Communication sender encoding message decoding receiver response Feed

Communication

sender encoding message decoding receiver response Feed back

effective communication adress your target audiance say the right things to create the following buyer-readiness stages Attention awareness Intrest knowledge Desire Action liking preference conviction purchase cognitive learn affective feel behavior do

the promotion tools advertising sales promotion public relation personal selling direct marketing Using these tools in any combination is called the promotion mix. When these tools are used in a integrated and co-ordinated way to deliver a clear, consistent and compelling message about the organisation and its products, we call it an integrated marketing communications (IMC)

the message the content -rational -emotional -moral the sructure conclusion no conclusion one sided two sided strong first strong last

the Format -practical value -intresting to target group -new information -cognitive dissonance reduction -impactful the Source -the company -the brand -sales person -celebrities -. . . .

the media personal communication channels -face to face -person to audience -word of mouth non-personal communication channels -The Media -atmospheres -events

the promotion budget affordable method percentage-of-sales method current or forecast competitive parity method objective and task method

influences on the pomotion mix consumer or business markets buyer readiness stage product life cycle stage push or pull strategy

PUSH PULL producer retail, wholesale consumer

advertising 1. communication objectives 2. sales objectives 3. budget 4. message strategy 5. message execution 6. media selection

advertising 1. communication objectives information persuasion comparision reminding Cognitive dissonance reduction

advertising 3. budget the budget depends on • • • product life cycle stage market share competition and clutter frequency product differentiation sales objectives

advertising 4. message must be : meaningful beleivable distinctive possible emphasis : brand positioning tap human drive to consume use weak points competitor

advertising the idea, the concept, must be translated into a message. execution styles: slice of lifestyle fantasy mood or image musical personality symbol technical expertise scientific evidence testimonial evidence

advertising 6. Media selection is based on: reach frequency impact media types to select: newspapers magazines television radio outdoor internet print

centralization decentralization corporate objectives locale objectives product differentiation cultural differences

sales promotion short term incentive objective “consumer relationship building” tools: samples coupons cash refund offers price packs premium advertising specialities patronage rewards POP promotion legislation may limit the use of promotion tools

B to B sales promotion tools like in consumer sales promotion + straight discount allowance free goods trade shows sales contests

public relations creating a positive attitude towards company and products with the various publics. by means of: planting news (free publicity) press releases special events product presentation public affairs sponsorship fund raising

lobbying written material speeches VCR tapes/DVD’s entertaining investors invitations increasing visibility signs company trucs stationary identity materials

public relation activities must comply with the objectives and images used in advertising. Whatever you do, don’t confuse !!!!