Chapter 15: Marketing Communication

Role of the Promotional Mix
Convince target customers
Competitive advantage
Positioning the product in the marketplace
Promotional Strategy (important)
a plan for the use of the elements of promotion; advertising, public relations, sales promotion, personal selling, direct response communication, social media , and social media
The Communication Process
Sender (marketing Manager) Encodes (words, signs, sounds) message, chooses a channel (media, sales person, retail store). Receiver (customer, viewer, clients, media) Decodes (interprets) message. there is feedback (market research, sales results, change in market share, social media) and noise (other advertisements, news articles) during
Two types of communication
Mass communication
Interpersonal communication
The goals of Promotion
Inform
Persuade
Remind
Connect
Informative promotion
seeks to convert an existing need into a want or to stimulate interest in a new product. This type of promotion is generally more prevalent during the early stages of the product life cycle. Complex and technical products often continue to use informative promotion due to the nature of the purchase decision and the risk involved in the purchase.
Persuasive Promotion
is designed to stimulate a purchase or an action. Persuasion normally becomes the main goal when the product enters the growth stage of its life cycle.
Reminding promotion
stimulates a purchase or an action. This type of promotion prevails during the maturity stage of the life cycle. A reminder promotion assumes that the target market has already been persuaded of the merits of the good or service.
Connect
Leads to customer loyalty
The promotional Mix
Advertising
Public Relations
Sales promotion
Personal Selling
Direct Response communication
Social Media
Advertising
impersonal 1 way mass communication payed for by a marketer explaining a product
Publicity / PR
evaluate publics attitudes and identifies which area of the company the public is interested in
Sales Promotion
stimulates consumer buying. generally short run tool used to stimulate immediate demand
Personal Selling
paid for communication between two people influencing a purchase
Direct Response communication
directly from company to consumer
Social Media
online communication to facilitate conversations online.
Digital Media Types
Owned Media
Earned Media
Paid Media
AIDA (explain how it compares to promo mix)
Attention
Interest
Desire
Action
Factors Affecting the Promotional Mix
Nature of the Product
Stage in Product Life Cycle (how is it affected in each step)
Target Market Characteristics
Types of Buying Decisions
Available Funds
Push and Pull
IMC
The careful coordination of all promotional messages—traditional advertising, public relations, sales promotion, personal selling, direct-response communication, and social media
To ensure the consistency of messages at every contact point
Reasons for IMC Growth
So Many Choices
Market Fragmentation
Budget Cuts
Accountability
Measurability