marketing communication


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Marketing Communication : 

Marketing Communication

Agenda : 

Agenda the communication process communication and consumers integrated marketing communication marketing communication strategies public policy issues

Communication : 

Communication source is the marketer or public policy maker receiver is the consumer message is the content medium is the channel used to convey the content consumers talk too: feedback noise disrupts the communication

Consumer response to communication : 

Consumer response to communication two perspectives hierarchy of effects brand experience complementary perspectives

Hierarchy of effects : 

Hierarchy of effects seven steps unawareness, awareness, knowledge, liking, preference, conviction, and purchase reflect the cognitive, affective, and conative components

Hierarchy of effects : 

Hierarchy of effects as we discussed, purchase is more complex than this components don’t always occur in this order but recognize that the steps occur and consumers use behavioral processes to complete the purchase process

Brand experience : 

Brand experience purchase processes are complicated and complex different paths through the process consumers exposed to many messages messages should be integrated so consumers can use information to think, feel, act in whatever order is appropriate

Integrated marketing communications : 

Integrated marketing communications advertising television, radio, magazines, newspapers, place-based direct response mail, telemarketing, catalogs, direct selling, home shopping, on-line publicity television, magazine, newspapers personal selling

Marketing communication strategies : 

Marketing communication strategies message strategy information content creative form media strategy medium used aperture

Message strategy : 

Message strategy information content appropriate for stage in purchase process depth of information must be suitable for level of involvement for level of cognitive effort creative strategy informational, rational emotional, transformational

Types of messages : 

Types of messages factual comparative celebrity fear sex humor

Message content or creativity? : 

Message content or creativity? elaboration likelihood model central route emphasizes content higher involvement significant cognitive effort peripheral route emphasizes creativity lower involvement less cognitive activity

Media strategy : 

Media strategy message through the right medium at the right time medium used must support message strategy integrated media aperture must deliver at appropriate time in purchase process interactive media to allow consumer to solicit information at preferred time

Public policy issues : 

Public policy issues fairness perception and learning and deceptive advertising equity background characteristics

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