markma report
TRANSCRIPT
1
Managing MASS & PERSONAL Communications
Jason AnasariasMay BonifacioAileen ViadoAteneo Graduate School of Business
Communicating Value
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Outline:
Communicating Value
1. Role of Marketing Communications2. Finding the Right Communications Mix3. Selecting the Communications Channels4. Mass Communications5. Personal Communications6. Integrated Marketing
Communications
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• The means by which firms
… about the products and brands they sell
Marketing Communications is …
inform persuade remind
Outline:
Communicating Value
1. Role of Marketing Communications2. Finding the Right Communications Mix3. Selecting the Communications Channels4. Mass Communications5. Personal Communications6. Integrated Marketing
Communications
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Eight Major Modes of Communication
Getting the right communications mix is the key
Marketing Communication
Mix
Advertising
Sales Promotion
Events and Experiences
Public Relations
Direct Marketing
Interactive Marketing
Word-of-mouth
Personal selling
Mass Communication vs. Personal Communications
Choosing the right level of interaction with customer
Personal sellingSales promotionTelemarketingBlogsSocial Media
AdvertisingCatalogsCouponsEmail marketingPublic relations
Inte
ract
ive
Passiv
e
Outline:
Communicating Value
1. Role of Marketing Communications2. Finding the Right Communications Mix3. Selecting the Communications Channels4. Mass Communications5. Personal Communications6. Integrated Marketing
Communications
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Role of Marketing Communications2. Finding the Right Communications Mix3. Selecting the Communications Channels4. Mass Communications5. Personal Communications6. Integrated Marketing
Communications
http://aiviado.blogspot.com
Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
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Any paid form of nonpersonal presentation and promotion
– Ideas– Goods– Services
What is Advertising?
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Always Identify the target market and buyer motives
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Step 1: Set Advertising Objectives
Informative Persuasive
Reminder Reinforcement
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Stage in the product life cycle
Market Share and Consumer Base
Competition and Clutter
Advertising Frequency
Products Substitutability
Step 2: Establish a budget
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Message Generation &
Evaluation
Creative Development
Legal & Social Issues
Step 3: Choose the message and creative strategy
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• Broad Spectrum of Consumers• Low cost per exposure• Demonstrate product use• Portray image and brand personality
Television Ads
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• Brief• Clutter• High Cost of Production• High Cost of Placement• Lack of attention by
viewers
Television Ads
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Print Ads
• Detailed Product Information
• Communicate user & usage imagery
• Flexibility
• Ability to segment
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Print Ads
• Passive medium• Clutter• Unable to demonstrate product use
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Radio Ads
• Pervasive medium• Flexibility• Inexpensive• Quick response
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Radio Ads
• Lack of visual images
• Passive nature of the consumer
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Step 4: Decide on the media
Reach Frequency Impact
Total Number of Exposures
Weighted Number of Exposures
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Step 4: Decide on the media
Target audience media habits
Product characteristics
Message characteristics Cost
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Share of Market
Share of Mind & Heart
Share of Voice
Share of Expenditures
Step 5: Evaluate Communication & Sales Effects
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Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
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• Collection of Incentives Tools
• Short Term
• Designed to stimulate quicker or greater purchase by consumer
What is Sales Promotions?
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Consumer Promotion
Trade Promotion
Business & Sales
Promotion
Sales Promotion Tools
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Establish Objectives
Select the Tools
Develop the
Program
Pretest the Program
Implement & Control
Evaluate the Results
Using Sales Promotions
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Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
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• Means to become part of special and personal moments in consumers’ lives
• Can broaden and deepen relationship
Events and Experiences
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Establish Objectives Choose Events Design Programs
Measure Effectiveness
Using Sponsored Events
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Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
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Variety of Programs that promotes and protects
• Company image• Individual products
Public Relations
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Press Relations Product Publicity Corporate Communications
Lobbying Counseling
Functions
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Publications Events News
Speeches Public Service Activities
Identity Media
Main Tools of PR
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Outline:
Mass & Personal Communications
1. Advertising2. Sales Promotions3. Events and Experiences4. Public Relations5. Direct Marketing6. Interactive Marketing7. Word of Mouth 8. Personal Selling
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Recruiting
Selecting
Training
Supervising
But first, MANPOWER!
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Supervising:Managing productivity
1. Effective prospecting– At LEAST 1o new, qualified prospects per day
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2. Motivating – intrinsic vs. extrinsic rewards
3. Evaluating– Sales reports, personal observation, customer
surveys, intergroup evaluation
Supervising:Managing productivity
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Wider market reachDemassificationCompetition invisibilityFaster evaluation of marketing efforts
Outline:
Direct MarketingBe in the right place, at the right time
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Direct Mail Catalog Marketing
Telemarketing
Direct MarketingChannels
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• Advantages– Build and tap online communities (thru websites,
search ads, display ads, email, and mobile marketing
– Internet advertising placements
• Disadvantages– Internet hacking– Blocking
Interactive Marketing
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• used by consumers to talk about brands, publications, TV shows, events, etc
• Positive = organic with little advertising
Good to know: Word of Mouth
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Social Media• Online Communities and Forums
• Blogs Social Media
Word of mouth: How…
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Personal Selling: THE sales cycle
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Prospecting Pre-approach Presentation Objections Closing Follow up
Most companies use a mix of mass and personal communications strategy to push their products an services.
Why Integrated Marketing Communications …. ?
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Why Integrated Marketing Communications …. ?
Integrating marketing communications efforts to achieve maximum effect
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Conclusion:
There are many mass communication tools to choose from especially in today’s environment.
Personalized marketing can have more impact.
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