Chapter Ten

Marketing Communications and Customer Response

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Marketing Communications and Customer Response

• Building advertising awareness

• Strategies to increase customer response

• Building customer awareness and comprehension

• Message reinforcement

• Pull vs. push communications strategies

• Advertising elasticity

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Marketing Communications

• What are the objectives of Marketing Communications?– Brand building– Interest arousing– Motivating action

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Advertising Awareness and Message Frequency

Figure 10-7 Advertising Awareness and Message Frequency

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Customer Response Index

Figure 10-9 Marketing Communications and Customer Response Index

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Causes of Low Levels of Customer Response

• Poor media selection

• Limited media exposure

• Ineffective ad content

• Insufficient ad frequency

• Weak value proposition

• Action not clearly specified

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Building Customer Awareness and Comprehension

• Media Selection• Message

Frequency• Ad Copy

Figure 10-14 Message Frequency and Message Awareness

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Message Reinforcement

Figure 10-15 Message Reinforcement Strategies

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Push vs. Pull Communications Strategies

Figure 10-16 Push-Pull Communications and Customer Response

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Price Elasticity

% Change Sales

% Change Ad Expense

Advertising Elasticity =

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Advertising Carryover Effects

Figure 10-18 Media Advertising and Sales Carryover

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Direct Marketing Promotions

Figure 10-20 Customer Response to a Direct Marketing Promotion

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Review

• Building advertising awareness

• Strategies to increase customer response

• Building customer awareness and comprehension

• Message reinforcement

• Pull vs. push communications strategies

• Advertising elasticity

10-14Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

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Copyright © 2009 Pearson Education, Inc.  Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice HallPublishing as Prentice Hall