advertising management & integrated marketing communication
Post on 21-Jan-2016
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ADVERTISING MANAGEMENT & INTEGRATED MARKETING
COMMUNICATION
Introductory Perspective
PROMOTION
The communications process in marketing that is used to create a favorable predisposition toward a brand
PROMOTIONAL MIX
A blend of communication tools used by a firm to carry out the promotion process and to communicate directly with target markets.
INTEGRATED MARKETING COMMUNICATIONS
The process of using promotional tools in a unified way so that a synergistic communications effect is created
PROMOTION PROMOTIONAL MIX I M C
MANAGEMENTTOOLSPROCESS
ADVERTISING
Paid, mass-mediated attempt to persuade. It is a complex system of strategic planning, creative genius and precision execution
SALES PROMOTION
The use of incentives to generate specific and short-term response from the buyer in the target market and simultaneously enhance dealer effectiveness
DIRECT MARKETING
An interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location
E - commerce
Business conducted between buyers and sellers using electronic exchange media
SPONSORSHIP
Funding an event, a charitable cause, or creating an event to highlight a firm’s brand to a specific target audience
POINT – OF – PURCHASE
Materials used in the retail setting to attract shopper’s attention to a company’s brand
SUPPORTIVE COMMUNICATIONS
The variety of ways a marketer communicates to a target audience, outside of mainstream media or electronic communications
Directories Brochures Specialty items
PUBLIC RELATIONS
The company focus on communication that can foster goodwill between a firm and its many constituent groups, through effective use of the media
PROMOTION IN MARKETING STRATEGY
Marketing strategy decisions related to branding include:
• Managing old and new brands• Pricing brands• Promoting brands • Distributing brands
PROMOTION IN MARKETING STRATEGY
Three decision-making aspects of branding• Creating the marketing mix• Achieving effective segmentationproduct differentiationpositioning• Enhancing revenue and profits
PROMOTION IN THE MARKETING MIX
• Conception • Pricing• Promotion• Distribution
THE MARKETING MIX
1. BRAND• Information and persuasion• New brand introduction• Brand extensions• Consumer Loyalty • Trade Loyalty
THE MARKETING MIX
2. PRICE• Effects in consumer markets• Effects in trade markets
THE MARKETING MIX
3. DISTRIBUTION• Consumer access• Securing trade distribution
WHY IS I M C IMPORTANT?
1. MEDIA FRAGMENTATION • Proliferation of options Airports Supermarkets • Print media• Event sponsorship• Direct marketing• Etc
WHY IS I M C IMPORTANT?
2. SOPHISTICATED DATABASE TECHNOLOGY• Generate, Collate and Manage the database• Mass media loses importance• Accurately identify and target specific
segments like DINKS Self Employed Professionals
WHY IS I M C IMPORTANT?
3. CONSUMER EMPOWERMENT• Single person household• Smaller family• Higher education level• Skeptical of commercial messages• Tailored information demand
WHY IS I M C IMPORTANT?
4. INCREASED CLUTTER• TV commercial breaks sometimes
have more than 15 messages• Effectiveness diluted• Consumers getting jaded
WHY IS I M C IMPORTANT?
5. SHIFTING CHANNEL POWER• Power of retailer is now undisputed• Advertising funds diverted to in-store
displays, special events etc
WHY IS I M C IMPORTANT?
6. GREATER ACCOUNTABILITY• Direct marketing and sales promotion
are easier to measure
IMC is the “magic bullet” to gain competitive
advantage
THE PARTICIPANTS
IMC MANAGEMENT
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