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Designing and Managing Integrated Marketing Communications 17 Marketing Management A South Asian Perspective, 13 th ed.

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Presentation on theme: "Designing and Managing Integrated Marketing Communications 17 Marketing Management A South Asian Perspective, 13 th ed."— Presentation transcript:

1 Designing and Managing Integrated Marketing Communications 17 Marketing Management A South Asian Perspective, 13 th ed

2 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Dove’s Campaign for Real Beauty

3 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-3

4 Dove’s Campaign for Real Beauty Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-4

5 Dove’s Campaign for Real Beauty Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-5

6 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd What are Marketing Communications? 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.

7 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Modes of Marketing Communications Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling

8 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Figure 17.1 IMC Builds Brands

9 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Table 17.1 Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs

10 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Table 17.1 Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press conferences Speeches Seminars Annual reports Charitable donations Publications Community relations Identity media Company magazine

11 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Special events to promote Scorpio during its launch campaign

12 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Table 17.1 Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct & Interactive Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail Voice mail Blogs Websites

13 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Word-of-Mouth Marketing Person-to-person Chat rooms Blogs

14 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Figure17.2 Elements in the Communications Process

15 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd The Communications Process Selective attention Selective distortion Selective retention

16 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Figure 17.3 Response Hierarchy Models

17 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd AIDS prevention campaign in West Bengal was a unique integrated mass media campaign

18 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

19 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Figure 18.1 The Five M’s of Advertising

20 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Advertising Objectives Informative advertising Reminder advertising Reinforcement advertising Persuasive advertising

21 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

22 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Developing the Advertising Campaign Message generation and evaluation Creative development and execution Legal and social issues

23 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers

24 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use

25 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Print Ad Components Headline Picture Copy

26 MEDIA CHARACTERISTICS REACH FREQUENCY IMPACT Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd

27 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost

28 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone Internet

29 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Place Advertising Billboards Public spaces Product placement Point-of-purchase

30 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Media Schedule Patterns Continuity Concentration Flighting Pulsing

31 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Evaluating Advertising Effectiveness Communication-Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research

32 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd What is Sales Promotion? Sales promotions consist of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

33 WHY SALES PROMOTION? More accepted by top management More no of brands More competition More price oriented customers Ad efficiency has gone down Trade demand Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd

34 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Sales Promotion Tactics Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Trade-directed Price offs Allowances Free goods Sales contests Trade shows Specialty advertising

35 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results

36 OBJECTIVES Encouraging purchase of larger sized units Building trial among non users Attracting switchers Persuade retailers to carry new items and higher levels of stock Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd

37 SELECT TOOLS Type of market Competitions Sales promotions objectives Costs Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd

38 DEVELOP PROGRAM Size of the incentive Conditions of participation Duration of promotion Distribution vehicle Timing Budget Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd

39 PRETEST,IMPLEMENT,CONTROL AND EVALUATE Lead time-time necessary to prepare the program prior to launch. Sell in time-launch till 95% of products is sold. Sales data,Consumer surveys,Experiments Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd


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