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Chapter 14 - Coggle Diagram
Chapter 14
Setting the total promotion budget and mix
Setting the total promotion budget
Competitive-parity method
Objective-and-task method
Affordable method
Percentage-of-sales method
Shaping the overall promotion mix
The nature of each promotion tool
Advertising
Personal selling
Sales promotion
Public relations
Direct and digital marketing
Promotion mix strategies
Integrating the promotion mix
Integrated Marketing communications
the new marketing communications model
customers are changing
marketing strategies are changing
digital technology have caused remarkable changes in the ways companies and customers communicate with each oher
the need for integrated marketing communications
integrating and coordinating the company's many communications channels to deliver a clear , consistent ,and compelling message
that marketing content often comes from different parts of the company
explosion of online , mobile and social media marketing presents tremendous opportunities but also big challenges
Socially responsible marketing communication
Advertising and sales promotion
companies must avoid
making false claims
bait-and-switch advertising
false or deceptive advertising
to encourage and promote socially responsible programes, actions and ideas
Personal selling
not offer bribes to purchasing agents or others who can influence a sale
must not disparage competitors or competing products
must follow the rules of ‘fair competition’
not obtain or use technical or trade secrets of competitors through bribery or industrial espionage
Developing Effective Marketing Communication
A view of the communication process
2 main factors
Sender
Receiver
2 major communication tools
Message
Media
4 major communication functions
Encoding
Decoding
Response
Feedback
Noise
Step
Identify the target audience
Whats 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
Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness
Design the message
AIDA Model
Get Attention
Hold Interest
Arouse Desire
Obtain Action
Message content
an appeal or theme that will produce the desired response
Rational appeal
relates to the audience’s self-interest
Emotional appeal
an attempt to stir up positive or negative emotions to motivate a purchase
Moral appeal
directed at the audience’s sense of right and proper
Choose the media
Personal communication
involves two or more people communicating directly with each other
allows personal addressing and feedback
Opinion leaders
Buzz marketing
Select the message source
The message’s impact on the target audience is affected by how the audience views the communicator
Celebrities
Athletes
Entertainers
Professionals
Health care providers
Collect feedback
Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior
The Promotion Mix
be used to persuasively communicate customer value and build customer relationships
advertising
sales promotion
personal selling
public relations
direct and digital marketing