"Integrated Marketing Communication Advertising - PowerPoint - PowerPoint"
Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations Chapter 12 Road Map: Previewing the Concepts • Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program. 12 - 2 Road Map: Previewing the Concepts • Explain how sales promotion campaigns are developed and implemented. • Explain how companies use public relations to communicate with their publics. 12 - 3 Marketing Communications Mix • Advertising • Sales Promotion • Public Relations • Personal Selling • Direct Marketing 12 - 4 The Need for IMC • Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands 12 - 5 Advertising • Can reach masses of geographically dispersed buyers. • Can repeat a message many times. • Is impersonal, one-way communication. • Can be very costly for some media types. 12 - 6 Personal Selling • Involves personal interaction between two or more people. • Allows relationship building. • Most expensive promotion tool. 12 - 7 Sales Promotion • Wide assortment of tools. • Attracts consumer attention. • Offers strong incentives to buy. • Invites and rewards quick consumer response. • Effects are short-lived. 12 - 8 Public Relations • Very believable. • Reaches people who avoid salespeople and ads. • Can dramatize a company or product. • Tends to be used as an afterthought. • Planned use can be effective and economical. 12 - 9 Direct Marketing • Many forms that share four characteristics: Nonpublic Immediate Customized Interactive • Well suited to highly targeted marketing. 12 - 10 Advertising • Advertising has been used for centuries. • U.S. advertisers spend more than $237 billion each year; worldwide spending approaches $470 billion. • Advertising is used by: Business firms Nonprofit organizations Professionals Social agencies Government 12 - 11 Setting Advertising Objectives • An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. • Classified by purpose: Inform Persuade Compare Remind 12 - 12 Setting the Advertising Budget • Affordable • Percentage-of-Sales • Competitive-Parity • Objective-and-Task 12 - 13 Developing Advertising Strategy • Consists of two major elements: Creating advertising messages Selecting advertising media 12 - 14 The Message Strategy • Identify Customer Benefits • Develop Compelling Creative Concept—the “Big Idea” • Advertising Appeals Should Be: Meaningful, Believable, & Distinctive 12 - 15 Message Execution • Slice of Life • Personality Symbol • Lifestyle • Technical Expertise • Fantasy • Scientific Evidence • Mood or • Testimonial or Image Endorsement • Musical 12 - 16 Message Execution • Choose a tone • Use memorable, attention-getting words • Choose correct format elements Illustration Headline Copy 12 - 17 Selecting Advertising Media • Reach Percentage of people exposed to ad • Frequency Number of times a person is exposed to ad • Media Impact The qualitative value of a message exposure through a given medium 12 - 18 Choosing Media Type • Factors to consider: Media habits of target consumers Nature of the product Type of message Cost Media vehicles Specific media within each general media type 12 - 19 Deciding on Media Timing • Must decide how to schedule the advertising over the course of a year. Follow seasonal pattern Oppose seasonal pattern Same coverage all year • Choose the pattern of the ads Continuity Pulsing 12 - 20 Evaluating Advertising • Measure the communication effects of an ad—“Copy Testing” • Measure the sales effects of an ad Is the ad increasing sales? 12 - 21 Other Advertising Considerations • Small Companies • Large Companies • Advertising Agency • International Issues 12 - 22 Sales Promotion • Sales promotion consists of short- term incentives to encourage the purchase or sales of a product or service. • The idea behind sales promotion is to generate immediate sales. 12 - 23 Rapid Growth of Sales Promotion • Sales promotion can take the form of consumer, business, trade, or sales force promotions. • Rapid growth in the industry has been achieved because: Product managers are facing more pressure to increase their current sales Companies face more competition Advertising efficiency has declined Consumers have become more deal oriented 12 - 24 Sales Promotion Objectives • Consumer Promotions • Trade Promotions • Sales Force Promotions 12 - 25 Consumer Sales Promotion Tools • Samples • Patronage • Coupons Rewards • Rebates • Point-of-Purchase Promotions • Cents-off Deals • Contests • Premiums • Sweepstakes • Advertising Specialties • Games 12 - 26 Trade Promotion • Objectives: Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers • Tools: Discounts, allowances, free goods, push money, specialty advertising items 12 - 27 Business Promotion • Objectives: Generate business leads Stimulate purchases Reward customers Motivate salespeople • Tools: Conventions, trade shows, sales contests 12 - 28 Developing the Sales Promotion Program • Decide on the Size of the Incentive • Set Conditions for Participation • Decide How to Promote and Distribute the Promotion Program • Decide the Length of the Program • Evaluate the Program 12 - 29 Public Relations • Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 12 - 30 Public Relations Functions • Press relations • Lobbying or press agency • Product • Investor publicity relations • Public affairs • Development 12 - 31 Public Relations Tools • News • Audiovisual • Speeches materials • Special events • Corporate identity • Buzz marketing materials • Mobile • Public service marketing activities • Written materials • Company Web site 12 - 32 Rest Stop: Reviewing the Concepts • Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program. 12 - 33 Rest Stop: Reviewing the Concepts • Explain how sales promotion campaigns are developed and implemented. • Explain how companies use public relations to communicate with their publics. 12 - 34