Ch. 15: Marketing Communications Final Review

Communication Process

There needs to be a clear message from the manufacturers to the customers. Whether there's a new product, changes, etc. its selling message must be communicated clearly.

Goals of Promotion

Goals are to create a consistent and focused marketing message. Informing, persuading, reminding, and connecting to the audience.

Promotion Mix

Components include advertising, public relations, sales promotion, and personal selling.

Advertising

Offers a wide reach to customers and is paid communication in which the advertisers are identified.

Public Relations

Evaluates public attitudes, identifies areas of a company that the public would be interested in, and launches a program of action to get said public interested.

Sales Promotion

A short-run component that triggers customers to want to immediately purchase products (ex: BOGO retail sales).

Personal Selling

A purchase situation involving a paid-for interaction between two people attempting to influence each other, IE bargaining a sale.

Paid Media

Any advertisement a company has to pay for; public advertisements, television ads, billboards, etc.

Earned Media

Word-of-mouth promotion from customer to customer, can also be digital with shares or online reposts.

Owned Media

Websites, social media accounts, and any other platform that is owned by the company.

AIDA Concept

The ultimate goal of AIDA is to get the customer to buy the product or service, or take action. AIDA stands for Attention, Interest, Desire, Action.

Attention in AIDA

Companies must first gain the attention of the customer through advertisements.

Interest in AIDA

Insight more interest for the customer to learn about the company and the product.

Desire in AIDA

Convincing the customers that the product is better than previous.

Action in AIDA

The company will continue to advertise the benefits of the product to fully persuade the customer to act and make the purchase.

Factors Affecting Promotion Mix

Nature of the product, product life cycle, target market characteristics, and types of buying decisions such as available funds and the push and pull methods.

Push Marketing Strategy

Starts with the manufacturer, who sends their product to the wholesaler, who then sends it to the retailers, which then reaches the customer, hence 'pushing' the product towards the customer.

Pull Marketing Strategy

When the manufacturers advertise to the customers directly, who then go to the retail stores to purchase the product.