Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:

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Objectives
 The

Communications Process
 Developing Effective Communications
 Deciding on the Marketing
Communications Mix
 Managing and Coordinating Integrated
Marketing Communications

©2000 Prentice Hall

The Marketing Communications
Mix
Advertising
Advertising

Any
AnyPaid

PaidForm
Formof
ofNonpersonal
Nonpersonal
Presentation
by
an
Presentation by anIdentified
Identified
Sponsor.
Sponsor.

Sales Promotion

Short-term Incentives to
Encourage Trial or Purchase.

Public Relations
Personal
Personal Selling

Selling
Direct Marketing
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Protect and/or Promote
Company’s Image/products.

Personal Presentations.
Direct Communications
With Individuals to Obtain
an Immediate Response.

Elements in the
Communication Process
SENDER

Message
Encoding

Decoding

Media

Noise
Feedback

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Response

RECEIVER

Message Problems
Selective Attention

Selective Distortion

Selective Retention
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Effective Communications
Step
Step 1.
1. Identifying
Identifying the
the Target
Target Audience
Audience
Step
Step 2.
2. Determining
Determining the
the Communication
Communication Objectives
Objectives
Buyer
Buyer Readiness
Readiness Stages
Stages

Awareness
Knowledge
Liking
Preference
Conviction
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Purchase
Purchase

Response Hierarchy Models
Stages

AIDA
Model a

Hierarchy-ofEffects
Model b

InnovationAdoption

Model c

Exposure

Awareness
Cognitive
stage

Attention

Awareness

Affective
stage

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Interest

Attitude

Evaluation

Intention

Preference
Desire

Behavior
stage

Liking

Reception
Cognitive
response

Knowlege
Interest

Communications
Model d

Action

Conviction
Purchase

Trial
Adoption

Behavior

Step
Step 3.
3. Designing
Designing the
the Message
Message

Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Layout,
Words, & Sounds,
Body Language
Message Source
Expertise,
Trustworthiness,
Congruity
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Step
Step 4.

4. Select
Select Communications
Communications Channel
Channel

Personal Communication
Channels
Nonpersonal Communication
Channels

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Step
Step 5.
5. Establish
Establish the
the Budget
Budget

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Affordable

% Of
Sales

Competitive
Parity

Objective
& Task

Step
Step 6.
6. Decide
Decide on
on Communications
Communications Mix
Mix

Advertising
Advertising

Public,
Public, Pervasive,
Pervasive, Expressive,
Expressive, Impersonal
Impersonal

Sales
Sales Promotion
Promotion

Communication,
Communication, Incentive,
Incentive, Invitation
Invitation

Public
Public Relations
Relations &
& Publicity
Publicity

Credibility,
Credibility, Surprise,
Surprise, Dramatization
Dramatization

Personal
Personal Selling
Selling

Personal
Personal Confrontation,
Confrontation, Cultivation,
Cultivation, Response
Response

Direct
Direct Marketing
Marketing

Nonpublic,
Nonpublic, Customized,
Customized, Up-to-Date,
Up-to-Date, Interactive
Interactive
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Step
Step 7.
7. Measure
Measure Results
Results

Step
Step 8.
8. Manage
Manage the
the IMC
IMC Process
Process

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Factors
Factors in
in Developing
Developing
Promotion
Promotion Mix
Mix Strategies
Strategies
Type of
Product/
Market

Buyer/
Readiness
Stage
Push vs.
Pull
Strategy

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Product
Life-Cycle
Stage

Push Versus Pull Strategy
Producer

Marketing
activities

Intermediaries

Demand

Marketing
activities

End users

Push Strategy
Marketing activities

Producer

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Demand

Intermediaries

Demand

End users

Pull Strategy

Review
 The

Communications Process
 Developing Effective Communications
 Deciding on the Marketing
Communications Mix
 Managing and Coordinating Integrated
Marketing Communications

©2000 Prentice Hall