logging in or signing up marketing communication aSGuest9607 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 10942 Category: Business & Fin.. License: All Rights Reserved Like it (1) Dislike it (0) Added: January 08, 2009 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript 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 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.