Market-Based Management, 4th edition

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Presentation transcript:

Market-Based Management, 4th edition Marketing Communications and Customer Response Chapter Ten

Marketing Communications and Customer Response Chapter Ten Marketing Communications Awareness Frequency Effectiveness Communications Strategies Measuring Marketing Communications Effects

Marketing Communications What is the role of Marketing Communications? To Build Awareness To Maintain Awareness To Stimulate Action What is the Objective of Marketing Communications? Communicate effectively to target customers

Advertising Awareness and Message Frequency

Advertising Effectiveness and Customer Response

Causes of Poor Customer Response Low Levels of Ad Exposure Poor media selection and/or limited media exposure Low Levels of Ad Awareness Insufficient ad frequency and/or ineffective ad content Low Levels of Ad Content Comprehension Insufficient ad frequency and or ineffective ad content Low Intensions to Take Desired Actions Insufficient ad frequency and/or weak value proposition Low Levels of Desired Action Insufficient ad frequency and/or action not clearly specified

Building Customer Awareness and Comprehension Media Selection and Customer Awareness Target Market Reach Message Frequency and Customer Awareness Concentrated vs. Distributed Gross Rating Points Ad Copy and Customer Response

Message Reinforcement Pulsing Vs. Heavy-Up

Push vs. Pull Communications Strategies

Advertising Elasticity % Change in Sales % Change in Ad Expense Estimating Advertising Elasticity .4 Advertising Elasticity Means? Promotional Price Elasticity -1.5 (Normal Elasticity) vs. -6.0 (Price Promotion)

Advertising Carryover Effects

Direct Marketing Promotions

Takeaways/Review Role and Objectives of Marketing Communications Advertising Awareness, Frequency, and Response Building Awareness Reasons for Poor Awareness Message Reinforcement Push vs. Pull Strategies Advertising Elasticity Carryover Effects Direct Marketing Promotions

Marketing Performance Tools Estimating Ad Effectiveness and Customer Response

Marketing Performance Tools Estimating Advertising Elasticity

Marketing Performance Tools Estimating Advertising Carry-Over Sales Effect

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