2. Tables of contents
• Communication
• Integrated Marketing Communication process and Mix
• Advertising
3. Communication
The purpose of communications is to directly or indirectly
influence individual groups,
and organizations to facilitate exchanges by informing and
persuading one or more
audiences to accept a company’s products and/or services. In
any communication there
are three basic components: A source, a medium and a message.
4. Marketing Communication
Marketing communications is one of the four major
elements of the company's marketing mix. Marketers
must know how to use advertising, sales promotion,
direct marketing, public relations, and personal selling
to communicate the product's existence and value to
the target customers.
Marketing
Communication
5. A View of the Communications
Process
Marketers view communications as the management
of the customer relationship over time through the
following stages:
Preselling Selling
Post- Consuming
Consumption
6. Elements in the Communication
Process
Sender Encodin Decodin Receiver
g g
Feedbac Respons
k e
7. Key Factors in Good Communication
Sellers Need to
Know What Audiences Sellers Must Develop
want Feedback Channels to
They Wish to Reach Assess Audience’s
and Response Response to
Desired. Messages.
Sellers Must be Good Sellers Must Send
at Encoding Messages Messages Through
That Target Audience Media that Reach
Can Decode. Target Audiences
7
8. Designing
a
Message
Content Format
The pictures This layout,
and the incorporati
slogan make ng family
this what reinforces
type of the
appeal? sentimental
aspect
of this
Soozanko lecture, KCM 28, KU.
advertise-
Soozanko, KCM, KU.
ment.
8
9. Marketing Communication Mix
Product’s
Advertising Design
Personal Selling
Stores that Sell the Product’s
Product Price
Public Relations Product’s
Package
10. The Elements of the Marketing Mix
Advertising: the first of these elements is described as being any paid form of
non-personal presentation and promotion of ideas, goods, and services by an
identified sponsor.
Sales Promotion: the second element of communication tools, is a process of
providing short-term incentives to encourage purchase or sales of a product or
service. While advertising gives the buyer reasons to buy, sales promotion gives
the buyer the incentive to buy now.
Public Relations: the third communication tool, is an attempt to build 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, or events.
Personal Selling: the fourth communication tool is face-to-face interaction with one
or more prospective purchasers for the purpose of making presentations, handling
objections and securing orders.
Direct Marketing: the fifth communication tool is the process of using mail,
telephone, fax, e-mail or internet to communicate directly with the customers and
prospects.
11. Integrated Marketing Communications
Integrated marketing communications is a way of looking at the
whole marketing process from the viewpoint of the customer.
Not all product concepts are right for all individuals, which
observation introduces the notion of market segmentation and
targeting. One message does not fit all. Integrated marketing
communications (IMC) focus on discrete customer segments.
Through integrated marketing communications, the company
carefully integrates and coordinates its many communication channels
to deliver a clear, consistent, and compelling message about the
organization and its products or services.
13. Advertising
Any paid form of non-personal presentation
and promotion of ideas, goods, or services
by an identified sponsor.
Even the best product needs advertising.
14. Advertising aims at creating awareness and arousing
interest in the target audience for a product, a
service or an idea.
Thirty years ago , advertising was considered an
unnecessary evil; ten years ago, a necessary evil,
today it is considered an absolute necessity.
15. Characteristics of Advertising
Public presentation (public mode of communication).
Pervasiveness (permits seller to repeat the message many times. It also
allows
buyer to receive and compare the message with those of competitors).
Amplified expressiveness (provides opportunities for dramatizing the
company
and its product through the artful use of language, print, sound, color, etc.)
Impersonality (it cannot be as compelling as a company's sales
representatives).
16. Marketing management must make four
important decisions when developing an
advertising program:
1. Setting advertising objectives
Communication objectives, Sales objectives
2. Setting advertising budgets
Affordable approach, Percent of sales, Competitive parity
Objective and task
3. Developing advertising strategy
i. Message decisions.
Message strategy Message execution
ii. Media decisions.
Reach, frequency, impact, Major media types, Specific media
vehicles, Media timing
4. Evaluating advertising campaigns
Communication impact, Sales impact
20. Objective of advertising:
1. Informative advertising, which is advertising used to inform
consumers about a new product or feature and to build primary
demand.
2. Persuasive advertising, which is advertising used to build
selective demand for a brand by persuading consumers that it
offers the best quality for their money.
3. Comparative advertising, which is advertising that compares
one brand directly or indirectly to one or more other brands.
4. Reminder advertising, which is advertising used to keep
consumers thinking about
a product.
21. Setting the Advertising Budget
AFFORDABLE
Based on What the Company Can Afford
PERCENTAGE-OF-SALES
Based on a certain Percentage of
Current or Forecasted Sales
OBJECTIVE-AND-TASK
Based on Determining Objectives & Tasks,
then Estimating Costs
COMPETITIVE-PARITY
Based on Competitors’ Promotion
Budget
22. Developing Advertising Strategy
Develop a Message Focus on Customer Benefits
Creative Concept “Big Idea” Visualization or Phrase
Advertising Appeals Meaningful, Believable & Distinctive
23. Media Selection
Deciding on reach, frequency, and impact.
Reach is the percentage of people in the target market.
Frequency is the number of times the average person in the target market is exposed
to an advertising message during a given period.
Media impact is the qualitative value of an exposure through a given medium.
Media planners consider the following factors when making their
choice:
The media habits of consumers.
The nature of the product.
The types of messages.
Cost.
The media planner must now choose the best media vehicles (specific media within
a given type-magazines, radio, television, etc.). This choice is based on which vehicles
give the best reach, frequency, and impact for the money.
Deciding on the media timing is also an important decision. The advertiser must
decide how to schedule the advertising over the course of a year. They also have
to examine the pattern of the ads (some advertisers only do seasonal advertising).
Forms to be considered are:
Continuity: scheduling ads evenly within a year period.
Pulsing: scheduling ads unevenly or in sporadic bursts over a certain time
Period.
