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

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

3. 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

4. Advertising Awareness and Message Frequency

5. Advertising Effectiveness and Customer Response

6. 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

7. 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

8. Message Reinforcement
Pulsing Vs. Heavy-Up

9. Push vs. Pull Communications Strategies

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

11. Advertising Carryover Effects

12. Direct Marketing Promotions

13. 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

14. Marketing Performance Tools
Estimating Ad Effectiveness and Customer Response

15. Marketing Performance Tools
Estimating Advertising Elasticity

16. Marketing Performance Tools
Estimating Advertising Carry-Over Sales Effect