Communicating with Customers Integrated Marketing Communications ? Toward a Single Voice What you should know? Key elements of the communications process Components of the communications ?mix? Why, and how, to be strategic in using the components. A General Communications Model Key Model Components Encoding ? creating the message Source effects Message effects Decoding ? receiving the message Receiver characteristics Knowledge Motivation/involvement Situation Applied Communications: The Marketer?s Toolbox The promotional mix Non-personal selling Advertising Sales promotion Direct marketing Public relations and publicity Personal selling Viral marketing Guerilla marketing? Developing MarCom Strategy Step 1: Analyze product/market relationships Step 2: Determine communications objectives Step 3/4: Develop media strategy Step 3/4: Set budget Step 5: Review and evaluation ? did it work? Step 1: The Product-Market Relationship Who is the target market? End user vs. reseller Consumer segment/s Where is the brand in the PLC? What is the competition? Step 2: Setting Communication Objectives Consumers? side Awareness Interest Demand Adoption Marketers? side ? Get attention ? Differentiate ? Persuade ? Remind Getting Attention: Creating Brand Awareness Types of attention Spontaneous Selective Involuntary Getting perceived Thresholds revisited Contrast effects Standing Out: Differentiation Objectives Generate interest Convey value Build brand image Being Persuasive: Developing Demand Persuasion ? communication intended to induce belief, attitude, or behavior Compliance v. persuasion Building Equity: Reinforcing Behavior Communication to remind and build loyalty Strengthen brand associations Humor Uniqueness Repetition Step 3/4: Build Media Strategy Create the promotion mix Integrate communications tools to convey message/s to target audience/s Select channel strategy Push strategy Pull strategy Develop the ?appeal? (whole form of the message) Type of appeal Structure of appeal Step 3/4: Set Budget Typical approaches Top-down Percentage-of-sales Competitive parity Bottom-up Objective-task Fixed-sum-per-unit Things to take into account Organizational factors Market potential Market size Step 5: Evaluate the Program Direct assessment, e.g., Product sold Profit generated Market share gained Coupons redeemed Indirect assessment Brand recall and recognition Attitude change
Want to see the other 15 page(s) in November 19 Notes?JOIN TODAY FOR FREE!