Marketing_L9(2013-2014)

Steps in Developing E ec&ve

Marke&ng Communica&on

1.  Iden&fy the target audience

2.  Determine the communica&on objec&ves

3.  Design a message

4.  Choose the media through which to send the message

5.  Select the message source

6.  Collect feedback

2. Determine the communica&on objec&ves

Buyer-readiness stages

The stages consumers normally pass through on their way to a purchase, including awareness, knowledge, liking, preference, convic&on, and, finally, the actual purchase.

Moving customers through the buyer-readiness stages:

Kia used its biggest-ever marke,ng campaign— centered around a major Super Bowl commercial—to create awareness and knowledge of its redesigned Sorento SUV.

3. Designing a Message

AIDA model

The message should get aTen,on, hold interest, arouse desire, and obtain ac,on

What to say (message content) and

How to say it (message structure and format)

Message Content

The marketer has to figure out an appeal or theme that will produce the desired response.

There are three types of appeals: ra'onal, emo'onal, and moral.

Ad message content:

United Way uses moral appeals—urging people to “Live United. Make a di erence. Help create opportuni,es for everyone in your community.”

Message Structure

3 message structure issues

1)  whether to draw a conclusion or leave it to the audience

2)  whether to present the strongest arguments first or last

3)  whether to present a one-sided argument (men&oning only the product’s strengths) or a two-sided argument (tou&ng the product’s strengths while also admiOng its shortcomings)

Message Format

Message format: To aTract aTen,on, adver,sers can use novelty and contrast, eye-catching pictures and headlines, or dis,nc,ve formats, as in this PEDIGREE ad.

4. Choosing Media

Communica&on channels Personal

Channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail or e-mail, or even through an Internet “chat.”

Nonpersonal

Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

Personal communica,on channels

•  Word-of-mouth influence

Personal communica&ons about a product between target buyers and neighbors, friends, family members, and associates.

•  Buzz marke&ng

Cul&va&ng opinion leaders and geOng them to spread informa&on about a product or service to others in their communi&es.

Buzz marke'ng:

The Vocalpoint marke,ng arm of P&G has enlisted an army of buzzers to create word-of- mouth for P&G and other company brands.