integrfated mktng communications
TRANSCRIPT
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
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.
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
MessageChannel
MessageChannel
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
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.
The Role of Promotion
Promotional MixPromotional Mix
•Advertising•Public Relations•Personal Selling•Sales Promotion
Promotion PlanPromotion Plan
Promotional MixPromotional Mix
•Advertising•Public Relations•Personal Selling•Sales Promotion
Promotion PlanPromotion Plan
Overall Overall Marketing Marketing ObjectivesObjectives
Overall Overall Marketing Marketing ObjectivesObjectives
Marketing MixMarketing Mix• ProductProduct• DistributionDistribution• PromotionPromotion• PricePrice
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
Goals and Tasks of Promotion
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
Goals and Tasks of Promotion
Persuasion Objective
• Encourage brand switching
• Change customers’ perception of product attributes
• Influence buying decision
• Persuade customers to call
Goals and Tasks of Promotion
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
Noteffective
PublicPublicRelationsRelations
PublicPublicRelationsRelations
Veryeffective
Veryeffective
Veryeffective
Veryeffective
Veryeffective
Veryeffective
Noteffective
Noteffective
SalesSalesPromotionPromotion
Somewhateffective
Somewhateffective
Veryeffective
Veryeffective
Veryeffective
PersonalPersonalSellingSelling
Somewhateffective
Veryeffective
Veryeffective
Somewhateffective
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
Promotional MixPromotional Mix
Factors Factors AffectingAffectingChoice of Choice of
Promotional MixPromotional Mix
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
Sa
les
($)
Sa
les
($)
TimeTime
Target Market Characteristics
FOR:
• 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
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
ManufacturerManufacturerpromotes to promotes to wholesalerwholesaler
Wholesaler Wholesaler promotes to promotes to
retailerretailer
Wholesaler Wholesaler promotes to promotes to
retailerretailer
Retailer Retailer promotes topromotes toconsumerconsumer
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
Introduction to Adver tising
What is Advertising?
Origin
• Latin root
AD VERTER
• To turn towards• To attract attention
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
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
How
What & Who
When
& Where
Advertising Effectiveness
Sound Strategy + Great Creativity = Effective Advertising
Strategy
Creative Idea
Execution
Media
Advertising
AdvantagesAdvantages
• Ability to reach large number of people
• Cost per contact is low
• Can be micro-targeted
DisadvantagesDisadvantages
• Total cost is high
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
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
Advertising Media
Traditional Advertising Media
Traditional Advertising Media
ElectronicAdvertising 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
Evaluates public attitudes
Identifies areas of public interestIdentifies areas of public interest
Executes programs to “win” public
Executes programs to “win” public
Functions ofFunctions ofPublic RelationsPublic Relations
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
EndConsumers
Trade CustomersTrade Customers
CompanyEmployees Company
Employees
Sales PromotionSales PromotionTargetsTargets
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
Traditional Selling
Relationship Selling
Relationship Selling
Communication
The process by which we
exchange or share
meanings through a common
set of symbols.
Characteristics of Public Relations
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
Public RelationsPublic RelationsPublic RelationsPublic Relations
Usually indirect, non-personal Usually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fast Usually fast
Usually no direct controlUsually no direct control
Characteristics of Sales Promotion
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
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
YesYes
Fast Fast
Same message to varied targetSame message to varied target
Characteristics of Personal Selling
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
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Direct and face-to-face Direct and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
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