Marketing Communication Mix

Advertising

PR Sales
Promotions
Communication
Program

Personal Direct
Selling Marketing
 Basic Tools of Marketing
Communications
SPONSORSHIP
EXHIBITIONS
CORPORATE IMAGE
PACKAGING
MERCHANDISING
POS MATERIALS
STORE DESIGN
WORD-IN-MOUTH
MOBILE COMMUNICATIONS
INTERNET
BILLBOARDS
PRODUCT PLACEMENT
EVENT MARKETING
 Trends Affecting Marketing
Communications

• Emphasis on accountability and measurable results:

Global competition has created a greater scrutiny of

advertising and marketing budgets.

This has led to a greater emphasis on accountability of

expenditures and measurable results.
 Trends Affecting Marketing
Communications

• Explosion of the digital

arena

The drive for measurable

results is one of the factors
that has led to the explosion
of the digital arena, which
includes social media.
 Trends Affecting Marketing
Communications

• Explosion of the digital arena

Measuring the impact of digital expenditures is easier

than for traditional advertising.

Because consumers now access information from

smartphones, tablets, and other media platforms,
companies must integrate their marketing
communications across all platforms.
 Trends Affecting Marketing
Communications

• Shift in channel power

With greater access to

information, consumers now
have considerably more
channel power.
 Trends Affecting Marketing
Communications

With the rise of the Internet,

• Increase in global competition now comes from
competition the entire world.
• Increase in brand parity This global competition has
• Emphasis on customer increased the level of brand
parity now seen across most
engagement product categories.

To decrease brand parity and

build some brand equity, brands
are putting greater emphasis on
customer engagement.
 Customer Engagement

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 COMMUNICATION PROCESS

04/04/2023 10
STEPS IN COMMUNICATION PROCESS

Identify target audience

Set communications objectives

Design the message

Choose the media

Select message source

 Identify
target
audience

COMMUNICATIONS
DECISIONS

A marketing communicator starts

with a clear target audience in
mind.
 Identify
target
audience
The audience may be
potential buyers or current
users, those who make the
buying decision or those
who influence it.

The audience may be

individuals, groups, special
publics, or the general
public.
 Identify target audience

Identifying the Target market

What will How it will

be said be said

When it Where it
will be said will be said

Who will The target audience will heavily

say it affect the communicator’s
decisions on…
STEPS IN COMMUNICATION PROCESS

Identify target audience

Set communications objectives

Design the message

Choose the media

Select message source

Setting Communication Objectives

• Once the target audience has been defined, the

marketing communicator must decide what response
is sought.
• The marketing communicator needs to know where
the target audience now stands and to what stage
it needs to be moved.
• The target audience may be in any of six buyer-
readiness stages, the stages consumers normally
pass through on their way to making a purchase.

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 communication
AWARENESS
Objectives
KNOWLEDGE
The
communicator
LIKING must first build
awareness
and
PREFERENCE knowledge.

CONVICTION

PURCHASE
 communication
AWARENESS
Objectives
Assuming target
consumers know about the
KNOWLEDGE product, how do they feel
about it? These stages
include liking (feeling
LIKING favorable about the
product), preference
(preferring it to other
brands), and conviction
PREFERENCE (believing that the product
is best for them).

CONVICTION

PURCHASE
 communication
AWARENESS Objectives
Some members of the
target market might be
KNOWLEDGE convinced about the
product, but not quite get
around to making the
LIKING purchase. The
communicator must lead
these consumers to take
the final step. Actions
PREFERENCE might include offering
special promotional prices,
rebates, or premiums.

CONVICTION

PURCHASE
STEPS IN COMMUNICATION PROCESS

Identify target audience

Set communications objectives

Design the message

Choose the media

Select message source

 Designing The Message

• Having defined the desired audience response, the

communicator turns to developing an effective
message.
• The message should get Attention, hold Interest,
arouse Desire, and obtain Action (a framework known
as the AIDA model).
• In putting the message together, the marketing
communicator must decide what to say (message
content) and how to say it (message structure and
format).
04.04.2023 21
 ATTENTION

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 INTEREST

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 DESIRE

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 A C T IO N

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Designing The Message

In putting the message together, the marketing

communicator must decide what to say (message
content) and how to say it (message structure and
format).

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 Designing The Message

Message content is an
appeal or theme that
will produce the
desired response
• Rational appeal
• Emotional appeal
• Moral appeal
Message Format
Design the message

Rational
appeal
Rational appeals
relate to the
audience’s self-
interest. They
show that the
product will
produce the
desired benefits.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Emotional
appeal

Emotional
appeals attempt
to stir up either
negative or
positive emotions
that can motivate
purchase

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Emotional Appeal

Communicators may use

positive emotional
appeals such as love,
pride, joy, and humor.
Communicators can also
use negative emotional
appeals, such as fear,
guilt, and shame that get
people to do things they
should or to stop doing
things they shouldn’t.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Design the message

Moral
appeal

Moral appeals are directed to the audience’s sense

of what is “right” and “proper.” They are often used
to urge people to support social causes such as a
cleaner environment, better race relations, equal
rights for women, and aid to the disadvantaged.
 Examples…

Drunk Driving Prevention - Crashing Glasses.mp4

Heather Campbell Colgate Ad.mp4

Brooke Shields on a 2006 Colgate TV commercial.mp4

04.04.2023 32
 Designing The Message

Message content is an
appeal or theme that
will produce the
desired response
• Rational appeal
• Emotional appeal
• Moral appeal
Message Format
Message structure
and format
There are three important
structural issues about the
message

The first is whether to draw a

conclusion or leave it to the
audience.

Recent research suggests that

in many cases, rather than
drawing a conclusion, the
advertiser is better off asking
questions and letting buyers
come to their own conclusions.
Message structure
and format

The second message

structure issue is whether to
present the strongest
arguments first or last.

Presenting them first gets

strong attention but may lead
to an anticlimactic ending.
Message structure
and format

The third message structure

issue is whether to present a
one-sided argument
(mentioning only the
product’s strengths) or a two-
sided argument (touting the
product’s strengths while also
admitting its shortcomings).
Message structure
and format

Message format is also

important to consider. What will
be the color, the text, the copy,
the images?
 Message structure
and format

• In a print ad, the communicator has to decide on

the headline, copy, illustration, and color.

• To attract attention, advertisers use novelty and

contrast; eye-catching pictures and headlines;
distinctive formats; message size and position;
and color, shape, and movement.

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04.04.2023 41
04.04.2023 42
04.04.2023 43
 Message structure
and format

If the message is to be
carried on television
or in person, then all
these elements plus
body language have
to be planned.

Presenters plan their

facial expressions,
gestures, dress,
posture, and hairstyles.
47
 Message structure
and format

If the message is carried on the product or its

package, the communicator has to watch
texture, scent, color, size, and shape.

04.04.2023 48
marais perle piano chocolate packaging
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51
STEPS IN COMMUNICATION PROCESS

Identify target audience

Set communications objectives

Design the message

Choose the media

Select message source

 Choose Media
PERSONAL NONPERSONAL
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Personal
channels
In personal communication
channels, two or more people
communicate directly with
each other.

Some personal communication

channels are controlled
directly by the company.

For example, company

salespeople contact buyers in
the target market.
 Personal
channels
But other personal
communications about the
product may reach buyers
through channels not directly
controlled by the company.

Word-of-mouth influence has

considerable effect in many
areas.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Personal
channels
Companies can take steps to put personal communication
channels to work for them.

They can create marketing programs that will generate favorable

word-of-mouth communications about their brands.
 Personal
channels
Companies can create opinion leaders—people whose
opinions are sought by others—by supplying influencers with
the product on attractive terms or by educating them so that
they can inform others.
.
 Nonpersonal channels
Major media

Atmospheres

Events

Nonpersonal communication channels are media that carry

messages without personal contact or feedback.
 Major media

Major media include print media,

broadcast media, display media, and
online media.
 atmospheres
Atmospheres are designed environments that create or reinforce the
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
buyer’s leanings toward buying a product.
Rotterdam’da bulunan Shoebaloo mağazasının vitrin ve mağaza içi raf aydınlatmalarında
LED kullanılmış.
 Events

Events are staged occurrences that communicate messages to target audiences.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Events are staged occurrences that
communicate messages to target
audiences
• Press conferences
• Grand openings
• Exhibits
• Public tours
STEPS IN COMMUNICATION PROCESS

Identify target audience

Set communications objectives

Design the message

Choose the media

Select message source

 Select
Source
The message’s
impact on the
target audience is
also affected by
how the
audience views
the
communicator.

Messages
delivered by highly
credible sources
are more
persuasive.
 Selecting the Message Source

The message’s impact on the target

audience is affected by how the
audience views the communicator
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health care providers
Opininon Leaders as Message Sources
Celebrities as message sources
Pepsi İle anlaşması
varken Coca Cola
içerken görüntülenen
Britney Spears

Celebrity’s own life will also affect the brand image…

Video Gösterimi- A Milli Futbol Takımı

Video Gösterimi – Turkcell Kibariye

4.1.mp4
3.4.mp4 paris hilton arda defacto.mp4

Etstur'da Erken Al, Az Öde Dönemi Baþladý!.mp4

Using credible celebrities for crisis
management may be an effective way to
offset the negative outcomes of a crisis.

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