Marketing
Communications
Marketing Communication
• Process by which
information about an
organization and its
offerings is disseminated to
selected markets.
Goals of Mkt Communication
• Create awareness
• Induce initial purchase
• Improve post purchase satisfaction
Purpose
• MarComm necessary to inform buyers of:
–Availability of offerings
– Unique benefits of offerings
–Where and how to obtain offerings
–Where and how to use offerings
MarComm Mix
• Advertising
• Personal Selling
• Sales Promotions
Integrated MarComm
• Practice of blending the
communication mix elements in
mutually reinforcing ways.
Making IMC Work
• IMC strategy objectives
• Target Marketing information requirements
• Can some communication activities be
combined
• Budget and resource allocations
• Timing and Scheduling
• Evaluation
Reasonable Communication Objectives
• Build Primary Demand
–Demand for the product class
• Build Secondary Demand
–Demand for a particular brand
Reasonable Communication
Objectives: Requirements
• Consistent
• Quantifiable
• Attainable
Info Requirements
• How buyers purchase a particular offering
• Role of info in the purchase process with your
target buyers
• Current perceptions buyers have of the firm
and its offering
• Sources current accessed by buyers
Purpose of Comm Mix Elements
• Advertising
– Creating awareness
• Salespeople
– Providing information
– Developing relationships
• Sales promotions
– Enticing short-term behavior changes
– Enhancing long-term behavior changes
– Providing descriptions
When Each is Useful
• Advertising
– Offering not complex
– Offering frequently purchased
– Offering relatively inexpensive
– Offering can be differentiated from competition
– Market is mass and geographically scattered
When Each is Useful
• Personal Selling
– Product is relatively expensive
– Benefits not readily apparent
– Only true method to develop relationships
– Small number of buyers in close proximity
– Buyers purchase typically in large quantities
When Each is Useful
• Sales Promotions
– Useful with most any offering type
– Wonderful for encouraging trial purchases
IMC & Web Sites
• Transactional Sites
– Focus on turning online browser to online buyers
– Good for well-known, branded products
– Can provide favorable shopping & buying
experiences
• Promotional Sites
– Good for promoting products
– Providing info about how and where to purchase
products
– Can be used to create a buzz (word of mouth)
IMC & Web Sites
• Viral Sites
– Encourage users to forward marketer-initiated
messages to others via e-mail
– Very good for generating referrals
Common Budgeting Methods
• Percentage of Sales
– Most commonly used
• Per Unit
– Set amount per expected unit sold
• Competitive Parity
– Spend same at the competition or relatively the
same
• All Available Funds
• Objective-Task
Advertising Media
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Television
Radio
Magazines
Newspapers
Billboards
Internet
Choosing the Media: Considerations
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Cost
Reach
Frequency
Audience Characteristics
Purpose of the Advertisement
Product needs
Editorial climate