?2000 Prentice Hall
Advertising
Personal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor,
Sales Promotion Short-term Incentives to
Encourage Trial or Purchase,
Public Relations
Direct Marketing
Direct Communications With
Individuals to Obtain an
Immediate Response,
Protect and/or Promote
Company’s Image/products,
Personal Presentations,
The Marketing Communications Mix
?2000 Prentice Hall
Message Problems
Selective Attention
Selective Distortion
Selective Retention
?2000 Prentice Hall
Effective Communications
Step 1,Identifying the Target Audience
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Step 2,Determining the Communication Objectives
Buyer Readiness Stages
?2000 Prentice Hall
Step 3,Designing the Message
Message Source
Expertise,
Trustworthiness,
Congruity
Message Format
Layout,
Words,& Sounds,
Body Language
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
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Step 4,Select Communications Channel
Nonpersonal Communication
Channels
Personal Communication
Channels
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Step 5,Establish the Budget
Competitive
Parity
Objective
& Task
Affordable % Of Sales
?2000 Prentice Hall
Step 6,Decide on Communications Mix
Advertising
Public,Pervasive,Expressive,Impersonal
Sales Promotion
Communication,Incentive,Invitation
Public Relations & Publicity
Credibility,Surprise,Dramatization
Personal Selling
Personal Confrontation,Cultivation,Response
Direct Marketing
Nonpublic,Customized,Up-to-Date,Interactive
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Step 7,Measure Results
Step 8,Manage the IMC Process
?2000 Prentice Hall
Factors in Developing Promotion Mix
Strategies
Product Life-
Cycle Stage
Type of
Product/
Market
Push vs,
Pull Strategy
Buyer/
Readiness
Stage
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Push Versus Pull Strategy
Producer
Producer
Interme-
diaries
Marketing
activities End users Marketing activities
Demand Interme-
diaries
Demand
Push Strategy
Pull Strategy
End users
Marketing activities
Demand