lect_10 - Topic 10 Promotion (Marketing Communications)...

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Promotion (Marketing Communications) BUSI 1004 Lecturer: Yin Mei NG Topic 10
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BUSI 1004 Topic 10 : Promotion Ch. 14 1. Outline the steps in developing effective marketing communications 2. Discuss the process and advantages of integrated marketing communications in communicating customer value 3. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix
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A View of the Communications Process
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Steps : 1. Identify the target audience 2. Determine the communications objectives 3. Design the message 4. Select the communications channels 5. Establish the total communications budget 6. Decide on the communications mix 7. Measure the communications results 8. Manage the integrated marketing communications (IMC) process Steps in Developing Effective Communications
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Identify Target Audience • Target audience may be individuals, groups, public, or particular publics: – Potential buyers – Current users – Those are not the actual users but make purchase decision – Those who can influence the target customers (e.g., opinion leaders) Audience analysis : – Analyze any gaps between current customer perception and company’s image sought
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Determine Communication Objectives (Depends on the buyers purchase readiness) Buyer-readiness Stages Communication Objectives: Arouse Persuade Remind
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Determine Communication Objectives (Depends on the buyers purchase readiness) Buyer-readiness Stages: Awareness Knowledge Liking Preference Conviction Purchase Repeat purchase Communication Objectives: Arouse need and awareness Create desire Persuade purchase and trial Build loyalty and relationship
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Steps : 1. Identify the target audience 2. Determine the communication objectives 3. Design the message 4. Select the communication channels 5. Establish the total communication budget 6. Decide on the communication mix 7. Measure the communication results 8. Manage the integrated marketing communications (IMC) process Steps in Developing Effective Communications
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Design the Message • Answer the three questions: – Message strategy • What to say? – Creative strategy • How to say? (structure, format, style, tone, …) – Message source • Who to say?
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Design the Message - Message Strategy Message strategy (What to say?) – Search for appeals, themes, or big ideas that • Relate to target customers’ expectations, desires, and aspirations • Tie into the brand positioning and image • Help establish point-of-parity or point-of-difference – Consumption drivers for the product category – Superior brand values
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Customers’ Expectations / Aspirations Category Consumption Drivers Brand DNA •? Big Idea? Creative Brief : Market, Mission, Message Example: Evian
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Message Strategy: • The Big Idea / Theme –?
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This note was uploaded on 05/02/2011 for the course BUSI 1004 taught by Professor Ymng during the Winter '11 term at HKU.

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lect_10 - Topic 10 Promotion (Marketing Communications)...

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