Transcript THE PURPOSE OF MARKETING

Czech University of Life Science
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Advertising:
Getting the message across
Czech University of Life Science
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SOURCE
Encoding
MESSAGE
NOISE
NOISE
RECEIVER
Preconceptions
Word of mouth
Culture ............
Decoding
MEDIA
NOISE
The Communication Process
NOISE
Degree of
personlisation
of message
High
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Personal selling
Telesales
Direct mail
Specialised press
Press
TV
Radio
Posters
Low
Low cost
High cost
Cost of Reaching a Person
with each Method of Communication
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The Check List for communication should include the
following areas:
1. Why do you need to communicate?
2. With whom do you need to communicate?
3. Which forms of communication to use?
4. What factors may hinder communication?
5. How might communications be improved?
6. How can the results of communication be measured?
Communication
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
Who is the target audience?

What’s the message?

Which vehicles?

How to communicate?

Has it worked?
Rules of Communication
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CREATING AN ADVERTISEMENT
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* Decide your objectives
OBJECTIVES
For the firm
For the advert
For the advertisement
. Change opinions, attitudes
. Be informative
. Bring about conviction, enhance reputation
. Change brand preferences
. Make the customer try the product/service
. Develop curiosity/enquiries
Creating an Advertisement I
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* How should it be integrated?
* Pre-requisites
INTEGRATE with
. New product development
. Sales Departments
. Promotions
. Packaging & Distribution
PREREQUISITES
. Clear objectives & policy
. Identify advertising budget
. Careful market research
. Know restrictions/controls
Controls
- voluntary
- statutory
New Product Development
Stages: - Screening
- Business Analysis
- Development
- Testing
- Commercialisation
Budgeting controls:
- which media to use
- frequency of exposure
- sales promotion &
merchandising
Market Research
- Market, area, size
- Consumer characteristics
- Behavioural characteristics
Advertising II