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Chapter 18 The Marketing Communications Program Sommers  Barnes Ninth Canadian Edition Presentation by Karen A. Blotnicky Mount Saint Vincent University, Halifax, NS Copyright © 200 1 by McGraw-Hill Ryerson Limited
Chapter Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Purposes of Marketing Communications ,[object Object],[object Object],[object Object],[object Object]
Marketing Communications ,[object Object],[object Object],[object Object],[object Object]
Marketing Communication Methods ,[object Object],[object Object],[object Object]
More Methods ,[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Basic Communication Elements ,[object Object],[object Object],[object Object],[object Object],Communication process components : ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Communications Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MESSAGE CHANNEL Select the media or other vehicle to carry the message DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed RESPONSE Ranges from simple awareness to purchase FEEDBACK Impact measured using research, sales, or another measure ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind NOISE Competing ads, other distractions The Process
Inside the Communications Process ,[object Object],[object Object],[object Object],[object Object]
Considerations in Designing Marketing Communications Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],More Considerations
Push or Pull Strategy ,[object Object],[object Object],[object Object]
Choosing a Push or Pull Strategy ,[object Object],[object Object]
Producer Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer PUSH STRATEGY PULL STRATEGY Product flow Communication effort An Illustration
Determining the Communications Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Budgeting Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Regulation in Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Regulations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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9fms pp18

  • 1. Chapter 18 The Marketing Communications Program Sommers  Barnes Ninth Canadian Edition Presentation by Karen A. Blotnicky Mount Saint Vincent University, Halifax, NS Copyright © 200 1 by McGraw-Hill Ryerson Limited
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. MESSAGE CHANNEL Select the media or other vehicle to carry the message DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed RESPONSE Ranges from simple awareness to purchase FEEDBACK Impact measured using research, sales, or another measure ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind NOISE Competing ads, other distractions The Process
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Producer Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer PUSH STRATEGY PULL STRATEGY Product flow Communication effort An Illustration
  • 17.
  • 18.
  • 19.
  • 20.