services marketing session-vi
DESCRIPTION
TRANSCRIPT
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Integrated Marketing Communication
• Approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
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Integrated Marketing Communication
• Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness
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PromotionCommunication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence
an opinion or elicit a
response.
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Promotional StrategyA plan for the optimal use of
the elements of promotion:
AdvertisingAdvertising
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion
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The Role of Promotion
Promotional MixPromotional Mix
•Advertising•Public Relations•Personal Selling•Sales Promotion
Promotion PlanPromotion Plan
Promotional MixPromotional Mix
•Advertising•Public Relations•Personal Selling•Sales Promotion
Promotion PlanPromotion Plan
Overall Marketing Overall Marketing ObjectivesObjectives
Overall Marketing Overall Marketing ObjectivesObjectives
Marketing MixMarketing Mix
• ProductProduct
• DistributionDistribution
• PromotionPromotion
• PricePrice
Marketing MixMarketing Mix
• ProductProduct
• DistributionDistribution
• PromotionPromotion
• PricePrice
Target MarketTarget MarketTarget MarketTarget Market
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7
Differential Advantage
Unique FeaturesUnique Features
Excellent ServiceExcellent Service
Low PricesLow Prices
Rapid DeliveryRapid Delivery
High Product QualityHigh Product Quality
FeaturesFeaturesthat providethat provideDifferentialDifferentialAdvantageAdvantage
FeaturesFeaturesthat providethat provideDifferentialDifferentialAdvantageAdvantage
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Promotional Mix
Combination of promotion
tools used to reach the target
market and fulfill
the organization’s
overall goals.
AdvertisingAdvertising
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion
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9
Promotional Mix
AdvertisingAdvertising
Elementsof thePromotionalMix
Elementsof thePromotionalMix
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion
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Advertising
Impersonal, one-way
mass communication
about a product or
organization that is
paid for by a marketer.
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Advertising Media
Traditional Advertising Media
Traditional Advertising Media
ElectronicAdvertising Media
ElectronicAdvertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Computer modems Fax machines
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Advertising
AdvantagesAdvantages
• Ability to reach large number of people
• Cost per contact is low
• Can be micro-targeted
DisadvantagesDisadvantages
• Total cost is high
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Public RelationsThe marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action
to earn public understanding
and acceptance.
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Public Relations
Evaluates public attitudes
Evaluates public attitudes
Identifies areas of public interest
Identifies areas of public interest
Executes programs to “win” public
Executes programs to “win” public
Functions ofFunctions of
Public RelationsPublic Relations
Functions ofFunctions of
Public RelationsPublic Relations
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Publicity
Public information about a
company, good, or service
appearing in the mass media
as a news item.
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Sales Promotion
Marketing activities--other than
personal selling, advertising,
and public relations--that
stimulate consumer buying and
dealer effectiveness.
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Sales Promotion
EndConsumers
EndConsumers
Trade CustomersTrade Customers
CompanyEmployees
CompanyEmployees
Sales PromotionSales Promotion
TargetsTargets
Sales PromotionSales Promotion
TargetsTargets
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Sales Promotion Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular ToolsPopular ToolsforforConsumer SalesConsumer SalesPromotionPromotion
Popular ToolsPopular ToolsforforConsumer SalesConsumer SalesPromotionPromotion
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Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.
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Personal Selling
Traditional Selling
Traditional Selling
Relationship Selling
Relationship Selling
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Characteristics of Advertising
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertisingAdvertisingAdvertising
Indirect and non-personal Indirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
Fast Fast
Same message to all audiencesSame message to all audiences
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Characteristics of Public Relations
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Public RelationsPublic RelationsPublic RelationsPublic Relations
Usually indirect, non-personal Usually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fast Usually fast
Usually no direct controlUsually no direct control
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Characteristics of Sales Promotion
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Sales PromotionSales PromotionSales PromotionSales Promotion
Usually Indirect and non-personal Usually Indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
Fast Fast
Same message to varied targetSame message to varied target
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Characteristics of Personal Selling
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Direct and face-to-face Direct and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
Slow Slow
Tailored to prospectTailored to prospect
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Communication
The process by which we
exchange or share
meanings through a common
set of symbols.
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Marketing Communication
Categories of Communication
Categories of Communication
InterpersonalInterpersonalCommunicationCommunicationInterpersonalInterpersonal
CommunicationCommunicationMassMass
CommunicationCommunicationMassMass
CommunicationCommunication
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The Communication Process
As SendersAs Senders As ReceiversAs Receivers
Inform
Persuade
Remind
Develop messages
Adapt messages
Spot new communication opportunities
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The Sender and Encoding
SenderSender The originator of the message in the communication process. The originator of the message in the communication process.
EncodingEncodingThe conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
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The Communication Process
NoiseNoise
SenderSender EncodingMessage
EncodingMessage
MessageChannel
MessageChannel
MessageChannel
MessageChannel
DecodingMessage
DecodingMessage ReceiverReceiver
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Advertising
• Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering.
• It involves the process of developing strategies such as ad placement, frequency, etc.
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Basics
• Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.
• Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.
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Basics
Advertising
1. Identifies a current problem / opportunity for the product, service or corporate brand
2. Identifies the customers who can best solve / create that problem / opportunity
3. Creates the most relevant and distinctive way of communicating to them in creative & media terms
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Basics
• “Advertising is any paid-for communication overtly intended to inform and/or influence one or more people”.Jeremy Bullmore, Director, WPP
• “Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it”. Leo Burnett
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Basics
“I do not regard advertising as entertainment or an art form, but as a medium of information.”David Ogilvy
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Basics
Different models of communication:
- Persuasion- Engagement- Participation- Facilitation- Conversation
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Basics
Advertising Objectives • To provide information• To Remind the public • To change social attitude• To induce the public• To convince customers for direct purchase• To encourage salespersons • etc
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Basics
Types of Advertising • Television advertising / Music in advertising• Infomercials• Radio advertising• Online advertising• Product placements / Covert advertising / Guerilla Advertising
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Basics
Types of Advertising
• Press advertising
• Billboard advertising
• Mobile billboard advertising
• In-store advertising
• Coffee cup advertising
• Street advertising
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Basics
Types of Advertising • Sheltered Outdoor Advertising• Celebrity branding• “Conquesting” as used in the Advertising industry, is a means to deploy an
advertisement for one's products or services adjacent to editorial content relating to the competitor or the competitors' products.
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Basics
• Coolhunting is a term coined in the early 1990s referring to a new breed of marketing professionals, called coolhunters. It is their job to make observations and predictions in changes of new or existing cultural trends.
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Basics
• Copy testing is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior.
• Also known as pre-testing, it covers all media channels including television, print, radio, internet, and social media.
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Basics
• Family in Hunting: different members of the family are portrayed in different ways within advertising and such portrayals often reflect the traditional roles of each member during the time in history in which the advertisement is presented.
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Basics
• Market overhang
• Reality Marketing is a form of Permission marketing that blends many types of interactive advertising techniques into a Reality television show format.
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Basics
• Performance-based advertising is a form of advertising in which the purchaser pays only when there are measurable results.
• Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement.
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Basics
• A pseudo-event is an event or activity that exists for the sole purpose of the media publicity and serves little to no other function in real life.
• Without the media, nothing meaningful actually occurs at the event, so pseudo-events are considered “real” only after they are viewed through news, advertisement, television or other types of media.
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Basics
Pseudo-event• An extremely simple example is sitting for a family portrait: the event
serves no purpose other than to be viewed through a photograph. • Other examples include press conferences, advertisements, media
spectacles, and many types of news.
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Basics
Psychological manipulation is a type of social influence that aims to change the perception or behavior of others through underhanded, deceptive, or even abusive tactics.
By advancing the interests of the manipulator, often at the other's expense, such methods could be considered exploitative, abusive, devious, and deceptive.
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Basics
A scad is a portmanteau of the words scam and advertisement, usually in reference to internet spam.
The term has been used by the Alliance Against Bait and Click to describe scam ads that lure consumers to click on their site using a brand name or an outrageous deal while in turn providing suspect products and deals.
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Basics
Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.”
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Basics
Advergaming (a portmanteau of "advertising" and "gaming") is the practice of using video games to advertise a product, organization or viewpoint.
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All Easy Questions and Suggestions are Welcome Please!
Shukran Xie Xie
Thank You
Gracious
That’s All Folks
穆罕默德阿里Dr. Raja Irfan [email protected]