Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing Communication - Coggle Diagram
Marketing Communication
Introduction
The Process of Exchange
Research
Identifying
Developing
Making the Offering
Making the Target
The Concept of Marketing as an Exchange
Relational Exchanges
Market Exchanges
Role of Marketing Communication
Differentiate
Remind
Inform
Persuade
AIDA
Attention
Interest
Desire
Action
Marketing Mix
Product
Place
Price
Promotion
Environtmental Influence
Internal Environment
Market Environment
External Environment
Communication Theory in Marcomm Context
A Linear Model of Communication
Sorce
Encoding
Media
Decoding
Feedback
Noise
Factor That Influence the Communication Process
Knowledge
Development
Perception
Roles & Relationship
Environment
Emotions
Physical Condition
Gender
Structuring the Communication Mix
Identify the Target Audience
Determine the Response Wanted
Select
Messages
Channel
Souce Attributes
Collect Feedback
Marketing Communication Strategy & Planning
The Positioning Approach Strategy
Market Segmentation
Common Characteristic
Common Needs
Similar Responses to Marketing Actions
Target Market Selection
Targeting of the Markets
Undifferentiated Marketing
Differentiated Marketing
Positioning
The Audience Approach Strategy
Pull Strategy
Push Strategy
Marketing Communication Strategies and Planning
The Role of Marketing Objectives
Direction
Consistent
Time
Communicate
Evaluate
Marketing Comunication Objectives
Buyers
Profitability
Image
The Setting of Marketing Communication Objectives
Provide a means of communication and coordination
Provide boundaries for decision making
Provide a benchmark
SMART Objectives
Specific
Measurable
Realistic
Targeted and Timed
Objectives of Promotion
Awareness
Demand
Trial
Prospect
Costumer
Competitior
Position
Costumer thinks
Associate
The Position Concept
Functional
Expressive
The Function of Positioning
Position
Attractiveness
Perception
Positioning Perceptual Map
Geometric comperison
Costumer minds
Overall perspective
Strategies
Positioning Strategies
Product feature
Price/ Quality
Use
User
Competitor
Benefit
Understanding Consumer Behavior
Consumer Perception
Perception
Selection
Organizing
Interpretation
Factors Affecting Customer Behavior
Social factors
Personal factors
Cultural factors
Psychological factors
Definition
The actions and the decision process of the people who purchase something for personal consumption
Customer Decision Making Process
The Nature of Problem Solving
Limited problem solving
Extended problem solving
Routine problem solving
Types of Perceived Risk
Physical
Social
Performance
Time
Opportunity loss
Financial/economics
Elaboration Likelihood Model (ELM) Theory
High Involvement
Attitude
Behavior
Awareness
Low Involvement
Awareness
Behavior
Attitude
Involvement Theory
Branding
They Key to Succesful Branding
PERCEPTION = VALUE
The Social Significance of a Brand
Elements of a Brand
Brand Names
Logo
Symbol
Colors
Characters
Slogan/Taglines
Jingles
Packaging
Brand Ambassador
Functions of a Brand
Guarantee
Personalization
Practicality
Entertainment
Identity
Branding
Provides customers with a quick and easy way of understanding a product
Brand
Loyalty
Brand Community
Co-Branding
Corporate Brand
Viral Branding
Brand Revitalization
Brand
To identify the good or services to differentiate from competitiors
Advertising & Sales Promotion
Elaboration Likelihood Model (ELM)
Sales Promotion
(Incentive Promotion )
Immediate Reward Promotions
Delayed Reward Promotions
5 Desirable Effects of Advertising
Sales Promotion to Consumer
Refund & Rebates
Loyalty & Loading Devices
Sampling
Premium
Coupons
Sweepstakes, Games and Contest
Advertising Ways Contribute Profits
Sales Promotion to Traders & Retailers
Display Material Promotions
Allowance Promotions
Trade Premium & Incentives
Direct Marketing & Personal Selling
Direct Marketing Characteristics
Effect a Response
Interactive Process
Accountability
More Efficient Targeting
Direct Response Media
Telemarketing
Mass Media
Direct Mail
The Internet and Digital Media
Developing Database
Types of Personal Selling
Active (by sales person)
Passive (by customers)
Direct Marketing Objectives
Steps in Personal Selling
Sales Presentation
Handling Objections
Knowledge Acquisition
Closing The Sale
Qualifying Prospects
Follow up
Generating leads
Why Personal Selling?
2 WAY INTERACTION