AKDJ PRESENTATION

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

AKDJ PRESENTATION

• Normally, communication is known as interpersonal, wherein the information or message is transferred from one person to the other.

• To show each of the formats we had to go through a medium called channel.

AKDJ PRESENTATION

Elements In Communication Process

AKDJ PRESENTATION

• Information which is transferred to the receiver has to be interpreted. Interpretation is known as decoding.

• The process of replying is known as feedback.

AKDJ PRESENTATION

• Selective Attention •Selective Distortion •Selective Retention

AKDJ PRESENTATION

AKDJ PRESENTATION

Awareness: If most of the target audience is unaware of the object, the communicator’s task is to build awareness.

Knowledge: The company may want its target audience to know what the brand offer.

Liking: If the target customer know the brand, how do they feel about it?

AKDJ PRESENTATION

Preference: The customer might like the product but do not prefer it to others.

Purchase: And finally, some members of the target audience conviction but may not quite get around to making the purchase.

The communicator must lead these customers to take a final step.

AKDJ PRESENTATION

Steps in Developing Effective Communications

Identify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Measure results/ manage IMC

AKDJ PRESENTATION

The process must start with a clear target audience in mind.

The target audience is a critical influence of communicators decision on what to say,how to say and to whom to say.

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B A

C D

Favorable Attitude

High

Familiarity

Unfavorable Attitude

Low

Familiarity

AKDJ PRESENTATION

Brand Awareness: Ability to identify(recognize or recall) the brand within the category, in sufficient detail to make the purchase.

Brand Attitude: Evaluation of the brand with respect to its perceived ability to meet a currently relevant need

Relevant brand needs may be negatively oriented or positively oriented.

AKDJ PRESENTATION

Brand Purchase Intention: Self intentions to purchase the brand or to take purchase related actions.

Promotional offers in the form of coupons or two-for-one deals encourage customers to buy a product.

AKDJ PRESENTATION

AKDJ PRESENTATION

Message Strategy: In

determining message strategy, management searches for appeals, themes, or ideas that will tie into market positioning and help establish points-of-parity or points-of-difference.

AKDJ PRESENTATION

AKDJ PRESENTATION

Creative Strategy: Communications effectiveness depends on how the message is been expressed as well as the content of the message itself.

An ineffective communication may mean that the wrong message was used or the right message was expressed poorly

AKDJ PRESENTATION

AKDJ PRESENTATION

Message Source: Many communications do not use a source beyond the company itself. Others use known or unknown people.

What is important is the spokesperson's credibility.

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AKDJ PRESENTATION

AKDJ PRESENTATION

AKDJ PRESENTATION

Personal communication is communication

between two or more persons with a specific person communicating with others.

Companies take various steps to stimulate personal communications about their products and brands.

AKDJ PRESENTATION

1. They identify influential individuals and devote extra

effort on them. 2. Create opinion leaders by supplying possible opinion

leaders with the product on attractive terms. 3. Use influential or believable people in testimonial

advertising. 4. Develop word of mouth publicity by requesting

satisfied clients to promote their product among their friends.

5. Establish online discussion groups and communities

AKDJ PRESENTATION

They include media, atmospheres, and events.

Media channels include print media, broadcast

media, display media and electronic media

Some of the non-personal communications are…

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Advertising reaches many buyers, expressive

impersonal

Public Relations more believable, economical, underused by firms

Sales Promotion

generates immediate response

short-lived

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Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

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Advertising: Pervasiveness Amplified expressiveness Impersonality Sales Promotion: Communication Incentive Invitation

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Public Relations and Publicity: High credibility Ability to catch buyers off guard Dramatization

Events and Experience: Relevant Involving Implicit

AKDJ PRESENTATION

AKDJ PRESENTATION