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Chapter 14: Communicating Customer Value

Chapter 14: Communicating Customer Value . Lauren Broderick Alex Cox Eryn Eledge Katie Keller Daniel Rosario. November 14, 2013 BUS 306-01. Agenda. Promotion Mix Communication Process Promotion Mix Associated with Communication Objectives Promotion Budget AIDA

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Chapter 14: Communicating Customer Value

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  1. Chapter 14: Communicating Customer Value Lauren Broderick Alex Cox Eryn Eledge Katie Keller Daniel Rosario November 14, 2013 BUS 306-01

  2. Agenda • Promotion Mix • Communication Process • Promotion Mix Associated with Communication Objectives • Promotion Budget • AIDA • Socially Responsible Marketing Communication • Overview and Takeaways

  3. Promotion Mix Marketing communications mix: • Advertising: • Nonpersonal presentation and promotion of ideas • Sales promotion: • Short term incentives • Personal selling: • Personal presentation

  4. Promotion Mix Cont… • Public relations: • Build relationships and a corporate image • Direct marketing: • Builds customer relationships • Less public • Immediate and customized • Tailored to specific customers • Interactive

  5. Integrated Marketing Communications • New marketing communications model: • Changing consumers • Changing marketing strategies • Advancements in communications technology • Integrated Marketing Communications: • Blending old and new strategies • Uses many channels to deliver clear, consistent, compelling messages

  6. Communication Process Elements in the Communication Process

  7. Effective Marketing Communication • Identifying target audience • Determining communication objectives • Buyer Readiness Stages • Designing a message • Message content • Message structure • Message format

  8. Effective Marketing Communication Cont. • Choosing media • Personal vs. Non-personal • Selecting a message source • Collecting feedback

  9. Old Spice’s Communication Objectives • Men ages 15-34 concerned with personal hygiene and the need to feel manly they want to portray Manliness • “Male-style” communication • short statements • Imperative voice • Geared toward women • Humor • Good-looking actors • “The man you wish your man could be”

  10. Promotion Mix Associated with Communication Objectives Create advertisements Uses advertisements to communicate their message Build relationships with their customers

  11. Setting Promotion Budget Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method

  12. AIDA Get ATTENTION Hold INTEREST Arouse DESIRE Obtain ACTION

  13. The Promotion Mix • Promotion mix strategies • Push strategy and pull strategy • Integrating the promotion mix • Ensures communications occur when, where, and how customers need them

  14. Socially Responsible Marketing Communication • Advertising and sales promotion • False or deceptive advertising • Bait-and-switch • Socially responsible programs and actions • Personal selling • “Fair competition” • Business-to-business trade • Cannot disparage competitors or competing products

  15. Overview and Takeaways • Overview • Promotion Mix • Communication Objectives • Old Spice • Promotion Budget and Mix • What We Learned

  16. Questions or Comments

  17. References Golden Gophers. (2013). Men's basketball. Retrieved November 4, 2013, from Golden Gophers: http://www.gophersports.com/ sports/m-baskbl/spec-rel/072506aaa.html Norton, M. (n.d.). Latest innovation. Retrieved November 4, 2013, from P&G: http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf Procter & Gamble. (2011). Old Spice newsroom. Retrieved November 4, 2013, from P&G: http://oldspice.newshq.businesswire.com/ about

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