, advertising, sales promotion, other)
Consumers
in a push strategy, the company push the product to resellers, which in turn push it to consumers
Pull Strategy
in a pull strategy, the company promotes directly to final consumers, creating a demand vaccum that pulls the product through the channel. most companies use some combination of push and pull.
Producer
Producer marketing activities( advertising, sales promotion,online and social media other)
Consumer
Demand
Retailers and wholesalers
Demand
Producer
Integrated Marketing Communications (IMC)
IMC calls for
recognizing all touch points
where the customer may encounter content about the company and its brands.
Each contact with the brand will deliver a message
—whether good, bad, or indifferent.
The company’s goal should be to
deliver a consistent and positive message at each contact
carefully blended mix of promotion tools-------
Consistent, clear and compelling company and brand messages
advertising+personal selling+public relations+direct and digital marketing+sales promotion
Effective positioning and providing value
The New Marketing Communications Model
Technology enables impression-based targeting
advertisers specify criteria describing the persons they wish to reach online
bid in real time for the opportunities to reach such people
A person reached is termed an “eyeball” or “impression.”
real-time bidding
, which is a technique that allows advertisers to reach the right user, in the right place, at the right time, and also sets the price that advertisers pay for each “eyeball” or “impression”
data aggregators
enable advertisers to place bids on the opportunities to reach specific users, who meet a given criteria, on an impression-by-impression basis.
Impression- vs. Segment-based Targeting
Impression-based targeting
Real-time bidding
Ads target audiences based on aggregated data
Two-way communications
Customized messages
Immediate feedback
Retargeting
Segment-based targeting
Pre-negotiated prices
Audience profiles; waste coverage
One-way communications
One-size-fits-all message
Delayed feedback of limited use
Time shifting a challenge
Facebook targeted advertising
Google Ads
: Google is the largest provider of the data and targeting tools that advertisers need for impression-based targeting, as well as the major supplier of real-time bidding to advertisers seeking impressions among consumers who fit certain criteria.
Bing/Jay-Z Decoded marketing
Using LinkedIn to shift brand perceptions
Mobile Advertising
P&G----consumers+retirees+suppliers+research institues+contract labs+alliances+virtual networks+joint development+trade partners+individuals+government labs+independent entrepreneurs+venture capital
Communication Interference
Selective perception
----consumers’ selectivity in paying attention to advertising messages
Time shift
: From zapping to digital platforms to avoid commercials
Psychological noise
: inner mental/cognitive barriers affecting the reception of a promotional message
Overcoming interference
: Repetition+Contrast+Digital technologies+Effective positioning and providing value