COMMUNICATION MIX
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Transcript of COMMUNICATION MIX
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Chapter 16
Communication mix in marketing
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In this chapter we will discuss:
Communication and promotion process Promotional tools Developing a communication program Marketing communication mix
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An Ape hates grape cakes.
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What it does?
Attract
Persuade
Urge
Remind
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Communication and promotion process
Pro – forward Movere – push Promotion –
push forward
• Advertising - to turn towards
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The communication process
Communication source Receiver Coding process Medium of transmission Decoding process Noise Feed back
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Communicationsource
Receiver
Decoding process
Noise- Technical - Physical- Social
- Psychological
Feedback
Medium Of
transmission
Coding process
The communication process
- SMS
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Types of communication channels
Personal channels Non personal channels
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Marketing Communications
AdvertisingDirect
Marketing
Sales Promotion
Public Relations
Personal Selling
Publicity
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Advertising
Definition Flexibility in choosing target market More interesting format Faster response Negligible interaction Indirect feed back Low cost Can reach the most appropriate target audience Supporting role to other promotional tools “Retro Marketing”
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Sales Promotion
Definition
Consumer sales promotion
Trade sales promotion
In general it is a short term tool
Baron’ sales promotion
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Publicity
Definition
High credibility
Repeated exposures helps a lot
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Public relations
Creates suitable environment Forms favorable opinion Suppliers, customers, employees, the
Government, shareholders, distributors, members of the public etc.
Establishing the image of “good corporate citizen”
It results in the long rum
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Personal selling
Direct interaction Highly specific and costly High impact Immediate feedback Used in high cost products Detailed demonstration Limited target market Mostly used in industrial products Supportive in consumer goods
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Direct marketing
Mail / Telemarketing / Internet Non face to face interaction Amway’s Indianization Highly cost effective Measured response Industrial markets / Consumer
markets
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Developing Effective Marketing Communications
Identify target audience Determine objectives of
communication Design the message Establish the budget
Steps in Marketing Communications Program Development
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Target audience identification
Gives competitive advantage
Demographical, behavioral and psycho graphical factors determines target market
Heterogeneous and homogeneous markets
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Steps to identify target market
1. Select a sample2. Group in to homogeneous segments3. Factors influencing the various need
based sub groups to be identified4. Target audience to be selected for
developing a specific marketing communication program
5. Appropriate positioning of products and services
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Image analysis
It is the set of beliefs, ideas, and impressions a person holds regarding an object / Individual / Organization
Helps in knowing perceptions
Helps in taking effective measures– Negative Positive– Unaware Aware– Wrong Right
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Determination of communication objectives
Knowing the stage in which consumer is important and will become basis for framing objectives and type of communication
They should be in tune with companies marketing strategies
The objectives can be given as under
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Determination of communication objectives
Figure 16-1: Response
Hierarchy Models
As per text book
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Objectives
Awareness Knowledge Liking Preference Conviction Purchase Stimulate demand
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Developing Marketing Communications Budget
–Affordability method–Percentage-of-sales method–Competitive-parity method–Objective-and-task method
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Developing Effective Marketing Communications
Message Design
Content
Structure
Format
Source
Message content decisions involve the selection of appeal, theme, idea, or USP
Types of appeals–Rational appeals–Emotional appeals–Moral appeals
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Developing Effective Marketing Communications
Message Design
Content
Structure
Format
Source
One-sided vs. two-sided messages
Order of argument presentation
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Developing Effective Marketing Communications
Message Design
Content
Structure
Format
Source
Message format decisions vary with the type of media, but may include:–Graphics,
visuals–Headline, copy
or script–Sound effects,
voice qualities–Shape, scent,
texture of package
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Developing Effective Marketing Communications
Message Design
Content
Structure
Format
Source
Message source characteristics can influence attention and recall
Factors underlying perceptions of source credibility:–Expertise–Trustworthiness–Likeability
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Marketing communication mix
According to Kevin Keller, marketing communication is successful when two events occur
1. How does the customer react to a specified advertisement to which he is exposed?
2. Will he be able to recollect the ad when he is actually making the purchase decision?
Marketing communication mix & its comparison with Orchestra
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Marketing communication mix
Mix is developed considering the following factors
1. Product market type
2. Pull push strategies
3. Products' stage in its life cycle in buyer's readiness
4. Effectiveness of advertising
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Product market type
Consumer market
1. Sales promotion
2. Advertising
3. Personal selling
4. Public relations
Industrial market
1. Personal selling
2. Sales promotion
3. Advertising
4. Public relations
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Pull push strategies
Pull strategy:
Directed at customers
Push strategy
Directed at channel members
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Products' stage in its life cycle
Introduction – Inform (Adv/SP/PS)
Growth – differentiation
Maturity – (SP/Reminder advertising)
Decline – cost cutting–Now a days concept of PLC has lost its
validity as we are living in LPG era.
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Developing Effective Marketing Communications
Figure 16-2: Cost-Effectiveness of Different Promotional Tools at
Different Buyer-Readiness Stages
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Effectiveness of advertising
1. No awareness2. Only awareness3. Awareness of functionality4. Likes product5. Favorable attitude6. Preference combined with desire to buy7. Customer perceives his decision to be
intelligent
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Developing Effective Marketing Communications
Communications Mix Selection
Types of promotional tools
Selection factors
Advertising
Sales promotion
Public relations and publicity
Direct marketing
Personal selling
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Developing Effective Marketing Communications
Communications Mix Selection
Types of promotional tools
Selection factors
Consumer vs. business market
Stage of buyer readiness
Stage of product life cycle
Market rank
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Developing Effective Marketing Communications
Step 7: Measure Results– Recognition, recall, attitudes, behavioral
responses
Step 8: Manage the Integrated Marketing Communications Process– Provides stronger message consistency and
greater sales impact– Improves firms’ ability to reach right
customers at right time with right message
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Developing and Managing the Advertising Campaign
Figure 16-3: The Five Ms of Advertising
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Developing and Managing the Advertising Campaign
Deciding on Media Categories– Target audience’s media habits, nature of
the product and message, cost Media Timing Decisions
– Macroscheduling vs. microscheduling– Continuity, concentration, flighting, and
pulsing scheduling options Deciding on Geographical Allocation