ABM SYLLABUS FOR MID

TERM
Marketing Communications

Direct
Advertising
Marketing

Sales Public
Promotion Relations
Personal
Selling
Developing Effective Marketing
Communications

Steps in Marketing Communications

Program Development
• Identify target audience • Establish the budget
• Determine objectives of • Select the marketing
communication
communications mix
• Design the message
• Select communication • Measure results
channels • Manage the IMC process
Developing Effective Marketing
Communications

• Step 1: Identifying the target audience

• Includes assessing the audience’s perceptions of the
company, product, and competitors’ company/product
image
• Step 2: Cognitive, affective, and behavioral
objectives may be set
• Step 3: AIDA model guides message design
Developing Effective Marketing
Communications

Affective
Feelings
Beliefs Emotions
Knowledge
Objectives
Cognitive Behavioral
Intentions
Actions
Developing Effective Marketing
Communications

Figure 16-1: Response

Hierarchy Models
Developing Effective Marketing
Communications

Message Design • Message content

decisions involve the
selection of appeal,
• Content theme, idea, or USP
• Structure • Types of appeals
• Format • Rational appeals
• Source • Emotional appeals
• Moral appeals
Developing Effective Marketing
Communications

Message Design • One-sided vs. two-

sided messages
• Content • Order of argument
presentation
• Structure
• Format
• Source
Developing Effective Marketing
Communications

Message Design • Message format

decisions vary with the
type of media, but may
• Content include:
• Structure • Graphics, visuals
• Format • Headline, copy or script
• Sound effects,
• Source voice qualities
• Shape, scent,
texture of package
Developing Effective Marketing
Communications

Message Design • Message source

characteristics can
influence attention and
• Content recall
• Structure • Factors underlying
• Format perceptions of source
• Source credibility:
• Expertise
• Trustworthiness
• Likability
Developing Effective Marketing
Communications

• Step 4: Selecting Communication Channels

• Personal communication channels
• Effectiveness derives from personalization and
feedback
• Several methods of stimulating personal
communication channels exist
• Nonpersonal communication channels
• Influence derives from two-step flow-of-
communication process
Developing Effective Marketing Communications

Methods of Stimulating Personal

Communication
• Devoting extra effort to
influential individuals or
companies
• Creating opinion leaders
• Working through influential
community members
• Using influential people in
testimonial advertising
• Developing advertising with
high “conversation value”
• Use viral marketing
• Developing word-of-mouth
referral channels
• Establishing an electronic forum
DAGMAR
Defining advertising goals for measuring advertising results.
According to this model the advertisments should have the following
characterisitcs:
~Well defined objectives
~ Well defined audience
~ Benchmarke & degree of change required
~ Fixed time period
Developing Effective Marketing
Communications

• Step 5: Establishing the Marketing

Communications Budget
• Affordability method
• Percentage-of-sales method
• Competitive-parity method
• Objective-and-task method
• Step 6: Deciding on the Marketing
Communications Mix
Developing Effective Marketing
Communications
Figure 16-2:
Cost-Effectiveness of Different Promotional Tools at Different Buyer-
Readiness Stages
Developing Effective Marketing
Communications

Communications • Advertising
Mix Selection • Sales promotion
• Public relations and
• Types of promotional publicity
tools • Direct marketing
• Selection factors • Personal selling
Developing Effective Marketing
Communications

Communications • Consumer vs. business

market
Mix Selection
• Stage of buyer
readiness
• Types of promotional
tools • Stage of product life
cycle
• Selection factors
• Market rank
Developing Effective Marketing Communications

• Step 7: Measure Results

• Recognition, recall, attitudes, behavioral responses
• Step 8: Manage the Integrated Marketing
Communications Process
• Provides stronger message consistency and greater
sales impact
• Improves firms’ ability to reach right customers at right
time with right message
Developing and Managing the Advertising
Campaign

Figure 16-3:
The Five Ms of Advertising
Developing and Managing the Advertising
Campaign

The Five Ms of Advertising • Objectives can be

classified by aim:
• Mission • Inform
• Persuade
• Money
• Remind
• Message • Reinforce
• Media
• Measurement
Developing and Managing the Advertising
Campaign

The Five Ms of Advertising • Factors considered when

budget-setting:
• Mission • Stage of product life cycle
• Market share and
• Money consumer base
• Message • Competition and clutter
• Media • Advertising frequency
• Product substitutability
• Measurement
Developing and Managing the Advertising
Campaign

The Five Ms of Advertising • Factors considered when

choosing the advertising
• Mission message:
• Message generation
• Money • Message evaluation and
• Message selection
• Media • Message execution
• Social responsibility
• Measurement review
Developing and Managing the Advertising
Campaign

The Five Ms of • Developing media

Advertising strategy involves:
• Deciding on reach,
• Mission frequency, and impact
• Selecting media and
• Money vehicles
• Message • Determining media timing
• Deciding on geographical
• Media media allocation
• Measurement