Chapter 12 - Chapter 12 Tailoring Marketing Communication...

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Chapter 12 Tailoring Marketing Communication to customers Promotion – the coordination of marketer’s communication efforts to influence attitudes or behavior o Informs - about new goods o Reminds – to keep using o Persuades – to choose one over another o Builds- relationship with customers Traditional forms of Marketing Communications: Advertising – Mass appeal most align with Sales promotion – coupons, games, p.o. purchase displays, mass Publicity- Mass appeal most align with it Sales presentations- personal Direct marketing- Mass - Personal – buzz- guerrilla marketing and viral marketing PR- Appeals: Mass- I’m going to message to the masses Personal – one to one buzz/guerrilla- 7 exposures of a message before it is recognized. Low budget, simple things to get people talking Integrated Marketing Communication (IMC)- a strategic business process that marketers use to plan, develop execute, and evaluate coordinated measurable, persuasive brad communication programs over time to targeted audiences Step 1: Making Marketing Value Decisions Step 2: Understanding Consumers’ Value Needs Step 3: Creating the Value Proposition Step 4: Communicating the Value Proposition Step 5: Delivering the Value Proposition
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The Communication Model Communication model- the process whereby meaning is transferred from a source to a receiver Encoding the Source (the marketer)- coming up with an idea and creating something to tell the message o Company o Individual The message – the comm. . in physical form that goes from a sender to a receiver o Ads o PR o Sales promo o Salesperson pitch o Comm from cust. (word of mouth) The medium- a comm. vehicle through which a message is transmitted to a target audience o Magazines o Newspapers o TV o Radio o Billboards o Direct mail o Word of mouth Decoding by the Receiver – customer receives message as intended o Consumer Noise- anything that interferes with effective communication
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This note was uploaded on 04/24/2008 for the course BSNS 2810 taught by Professor Wiese during the Spring '08 term at Anderson University SC.

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Chapter 12 - Chapter 12 Tailoring Marketing Communication...

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