Effective Marketing Communication Steps

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What marketing targeting strategy does Nike employ with its NikeiD service?

Mass marketing

Concentrated marketing

Niche marketing

Differentiated targeting (correct)

What is a key feature that distinguishes Nike's NikeiD offering from traditional shoe sales?

Lower price point

Customization options for consumers (correct)

Standardized designs

Limited availability in physical stores

Which of the following best describes the primary customer segment for Nike's NikeiD service?

Budget-conscious adolescents

Retired seniors

Active higher-income young adults (correct)

Corporate professionals

Which positioning strategy is suggested for Nike in offering customized products through NikeiD?

Differentiation through unique customer experiences Signup and view all the answers

What added cost is associated with Nike's NikeiD service?

An extra charge on the original price Signup and view all the answers

What is the first step in developing effective marketing communication?

Identify the target audience Signup and view all the answers

Which type of appeal focuses on logical reasoning and facts in marketing communication?

Rational Appeal Signup and view all the answers

What should be done after designing the message in a marketing communication plan?

Choose the media Signup and view all the answers

What is the main purpose of choosing the appropriate media in marketing communication?

To reach the target audience effectively Signup and view all the answers

Which factor is NOT typically considered when shaping the overall promotional mix?

Audience emotional responses Signup and view all the answers

Which step involves adjusting strategies based on audience feedback?

Collecting feedback Signup and view all the answers

What type of appeal involves values and ethics in marketing communication?

Moral Appeal Signup and view all the answers

What is a major benefit of using celebrities in marketing communication?

They can attract a wide audience and enhance message credibility Signup and view all the answers

What is the first stage of the buyer decision process?

Need Recognition Signup and view all the answers

Which method involves setting a budget based on the percentage of sales?

Percentage-of-Sales Method Signup and view all the answers

What can trigger need recognition in consumers?

Internal and External stimuli Signup and view all the answers

What stage occurs when a consumer decides which brand to purchase?

Purchase Decision Signup and view all the answers

What occurs during the Post Purchase Behavior stage?

Actions based on satisfaction or dissatisfaction Signup and view all the answers

Which budget setting method considers competitors' spending?

Competitive-Parity Method Signup and view all the answers

Which factor does NOT affect the Purchase Decision?

Internal motivations Signup and view all the answers

What is cognitive dissonance in the context of post-purchase behavior?

A conflict after purchase leading to discomfort Signup and view all the answers

Study Notes

Steps in Developing Effective Marketing Communication

Identify the target audience: The first step is to understand who you are trying to reach.
Determine the communication objectives: What do you want your audience to do after seeing your message? Examples include increasing awareness, generating leads, or driving sales.
Designing the message: Crafting the message to resonate with your intended audience. Appeal to logic, emotions, or a sense of moral duty.
Choosing the Media: Select the right media channels to reach your target audience, such as television, social media, or print advertising.
Collecting Feedback: Measure the effectiveness of your marketing communication efforts and make adjustments as needed.

Setting the Total Campaign Budget

Affordable Method - Start with how much you can afford to spend on marketing.
Percentage-of-sales Method - Calculate marketing expenditure as a percentage of your sales.
Competitive-Parity Method - Match your competitors’ spending to stay competitive.
Objective-and-Task Method - Set specific goals and determine the cost of achieving those goals.

Shaping the Overall Promotional Mix

Push and Pull Strategy: These are two primary strategic approaches for promoting products.
Push Strategy: Focuses on pushing the product through distribution channels to the consumer. Think of this as a direct path to the consumer.
Pull Strategy: Focuses on creating consumer demand for the product and pulling it through distribution channels.

The Buyer Decision Process

Need Recognition: The buyer recognizes a need, triggering a purchase process. A need arises when there is a gap between the consumer's current situation and a desired state.
Information Search: The buyer seeks information about potential solutions to fulfill their need. This can be internal, based on past experiences or knowledge, or external, using research, reviews, or recommendations.
Evaluation of Alternatives: The buyer compares available options and assesses their strengths and weaknesses.
Purchase Decision: The buyer chooses a product or service to purchase, considering factors such as price, availability, brand reputation, or special features.
Post Purchase Behavior: The buyer experiences the product or service and reflects on their purchase. This can involve feelings of satisfaction or dissatisfaction.

The Buyer Decision Process for New Products

Awareness: Consumers become aware of the new product.
Interest: Consumers show interest in the product and seek more information.
Evaluation: Customers consider the product's benefits and features against their needs.
Trial: Consumers try the product to see if it meets their expectations.
Adoption: Consumers decide to purchase the product regularly.

Influence of Product Characteristics on Adoption Rate

Relative Advantage: How much better the new product is compared to existing alternatives.
Compatibility: How well the new product fits with consumers existing values, beliefs, and experiences.
Complexity: How difficult the product is to understand and use.
Trialability: The ease with which consumers can try the product before purchasing it.
Observability: The degree to which the product's benefits are visible to others.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz covers the essential steps in developing effective marketing communication, including identifying the target audience and setting communication objectives. It also explores methods for establishing a campaign budget, such as the affordable method and percentage-of-sales method. Test your understanding of these key marketing concepts!