integrated marketing communications advertising, promotion, public relations and selling marketing...
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Integrated Marketing CommunicationsAdvertising, Promotion, Public Relations and Selling
Marketing 6201
Chip Besio
6 Ms of Advertising
• Market - target consumer• Mission - objectives.• Money - to pay for the campaign.• Message - to be delivered.• Media - choice of advertising media.• Measure - measuring the impact.
Mission - Advertising / Promotional objectives
• To increase sales• To attract new customers• To retain existing ones• To encourage customer loyalty• To encourage trial• To create awareness• To inform• To remind• To reassure• To encourage customer contact
• To modify attitudes• To create an image• To position a product• To encourage brand switching• To improve position in the
market• To enlarge the market• To pull the product through the
channels• To push the product through the
channels
Personal selling vs advertising % ofPromotionalEffort
Complex / Expensive GoodsSimple / Inexpensive Goods
Relative importance of the two main elements in the promotional mix
PersonalSelling
Advertising
Mission - Advertising and Promotion
Measure - Advertising and Promotion
Money - Determining the budget
The advertising budget will be set in terms of one of:• What can be afforded• A given % of sales• Comparison with rivals• Objective and task- whatever is needed to achieve
objectives
Media - Factors in the choice of media
• Marketing mix• Relative Cost • Target audience• Impact of the media• Reach and selectivity of the
media• Competition• Legal constraints
• Permanence of the media• The nature of the product• Size and spread of the market • Advertising budget• The message to be conveyed
Advertising/Promotion Segmentation/Positioning
What is the purpose of this ad and who is the target?
Advertising ROI
What competitive benefit will be promised?
Advertising ROI
Benefits must be Promised and Supported
Relevance
our beer is brewed in Belgium …..
Must tell the beer drinker
why that matters
Originality
Impact
What personalitywill distinguish thebrand?
Consistency of traits
Predictability different from and better than ….
Television • Advantages
• Large audience
• Low cost per exposure
• High impact- colour, sound and movement
• Can target specific groups
• Disadvantages
• Very high overall cost
• Limited prime time space
• Short-lived
• May not be watched- visual wallpaper
• Proliferation of channels reduces audience
• Conveys only a limited message
Magazines
Advantages• Useful for targeting specific
groups• Good reproduction- high quality
gloss images• Long life-read at leisure• Can be linked to features• All consumer interests catered
for
Disadvantages• Can be expensive• Long lead time• Some magazines are only
published monthly • Moderate impact• Slow impact due to long life• Magazines with limited
readership are not suitable for mass marketing
Advertising on the Internet
• Paid-for search inclusion (e.g. Google Adwords)• Company website.• Banner ads - on line adverts on relevant website.• Link exchange- mutual exchange of links between
web sites or similar or complementary interest.• Search engine/directory listing.• Ezine/email sponsorship- on line magazines
delivered to subscribers via email.
Advertising and Promotion
Advertising and Promotion
Internet advertising is rapidlyreplacing some traditional ad forms
Radio • Advantages• Relatively inexpensive• Can target specific segment• Relatively mobile• Local
• Disadvantages• Limited impact• No vision• Short life• Listener’s attention limited• Audio wallpaper• Mainly local rather than national
Newspapers
Advantages• Widely read• Can target specific segments• Frequent publication• Short lead time• Inexpensive compared to
television• Local, regional and national
papers available• Colour printing adds to impact
Disadvantages• Short life• Low impact• May get lost in the rest of the
paper• Not every group reads a paper• High costs especially for
national newspaper
Cinema
Advantages• High impact• Captive audience• Can be specifically targeted• Local audience• Visual, sound, movement
Disadvantages• Limited audience• Mainly young audience• Short lived message• May only be seen once
Outdoor (Billboards)
Advantages• Repeatedly seen • 24/7 coverage • Target particular area• May encourage impulse buying
if close to shops• Local media
Disadvantages• Message must be short and
simple• Cannot target socio economic
groups• Rarely attract full attention• Short lived• May be seen as traffic hazard
• Difficult to measure effectiveness
Advertising and Promotion
Advertising and Promotion
Frequency is better than reach
Personal Selling
Selling and the promotional mix
• Personal selling is one element of the promotional mix.
• In business to consumer markets (B2C) personal selling and advertising are the main elements of the mix.
• Personal selling becomes more important when– The product is more complex– The product is more expensive– The product is bought infrequently– The customers is another business i.e. B2B markets
The role of the sales representative
• To gather information about customer wants
• To communicate information especially on the advantages of the product to the customer
• To prospect-look for new opportunities. Prospecting is concerned with locating potential
customers
• To display and demonstrate the product
• To advise customers
• To advise on stock levels
• To progress orders
• To build goodwill
• To deal with complaints
• To close the sale - i.e. to secure a sale
• To provide after -sales service
• To collect orders from customers
• In some cases, to make deliveries
The essence of personal selling
• The presentation of products and associated
persuasive communication to potential clients
• Involves two way, persuasive communication
• The aim is to match customer needs with the
goods/services on offer
• Ultimate objective: to make a sale
B2C transactions where personal selling is….
• Very important• Motor vehicles• Designer kitchens• Double glazed windows• Security systems• Conservatories • Shopping and speciality goods
• Unimportant• Food• Grocery • Clothing • CDs/DVDs• Books • i.e. Convenience goods
The promotional mix
Advertising• Ambient advertising• Press advertising• Radio advertising• TV advertising• Outdoor advertising• Transport advertising• Press releases• Corporate identity• Branding
• Public relations• Sponsorship• Sales promotions• Personal selling• Database marketing• Telemarketing• Internet marketing• Off the screen sales• Exhibitions and trade fairs
Consumer promotions (Pull Strategies)
• Promotions aimed at the consumers
• Examples:– Price reduction
– Coupons
– Vouchers
– Competition
– Free gifts
• Premium offers• Trade-in offers• Stamps• Events • Displays• BOGOF
Advertising and Promotion - Consumer
Trade promotions (Push Strategies)
• Promotions aimed at intermediaries
• The purpose is to encourage intermediaries to stock the product
• Examples– Loyalty bonuses– Sale or return– Range bonuses– SPIFFS for Salespeople
• Credit• Delayed invoicing• New product offers• Competitions• Trade in offers• Free services• Training• Reciprocal buying
Advertising and Promotion - Trade
The scope of PR
• Promoting products and services through media
publicity.
• Enhancing public awareness of the company.
• Projecting the company’s mission and philosophy.
• Portrayal of the company as a good corporate citizen.
• Protecting the company’s reputation.
• Projecting the organization as a source of opportunities.
• Obtaining favourable comment in the media.
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