BM401 Marketing

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BM401Marketing

• Integrated Marketing
• Communication
• Strategy

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The Marketing CommunicationsMix
Advertising
Personal Selling
Any Paid Form of Nonpersonal Presentation by an
Identified Sponsor.


Personal Presentations by a Firms Sales Force.

Short-term Incentives to Encourage Sales.
Sales Promotion

Building Good Relations with Various Publics by
Obtaining Favorable Unpaid Publicity.
Public Relations

Direct Communications With Individuals to Obtain
an Immediate Response.
Direct Marketing
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Sender
The Communication Process
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Encoding
Feedback
Media
Message
Decoding
Response
Receiver
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Step 1. Identifying the Target Audience
Step 2. Determining the Communication
Objectives Buyer Readiness Stages
Steps in Developing EffectiveCommunication
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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Step 3. Designing a Message
Steps in Developing EffectiveCommunication
Message Content Rational Appeals Emotional
Appeals Moral Appeals
Message Structure Draw Conclusions Argument
Type Argument Order
Message Format Headline, Copy, Color, Words,
Sounds, Body Language
Attention
Desire
Interest
Action
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Steps in Developing EffectiveCommunication
Step 4. Choosing Media
Step 5. Selecting the Message Source
Personal Communication Channels
Non personal Communication Channels
Step 6. Collecting Feedback
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Setting the Total Promotion Budget
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Setting the Promotion Mix
Advertising Reaches Many Buyers,
Expressive Impersonal
Personal Selling Personal Interaction, Builds
Relationships Costly
Nature of Each Promotion Tool
Sales Promotion Provides Strong Incentives to
Buy Short-Lived
Public Relations Believable, Effective,
Economical Underused by Many Companies
Direct Marketing Nonpublic, Immediate,
Customized, Interactive
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Factors in Developing Promotion Mix Strategies

• Push Strategy - Pushing the Product Through
  Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs Its Marketing
  Activities Toward Final Consumers to Induce Them
  to Buy the Product.

Product Life-Cycle Stage
Type of Product/ Market
Buyer/ Readiness Stage
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Changing Face of MarketingCommunications
New Marketing Communications Realities
Marketers Have Shifted Away From
Mass Marketing Less Broadcasting
Improvements in Information Technology Has Led
to Segmented Marketing More Narrowcasting
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Integrated Marketing Communications
Company Carefully Integrates and Coordinates Its
Many Communication Channels to Deliver a Clear,
Consistent, Compelling Message.
Packaging
Advertising
Event Marketing
Personal Selling
Message
Direct Marketing
Sales Promotion
Public Relations