integrated marketing communications_mm.ppt
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Process of Communication
Marketing Communication
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.
Objectives of Marketing Communication
Informing Informing
Reminding Reminding
Persuading Persuading
Target Audience Target Audience
Informing Informing
Reminding Reminding
Persuading Persuading
Target Audience Target Audience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
Objectives of Marketing Communication
Informative ObjectiveIncrease awarenessExplain how product worksSuggest new usesBuild company image
Objectives of Marketing Communication
Persuasion Objective Encourage brand switching Change customers’ perception of
product attributes Influence buying decision Persuade customers to call
Objectives of Marketing Communication
Reminder Objective Remind customers that product may
be needed Remind customers where to buy
product Maintain customer awareness
Objectives of Marketing Communication
Modes of Marketing CommunicationsAdvertisingSales promotionEvents and experiencesPublic relations and publicityDirect marketingInteractive marketingWord-of-mouth marketingPersonal selling
Integrated Marketing Communication
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.
Factors Contributing to IMCProliferation of thousands of media choices.
Fragmentation of the mass market.
Slash of advertising spending in favor of promotional techniques.
IMC- Promotion Mix
Advertising(Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.)
Characteristics of Advertising Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Indirect and non-personal Indirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
Fast Fast
Same message to all audiencesSame message to all audiences
Public Relation and Publicity
Communication PlatformPress kitsSpeechesSeminarsAnnual reportsCharitable donationsPublicationsCommunity relationsLobbyingIdentity mediaCompany magazine
Advantages:High CredibilityAbility to catch the
buyers off the guard.Dramatization.
Disadvantages: lack of control over
the specific content, the timing, and the amount of coverage.
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Characteristics of PR and PublicityCommunication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Usually indirect, non-personal Usually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fast Usually fast
Usually no direct controlUsually no direct control
Sales Promotion( A variety of short-term incentives to encourage trial or purchase of a product or services.)
Communication Platform:Contests, games,
sweepstakesPremiumsSamplingTrade shows, exhibitsCouponsRebatesEntertainmentContinuity programs
Advantages:Gain attention and may lead
the consumer to the productGives value to the consumer
(through incentives, concessions, etc.)
Include a distinct invitation to engage in the transaction now
Disadvantages:Increased price sensitivity Quality image may become
tarnished Merchandising support from
dealers is doubtful Short-term orientation
Characteristics of Sales PromotionCommunication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Usually Indirect and non-personal Usually Indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
Fast Fast
Same message to varied targetSame message to varied target
Personal selling( Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.)
Communication Platform:Sales presentationsSales meetingsIncentive programsSamplesFairs and trade shows
Advantages:Personal interactionCultivationResponses
Disadvantages:Limited Reach High cost-per-action (CPA)
Characteristics of Personal SellingCommunication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Direct and face-to-face Direct and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
Slow Slow
Tailored to prospectTailored to prospect
Direct Marketing( Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects.)
Communication Platform:CatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailE-mailVoice mailBlogsWebsites
Advantages:CustomizedUp-to-dateInteractive
Disadvantages:Sometimes, direct mailing
offends the customers and many do not endorse it as they say it inhibits their private lives.
Events and Experiences( Company sponsored activities and programs designed to create daily or special brand related interactions.)
Communication Platform:SportsEntertainmentFestivalsArtsCausesFactory toursCompany museumsStreet activities
Advantages:RelevantInvolvingImplicitAdds prestige value to
brandDisadvantages:
Difficult to evaluateInflexibleLack of established
infrastructure
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
Communications Objectives
Category Need Brand Awareness
Brand Attitude Purchase Intention
Designing the CommunicationsMessage strategyCreative strategyMessage sourceGlobal adaptation
Creative StrategyInformational and transformational
appealsPositive and negative appeals
FearGuiltShameHumorLovePrideJoy
Message Source
Celebrity CharacteristicsExpertiseTrustworthinessLikeability
Issues Facing Global AdaptationsIs the product restricted in some countries?Are there restrictions on advertising the
product to a specific target market?Can comparative ads be used?Can the same advertising be used in all
country markets?
Select Communication ChannelsPersonal channelsNonpersonal channelsIntegration of channels
Advocate channels
Expert channels
Social channels
Stimulating Personal Influence Channels
Identify influential individuals and devote extra attention to them
Create opinion leadersUse community influentials in testimonial
advertisingDevelop advertising with high
“conversation value”Develop WOM referral channelsEstablish an electronic forumUse viral marketing
Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
Objective-and-Task MethodEstablish the market share goalDetermine the percentage that should be
reachedDetermine the percentage of aware prospects
that should be persuaded to try the brandDetermine the number of advertising
impressions per 1% trial rateDetermine the number of gross rating points
that would have to be purchasedDetermine the necessary advertising budget
on the basis of the average cost of buying a GRP
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