Marketing Chapter 14: Engaging Customers and Communicating Customer Value
identify target audience, determine communication objectives, design a message, choose media for the message, select the message source, get feedback
6 steps in developing effective marketing communication
promotion mix
specific blend of promotional tools that the company uses to persuasively communicate customer value and build customer relationships
digital media
spending in _________ _________ advertising has been increasing rapidly in recent years
tv
spending on __________ advertising has slowed in growth or declined in recent years
choosing a communications channel
step 4 of developing an effective marketing communication and promotion program
selecting a message source
step 5 of developing an effective marketing communication and promotion program message's impact depends on how target market views the communcator messages delivered by credible or popular ___________ are more credible
can reach masses of people at low cost per exposure, impersonal and lacks persuasiveness of sales people, costly (consumers may also view advertised products as more legitimate)
couple benefits and one limitation of the advertising promotional tool
really effective at certain parts in the buying process, allows for creation of customer relationships, expensive, requires longer term commitment of resources
couple benefits of personal selling promotional tool
targetd, immediate, interacitive
couple benefits of the direct and digital marketing communication tool
false or deceptive advertising, no bait and switch advertising, no bribes, espionage
couple things to avoid when doing socially responsible marketing
developing effective marketing communications
involves identifying the target audience and shaping a well coordinated promotional program to obtain the desired audience response
collecting feedback
last step of developing an effective marketing communication and promotion program involves researching the message's effect on the target market __________ on marketing communication may suggest changes in promotion programs or in the product offer
managing ongoing customer relationships and engagement
marketers are moving away from focusing marketing communications on immediate awareness, image, or preference in the target market toward what
affordable method
method of setting the total promotion budget involves setting the promotion budget at the level management thinks the company can afford often used by small business ignores effects of promotion on sales
define promotion objectives>determine tasks to achieve objectives>estimate costs of doing the tasks
methods of setting the total promotion budget 3 steps in the objective and task methods
objective and task method
methods of setting the total promotion budget involves setting the promotion budget based on what you want to accomplish with the promotions best and most difficult method to use because it forces management to spell out its assumptions about the relationships between $ spent and promotion results, but it's hard to figure out which specific tasks will achieve the stated objectives
percentage of sales method
methods of setting the total promotion budget involves setting the promotion budget of a certain % of current of foretasted sales wrongly views sales as cause of promotion rather than as the result
competitive parity method
methods of setting the total promotion budget involves setting the promotion budget to match competitor's outlays set budged based on competitors, industry average
fragment
online, social, and mobile marketing presents a lot of opportunities for marketers, but it can also complicate and ________ overall marketing communications
draw conclusion or leave it to audience, present strongest arguments first or last, present one sided or two sides arguments
part of developing an effective marketing communication and promotion program 3 main message structure issues that you need to decide on two involve arguments
personal communication channel
part of developing an effective marketing communication and promotion program communication channel through which 2 or more people communicate with each other, including face to face, on the phone, internet chat allows for personal addressing and feedback
buyer readiness stages
part of developing an effective marketing communication and promotion program determining what response you want depends on figuring out what stage buyers are in of this do we need to build awareness, get them to prefer it over others, etc
salesperson contacting a buyer
part of developing an effective marketing communication and promotion program example of a personal communcations channel controlled directly by the company
friends, family, independent experts (blogs)
part of developing an effective marketing communication and promotion program example of a personal communications channel not controlled by the company
message format
part of developing an effective marketing communication and promotion program in relation to your message, it involves doing stuff like deciding on a headline, colors, illustration, etc
rational, emotional moral
part of developing an effective marketing communication and promotion program the 3 types of appeals you can use in your message to produce a desired response
true
part of developing an effective marketing communication and promotion program true/false when consumers know about your product, you need to push them towards liking it, preferring it over other brands, and conviction (this product is best for me) then buying it
personal, nonpersonal
part of developing an effective marketing communication and promotion program two broad types of communications channels
message content (what to say), message structure and format
part of developing an effective marketing communication and promotion program two parts of designing a message
emotional appeal
part of developing an effective marketing communication and promotion program type of appeal that attempts to stir up either negative or positive emotions that can motivate a purchase ex-fear, joy, love, guilt
moral appeal
part of developing an effective marketing communication and promotion program type of appeal that is directed towards an audience's sense of what is right and proper often used to persuade people to support social causes
rational appeal
part of developing an effective marketing communication and promotion program type of appeal that relates to the audience's self interest shows that product will produce desired benefits like quiality, economy, value
non personal communications channel
part of developing an effective marketing communication and promotion program type of communcations channel that involves media that carry message without personal contact or feedback, including major media, atmospheres, and events
atmosphere
part of developing an effective marketing communication and promotion program type of nonpersonal communications chanel that are designed environments that create or reinforce the buyer's leaning towards buying a product ex-banks are designed to build trust
events
part of developing an effective marketing communication and promotion program type of nonpersonal communications channel that are staged events that communicate messages to target audience ex-grand openings, public tours, etc.
major media
part of developing an effective marketing communication and promotion program type of nonpesonal communcaitons channel that is print media, display media, and online media
buzz marketing
part of developing an effective marketing communication and promotion program way that companies can take steps to get personal communcaiton channels to work for them
video convergence
planning video advertisement campaigns that stretch across multiple platforms combines TVs vast reach with digital's better targeting, interaction, and engagement
push strategy
promotion mix strategy promotional stargy that calls for using the sales force and trade promotion to push the product through channels. producer promotes the product to channel members who then promote it to final customer ex-John Deere's salesforce works with lowes, home depot to push products to the final customer
pull strategy
promotional strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channels ex-promote deodorant to teens through ads>tends demand product in stores
engaging
rather than disrupt customers, new medias marketing formats try to reach smaller communities of consumers in more ______________ ways
content marketing manager
role that involves creating and inspiring and showing brand messages and conversations with and among customers across a fluid mix of paid, owned, earned, and shared channels
determine communication objectives
second step in developing an effective marketing communication and promotion program need to determined desired response of the program buy product, become aware of it, etc.
attract customer attention, not good at building long run customer relationships or brand preference
a benefit and limitation of the sales promotion promotional tool
consumers are well informed, consumers are connecting with each other through the internet, marketing is shifting away from mass marketing toward more focused, personal programs, advertisers are adding a broad selection of specialized and highly targeted media to engage small communities with more personalized, interactive content (blogs, social media)
a few factors that are changing marketing communication
distribute communication money for efficiently
assessing what influence each communication experience will have on different states of the buying process helps do what
integrated marketing communications
carefully integrating and coordinating the company's many communication channels to deliver a clear, consistent, and compelling message
assessing all the ways that the customer could interact with the brand
communication processes should start with what ex-someone buying a new phone may talk to others, see tv ads, look at reviews online, etc.
buzz marketing
cultivating opinion leaders and getting them to spread information about a product or service
mobile
fastest growing digital category
identify the target market
first step in developing effective marketing communication and promotion program may be current users, potential buyers, those who make the buying decision, or those who influence it
advertising, public relations, direct and digital marketing, personal selling, sales promotion
five major promotion tools
decoding
for a message to be effective, the sender's encoding process must mesh with the receiver's ______________ process
affordable method, percentage of sales method, competitive parity method, objective and task method
four methods of setting the total promotion budget
most see themselves as content marketing managers now
how is the role of the marketing communicator changing?
awareness, knowledge, liking, preference, conviction, buying
the six buyer readiness stages
push, pull
the two basis promotion mix strategies
design a message
third step developing an effective marketing communication and promotion program involves designing a ______________ to get attention, holding interest, arouse desire, and obtain action
field of experience
to communicate effectively, the marketing communicator must understand the customer's ___________ ____ _____________
true
true/false most large companies use a combination of push and pull strategies
true
true/false most marketers predict that we will be mixing both traditional mass media and online, mobile, and social media that engage more targeted consumer communities in more personalized ways
true
true/false some people that old mass media will become extinct as costs increase, audiences decrease, and viewers skip more and more advertisements
false
true/false spending on magazine, newspapers, and radio advertising has increased in recent years
true
true/false using mass media often affects buyers indirectly by causing more personal communication
false
true/false varied media and roles don't need to be carefully coordinated under the integrated marketing communication plan
personal selling
type of promotion tool personal presentation by the firm's sales staff for the purpose of engaging customers, making sales, and building customer relationships
advertising
type of promotion tool any paid form of nonpersonal presentation and promotion of ideas, goods, or services of an identified sponsor
public relations
type of promotion tool building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events ex-events, press releases, sponsorship
direct and digital marketing
type of promotion tool engaging directly with carefully targeted individual customers and communities to both obtain an immediate response and build long lasting relationships ex-direct mail, email, catalogs
sales promotion
type of promotion tool short term incentives to encourage the purchase or sale of a product or service
good marketing
what can speed up the demise of a bad product
video convergence
what is an example of how integrated marketing communications can use different media to play unique roles in engaging, informing, and persuading customers
engage
when you develop communcations programs for specific niches, segments, and individuals, you need to ask both how to engage customers and how to let customers ____________ us
companies fail to integrate their various communication channels
why do companies need intergrated marketing communcations? ex-a company's youtube page says one thing and their mass media tv ads say another message
different marketing content comes from different parts of the company, which leads to conflicting messages and confused customers (ex-social media people do one things, pr people do another conflicting thing)
why do companies often fail to integrate their various communication channels?
