COMPARITIVE ANALYSIS OF MARKETING COMMUNICATIONS OF

CONSUMER ELECTRONICS

MARKETING COMMUNICATIONS: are the means by Which firms attempt to inform ,persuade, and remind consumers directly or indirectly-about the products and brands they sell

COMMUNICATION OBJECTIVES
It refers to what the firm seeks to accomplish with its promoted program Communication objectives Creating awareness or knowledge about a product and its attributes or benefits Creating an image Purchase intentions

BRAND PURCHASE INTENTION

BRAND ATTITUDE

BRAND AWARENESS

CATEGORY NEED

Successful Communication
4.Receive feedback 3.Select the appropriate channel for the target audience 2.Develop a properly encoded message 1.Select an appropriate source

THE COMMUNICATION MIX

ADVERTISING SALES PROMOTION EVENTS AND EXPERIENCES PUBLIC RELATIONS AND PUBLICITY DIRECT MARKETING INTERACTIVE MARKETING WORD OF MOUTH PERSONAL SELLING

IMC
IMC-Integrated marketing communications Involve co-ordinating the various promotional elements and other marketing activities that communicate with the firms customers in the sense to provide clarity, consistency and maximum communication impact

ADVERTISEMENT

ANY PAID FORM OF NON PERSONAL PRESENTATIONAND PROMOTION OF IDEAS,GOODS OR , SERVICES, BY AN IDENTIFIED SPONSOR How Advertising Works

Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience Consumer Behavior Choice, consumption, loyalty, habit, etc.

Newspaper Pros and Cons

PROS High coverage Can be used for coupons Selective reader exposure Reader controls exposure Timely (current ads) Ads can be placed in interest sections Short lead time for placing ads Low cost CONS Clutter Poor reproduction quality Short life Low attention getting

Magazine Pros and CONS

PROS Segmentation potential Longevity Multiple readers High information content Quality reproduction CONS Visual only Long lead time for ad placement Lack of flexibility

Television Pros and Cons

PROS Mass coverage High reach Low cost per exposure Favorable image Attention getting High prestige Impact of sight, sound and motion CONS Short message life High production cost Low selectivity High absolute cost Clutter

Internet Pros and Cons

PROS User selects product information User attention and involvement Direct selling potential Flexible message platform Websnarl (crowded access) Interactive relationship CONS Few valid measurement techniques Limited creative capabilities Technology limitations Limited reach