Professional Documents
Culture Documents
Promotional Mix Strategies
Promotional Mix Strategies
Strategies
Why do Marketers Communicate?
• Inform
• Persuade
• Remind
• E-mail
• Catalogues
• Search ads
• Mailing
• Display ads
• Telemarketing
• Third party chat rooms • Sales presentations
• Text messages
• Electronic shopping
• Forum/blogs • Sales meetings
• Location-based
• TV shopping
advertising
• Advergames • Door to door selling
• Fax
• FB/Twitter
messages/pages
• YouTube videos
(PRV/unboxing/vlogs)
How Does Communication Work
Macro-model of Communication
How Does Communication Work
Developing Effective Communication
Step 1: Identify the target audience
Step 2: Set the communication objective
• Establish need for category
• Build brand awareness
• Build brand attitude
• Influence brand purchase decision
Step 3: Design the communication
• Message strategy (content, appeal, theme, idea)
• Creative strategy (informational, transformational; one-sided and two sided)
• Message source (attractiveness, expertise, likeability)
Informational Transformational
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Developing Effective Communication
Step 4: Select the communication channel
• Personal
• Nonpersonal
• Integration of channels
Step 5: Establish the total marketing communications budget
• Affordable method
• Percentage of sales method
• Competitive parity method
• Objective and task method
Step 6: Measuring communication results
Selecting the Marketing Communications Mix
Channels Characteristics
Coordinating media
Implementing IMC through full-service agency