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M arket-Based Management, 4 th edition

M arket-Based Management, 4 th edition. Marketing Communications and Customer Response. Chapter Ten. Marketing Communications and Customer Response. Chapter Ten Marketing Communications Awareness Frequency Effectiveness Communications Strategies

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M arket-Based Management, 4 th edition

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  1. Market-BasedManagement, 4th edition Marketing Communications and Customer Response Chapter Ten

  2. Marketing Communications and Customer Response Chapter Ten • Marketing Communications • Awareness • Frequency • Effectiveness • Communications Strategies • Measuring Marketing Communications Effects

  3. What is the role of Marketing Communications? To Build Awareness To Maintain Awareness To Stimulate Action What is the Objective of Marketing Communications? Communicate effectively to target customers Marketing Communications

  4. Advertising Awareness and Message Frequency

  5. Advertising Effectiveness and Customer Response

  6. Low Levels of Ad Exposure Poor media selection and/or limited media exposure Low Levels of Ad Awareness Insufficient ad frequency and/or ineffective ad content Low Levels of Ad Content Comprehension Insufficient ad frequency and or ineffective ad content Low Intensions to Take Desired Actions Insufficient ad frequency and/or weak value proposition Low Levels of Desired Action Insufficient ad frequency and/or action not clearly specified Causes of Poor Customer Response

  7. Building Customer Awareness and Comprehension • Media Selection and Customer Awareness • Target Market Reach • Message Frequency and Customer Awareness • Concentrated vs. Distributed • Gross Rating Points • Ad Copy and Customer Response

  8. Message Reinforcement Pulsing Vs. Heavy-Up

  9. Push vs. Pull Communications Strategies

  10. Advertising Elasticity % Change in Sales % Change in Ad Expense Estimating Advertising Elasticity .4 Advertising Elasticity Means? Promotional Price Elasticity -1.5 (Normal Elasticity) vs. -6.0 (Price Promotion) Advertising Elasticity

  11. Advertising Carryover Effects

  12. Direct Marketing Promotions

  13. Push vs. Pull Strategies Advertising Elasticity Carryover Effects Direct Marketing Promotions Role and Objectives of Marketing Communications Advertising Awareness, Frequency, and Response Building Awareness Reasons for Poor Awareness Message Reinforcement Takeaways/Review

  14. Marketing Performance Tools Estimating Ad Effectiveness and Customer Response

  15. Marketing Performance Tools Estimating Advertising Elasticity

  16. Marketing Performance Tools Estimating Advertising Carry-Over Sales Effect

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