Giáo trình: Marketing Management_ Chapter 9
Tài liệu giáo trình môn Marketing management_ Chapter " Communications and Advertising Strategy ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...
Communications
and Advertising
Strategy
Chapter
9
9-1
Key Learning Points
Basic model of communication and how
technology is changing that model.
Elements of an IMC program.
Setting advertising goals and selecting
target audiences.
Developing message strategies.
Key elements of media planning.
How advertising budgets are set.
Alternative approaches to evaluating
advertising spending.
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Product & Service
Decisions
“Forward-looking organizations are
stressing a concept called integrated
marketing communications (IMC), in
which the marketing manager does not
think of all the elements of the
marketing mix as communicating
separate messages; these messages
are coordinated to reinforce what each
is saying and to prevent customer
confusion from conflicting messages.”
- Russell S. Winer
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Figure 9-1:
Model of the
Communication Process
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Communications
Senders (sources) encode messages
in a way that resonates with the
receiver (target audience) when they
are decoded.
Types of message channels:
– Personal
• Salespeople, opinion leaders, word-of-mouth
– Nonpersonal
• Mass media: television, newspapers, radio,
direct mail, billboards, magazines, Internet
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Communications
Figure 9.2 demonstrates the one-to-
many aspect of mass communication.
– Assumes no interaction between
customers and firms.
• In actuality, customer feedback from mass
communication exists, but is very slow.
– Content is not personalized.
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Figure 9-2:
Traditional Mass Marketing
Communications Model
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Communications
The new technological environment has
impacted communication substantially.
– E-mail, newsgroups, listservs, web sites, web
surveys, and brand communities make
communication quick and easy.
– Customers can also customize or create their
own content, as shown in Figure 9.3.
– Trade-offs exist between richness and reach as
illustrated in Figure 9.4.
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Discussion Questions
Successfully managing brand communities
is a key challenge facing marketers today.
1. Generating positive word-of-mouth via a
brand community could be very beneficial.
What actions could you take?
2. Minimizing negative or wrong information is
equally important. What could you do?
3. Why should brand communities for
competitive products be investigated?
4. What are the ethical aspects involved with
managing brand communities? 9-9
Figure 9-3:
Modified Mass Marketing
Communications Model
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Figure 9-4:
Traditional Trade-off
Between Richness & Reach
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In-Class Activity
Where would you place the following on this chart?
* Personal selling
* Opt-in e-mail
* E-mail SPAM
* Newspapers
* Banner ads
* Network TV
* Direct mail
* Magazines
* Outdoor
* Radio
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Integrated Marketing
Communications
Consumer goods companies spend the
highest percentage of their marketing
communications expenditures on different
media than do business-to-business firms.
– TV expenditures by consumer goods
companies are nearly three times that of the
next largest expenditure category (literature,
coupons, and point-of-purchase).
– The top two business-to-business marketing
communications expenditure categories are
print advertising and direct mail.
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Figure 9-5:
Elements of the
Communication Mix
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Integrated Marketing
Communications
Advertising advantages:
Mix Elements – Message content control
– Very large reach
Advertising – Flexibility: images,
symbols, and creative/
Direct Marketing copy strategies
Sales Promotion Advertising drawbacks:
– Evaluating effectiveness
Publicity/Public is difficult
Relations – Often very expensive
– Waste
Personal Selling – Noise
Miscellaneous – Clutter
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Integrated Marketing
Communications
Direct marketing forms:
Mix Elements – Telemarketing
– Direct-mail marketing
– Direct sales
Advertising
– Internet
Direct Marketing Key advantages:
– Customized messages
Sales Promotion – Little waste
– Evaluation is easy
Publicity/Public
Key drawbacks:
Relations – Consumer dislike
Personal Selling – Global restrictions
– Clutter
Miscellaneous – Low response rates
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Integrated Marketing
Communications
Sales Promotions:
Mix Elements – Provide extra incentives to
consumers or trade in order
to achieve a short-term
Advertising objective.
Direct Marketing Consumer-Oriented:
– Coupons, sweepstakes,
Sales Promotion rebates, samples, and point-
of-purchase savings
Publicity/Public
– Objective: short-term sales
Relations Trade-Oriented:
Personal Selling – Sales contests, training, and
quantity discounts
Miscellaneous – Objective: distribution
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Integrated Marketing
Communications
Key advantages:
Mix Elements – Generate measurable short-
term responses
Advertising – Induce new product trial
– Reinforce brand image
Direct Marketing – Generate repeat purchase
Sales Promotion – Gain shelf space
Key drawbacks:
Publicity/Public – Price-focused
Relations • Detracts from brand equity
– Consumers may become
Personal Selling conditioned to expect deals
– Effects are short-lived
Miscellaneous
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Integrated Marketing
Communications
Sponsoring organization
Mix Elements normally does not pay for the
communication.
Advertising Publicity typically takes the
form of an article in a
Direct Marketing magazine/newspaper or TV
news coverage.
Sales Promotion
Key advantage:
Publicity/Public – More credible than
Relations advertising.
Key drawback:
Personal Selling – Sponsoring company has
little control.
Miscellaneous
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Integrated Marketing
Communications
Personal selling is the use of
Mix Elements face-to-face communications
between seller and buyer.
– Largest part of marketing
Advertising budget for business-to-
business marketers.
Direct Marketing Key advantages:
Sales Promotion – Customized presentations
– Immediate feedback to
Publicity/Public questions
Key drawbacks:
Relations – Expensive
Personal Selling – Control over final message
delivered by sales
Miscellaneous representative is difficult
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