BA230-Marketing Communication • Know what marketing communications is. • Understand the process and advantages of integrated marketing communications. • Know the tools of the marketing communications mix. • Learn the steps in developing effective marketing communications.
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BA230-Marketing Communicationhomes.ieu.edu.tr/euzunoglu/BA230 Marketing Communications... · 2013. 10. 24. · BA230-Marketing Communication •Know what marketing communications
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BA230-Marketing Communication
• Know what marketing communications is.
• Understand the process and advantages of integrated marketing communications.
• Know the tools of the marketing communications mix.
• Learn the steps in developing effective marketing communications.
Why Multiple Instruments?
Imagine being interested in buying a new car! –
What do you do?
• Watch car commercials on TV or in the Internet more attentively – decision? No!
• Read magazine ads – decision? No, but development of relevant set
• Read car magazines, watch TV programs about cars – decision? No, but increased knowledge of cars
• Visit relevant car manufacturers‘ web sites – decision? No, but deepened knowledge of a selection of cars
• Order brochure of some cars – decision? No!
• Visit specific car seller (talking to salesman, reading & watching further material, testing car) - decision? Maybe.
What is Advertising?
• Paid
• non-personal communication
• from an identified sponsor
• using mass and interactive media
• to persuade or influence
• an audience.
What is Advertising?
Key elements of advertising include
the determination of the best
message in the most appropriate
media to reach identified target
audiences and to achieve stated
objectives.
What Advertising Does?
• Informs
• Persuades
• Differentiates
• Reminds
• Adds value
• Assists other marcom activities
What Advertising Does?
Informs
What Advertising Does?
Informs
What Advertising Does? Informs
What Advertising Does?
Persuades
What Advertising Does?
Persuades
What Advertising Does?
Differentiates
Differentiates
What Advertising Does?
What Advertising Does?
Reminds
What Advertising Does?
Reminds
What Advertising Does?
Adds value
What Advertising Does?
Assists marcom activities
Advertising: Advantages
• Ability to control message
• Cost effective way to reach a large target market (Cost per contact is low)
• Ability to create images and differentiate brands
• Can sometimes strike responsive reaction from customers