Mata kuliah : O0274 - INTEGRATED MARKETING COMMUNICATION
Tahun : 2009/2010
(
)

Communication Process and The Marketing Mix
Learning Objectives
 Understand how communication tools convey direct and indirect benefits
 Distinguish different types of customer and the different stages in the buying readiness process
 Contrast different hierarchy of effect models
 Appreciate the response curves of the main communications tools
 Understand the communications mix characteristics for industrial and consumer markets
 Communication in push and pull marketing strategies
 Understand the principles of integrated marketing communications
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Communications……
 Is an interpersonal activity
 The sender will need to identify in advance the person to whom they wish to send the message and will therefore need to know how the receiver will interpret it
 The sender will need to persuade the receiver that the message is worth listening to and the message itself will need to be in a form of language which the receiver can understand
 There will need to be a clear and unobstructed route or channel through which the message has been received and understood.
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A Basic Communication Model
Sender Message Receiver
A Basic Communication Model with Feedback
Sender Message Receiver
Feedback
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Marketing Communication Feedback
Marketer Message Customer
Market
Research
Analyst
Market
Research
Sales force
Report
Customer
Purchase
Activity
Customer
Relations
Report
Agency
Research
Customer Interest Activity ex Coupon redemption
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What is Communications ? (3)
Common Sources of Error in Marketing Communications Feedback
 Market Research
Poor quastionnaire
Unrepresentative sampe of the market
Badly trained researchers
Failure to analyse the result accuratelly
 Salesforce Report
Sales representative will often not report information which reflect badly on their own performance
They will ofter report only information they are asked for
As sales report information is processed by sales management information which reflects negatively on the salesforce performance will be edited out
Aales representative sometimes don’t spot significant events in the market place
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What is Communications ? (4)
Common Sources of Error in Marketing Communications
Feedback
 Customer Interest Activity
Customer will report complaints more often than satisfaction
Rate of coupon redemption will be affected by special factors built into the design of each coupon promotion
The novelty factor boosts sales to new customers but sales tail off as the number of repeat purchase decline
 Agency Research
Agencies depend on selling their services and their research will tend to reflect a need for the services they provide
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Overlapping Field of Perception Enable Communication to Take Place
Area Of Perceptual Overlap
Sender Encode Message Decode Receiver
Feedback
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The Theory of The Communication Process
9

The Communications Channel
From
Sender
Sender
Transmitter
Message
Receiver
Transmitter
To
Receiver
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Noise In The Communications Channel
From
Sender
Sender
Transmitter
Noise in the channel
Message
Receiver
Transmitter
To
Receiver
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Integrating The Model Within Overall Business Strategy
Communication
Decision
The Market
Marketer’s
Analysis And
Strategy
Market Data
Capture and
Storage
Corporate
Analysis and
Strategy
Bina Nusantara University
Market
Research
Analysis
Market
Research
Sales force
Reports
Customer
Purchase
Activity
Customer
Relations
Reports
Agency
Research
Customer
Interest
Activity eg coupon redemption
Feedback box
The Theory of The Communication Process
Integration of
Market Feedback information and
Strategy development
12

Integrating The Model Within Overall Business Strategy
Communication
Decision Encode
Transmitter
Message
Transmitter
Decode Customer
Marketer’s
Analysis And
Strategy
Market Data
Capture and
Storage
Corporate
Analysis and
Strategy
Bina Nusantara University
Market
Research
Analysis
Market
Research
Sales force
Reports
Customer
Purchase
Activity
Customer
Relations
Reports
Agency
Research
Customer
Interest
Activity eg coupon redemption
Feedback box
The Theory of The Communication Process
13

The Special Features of Marketing Communications

Marketing Communications is a systematic relationship between a business and its market in which the parameter assembles a wide variety of ideas, designs, messages, media, shapes, forms and colours, both to communicate ideas to, and to stimulate a particular perception of products and services by, individual people who have been aggregated into a target market, and it is called
Marketing Mix.
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The Relationship of Marketing Communications Tools to Distance from Buying Point
Distant from the buying point
Close to or at the buying point
Direct Tools
Advertising
Personal Selling
Indirect Tools
Public Relations
Sponsorship
Corporate Identity
Point of Sales Promotions
Other Sales Promotions
Close to and/ or distant from the buying point
Direct Marketing
Promotions
Direct Mail
Design
Word of Mouth
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7 th PS of Selling
• Prospecting
• Preparation
• Presentation
- Looking for potential customers
- Objective setting, customer research
- Demonstration, discussion
• Possible Problems - Handling objections
• Please Give Me an - Closing the sale or getting the order
Order
• Pen to Paper - Record detail accurately
• Post Sales Service - Building a continuing relationship
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The Communication Process and The Marketing Mix
16

Type of Point of Sale Communications
• Incentives on the shelf or pack or attached to goods display
Encourage customer to try a new product or experiment with a change of brand and included price-off offers
• Point of purchase advertising
Advertising message created and displayed at the point where the customer pays for goods, usually at or close to a till or check out
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The Communication Process and The Marketing Mix
17

1. Learning Customer : Stages in the buying – readiness process
Buying Problem Knowing Feelings Action
2. Self-justifying Customers : stages in the buying-readiness process
Buying Problem Knowing Feelings Action
3. Routine Customers: Stages in the buying-readiness process
Buying Problem Knowing Action Feelings
4. Professional Customers : stages in the buying – readiness process
When negotiating
A supply contract
Routine buying
From an established
Supply contract
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Knowing Feelings Action
Action Knowing Feelings
18

The Six Stages of The SOSTAC Marketing Communications Plan
STAGE
S Situation : Where are we Now ?
1
O Objectives : Where do we want to go ?
2
S Strategy : How do we get there ?
3
T Tactics : What specific tactics will fulfill the strategy ?
4
A Action : What detailed actions are needed for each tactics ?
5
C Control : How do we know we have arrived ?
6
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