The Marketing Communications Mix a Any Paid Form of Nonpersonal Advertising Presentation by an Identified Sponsor Sales promotion Short-term Incentives to Encourage Trial or Purchase Protect and/or Promote Public relations Company's Image/products Personal selling Personal presentations Direct Communications With Direct Marketing Individuals to obtain an Immediate Response C2000 Prentice Hall
©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
Message Problems Selective Attention Selective Distortion Selective Retention C2000 Prentice Hall
©2000 Prentice Hall Message Problems Selective Attention Selective Distortion Selective Retention
Effective Communications Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase C2000 Prentice Hall
©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
Step 3. Designing the Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format ayout Words sounds Body Language Message Source Expertise, Trustworthiness Congruity C2000 Prentice Hall
©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
Step 4. Select Communications Channel Personal communication Channels Nonpersonal communication Channels C2000 Prentice Hall
©2000 Prentice Hall Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels