integrfated mktng communications

tksabarwal@gmail.com 1

Profile •Hands on value driven experience of 28 years in

Marketing Management in leading MNCs•More than 20 yrs of value added experience as a

Marketing and Management consultant.•Have conceptualized and administered - Creative,

practical, and value driven, training modules for many public sector and corporate organizations

•Visiting Faculty, Advisor and consultant to Management Institutions.

•500 plus industry specific reports and projects on marketing and management.

•Currently Head of learning solutions and technology RDI India

T.K.SABARWAL.Management consultant

1. Marketing communications, meaning, scope, and relevance in total marketing effort.

2. Components of marketing communication. Conceptual framework of components. Advertising, meaning and scope, tools and techniques, planning and designing and execution.

3. Public relations and publicity, meaning and potential in marketing effort.

4. Personal selling - definition, concepts, roles in society, types; process, application and cost benefit analysis. Management.

5. Sales promotion, concepts, tools and techniques,6. Integration of promotional elements for synergies in marketing effort.

(IMC).7. Product positioning8. Product manager and his role in IMC.9. Agency coordination and management

ADVERTISING AND SALES PROMOTION CONTENTS

Communication is all about establishing good

relationships!

GEORGE BERNARD SHAW: The problem with communication ... is the illusion that it has been accomplished.

JOSEPH PRIESTLEY: The more elaborate our means of communication, the less we communicate.

ROBERT GREENLEAF: Many attempts to communicate are nullified by saying too much.

JOSEPH PRIESTLEY: The more elaborate our means of communication, the less we communicate.

HUBERT H. HUMPHREY: The right to be heard does not automatically include the right to be taken seriously.

tksabarwal@gmail.com

Bil l Bernbach on Persuasion

"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and

they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly”.

Types of communication

The Communication Process

As SendersAs Senders As ReceiversAs Receivers

Inform

Persuade

Remind

Develop messages

Adapt messages

Spot new communication opportunities

The Communication Process

NoiseNoise

SenderSender EncodingMessage

EncodingMessage

MessageChannel

DecodingMessage

DecodingMessage ReceiverReceiver

Communication Context

Communication Effects

Communication has always some effect on one or more persons involved in the communication act.

Type of effects

Effects Intellectual or Cognitive You may gain knowledge or learn how to analyze, synthesize, or evaluate something

Affective Effects You may acquire or change your attitudes, beliefs, emotions, and feelings.

Psychomotor Effects You may learn new bodily movements as well as verbal or non-verbal behaviors

“to facilitate change from the current to the desired

situation”

Objective of communication is

Points to remember about communication

Some of the most effective communication efforts are also the simplest

Body language is a powerful form of communication The absence of communication can be a form of

communication Know your audience before you communicate a message. People tend to accept facts, information and opinions from

those whom they have confidence in and in whom they trust

Timing is an essential component of effective communication

Feedback is vital to good communication

PURCHASE

CONVICTION

PREFRENCE

LIKING

KNOWLEDGE

AWARENESS

Publicity -advertising campaign

Cognitive

The realm of thoughts. Ads provide information & facts

Affective

The realm of emotiions.Ads change attitudes & feelings

Competitive ads.

Argumentative copy

“image” ads

Status glamour appeals

POP ads/deals/price appeals / testimonials

Conative

The realm of motives, ads stimulate or direct desires

Lavidge hierarch of effects model

Marketing Communication

Categories of CommunicationCategories of

Communication

InterpersonalInterpersonalCommunicationCommunicationInterpersonalInterpersonal

CommunicationCommunicationMassMass

CommunicationCommunication

Promotion

Communication by marketers

that informs, persuades, and

reminds potential buyers of a

product in order to influence

an opinion or elicit a

response.

Above the line

Below the line

The Role of Promotion

Promotional MixPromotional Mix

•Advertising•Public Relations•Personal Selling•Sales Promotion

Promotion PlanPromotion Plan

•Advertising•Public Relations•Personal Selling•Sales Promotion

Promotion PlanPromotion Plan

Overall Overall Marketing Marketing ObjectivesObjectives

Marketing MixMarketing Mix• ProductProduct• DistributionDistribution• PromotionPromotion• PricePrice

Target MarketTarget MarketTarget MarketTarget Market

Promotional Mix

AdvertisingAdvertising

Elementsof the

PromotionalMix

Elementsof the

PromotionalMix

Public RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionSales Promotion

Promotional Mix

AdvertisingAdvertising

Public RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionSales Promotion

Direct marketingDirect marketing

Goals and Tasks of Promotion

InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTarget

Audience

InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTarget

Audience

PLC StagesPLC Stages:Introduction Early Growth

PLC Stages:PLC Stages:Growth Maturity

PLC Stages:PLC Stages:Maturity

Goals and Tasks of PromotionInformative Objective

• Increase awareness

• Explain how product works

• Suggest new uses

• Build company image

Persuasion Objective

• Encourage brand switching

• Change customers’ perception of product attributes

• Influence buying decision

• Persuade customers to call

Reminder Objective

• Remind customers that product may be needed

• Remind customers where to buy product

• Maintain customer awareness

The AIDA Concept

Model that outlines the

process for achieving

promotional goals in terms

of stages of consumer

involvement with the

message.

AIDA and the Promotional Mix

AwarenessAwarenessAwarenessAwareness InterestInterestInterestInterest DesireDesireDesireDesire ActionActionActionAction

AdvertisingAdvertising Veryeffective

Veryeffective

Somewhateffective

Noteffective

PublicPublicRelationsRelations

Veryeffective

Noteffective

SalesSalesPromotionPromotion

Somewhateffective

Veryeffective

PersonalPersonalSellingSelling

Somewhateffective

Veryeffective

Somewhateffective

Factors Affecting the Promotional Mix

Nature of ProductNature of Product

Stage in PLCStage in PLC

Target Market FactorsTarget Market Factors

Type of Buying DecisionType of Buying Decision

Promotion FundsPromotion Funds

Push or Pull StrategyPush or Pull Strategy

Factors Factors AffectingAffectingChoice of Choice of

Nature of the Product

• Product characteristics – Business product vs. consumer product

• Costs and risks

• Social risk

Factors that influence promotional mixFactors that influence promotional mix

Product Life Cycle and thePromotional Mix

Light Advertising,

pre-introduction

Publicity

Heavy use of advertising,

PR forawareness;

sales promotion

for trial

AD/PRdecreaseLimited Sales

Promotion, Personal Selling for

distribution

Ads decrease.

Sales Promotion,Personal Selling

Reminder & Persuasive

Advertising, PR, Brand

loyaltyPersonal Selling for

distribution

IntroductionIntroduction GrowthGrowth

MaturityMaturityDeclineDecline

TimeTime

Target Market Characteristics

• Widely scattered market

• Informed buyers

• Repeat buyersAdvertising

Sales Promotion

Less Personal Selling

Type of Buying Decision

Advertising

Sales PromotionType ofType of

Buying DecisionBuying Decisionaffectsaffects

Promotional Promotional Mix ChoiceMix Choice

Type ofType ofBuying DecisionBuying Decision

affectsaffectsPromotional Promotional Mix ChoiceMix Choice

ComplexComplexComplexComplex

RoutineRoutineRoutineRoutine

Personal Selling

Not RoutineNot Routineor Complexor Complex

Advertising

Public Relations

Available Funds

• Trade-offs with funds available

• Number of people in target market

• Quality of communication needed

• Relative costs of promotional elements

Push and Pull Strategies

ManufacturerManufacturerpromotes to promotes to wholesalerwholesaler

Wholesaler Wholesaler promotes to promotes to

retailerretailer

Wholesaler Wholesaler promotes to promotes to

retailerretailer

Retailer Retailer promotes topromotes toconsumerconsumer

ConsumerConsumerbuys frombuys from

retailerretailer

ConsumerConsumerbuys frombuys from

retailerretailer

PUSH STRATEGYPUSH STRATEGY

Orders to manufacturer

ManufacturerManufacturerpromotes to promotes to

consumerconsumer

ManufacturerManufacturerpromotes to promotes to

consumerconsumer

Consumer Consumer demands demands productproduct

from retailerfrom retailer

Consumer Consumer demands demands productproduct

from retailerfrom retailer

Retailer Retailer demands demands productproduct

from wholesalerfrom wholesaler

Retailer Retailer demands demands productproduct

from wholesalerfrom wholesaler

Wholesaler Wholesaler demandsdemands

product fromproduct frommanufacturermanufacturer

Wholesaler Wholesaler demandsdemands

product fromproduct frommanufacturermanufacturer

Orders to manufacturer

PULL STRATEGYPULL STRATEGY

Differential Advantage

Introduction to Adver tising

What is Advertising?

Origin

• Latin root

AD VERTER

• To turn towards• To attract attention

Definition

Advertising

Impersonal, one-way

mass communication

about a product or

organization that is

paid for by a marketer.

Elaboration

• Paid• Mediated form of communication• Identifiable source• Designed to persuade• The receiver• Take some action, now or in the future

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

Fast Fast

Same message to all audiencesSame message to all audiences

Objectives of Advertising

• Provide information What the consumer needs to know

• Provide incentives to buy Tell them why

• Reminds and Re-enforces Repetition

Functions of Advertising

• Create awareness of products & brands• Provide product and brand information• Create brand image• Persuade / Convince people• Provide incentives to take action• Provide brand reminders • Reinforce past purchases & brand experiences

Key Concepts• Strategy

Methodology of meeting objectives and addressing the market in the most effective manner. Strategy is the logic and

planning that gives the advertisement direction and focus

• Creative IdeaGrab your attention and sticks to your memory

• Creative ExecutionWhat makes the ad memorable?

• Effective & Efficient Media UseEffective ads are well executed, that means that details such as photography, setting,

printing and production values are all fine-tuned

What & Who

& Where

Advertising Effectiveness

Sound Strategy + Great Creativity = Effective Advertising

Strategy

Creative Idea

Execution

Advertising

AdvantagesAdvantages

• Ability to reach large number of people

• Cost per contact is low

• Can be micro-targeted

DisadvantagesDisadvantages

• Total cost is high

Roles of Advertising

Economic Role

Societal Role

Types of AdvertisingType Example

Brand Mirinda, Nestle Water

Retail/Local Advertising Hyperstar, Al-Fatah

Direct-Response Bestbuy, Real Estate Ads

Business to Business Medical advertising

Institutional / Corporate Bank Alfalah, MCB

Non-Profit Edhi Trust, Colleges

Public Service Anti-Smoking/Anti drugs

Political Political parties

Directory Yellow Pages

Key Players

The Advertiser / Client

• Roles:– Identify marketing & communication needs– Initiate advertising effort– Make decisions about target audience,

budget, when to advertise– Selects, evaluates pitch & hires agency– Approves advertising plan (strategy,

creative, media)

Advertisers / Clients

• Types of Advertisers– Government vs. Private– Product vs. Services vs. Ideas– MNC vs. National

The Agency

• Why use agency?– Strategic & creative expertise– Workforce talent– Media knowledge– Negotiation with media

• Types of agencies:– Multinational Vs. National Vs. Regional– Big Vs. Medium Vs. Small– Niche agencies

The Agency

The MediaThe Media

Advertising Media

Traditional Advertising Media

ElectronicAdvertising Media

Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards

Internet Email Fax machines

Public Relations

The 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.

Public Relations

Evaluates public attitudes

Identifies areas of public interestIdentifies areas of public interest

Executes programs to “win” public

Functions ofFunctions ofPublic RelationsPublic Relations

Publicity

Public information about a

company, good, or service

appearing in the mass media

as a news item.

Sales Promotion

Marketing activities--other than

personal selling, advertising,

and public relations--that

stimulate consumer buying and

dealer effectiveness.

Sales Promotion

EndConsumers

Trade CustomersTrade Customers

CompanyEmployees Company

Employees

Sales PromotionSales PromotionTargetsTargets

Sales Promotion Free samplesFree samples

ContestsContests

PremiumsPremiums

Trade ShowsTrade Shows

Vacation GiveawaysVacation Giveaways

CouponsCoupons

Popular ToolsPopular Toolsforfor

Consumer SalesConsumer SalesPromotionPromotion

Popular ToolsPopular Toolsforfor

Consumer SalesConsumer SalesPromotionPromotion

Personal Selling

Planned presentation to

one or more prospective

buyers for the purpose

of making a sale.

Traditional Selling

Relationship Selling

Communication

The process by which we

exchange or share

meanings through a common

set of symbols.

Characteristics of Public Relations

Public RelationsPublic RelationsPublic RelationsPublic Relations

Usually indirect, non-personal Usually indirect, non-personal

Moderate to lowModerate to low

LittleLittle

DelayedDelayed

One-wayOne-way

Usually fast Usually fast

Usually no direct controlUsually no direct control

Characteristics of Sales Promotion

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

Fast Fast

Same message to varied targetSame message to varied target

Characteristics of Personal Selling

Personal SellingPersonal SellingPersonal SellingPersonal Selling

Direct and face-to-face Direct and face-to-face

HighHigh

MuchMuch

ImmediateImmediate

Two-wayTwo-way

YesYes

Slow Slow

Tailored to prospectTailored to prospect

Integrated Marketing Communications

A method of carefully

coordinating all promotional

activities to produce a

consistent, unified message

that is customer focused.

Integrated Marketing Communications (IMC)

• As defined by the American Association of Advertising Agencies, Integrated Marketing Integrated Marketing Communications (IMC)Communications (IMC) “recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—advertising, public relations, personal selling, and sales promotion—and combines them to provide clarity, consistency, and maximum communication impact.

Benefits of an IMC Approach

• It is synergistic, taking into account the multiple ways to reach potential consumers.

• There is tactical consistency, whereby various promotion tools complement each other.

• There is interactivity with consumers, with messages better tailored to specific market segments.

• Every message positively influences the target audience.• Promotion themes and differential advantages are

understood by all employees who interface with the targeted audience.

• Advertising, public relations, sales, and sales promotion personnel cooperate with one another.

• Detailed data bases are maintained.

Sales Person to sell

Customers to buy

Customers to sell More, earlier

Users to buy

Users to use

integrfated mktng communications

promotional goals

tasks of

communication act

types of communication

product life cycle

consumer productcosts

consumer involvement

form of communicationknow

Marketing

branded mktng sem i

int to mktng ch7

mktng dip iii

mktng term paper

service mktng

int to mktng ch10

service mktng process-

detergent+powder rural+mktng

project mktng

competitive mktng stg

int to mktng ch5

international mktng env

chapter- 2 mktng

ambush mktng

mktng like jazz

maruti suzuki mktng strategy

introdn to service mktng

high tech mktng

mktng plan bike

mktng unit 2