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Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations Marketing : An Introduction An Asian Perspective
Marketing Communications Mix ,[object Object],[object Object],[object Object],[object Object]
Marketing Communications Mix ,[object Object],[object Object],[object Object],[object Object]
Marketing Communication Mix ,[object Object],[object Object]
The “Communications Potential” of the Marketing Mix
How Promotions Leverages Other Marketing Mix Variables
The Changing Communications Environment Two factors are changing the face of today’s marketing communications: As mass markets have fragmented, marketers are shifting away from mass marketing Vast improvements in information technology are speeding the movement toward segmented marketing
The Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse company or brand images  The problem is particularly prevalent when  functional specialists handle individual forms of marketing communications independently
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.
[object Object],[object Object],[object Object]
Integrated Marketing Communication
The Communication Process ,[object Object],[object Object],[object Object]
The Communications Process
The Promotions Planning Process
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],Purchase Conviction Preference Liking Knowledge Awareness
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Other stages will be covered later in the discussion on Advertising Management
Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Promotion Mix Strategies
Push vs. Pull Promotion Strategy
Major Decisions in Advertising
Setting Advertising Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Purposes of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Setting the Advertising Budget Affordable   Based on What the Company Thinks it Can Afford Objective-and-Task  Set Objectives, Determine Tasks to Achieve Objectives, Sum of Task Costs Equals Budget   Percentage-of-Sales Based on a Percentage of Current or Forecasted Sales Competitive-Parity Set Budget to Match Competitors
Developing Advertising Strategy ,[object Object],[object Object],[object Object]
The Message Strategy  Identify Customer Benefits Develop Compelling Creative Concept The “Big Idea” Advertising Appeals Should Be Meaningful, Believable, & Distinctive
Message  Execution Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement Typical  Approaches
Message Execution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Selecting Advertising Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing Media Type ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Deciding on Media Timing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evaluating Advertising Measure the communication effects of an ad. “ Copy Testing” Measure the sales effects of an ad. Is the ad increasing sales?
Other Advertising Considerations Small Companies: Sales Departments Large Companies: Advertising Departments International Issues Advertising Agency: A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
Sales Promotion ,[object Object],[object Object]
Sales Promotion Today’s food marketers are using more and more push promotions, including consumer price promotions.
Rapid Growth of Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotion Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Sales Promotion Tools Sample Coupons Cash Refunds “ Rebates” Price Packs “ Cents-Off Deals” Premiums Advertising  Specialties Offers a trial amount of a product Savings when purchasing specified products Refund of part of the purchase price by mail Reduced prices marked on the label or package by producer Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts
Consumer Sales Promotion Tools Patronage Rewards Point-of-Purchase  Promotions Contest Sweepstakes Games Cash or other award offered for regular use of a product or service Displays or demonstrations at the point of purchase or sale Consumers submit an entry to be judged by a panel Consumers submit their names for a drawing Consumers receive something each time they buy which may help them win a prize
Trade Promotion Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers Discounts Allowances Free Goods Push Money Specialty Advertising Items Objectives Tools
Business Promotion Generate business leads Stimulate purchases Reward customers Motivate salespeople Conventions Trade shows Sales contests Objectives Tools
Trade shows are a popular means of promotions in business marketing
Developing the Sales Promotion Program Decide on the Size of the Incentive Set Conditions for Participation Evaluate the Program Decide How to Promote and Distribute the Promotion Program  Decide on the Length of the Program
Public Relations  ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Public Relations
Public Relations Functions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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MARKETING-CH10

  • 1. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations Marketing : An Introduction An Asian Perspective
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  • 5. The “Communications Potential” of the Marketing Mix
  • 6. How Promotions Leverages Other Marketing Mix Variables
  • 7. The Changing Communications Environment Two factors are changing the face of today’s marketing communications: As mass markets have fragmented, marketers are shifting away from mass marketing Vast improvements in information technology are speeding the movement toward segmented marketing
  • 8. The Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse company or brand images The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently
  • 9. 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.
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  • 25. Push vs. Pull Promotion Strategy
  • 26. Major Decisions in Advertising
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  • 30. Setting the Advertising Budget Affordable Based on What the Company Thinks it Can Afford Objective-and-Task Set Objectives, Determine Tasks to Achieve Objectives, Sum of Task Costs Equals Budget Percentage-of-Sales Based on a Percentage of Current or Forecasted Sales Competitive-Parity Set Budget to Match Competitors
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  • 32. The Message Strategy Identify Customer Benefits Develop Compelling Creative Concept The “Big Idea” Advertising Appeals Should Be Meaningful, Believable, & Distinctive
  • 33. Message Execution Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement Typical Approaches
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  • 39. Evaluating Advertising Measure the communication effects of an ad. “ Copy Testing” Measure the sales effects of an ad. Is the ad increasing sales?
  • 40. Other Advertising Considerations Small Companies: Sales Departments Large Companies: Advertising Departments International Issues Advertising Agency: A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
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  • 42. Sales Promotion Today’s food marketers are using more and more push promotions, including consumer price promotions.
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  • 45. Consumer Sales Promotion Tools Sample Coupons Cash Refunds “ Rebates” Price Packs “ Cents-Off Deals” Premiums Advertising Specialties Offers a trial amount of a product Savings when purchasing specified products Refund of part of the purchase price by mail Reduced prices marked on the label or package by producer Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts
  • 46. Consumer Sales Promotion Tools Patronage Rewards Point-of-Purchase Promotions Contest Sweepstakes Games Cash or other award offered for regular use of a product or service Displays or demonstrations at the point of purchase or sale Consumers submit an entry to be judged by a panel Consumers submit their names for a drawing Consumers receive something each time they buy which may help them win a prize
  • 47. Trade Promotion Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers Discounts Allowances Free Goods Push Money Specialty Advertising Items Objectives Tools
  • 48. Business Promotion Generate business leads Stimulate purchases Reward customers Motivate salespeople Conventions Trade shows Sales contests Objectives Tools
  • 49. Trade shows are a popular means of promotions in business marketing
  • 50. Developing the Sales Promotion Program Decide on the Size of the Incentive Set Conditions for Participation Evaluate the Program Decide How to Promote and Distribute the Promotion Program Decide on the Length of the Program
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