Marketing communication: principles and practice

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Table 7.7
Aligning communication objectives and means with mental
preparedness
Buyer state
Behaviour
Communication 
Main tools
objective(s)
Naïve
Problems and 
Educate to create 
Information and
solutions not 
awareness
demonstration
recognized
Ignorant
Your brand not 
Attract attention
Promotion, sample, and 
included in their
advocacy
decision set
Hobo
Drifts from one 
Attract attention
Special offer discounts, 
problem/solution 
free trial
to another
Promiscuous
Shops around
Build preference
Special offer discounts, 
free trial, bulk purchase 
bonus
Pathological
The purchase event 
Attract attention and 
Sale events, prominent 
itself is the objective
motivate to action
retail location, easy 
ordering service
Committed
Loyal
Assure
Show other satisfied 
purchasers/users
Advocate
Loyal and influential
Assure and motivate 
Reward for word-of-
to action
mouth recommendation, 
discounts for linked 
purchases 
Professional
Expert purchasing on Remind and motivate 
Regular personal selling 
behalf of others
to action
meetings, online 
(automated) reordering, 
online catalogue 

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Thus, managers can make decisions about how to manage communication
with other members of the distribution channels upon which they depend
for access to buyers and consumers. We will examine relationship marketing
and compare it with transactional marketing in chapter twelve. Figure 7.7
shows how marketing communication bridges the gap between producing
and offering and exchanging.