Steps in Developing Effective Communication Step 3.Designing a Message 学 ad Message Content ArM界CICKIN到 Rational Appeals Emotional Appeals Message Structure Moral Appeals Draw Conclusions Argument Type Message Format Arqument Order Headline,Illustration, Copy,Color Body Language Attention teres Desire Action
Step 3. Designing a Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Illustration, Copy, & Color Body Language Steps in Developing Effective Communication Designing a Message Content The pictures and the slogan make this what type of appeal? Format This layout, almost like a yearbook or photo album, reinforces the sentimental aspect of this advertisement. Click or press spacebar to return. Is this ad making an emotional, rational, or moral appeal, or is it combining them? How much do the personified cows contribute to this ad? Is the ad structured to let the audience make a decision? Is this an effective ad? The same company puts lifelike statues of cows, with this slogan, into mall food courts. What makes that practice effective?
Steps in Developing Effective Communication Step 4.Choosing Media Personal Communication Channels Nonpersonal Communication Channels Step 5.Selecting the Message Source Step 6.Collecting Feedback
Nonpersonal Communication Channels Step 4. Choosing Media Personal Communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback Steps in Developing Effective Communication
5.Setting the Total Promotion Budget One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. Affordable Percentage of Sales Based on What the Based on a Certain Percentage Company Can Afford of Current or Forecasted Sales Objective-and-Task Competitive-Parity Based on Determining Based on the Competitor's Objectives Tasks,Then Promotion Budget Estimating Costs
Affordable Based on What the Company Can Afford Objective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Competitive-Parity Based on the Competitor’s Promotion Budget One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. 5. Setting the Total Promotion Budget
6.Setting the Promotion Mix Advertising Reach Many Buyers,Repeat Message Many Times,Impersonal,Expensive Personal Personal Interaction,Relationship Selling Building,Most Expensive Promo Tool Sales Wide Assortment of Tools,Rewards Promotion Quick Response,Efforts Short-Lived Public Very Believable,Dramatize a Company Relations or Product,Underutilized Direct Nonpublic,Immediate,Customized, Marketing Interactive
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Interaction, Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Very Believable, Dramatize a Company or Product, Underutilized Nonpublic, Immediate, Customized, Interactive 6. Setting the Promotion Mix
Promotion Mix Strategies Pull Strategy Strategy Selected Push Stratewy Strategy that Depends on: Calls for Strategy that Spending A Lot Type of Calls for Using on Advertising Product- the Salesforce and Trade and Consumer Market Promotion to Promotion to Product Push the Build Up(Pull) Life-Cycle Product Through Consumer Stage the Channels. Demand
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy Selected Depends on: Type of ProductMarket & Product Life-Cycle Stage Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Promotion Mix Strategies