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15 Pages

Chap18

Course: COMPUTER S a303, Spring 2011
School: BEM Bordeaux Management...
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Prentice 2000 Hall Objectives The Communications Process Developing Effective Communications Deciding on the Marketing Deciding Communications Mix Communications Managing and Coordinating Integrated Managing Marketing Communications Marketing 2000 Prentice Hall The Marketing Communications The Mix Mix Adverrtising Adve tising Any Paid Form of Nonpersonal Any Paid Form of Nonpersonal Presentation by an Identified Presentation by an Identified Sponsor. Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Perrsonal Sellling Pe sonal Se ling Direct Marketing 2000 Prentice Hall Protect and/or Promote Companys Image/products. Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Elements in the Elements Communication Process Communication SENDER Message Decoding Encoding Media Noise Feedback 2000 Prentice Hall Response RECEIVER Message Problems Selective Attention Selective Distortion Selective Retention 2000 Prentice Hall Effective Communications Sttep 1.. IIdenttiiffyiing tthe Targett Audiience S ep 1 den y ng he Targe Aud ence Sttep 2.. Dettermiiniing tthe Communiicattiion Objjecttiives S ep 2 De erm n ng he Commun ca on Ob ec ves Buyerr Readiiness Sttages Buye Read ness S ages Awareness Knowledge Liking Preference Conviction 2000 Prentice Hall Purchase Purchase Response Hierarchy Models Stages AIDA Model a Hierarchy-ofEffects Model b InnovationAdoption Model c Exposure Awareness Cognitive stage Attention Awareness Affective stage 2000 Prentice Hall Interest Attitude Evaluation Intention Preference Desire Behavior stage Liking Reception Cognitive response Knowlege Interest Communications Model d Action Conviction Purchase Trial Adoption Behavior Sttep 3.. Desiigning tthe Message S ep 3 Des gning he Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Format Layout, Words, Order Message & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity 2000 Prentice Hall Sttep 4.. Sellectt Communiicattiions Channell S ep 4 Se ec Commun ca ons Channe Personal Communication Channels Nonpersonal Communication Channels 2000 Prentice Hall Sttep 5.. Esttablliish tthe Budgett S ep 5 Es ab sh he Budge Affordable Competitive Parity 2000 Prentice Hall % Of Sales Objective & Task Sttep 6.. Deciide on Communiicattiions Miix S ep 6 Dec de on Commun ca ons M x Adverrtising Adve tising Publlic, Perrvasive, Exprressive, IImpersonal Pubic, Pe vasive, Exp essive, mpersonal Salles Prromotion Sa es P omotion Communiication, IIncentive, IInvitation Communcation, ncentive, nvitation Publlic Rellations & Publlicity Pub ic Re ations & Pub icity Crredibility, Surrprise, Drramatization C edibility, Su prise, D amatization Perrsonal Sellling Pe sonal Se ling Perrsonal Conffrontation, Culltivation, Response Pe sonal Con rontation, Cutivation, Response Diirect Marrketing D rect Ma keting Nonpubllic, Custtomized, Up--to-Date, IInteractive Nonpubic, Cus omized, Up to-Date, nteractive 2000 Prentice Hall Sttep 7.. Measurre Resulltts S ep 7 Measu e Resu s Sttep 8.. Manage tthe IIMC Prrocess S ep 8 Manage he MC P o cess 2000 Prentice Hall Factors in Developing Factors Promotion Mix Strategies Promotion Type of Product/ Market Buyer/ Readiness Stage Push vs. Pull Strategy 2000 Prentice Hall Product Life-Cycle Stage Push Versus Pull Strategy Producer Marketing activities Intermediaries Demand Marketing activities End users Push Strategy Marketing activities Producer 2000 Prentice Hall Demand Intermediaries Demand End users Pull Strategy Review The Communications Process Developing Effective Communications Deciding on the Marketing Deciding Communications Mix Communications Managing and Coordinating Integrated Managing Marketing Communications Marketing 2000 Prentice Hall

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