Marketing Communications & Direct Marketing

1
Marketing Communications Direct Marketing

• Chapter 18

2
The Communication Process

• Sender
• Message
• Channel of communication
• Receivers
• Encoding process
• Decoding process

3
Promotional Elements

• Advertising
• Example Commercials
• Advantages
• Disadvantages
• Personal Selling
• Advantages
• Disadvantages
• Public Relations
• Annual reports
• Publicity
• Advantages
• Disadvantages

4
Promotional Elements

• Sales Promotion
• Example Coupons
• Advantages
• Disadvantages
• Direct Marketing
• Direct mail, catalogs
• Advantages
• Disadvantages

5
Promotional Mix

• The Target Market
• The Product Life Cycle
• Product Characteristics
• Complexity
• Degree of risk
• Ancillary services

6
Promotional Mix

• Stages of Buying Decision
• Prepurchase stage
• Purchase stage
• Postpurchasing
• Channel Strategies
• Push
• Pull

7
Marketing Program

• Developing the Program
• Executing the Program
• Evaluating the Program

8
Developing the Program

• Identify the Target Audience
• What Should the Program Accomplish?
• Hierarchy of effects
• Setting the Promotion Budget
• Percentage of sales
• Competitive parity
• All you can afford
• Objective and task

9
Developing the Program

• Select Promotional Tools
• What combination?
• Designing the Promotion
• Example Advertising and humor
• Scheduling the Promotion

10
Executing and Evaluation

• Posttests
• Databases

11
Direct Marketing

• 2001 Expenditures 205 billion
• 2005 Expenditures 270 billion
• 2001 Revenues 1.9 trillion
• 2005 Revenues 2.7 trillion

12
Direct Marketing

• Value
• Consumers
• Sellers
• Issues
• Technological
• Global
• Ethical