Professional Documents
Culture Documents
R
Media
Feedback Response
A
Determine Design
Identify target
objective communicatio Select channels
audience
ns
Manage
integrated Measure Decide on Establish
marketing results media mix budget
communications
! Personal communications channels
! Non personal communications
channels
! Integration of communications
channels
D
!Type of product market
!Ôonsumer readiness to make a
purchase, and
!Stage in the product life cycle.
! Ñ
! Ñ
â
! â
Ñ
r
! Mass communications affect personal attitudes and
behavior through a two-step process.
! This two-step process has several implications.
first, the influence of mass media on public opinion is not
as direct, powerful, and automatic as marketers have
supposed.
Second, the two-step process challenges the notion that
consumption styles are primarily influenced by a ³trickle-
down´ or ³trickle-up´ effect from mass media.
Third, two-step process communication suggests that mass
communicators should direct messages specifically to
opinion leaders and let them carry the message to others.
ï
Although marketers use advertising less than sales
calls in business markets, advertising still play a
significant roles:
l Advertising can provide an introduction to the
company and its products.
l If the product has new features, advertising can explain
them.
l Remainder advertising is more economical than sales
calls.
Ô
! Advertisements offering brochures and carrying the
company¶s phone number are an effective way to
generate leads for sales representatives.
l Sales representatives can use copies of the company¶s
ads to legitimize their company and products.
l Advertising can remind customers how to use the
product and reassure them about their purchase.
! >et an effectively trained company sales force can
make 4 important contributions:
[. Enthusiasm building
3. Missionary selling
! Ôategory need.
! Brand awareness.
! Brand attitude.