MArketing communication

Marketing Communication Effective use of mass communication methods to influence consumer decisions The communication process as adapted for marketing Roles of Marketing communication To inform, persuade, and remind Inform: Educate, PLC: intro/early growth Increase awareness Explain usage Suggest new users Builds company image Crucial at intro pase Persuade: Convince, PLC: growth and early maturity Encourage brand switching Change customers perceptions of products attributed Influence immediate buying decisions Persuade customers to call Position products to make impressive case?why choose us Remind: PLC: maturity Remind consumer that product may be needed Remind C where to buy product Maintain customer awareness As senders as receivers Inform develop messages Persuade adapt messages remind spot new communication opportunities Elements of Promo Mix Advertising: 1way, marketer controls?reach masses PR & publicity: maintain image, public acceptance, educate Sales promo Personal selling Evaluate the effectiveness of each promo tool Chart 14.3 In Text How consumers process info AIDA concept Attention Interest Desire Action Factors affecting Promo Mix Choice Nature of product Stage in the PLC Target market factor Type of buying decision Promo funds Pull vs push strategy