Marketing Communications & Direct Marketing Chapter 16

The Communication Process Sender Sender Message Message Channel of communication Channel of communication Receivers Receivers Encoding process Encoding process Decoding process Decoding process

Promotional Elements Advertising Advertising Example: Commercials Example: Commercials Advantages Advantages Disadvantages Disadvantages Personal Selling Personal Selling Advantages Advantages Disadvantages Disadvantages Public Relations Public Relations Annual reports Annual reports Publicity Publicity Advantages Advantages Disadvantages Disadvantages

Promotional Elements Sales Promotion Sales Promotion Example: Coupons Example: Coupons Advantages Advantages Disadvantages Disadvantages Direct Marketing Direct Marketing Direct mail, catalogs Direct mail, catalogs Advantages Advantages Disadvantages Disadvantages

Promotional Mix The Target Market The Target Market The Product Life Cycle The Product Life Cycle Product Characteristics Product Characteristics Complexity Complexity Degree of risk Degree of risk Ancillary services Ancillary services

Promotional Mix Stages of Buying Decision Stages of Buying Decision Prepurchase stage Prepurchase stage Purchase stage Purchase stage Postpurchasing Postpurchasing Channel Strategies Channel Strategies Push Push Pull Pull

Marketing Program Developing the Program Developing the Program Executing the Program Executing the Program Evaluating the Program Evaluating the Program

Developing the Program Identify the Target Audience Identify the Target Audience What Should the Program Accomplish? What Should the Program Accomplish? Hierarchy of effects Hierarchy of effects Setting the Promotion Budget Setting the Promotion Budget Percentage of sales Percentage of sales Competitive parity Competitive parity All you can afford All you can afford Objective and task Objective and task

Developing the Program Select Promotional Tools Select Promotional Tools What combination? What combination? Designing the Promotion Designing the Promotion Example: Advertising and humor Example: Advertising and humor Scheduling the Promotion Scheduling the Promotion

Executing and Evaluation Posttests Posttests Databases Databases

Direct Marketing Value Value Consumers Consumers Sellers Sellers Issues Issues Technological Technological Global Global Ethical Ethical