Transcript What is Communications

Mata kuliah
Tahun
: O0274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
THE THEORY OF COMMUNICATION
PROCESS
(TCP)
Pertemuan 5 & 6
Communication Process and The Marketing Mix
Learning Objectives
 Understand how communication tools convey direct and
indirect benefits
 Distinguish different types of customer and the different
stages in the buying readiness process
 Contrast different hierarchy of effect models
 Appreciate the response curves of the main communications
tools
 Understand the communications mix characteristics for
industrial and consumer markets
 Communication in push and pull marketing strategies
 Understand the principles of integrated marketing
communications
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COMMUNICATION
Communications……
 Is an interpersonal activity
 The sender will need to identify in advance the person to
whom they wish to send the message and will therefore
need to know how the receiver will interpret it
 The sender will need to persuade the receiver that the
message is worth listening to and the message itself will
need to be in a form of language which the receiver can
understand
 There will need to be a clear and unobstructed route or
channel through which the message has been received and
understood.
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What is Communications ? (1)
A Basic Communication Model
Sender
Message
Receiver
A Basic Communication Model with Feedback
Sender
Message
Receiver
Feedback
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What is Communications ? (2)
Marketing Communication Feedback
Marketer
Message
Market
Research
Analyst
Market
Research
Sales force
Report
Customer
Purchase
Activity
Customer
Customer
Agency
Relations
Research
Report
Customer Interest Activity
ex Coupon redemption
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What is Communications ? (3)
Common Sources of Error in Marketing Communications Feedback
 Market Research
Poor quastionnaire
Unrepresentative sampe of the market
Badly trained researchers
Failure to analyse the result accuratelly
 Salesforce Report
Sales representative will often not report information which reflect
badly on their own performance
They will ofter report only information they are asked for
As sales report information is processed by sales management
information which reflects negatively on the salesforce performance
will be edited out
Aales representative sometimes don’t spot significant events in the
market place
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What is Communications ? (4)
Common Sources of Error in Marketing Communications
Feedback
 Customer Interest Activity
Customer will report complaints more often than satisfaction
Rate of coupon redemption will be affected by special factors
built into the design of each coupon promotion
The novelty factor boosts sales to new customers but sales
tail off as the number of repeat purchase decline
 Agency Research
Agencies depend on selling their services and their research
will tend to reflect a need for the services they provide
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How Message are Understood
Overlapping Field of Perception Enable Communication to Take Place
Area Of Perceptual Overlap
Sender
Encode
Message
Decode
Receiver
Feedback
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The Theory of The Communication Process
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How Message are Understood
The Communications Channel
From
Sender
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Sender
Transmitter
Message
The Theory of The Communication Process
Receiver
Transmitter
To
Receiver
10
How Message are Understood
Noise In The Communications Channel
Noise in the channel
From
Sender
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Sender
Transmitter
Message
Receiver
Transmitter
The Theory of The Communication Process
To
Receiver
11
Integrating The Model Within Overall Business Strategy
Communication
Decision
Marketer’s
Analysis And
Strategy
Market Data
Capture and
Storage
Corporate
Analysis and
Strategy
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The Market
Market
Research
Analysis
Market
Research
Sales force
Reports
Customer
Purchase
Activity
Customer
Relations
Reports
Agency
Research
Customer
Interest
Activity
eg coupon
redemption
Feedback box
The Theory of The Communication Process
Integration of
Market Feedback
information and
Strategy
development
12
Integrating The Model Within Overall Business Strategy
Communication
Decision
Marketer’s
Analysis And
Strategy
Market Data
Capture and
Storage
Corporate
Analysis and
Strategy
Bina Nusantara University
Encode
Transmitter
Message
Market
Research
Analysis
Market
Research
Sales force
Reports
Customer
Purchase
Activity
Customer
Relations
Reports
Agency
Research
Transmitter
Decode Customer
Customer
Interest
Activity
eg coupon
redemption
Feedback box
The Theory of The Communication Process
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The Special Features of Marketing Communications
 Marketing
Communications
is
a
systematic
relationship between a business and its market
in which the parameter assembles a wide
variety of ideas, designs, messages, media,
shapes,
forms
and
colours,
both
to
communicate ideas to, and to stimulate a
particular perception of products and services
by, individual people who have been
aggregated into a target market, and it is called
Marketing Mix.
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Direct and Indirect Benefits
The Relationship of Marketing Communications Tools to Distance from Buying Point
Direct Tools
Indirect Tools
Distant from the
buying point
Advertising
Public Relations
Sponsorship
Corporate Identity
Close to or at the
buying point
Personal Selling
Point of Sales Promotions
Other Sales Promotions
Close to and/ or
distant from the
buying point
Direct Marketing
Promotions
Direct Mail
Design
Word of Mouth
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Closeness to The Buying Decision (1)
7th PS of Selling
• Prospecting
• Preparation
• Presentation
• Possible Problems
• Please Give Me an
Order
• Pen to Paper
• Post Sales Service
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Looking for potential customers
Objective setting, customer research
Demonstration, discussion
Handling objections
Closing the sale or getting the order
- Record detail accurately
- Building a continuing relationship
The Communication Process and The Marketing Mix
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Closeness to The Buying Decision (2)
Type of Point of Sale Communications
• Incentives on the shelf or pack or attached to goods display
Encourage customer to try a new product or experiment with a change of
brand and included price-off offers
• Point of purchase advertising
Advertising message created and displayed at the point where the
customer pays for goods, usually at or close to a till or check out
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The Communication Process and The Marketing Mix
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State of Mind of The Customer
1. Learning Customer : Stages in the buying – readiness process
Buying Problem
Knowing
Feelings
Action
2. Self-justifying Customers : stages in the buying-readiness process
Buying Problem
Knowing
Feelings
Action
3. Routine Customers: Stages in the buying-readiness process
Buying Problem
Knowing
Action
Feelings
4. Professional Customers : stages in the buying – readiness process
When negotiating
A supply contract
Routine buying
From an established
Supply contract
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Knowing
Action
Feelings
Knowing
Action
Feelings
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The Six Stages of The SOSTAC Marketing Communications Plan
STAGE
S Situation
: Where are we Now ?
1
O Objectives : Where do we want to go ?
2
S
Strategy
: How do we get there ?
3
T
Tactics
: What specific tactics will fulfill the strategy ?
4
A
Action
: What detailed actions are needed for each tactics ?
5
C
Control
: How do we know we have arrived ?
6
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BE A WINNER ALWAYS!!
 THE WINNER WILL NOT GIVE UP!
 EVOKE YOURSELF!
 MINDMAP YOUR THINKING!
 BE A LEARNER AND YOU WILL SEE….!
GOODLUCK!!
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