BSB126 Chapter Notes - Chapter 13: Personal Selling, Search Engine Marketing, Media Mix
Chapter 13: Integrated marketing communications, advertising, and public relations
- Marketing communication is used to create a distinct meaning in the target group’s mind
and make them perceive value
- Emotion-based persuasion – firm relates product to target consumer’s personal situation
- Message-based persuasion – attitude formed as a result of processing value proposition
- Integrated marketing communications (IMC) – views marketing communication in its totality
- Communicating with customers
oProcess
Sender – transmitter encodes message – communication channel – receiver
Sender must be clearly identified
Transmitter developed by marketing department/external agency
Encoding converts ideas into a message
Communication channel – type of media, must be appropriate
Receiver interprets (decodes) message
Noise – interference from competing messages, lack of clarity, or flaws
Feedback loop – receiver communicates with sender
oReceivers decode messages differently
oSenders adjust messages according to medium and receiver’s traits
- AIDA model
oAwareness – Interest – Desire – Action
oBrand awareness – strength of link between brand name and type of good/service
oAided recall – consumers indicate they know the brand when presented with the
name
oTop-of-mind awareness – customers mention a specific brand when asked about a
product
oConsumers must then be persuaded the product is worth purchasing
oDesire – goal is to move consumer mindset from ‘I like’ to ‘I want’
oLagged effect – delayed reaction to a marketing communications campaign
- Elements of an IMC strategy
oAdvertising
Placement of announcements and persuasive messages in time/space
purchased in mass media
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Effective for creating awareness and generating interest
Traditionally passive and offline – recent growth in online advertising
Paid form of communication
Steps of advertising
Step 1: Identify target audience
oConduct research
Step 2: Set advertising objectives
oAppear in advertising plan – subsection of marketing plan
analysing marketing and advertising situation, identifies
objectives, clarifies specific strategy, and indicates how the
firm can determine the success of the campaign
oPull strategy – get consumers to pull the product into the
marketing channel by demanding it
oPush strategy – increase demand by focusing on
wholesalers, retailers, salespeople
oInform, persuade, or remind customers
oInformative advertising – communication to create and
build brand awareness to move customer through buying
cycle to purchase
oPersuasive advertising – motivate customers to take action
oReminder advertising – remind/prompt repurchases
oProduct focused – inform/persuade/remind about the
product
oInstitutional focused – inform/persuade/remind about
issues related to places, politics, or an industry
Public service announcements
(inform/persuade/remind or the betterment of
society)
Step 3: Determine the advertising budget
oConsider role advertising plays in meeting promotional
objectives
oExpenditures vary over the course of the product life cycle
oNature of market determines amount of money spent
Step 4: Convey the message
oMessage
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Chapter 13: integrated marketing communications, advertising, and public relations. Marketing communication is used to create a distinct meaning in the target group"s mind and make them perceive value. Emotion-based persuasion firm relates product to target consumer"s personal situation. Message-based persuasion attitude formed as a result of processing value proposition. Integrated marketing communications (imc) views marketing communication in its totality. Sender transmitter encodes message communication channel receiver. Communication channel type of media, must be appropriate. Noise interference from competing messages, lack of clarity, or flaws. Feedback loop receiver communicates with sender: receivers decode messages differently, senders adjust messages according to medium and receiver"s traits. Placement of announcements and persuasive messages in time/space purchased in mass media. Traditionally passive and offline recent growth in online advertising. Step 1: identify target audience: conduct research. Public service announcements (inform/persuade/remind or the betterment of society)
