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?