Lecture 8 Marketing Communications

Lecture 8 Marketing Communications - Marke C m ting om...

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Marketing Communications November 24, December 1, and 3
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Communications Mix (1) Advertising (2) Personal Selling (3) Sales Promotions (4) Public Relations
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Tied to your objectives:
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Other objectives: 1. Short term versus long term effects (e.g., Brand X should be in the consideration set at any time, versus Brand X is on sale tomorrow) 1. Specific marketing strategy, e.g., push versus pull
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Example of Push versus Pull: Pfizer Doctor Consumer (e.g., free samples left by salespeople) Pfizer Doctor Consumer (e.g., direct to consumer TV advertising)
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Message Design: (a) Comparative Appeals (b) Two-sided appeals (c) Rational versus emotional appeals (covered in the Consumer Behavior module) (d) Videos on Listerine (two-sided), Mac versus PC, Verizon versus AT&T, Avis versus Hertz (comparative)
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Comparative Appeals
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Be careful when comparing to the competition: (a) Legal issues: Be prepared for a legal challenge (a) Ethical issues: (Why, in blind taste tests, do people prefer Pepsi to Coke?) (a) Drawing the conclusion for the consumer often leads to psychological reactance (reaction against what you think is a loss of freedom) (a) How much will people believe you (Source credibility)
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Two-sided Appeals: Turning disadvantages into advantages
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In your appeal, you are stating your advantages and refuting your weaknesses. In doing so, you are admitting to a weakness, but trying to convert it into a strength. But admitting a weakness could be a problem (e.g., the competition will exploit it, so drawing attention to a weakness can be dangerous) Two-sided communications works on the basis of an “inoculation” or “immunization” effect
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Measurements: (a) Reach (radio/TV/print ads) (b) Frequency (radio/TV/print ads) (c) Ratings and Share (TV program)
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Nielsen ratings: (a) Set meters (which channel) (b) people meters (who is watching) (c) Diaries 25,000 households with people meters (daily) 1.5 million handwritten 7-day diaries (sweeps periods – diaries are swept up and the data analyzed) – based on this the networks set their advertising rates
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(a) Are children watching cartoons with their parents? (b) Which zip codes are tuning into the football game?
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Lecture 8 Marketing Communications - Marke C m ting om...

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