Giáo trình: Marketing Management_ Chapter 9

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Giáo trình: Marketing Management_ Chapter 9

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Tài liệu giáo trình môn Marketing management_ Chapter " Communications and Advertising Strategy ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...

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Nội dung Text: Giáo trình: Marketing Management_ Chapter 9

  1. Communications and Advertising Strategy Chapter 9 9-1
  2. Key Learning Points Basic model of communication and how technology is changing that model. Elements of an IMC program. Setting advertising goals and selecting target audiences. Developing message strategies. Key elements of media planning. How advertising budgets are set. Alternative approaches to evaluating advertising spending. 9-2
  3. Product & Service Decisions “Forward-looking organizations are stressing a concept called integrated marketing communications (IMC), in which the marketing manager does not think of all the elements of the marketing mix as communicating separate messages; these messages are coordinated to reinforce what each is saying and to prevent customer confusion from conflicting messages.” - Russell S. Winer 9-3
  4. Figure 9-1: Model of the Communication Process 9-4
  5. Communications Senders (sources) encode messages in a way that resonates with the receiver (target audience) when they are decoded. Types of message channels: – Personal • Salespeople, opinion leaders, word-of-mouth – Nonpersonal • Mass media: television, newspapers, radio, direct mail, billboards, magazines, Internet 9-5
  6. Communications Figure 9.2 demonstrates the one-to- many aspect of mass communication. – Assumes no interaction between customers and firms. • In actuality, customer feedback from mass communication exists, but is very slow. – Content is not personalized. 9-6
  7. Figure 9-2: Traditional Mass Marketing Communications Model 9-7
  8. Communications The new technological environment has impacted communication substantially. – E-mail, newsgroups, listservs, web sites, web surveys, and brand communities make communication quick and easy. – Customers can also customize or create their own content, as shown in Figure 9.3. – Trade-offs exist between richness and reach as illustrated in Figure 9.4. 9-8
  9. Discussion Questions Successfully managing brand communities is a key challenge facing marketers today. 1. Generating positive word-of-mouth via a brand community could be very beneficial. What actions could you take? 2. Minimizing negative or wrong information is equally important. What could you do? 3. Why should brand communities for competitive products be investigated? 4. What are the ethical aspects involved with managing brand communities? 9-9
  10. Figure 9-3: Modified Mass Marketing Communications Model 9 - 10
  11. Figure 9-4: Traditional Trade-off Between Richness & Reach 9 - 11
  12. In-Class Activity Where would you place the following on this chart? * Personal selling * Opt-in e-mail * E-mail SPAM * Newspapers * Banner ads * Network TV * Direct mail * Magazines * Outdoor * Radio 9 - 12
  13. Integrated Marketing Communications Consumer goods companies spend the highest percentage of their marketing communications expenditures on different media than do business-to-business firms. – TV expenditures by consumer goods companies are nearly three times that of the next largest expenditure category (literature, coupons, and point-of-purchase). – The top two business-to-business marketing communications expenditure categories are print advertising and direct mail. 9 - 13
  14. Figure 9-5: Elements of the Communication Mix 9 - 14
  15. Integrated Marketing Communications Advertising advantages: Mix Elements – Message content control – Very large reach Advertising – Flexibility: images, symbols, and creative/ Direct Marketing copy strategies Sales Promotion Advertising drawbacks: – Evaluating effectiveness Publicity/Public is difficult Relations – Often very expensive – Waste Personal Selling – Noise Miscellaneous – Clutter 9 - 15
  16. Integrated Marketing Communications Direct marketing forms: Mix Elements – Telemarketing – Direct-mail marketing – Direct sales Advertising – Internet Direct Marketing Key advantages: – Customized messages Sales Promotion – Little waste – Evaluation is easy Publicity/Public Key drawbacks: Relations – Consumer dislike Personal Selling – Global restrictions – Clutter Miscellaneous – Low response rates 9 - 16
  17. Integrated Marketing Communications Sales Promotions: Mix Elements – Provide extra incentives to consumers or trade in order to achieve a short-term Advertising objective. Direct Marketing Consumer-Oriented: – Coupons, sweepstakes, Sales Promotion rebates, samples, and point- of-purchase savings Publicity/Public – Objective: short-term sales Relations Trade-Oriented: Personal Selling – Sales contests, training, and quantity discounts Miscellaneous – Objective: distribution 9 - 17
  18. Integrated Marketing Communications Key advantages: Mix Elements – Generate measurable short- term responses Advertising – Induce new product trial – Reinforce brand image Direct Marketing – Generate repeat purchase Sales Promotion – Gain shelf space Key drawbacks: Publicity/Public – Price-focused Relations • Detracts from brand equity – Consumers may become Personal Selling conditioned to expect deals – Effects are short-lived Miscellaneous 9 - 18
  19. Integrated Marketing Communications Sponsoring organization Mix Elements normally does not pay for the communication. Advertising Publicity typically takes the form of an article in a Direct Marketing magazine/newspaper or TV news coverage. Sales Promotion Key advantage: Publicity/Public – More credible than Relations advertising. Key drawback: Personal Selling – Sponsoring company has little control. Miscellaneous 9 - 19
  20. Integrated Marketing Communications Personal selling is the use of Mix Elements face-to-face communications between seller and buyer. – Largest part of marketing Advertising budget for business-to- business marketers. Direct Marketing Key advantages: Sales Promotion – Customized presentations – Immediate feedback to Publicity/Public questions Key drawbacks: Relations – Expensive Personal Selling – Control over final message delivered by sales Miscellaneous representative is difficult 9 - 20
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