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The marketing communications mix

Advertising - Any paid form of non-personalpresentation by an identified sponsor.

Personal Selling- Personal presentations by a firmssales force.Sales Promotion - Short-term incentives toencourage salesPublic Relations & publicity A variety of programsdesigned to promote or protect a companys image or its individual products.Direct Marketing Direct communications withindividuals to obtain an immediate response.

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Response

Feedback

Media

Sender

Encoding

Message

Decoding

Receiver

Noise

The Communication Process

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Steps in developing effective

communication Step 1 Identifying the target audience

Step 2 Determining the communication objectives Step 3 Design message

Step 4 Selecting channels

Step 5 Establish budget

Step 6 Decide on media mix

Step 7 Measure result

Step 8 Managing integrated Marketing communication

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Step 1. Identifying the target

audienceAudience may be current buyer or potential buyer

decider or influencer .

Audience may be individuals, groups, specialpublics or the general publics.The target buyer audience will heavily affect the

communicators decisions on

what to sayhow to saywhen to saywhere to say

who to say

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Step 2. Determining the

communication objectivesThe target audience may be at any of six buyer readiness stages, the stages consumer normally passthrough on their way to make any purchase.

AwarenessKnowledgeLikingPreferenceConvictionPurchase

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Step 3. Design message

AIDA model includes

What to say ( message content )

How to say logically ( message structure ) How to say symbolically ( message format )

Who should say it ( message source )

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Step 3. Design message (cont..)

Message Content Mgt search for an appeal, theme,idea or USP.

Rational appeals quality,value, economy or performance

Emotional appeals negative emotional appeal - fear, shame , guilt

positive emotional appeal love, pride, joy Moral appeals directed to audiences sense of whatis right and proper- clean environment, aid todisadvantages.

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Message Structure communicator must decide

how to handle three message structure decisionDraw conclusions or leave it to consumer Argument type one side or two sidesArgument order to present strong argument first

or last

Step 3. Design message (cont..)

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Step 3. Design message (cont..)

Message format

In a print ad,decide to headline, copy, color.In a radio message decide to choose words,

voice,vocalizationIf the massage is to carried on television or in

person words & sounds,body language

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Step 3. Design message (cont..)

Message source

Source should be attractive & popular Spokes person should be credibilityCredibility Expertise, trustworthiness, Liability

Expertise specialized knowledgeTrustworthiness -Likability sources attractiveness

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Step 4 Selecting channels

Personal communication channelsFace to- faceOver telephoneThe mailBuzz marketing

Non-personal communication channelsMedia print media broadcast media-

display media online media.

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Step 5 Establish budget

Affordable method

Percentage-of-sales method

Competitive-parity method

Objective-and-task method

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Step 6 Decide on media mix

AdvertisementPublic presentationPervasivenessAmplified expressivenessImpersonality

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Step 6 Decide on media mix

Sales promotion

CommunicationIncentiveInvitation

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Step 6 Decide on media mix

Public relations & publicityHigh credibilityAbility to catch buyer off guardDramatization

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Step 6 Decide on media mix

Personal sellingPersonal confrontationCultivationResponse

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Step 6 Decide on media mix

Direct marketing

NonpublicCustomer Up to-dateInteractive