Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

1. Integrated Marketing Communications

2. Marketing Communication
Marketing communication is the means by
which firms attempt to inform, persuade,
and remind consumers, directly or
indirectly, about the products and brands
they sell.
Kotler

3. Marketing Communication Builds Brands

4. Elements in the Communications Process

5. Communication Mix
Advertising
• Print and broadcast ads
• Packaging inserts
• Motion pictures
• Brochures and booklets
• Posters
• Billboards
• POP displays
• Logos
• Videotapes
Sales Promotion
• Contests, games,
sweepstakes
• Premiums
• Sampling
• Trade shows, exhibits
• Coupons
• Rebates
• Entertainment
• Continuity programs

6. Communication Platforms
Events/ Experiences
• Sports
• Entertainment
• Festivals
• Arts
• Causes
• Factory tours
• Company museums
• Street activities
Public Relations
• Press kits
• Speeches
• Seminars
• Annual reports
• Charitable donations
• Publications
• Community relations
• Lobbying
• Identity media
• Company magazine

7. Communication Platforms
Personal Selling
• Sales presentations
• Sales meetings
• Incentive programs
• Samples
• Fairs and trade shows
Direct Marketing
• Catalogs
• Mailings
• Telemarketing
• Electronic shopping
• TV shopping
• Fax mail
• E-mail
• Voice mail
• Blogs
• Websites

8. Word-of-Mouth Marketing
• Person-to-person
• Chat rooms
• Blogs

9. Response Hierarchy Models

10. Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC

11. Designing the Communications
• Message strategy
• Creative strategy
• Message source
• Global adaptation

12. Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
– Fear
– Guilt
– Shame
– Humor
– Love
– Pride
– Joy

13. Message Source
Celebrity Characteristics
– Expertise
– Trustworthiness
– Likeability

14. Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task

15. Advertising

16. What is Advertising?
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services by an identified sponsor.

17. Advertising is
– The time or space devoted to it is paid for
– It uses a set format to carry the message rather
than personal, one-on-one selling
– It identifies the sponsor of the message

18. The Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement

19. The Main Purpose of Advertising
• To sell products or ideas by presenting its
message so well that the customer will buy
the product or accept the idea presented.

20. Advertising Objectives
• Informative
• Persuasive
• Reminder
• Reinforcement

21. Promotional Advertising
• Promotional advertising is advertising that is
designed to increase sales by
– creating an interest in products
– introducing new products and businesses
– explaining a product
– supporting personal selling efforts
– creating new markets

22. Factors to Consider in Setting an
Advertising Budget
• Stage in the product life cycle
• Market share and consumer base
• Competition and clutter
• Advertising frequency
• Product substitutability

23. Massage
• Select the basic appeal
• Rational
• Emotional
• Celebrity
• Sex
• The power of novelty

24. Media
• Media are the agencies, means or instruments
used to convey messages

25. Three Categories of Advertising
Media
• Print media
• Broadcast media
• Specialty media

26. Print Media
• Print media can include any of the following:
– Newspapers
– Direct Mail
– Magazine
– Outdoor Advertising
– Directory Advertising
– Transit Advertising

27. Why is Newspaper Advertising
Important?
• Approximately 55% of adults read the
newspaper everyday.
• Do you read the newspaper?
• Do your parents read the newspaper?

28. Advantages & Disadvantages of
Newspaper Advertising
• Large readership
• Known circulation (easy to target)
• Low cost
• Timely and flexible
– Wasted circulation
– Disposable (short lifespan)
– Poor quality advertising

29. Print Ads
Advantages
• Detailed product
information
• Ability to
communicate user
imagery
• Flexibility
• Ability to segment
Disadvantages
• Passive medium
• Clutter
• Unable to
demonstrate product
use

30. Print Ad Evaluation Criteria
• Is the message clear at a glance?
• Is the benefit in the headline?
• Does the illustration support the headline?
• Does the first line of the copy support or explain the
headline and illustration?
• Is the ad easy to read and follow?
• Is the product easily identified?
• Is the brand or sponsor clearly identified?

31. Direct Mail Advertising
• Advertising that is sent directly to prospective
customers through the mail
• (More than $80 billion in goods and services
sold annually through direct mail)
• Have you ever bought anything through direct
mail advertising?
• What do you do with it when you get it?

32. Advantages & Disadvantages of
Direct Mail Advertising
• Advertiser can be highly selective
• Flexible
• Wide choice of formats
• Can use coupons or other incentives
• Can directly make the sale
– Low level of response
– High costs
– Poor image often not read

33. Outdoor Advertising
• Non-standardized outdoor signs are used by
local firms at their place of business or in
other locations throughout the community.
• Standardized outdoor signs are available to
local, regional or national advertisers.

34. Advantages and Disadvantages of
Outdoor Advertising
• Highly visible
• Relatively inexpensive
• Permits easy repetition of message
• Can be geographically tailored for target
market
– Short message due to limited viewing time
– Unknown audience
– Government regulations

35. Directory Advertising
• Alphabetical listing of businesses
– Relatively inexpensive
– Found in 98% of households - all demographics
– Kept for at least a year - not thrown away
– Very inflexible due to being printed yearly
– Wasted advertising (to non-target market)

36. Advantages and Disadvantages of
Radio Advertising
• Select and audience -
target their market
• Flexible - can change
quickly and easily
• Mobile (can be taken
anywhere - shopping,
jogging, hiking or
driving
• Short life span
• Sometimes many
stations - have to
decide which to use or
use them all (more
expensive)
• Distractions - no visual
involvement

37. Television Advertising
• The ultimate advertising medium because it
can communicate with sound, action and
color

38. Television
Advantages
• Reaches broad spectrum of
consumers
• Low cost per exposure
• Ability to demonstrate
product use
• Ability to portray image and
brand personality
Disadvantages
• Brief
• Clutter
• Lack of attention by viewers

39. Advantages & Disadvantages of
Television Advertising
• All elements for
creative message
• Believability
• More personal &
effective
• Can reach the masses
or target specific
interests
• Adaptable to special
needs
• Expensive - the highest
production costs - too
high for small
businesses
• Audience size is not
assured
• Nuisance - channel
surfing - leave during
commercials

40. Media Selection
• Reach
• Frequency
• Impact
• Exposure

41. Choosing Among Major Media Types
• Target audience and media habits
• Product characteristics
• Message characteristics
• Cost

42. Evaluating Advertising
Effectiveness
• Communication Effect Research
–Consumer feedback method
–Portfolio tests
–Laboratory tests
• Sales-Effect Research