integrated marketing communications advertising, promotion, public relations and selling marketing...
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Integrated Marketing CommunicationsAdvertising, Promotion, Public Relations and SellingMarketing 6201Chip Besio
6 Ms of AdvertisingMarket - target consumerMission - 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 salesTo attract new customersTo retain existing onesTo encourage customer loyaltyTo encourage trialTo create awarenessTo informTo remindTo reassureTo encourage customer contactTo modify attitudesTo create an imageTo position a productTo encourage brand switchingTo improve position in the marketTo enlarge the marketTo pull the product through the channelsTo push the product through the channels
Personal selling vs advertising % ofPromotionalEffortComplex / Expensive GoodsSimple / Inexpensive GoodsRelative importance of the two main elements in the promotional mixPersonalSellingAdvertising
Mission - Advertising and Promotion
Measure - Advertising and Promotion
Money - Determining the budgetThe advertising budget will be set in terms of one of:What can be affordedA given % of salesComparison with rivalsObjective and task- whatever is needed to achieve objectives
Media - Factors in the choice of mediaMarketing mixRelative Cost Target audienceImpact of the mediaReach and selectivity of the mediaCompetitionLegal constraints
Permanence of the mediaThe nature of the productSize and spread of the market Advertising budgetThe message to be conveyed
What is the purpose of this ad and who is the target?
What competitive benefit will be promised?
Benefits must be Promised and Supported
Relevanceour beer is brewed in Belgium .. Must tell the beer drinker why that mattersOriginalityImpact
What personalitywill distinguish thebrand?Consistency of traits
Predictability different from and better than .
Television AdvantagesLarge audience Low cost per exposureHigh impact- colour, sound and movementCan target specific groupsDisadvantagesVery high overall costLimited prime time spaceShort-livedMay not be watched- visual wallpaperProliferation of channels reduces audienceConveys only a limited message
Magazines AdvantagesUseful for targeting specific groupsGood reproduction- high quality gloss imagesLong life-read at leisureCan be linked to featuresAll consumer interests catered forDisadvantagesCan be expensiveLong lead timeSome magazines are only published monthly Moderate impactSlow impact due to long lifeMagazines with limited readership are not suitable for mass marketing
Advertising on the InternetPaid-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 PromotionInternet advertising is rapidlyreplacing some traditional ad forms
Radio AdvantagesRelatively inexpensiveCan target specific segmentRelatively mobileLocal DisadvantagesLimited impactNo visionShort lifeListeners attention limitedAudio wallpaperMainly local rather than national
Newspapers AdvantagesWidely readCan target specific segmentsFrequent publicationShort lead timeInexpensive compared to televisionLocal, regional and national papers availableColour printing adds to impact
DisadvantagesShort lifeLow impactMay get lost in the rest of the paperNot every group reads a paperHigh costs especially for national newspaper
Cinema AdvantagesHigh impactCaptive audienceCan be specifically targetedLocal audienceVisual, sound, movementDisadvantagesLimited audienceMainly young audienceShort lived messageMay only be seen once
Outdoor (Billboards) AdvantagesRepeatedly seen 24/7 coverage Target particular areaMay encourage impulse buying if close to shopsLocal media DisadvantagesMessage must be short and simpleCannot target socio economic groupsRarely attract full attentionShort livedMay be seen as traffic hazardDifficult to measure effectiveness
Advertising and Promotion
Advertising and PromotionFrequency is better than reach
Selling and the promotional mixPersonal 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 whenThe product is more complexThe product is more expensiveThe product is bought infrequentlyThe customers is another business i.e. B2B markets
The role of the sales representativeTo gather information about customer wantsTo communicate information especially on the advantages of the product to the customerTo prospect-look for new opportunities. Prospecting is concerned with locating potential customersTo display and demonstrate the productTo advise customersTo advise on stock levelsTo progress ordersTo build goodwillTo deal with complaintsTo close the sale - i.e. to secure a saleTo provide after -sales serviceTo collect orders from customersIn some cases, to make deliveries
The essence of personal sellingThe presentation of products and associated persuasive communication to potential clientsInvolves two way, persuasive communicationThe aim is to match customer needs with the goods/services on offerUltimate objective: to make a sale
B2C transactions where personal selling is.Very importantMotor vehiclesDesigner kitchensDouble glazed windowsSecurity systemsConservatories Shopping and speciality goods
UnimportantFoodGrocery Clothing CDs/DVDsBooks i.e. Convenience goods
The promotional mixAdvertisingAmbient advertisingPress advertisingRadio advertisingTV advertisingOutdoor advertisingTransport advertisingPress releasesCorporate identityBranding Public relationsSponsorshipSales promotionsPersonal sellingDatabase marketingTelemarketingInternet marketingOff the screen salesExhibitions and trade fairs
Consumer promotions (Pull Strategies)Promotions aimed at the consumersExamples:Price reductionCouponsVouchersCompetitionFree giftsPremium offersTrade-in offersStampsEvents DisplaysBOGOF
Advertising and Promotion - Consumer
Trade promotions (Push Strategies)Promotions aimed at intermediariesThe purpose is to encourage intermediaries to stock the productExamplesLoyalty bonusesSale or returnRange bonusesSPIFFS for SalespeopleCreditDelayed invoicingNew product offersCompetitionsTrade in offersFree servicesTrainingReciprocal buying
Advertising and Promotion - Trade
The scope of PRPromoting products and services through media publicity.Enhancing public awareness of the company.Projecting the companys mission and philosophy.Portrayal of the company as a good corporate citizen.Protecting the companys reputation.Projecting the organization as a source of opportunities. Obtaining favourable comment in the media.