PowerPoint Presentation by Sixit Bhatta
PowerPoint Presentation by Sixit Bhatta
Integrated Marketing CommunicationIntegrated Marketing Communication
Session-9
Why CommunicationWhy Communication
Communication of Value. Create Awareness about products and
services. Inform your customers about the benefits. Persuade people to buy. Create Dissonance Many more
Communication Landscape is changingCommunication Landscape is changing
TV ads Internet Ads. Mobile Ads. Billboards. Human Behavior and Time Factor. Too many channels. Sporting Events. Sponsorships etc.
Effect of Marketing CommunicationEffect of Marketing Communication
Brand EquityBrand Equity
Brand Awareness
Brand Awareness
Brand ImageBrand Image
Brand Response
Brand Response
Brand Relationshi
p
Brand Relationshi
p
Marketing Communication MixMarketing Communication Mix
Advertising
Promotion Events PR Direct Marketing
Word of Mouth
Personal Selling
Print Ads Gifts Sports Press Telemarketing
P2P Sales Presentation
TVCs Discounts Entertainment Seminars
TV Shopping
Chat Sales Meetings
Billboards Entertainment Activities Annual Reports
Websites, Catalogues
Blogs
Why CommunicationWhy Communication
Familiarity-FavorabilityFamiliarity-Favorability
The Communication ProcessThe Communication Process
Understand the SequenceUnderstand the Sequence
Micro modelMicro model
Hierarchy of EffectsHierarchy of Effects
Imagine the Probability of each step is 0.5, then the total probability of Purchase is 1.5%
Designing Effective CommunicationDesigning Effective Communication
Identify Target AudienceIdentify Target Audience
Where in the Hierarchy they fall. Are they familiar with the products and
services? What is their attitude towards the
Products and services? What Segment?
Determine ObjectiveDetermine Objective
What response you want to get from the target audience?
Make them aware? Engage them to Purchase? Switch their Products? Comes from the needs
Design the CommunicationDesign the Communication
Message Strategy:– What message you want to deliver.– EMBA: Upgrades Your Career, You become
Smarter– AIM: Help you take a giant step in your career– Mero Mobile: Brand Change
Creative StrategyCreative Strategy
Red is Becoming Purple
Red is Becoming Purple
Design the communicationDesign the communication
Message Source– Referent Skills– Models
Global Adaptation– Symbols means different in different countries– Would you promote liquor in Pakistan
Select ChannelsSelect Channels
Personal Communication Channel (Business Market)
Non Personal Communication Channel (Consumer Markets)
Integrated Communication
Establish BudgetEstablish Budget
Affordable Method Percent of Sales Method Competitive Parity
Media MixMedia Mix
The Promotional tools– Advertising
• General Qualities:– Public presentation: Wide Reach– Pervasiveness: Message Repetition– Amplified expressiveness: Dramatization– Impersonality: No obligation on customers to pay
attention– Sales Promotion
• Benefits:– Communication: Gain attention, may lead
customer to purchase– Incentive: Discounts, rebates etc.– Invitation: Quick Transaction
Media MixMedia Mix
– Public Relations and Publicity• Distinctive qualities:
– High credibility– Ability to catch buyers off guard– Dramatization
– Personal Selling• Distinctive qualities:
– Personal confrontation– Cultivation– Response
Media MixMedia Mix
– Direct Marketing• Customized• Up-to-date• Interactive
– Event and Experiences• Relevant• Involvement
– Word of Mouth• Viral• Credible
Media MixMedia Mix
Personal Selling– Personal Interaction– Persuasive.– Response
Important Factors for Marketing Communication MixImportant Factors for Marketing Communication Mix Product/ Market
– Business/ Consumer– Awareness/ Reminder
Buyer Readiness Stage:– Is the customer aware?– Have they tried the product?– Are they satisfied?– One can build conviction by personal selling.
PLC Stage– Different stages in PLC requires different media mix
and its intensity.
Measuring Communication ResultsMeasuring Communication Results
ROI Measure results against objectives?