17.

Steps in developing effective communications:

Identify target Audience, determine objectives
Design communications, Select communication mix
elements, establish budget, Decide on media mix,
Measure results/manage IMC
17.Elements of the communication Mix
Ads,Direct&interactive Mktg,sales promotion,
Events/Exp’s,Personal selling,public relations,w
9.brand equity adds value bcos of brand
name,role:identify maker, offer legal,
Signal level of quality.Adv’s:improved perceptions of
product performance,greater loyality,lesscompetition,no
crisis effect,large margins, great trade cooperation. Brand
Elements:names,slogans,symbols,logos,characters,URL’
s
Strategies for sustaining sales
Brand extension strategy:existing brand-new produt in
12. Improve product quality,
different category, ben &jerry candy bars.Branding
add new features, and improve
strategies:Family-arm& hammer-bakindsoda,soap
styling,Add new models and
,Individual-p&G:Tide,Gain,Combination-Ford Mustang.
flanker products,Enter new
10.Approaches to positioning:head-to-head:positioning market segments,Increase
the pro directly with competitors,Differentiation:seeking distribution coverage,Shift
less competition due to uniqueness ex southwest from product-awareness
airlines.low price v high quality,taste vlow advertising to product-
calories,powerful vsafe,nutrional v good tasting. preference advertising,Lower
17.designing the comms:message strategy,creative strat, prices to attract the next layer
Message source personal and company,global adaption. of price-sensitive buyers
Vertical conflict-between intermediaries at differn
leve/horizatal :at same level
=
12.consumer product classified, affects what products 13.Distinctive Characteristics of Services: Intangibility: can’t
consumers buy &the marketing strategies used: be physically touched andexamined,Inseparability:hard to
separate the service itself from thprovider,Variability:hard to
standardize services to the same extent as products
Perishability:can’t “store” services either at the provider’s
location or at the customer’s
DeterminantsServiceQuality:Reliability,timeliness,knowledge
/
Expertise,understanding/sympathy,
Improving quality:listening,basic
service,performance,expectations,plan failure.Demand side:
Width:productline,depth:item,length:total,packing Differential pricing,Nonpeak demand,Complementary
objectives: Identify the brand,Convey descriptive servicesReservation systems.supply side: Part-time employees
&persuasive information,Facilitate product Peak-time efficiency,Increased consumer participation,Shared
transportation& protection,Assist at-home storage,Aid services,Facilities for future expansion
product consumption 17. ideal ad camp:right consumer is exposed to themessage at
16.dealer-all,wholesaler-retailer,retailer-cust,agent-w/s the right time&place,ad causes consumer to pay
Channels:direct,indirect,dual.Push-incentives to attention,reflects consumer’s level of understanding &
intermediaries to sell,pull:ads to attract cust to buy from behaviors with product,correctly positions brand in terms of
inter.Exclusive,Selective,Intensive:No.of points-of-difference and points-of-parity,motivates consumer to
Inter’s/Designing a marketing channel:analyze consider purchase of the brand,creates strong brand associations
customer needs,establish channel,identify major
channelalternatives,evaluate them.