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Business Administration
BUS 343
Todd Green

BUS 343 November 2, 2010 Lecture 12 Communication Mix I Chapter 12 Marketing  Promotion: The coordination of a marketer’s communication efforts to influence attitudes or Communications behavior toward a product or service (416)  Marketing Communications: Informing consumers and customers about the relative value of products, and developing trust and other relational bonds that facilitate ongoing exchange relationships  Inform consumers  Remind consumers  Persuade consumers  Create complex brand image for consumers  Build relationships with consumers Integrated  Integrated Marketing Communications: The practice of unifying all marketing communication Marketing tools and corporate and brand messages to communicate in a consistent way to and with stakeholder Communications audiences (418)  Creates a single unified voice  IMC begins with the customer (customer focus)  Seeks to develop relationship with customer: Old customer easier to maintain  2-way communication: Businesses and customers can talk  Focuses also on stakeholders, not just customers  Provides a continuous stream of communication  Measures results based on actual feedback  Database Marketing: The creation of an ongoing relationship with a set of customers who have an identifiable interest in a good or service and whose responses to promotional efforts become part of future communication attempts  Interactive Marketing: A promotional practice where the marketing communications elicts a measurable response from consumers  Builds relationships  Locates new customers  Stimulates cross-selling  Marketing is measurable  Responses are trackable Communication Model (423)  Communication Model: The elements necessary for meaning to be transferred from a sender to a receiver: See figure 12.2, 424  Source: An organization or individual that sends a message  Message: The communication in physical form that goes from a sender to a receiver  Should follow AIDA model: Attention, Interest, Desire and Action  Medium: A communication vehicle which a message is transmitted to a target audience  Receiver: The organization or individual that intercepts and interprets the message  Encoding: Process of translating an idea into a form of communication that will convey meaning  Decoding: Process by which a receiver assigns meaning to the message  Noise: Anything that interferes with effective communication  Feedback: Receivers’ reactions to the message Communication  FCB Grid: See figure 12.3, 426 Plan (427)  Communication Plan: A framework that outlines the strategies for developing, implementing and controlling the firm’s communication activities 1. Identify Target Audience 2. Establish Communication Objectives: See figure 12.5, 428 3. Determine Communication Strategy/Approach a. Push Strategy: Moving products through the channel by convincing channel members to offer them b. Pull Strategy: Moving products through the channel by building desire for the products among consumers, who convince retailers to stock the items 4. Develop Key Messages and Positioning Statement 5. Design the Communication Mix a. Advertising Appeal: The central idea or theme of a communication message i. Informative Appeal: Gives clear reasons why this product is better ii. Comparative Advertising: Comparing other competitor products iii. Demonstration iv. Testimonial: Celebrities included here v. Slice-of-Life: Scene from everyday life vi. Lifestyle vii. Fear Appeals: Highlights the consequences of not using the product viii. Sex Appeals ix. Humorous Appeals b. Creative Concept: How the advertising appeal will be expressed through visuals, text, music and other design elements 6. Determine and Allocate Budget 7. Implement Creative Strategy 8. Evaluation Communication Mix (434)  The idea is first to attract the customer to try the product, then stop the consumer from switching to another brand in the long-run  Communication Mix: The major elements of marketer-controlled communications, including advertising, sales promotions, m
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