Lecture Principles of Marketing - Chapter 12: Communicating customer value

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In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

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Nội dung Text: Lecture Principles of Marketing - Chapter 12: Communicating customer value

Chapter Twelve Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
Roadmap: Previewing the Concepts 1. Discuss the process and advantages of integrated marketing communications. 2. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. 3. Describe and discuss the major decisions involved in developing an advertising program. 4. Explain how sales promotion campaigns are developed and implemented. 5. Explain how companies use public relations to communicate with their publics. Copyright 2007, Prentice Hall, Inc. 12-2
Case Study CP + B: An Unusual Success Story The Agency The Tactics  Has recently won both  Heavy focus on guerilla multiple creative awards tactics, unconventional and several major uses of media, and holistic advertising accounts. marketing strategies while  Located in South Beach, TV is used only sparingly. FL, far removed from  Street level research helps mainstay agencies on develop creative appeals. Madison Avenue in NY.  Tries to start a consumer  Agency philosophy: movement behind the “Anything and everything brand, and campaigns go is an ad.” well beyond advertising.
The Marketing Communications (Promotion) Mix  Advertising  Sales Promotion  Public Relations  Personal Selling  Direct Marketing
New Communications Realities  Mass markets have fragmented, leading to a shift away from mass marketing.  Improvements in information technology are speeding movement toward segmented marketing.  These factors have shifted the marketing communications model. – Less broadcasting – More narrow casting
Integrated Marketing Communications  Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. – Several factors influence the choice of promotional tools.
Advertising  Can reach masses of geographically dispersed buyers.  Can repeat a message many times.  Is impersonal, one-way communication.  Can be very costly for some media types.
Personal Selling  Involves personal interaction between two or more people.  Most effective tool at building preferences, convictions and actions.  Allows relationship building.  Most expensive promotion tool; requires long-term commitment.
Sales Promotion  Wide assortment of tools.  Attracts consumer attention.  Offers strong incentives to buy.  Invites and rewards quick consumer response.  Effects are short-lived.
Public Relations  Very believable.  Reaches people who avoid salespeople and ads.  Can dramatize a company or product.  Tends to be used as an afterthought.  Planned use can be effective and economical.
Direct Marketing  Many forms that share four primary characteristics: – Nonpublic – Immediate – Customized – Interactive  Well suited to highly targeted marketing.
Promotion Mix Strategies  Push Strategy – Producer directs its marketing activities toward channel members to induce them to carry the product and promote it to the final consumers.  Pull Strategy – Producer directs its marketing activities toward final consumers to induce them to buy the product.
Advertising  Advertising has been used for centuries.  U.S. advertisers spend more than $264 billion each year; worldwide spending approaches $550 billion.  Advertising is used by: – Business firms – Nonprofit organizations – Professionals – Social agencies – Government
Major Advertising Decisions  Setting advertising objectives  Setting the advertising budget  Developing advertising strategy  Evaluating advertising campaigns
Setting Advertising Objectives  Advertising Objective: – specific communication task to be accomplished with a specific target audience during a specific period of time.  Classified by Purpose: – Inform – Persuade – Compare – Remind
Setting the Advertising Budget  Affordable method  Percentage-of-sales method  Competitive-parity method  Objective-and-task method
Developing Advertising Strategy  Consists of two major elements: – Creating advertising messages • Message strategy and message execution must break through the clutter. – Selecting advertising media • Set reach, frequency, and impact goals. • Choose among major media types. • Select specific media vehicles. • Decide on media timing.
The Message Strategy  Identify customer benefits  Develop compelling creative concept— the “Big Idea”  Advertising appeals should be: meaningful, believable, and distinctive
Message Execution  Slice of Life  Technical  Lifestyle Expertise  Fantasy  Scientific Evidence  Mood or Image  Testimonial or  Musical Endorsement  Personality Symbol
Message Execution  Choose a tone  Use memorable, attention-getting words  Choose correct format elements – Illustration – Headline – Copy