Rational appeals relate to the audience’s self-interest. There are three types of appeals: rational, emotional, and moral. The communicator has to figure out an appeal or theme that will produce the desired response.
#Kotler and armstrong principles of marketing how to
In putting the message together, the marketing communicator must decide what to say (message content) and how to say it (message structure and format) Ideally, the message should get Attention, hold interest, arouse desire, and obtain Action (a framework known as the AIDA model) The marketing communicator must do the following: Steps in developing effective communication They must send messages through media that reach target audiences, and they must develop feedback channels so that they can assess the audience’s response to the message. They must be good at encoding messages that take into account how the target audience decodes them. Senders need to know what audiences they wish to reach and what response they want.
Noise: the unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent. Feedback: the part of the receiver’s response communicated back to the senderĩ. Response: the reactions of the receiver after being exposed to the messageĨ. Receiver: the party receiving the message sent by another partyħ. Decoding: the process by which the receiver assigns meaning to the symbols encoded by the senderĦ. Media: the communication channels through which the message moves from sender to receiverĥ. Message: the set of symbols that the sender transmitsĤ. Encoding: the process of putting thought into symbolic formģ. Sender: the party sending the message to another partyĢ. To communicate effectively, marketers need to understand how communication works.
Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response.Ĭompanies must ask not only, “How can we reach our customers?” but also, “How can we find ways to let our customers reach us?” IMC means that the company’s advertising and personal selling communications have the same message, look, and feel as its web site. Brand messages and positioning are coordinated across all communication activities and media. IMC builds brand identity and strong customer relationships by tying together all of the company’s messages and images. IMC – the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.ĭirect communications with carefully targeted individual consumers – the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers. Short-term incentives to encourage the purchase or sale of a product or service.īuilding 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. The specific mix of advertising, personal selling, sales promotion, and public relations a company uses.Īny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The marketing communications mix (Promotion Mix) Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships. All of their communications efforts must be blended into a consistent and coordinated communications program. Companies must also communicate with current and prospective customers, and what they communicate should not be left to chance. Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers. MINI communications campaign has been impressive both for what it does and for what it doesn’t do. Mini campaign: “let’s not use the size of our vehicle to make up for other shortcomings” Under the concept of integrated marketing communications, a company will carefully coordinate the promotion elements to deliver a clear, consistent, and compelling message about the organization and its products.
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