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Integrated Marketing Communications
Marketing Communication
Marketing communication is the means by
which firms attempt to inform, persuade,
and remind consum...
Marketing Communication Builds Brands
Elements in the Communications Process
Communication Mix
Advertising
• Print and broadcast ads
• Packaging inserts
• Motion pictures
• Brochures and booklets
• P...
Communication Platforms
Events/ Experiences
• Sports
• Entertainment
• Festivals
• Arts
• Causes
• Factory tours
• Company...
Communication Platforms
Personal Selling
• Sales presentations
• Sales meetings
• Incentive programs
• Samples
• Fairs and...
Word-of-Mouth Marketing
• Person-to-person
• Chat rooms
• Blogs
Response Hierarchy Models
Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select ch...
Designing the Communications
• Message strategy
• Creative strategy
• Message source
• Global adaptation
Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
– Fear
– Guilt
– Shame
– Hu...
Message Source
Celebrity Characteristics
– Expertise
– Trustworthiness
– Likeability
Establish the Budget
Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task
Advertising
What is Advertising?
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services b...
Advertising is
– The time or space devoted to it is paid for
– It uses a set format to carry the message rather
than perso...
The Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement
The Main Purpose of Advertising
• To sell products or ideas by presenting its
message so well that the customer will buy
t...
Advertising Objectives
• Informative
• Persuasive
• Reminder
• Reinforcement
Promotional Advertising
• Promotional advertising is advertising that is
designed to increase sales by
– creating an inter...
Factors to Consider in Setting an
Advertising Budget
• Stage in the product life cycle
• Market share and consumer base
• ...
Massage
• Select the basic appeal
• Rational
• Emotional
• Celebrity
• Sex
• The power of novelty
Media
• Media are the agencies, means or instruments
used to convey messages
Three Categories of Advertising
Media
• Print media
• Broadcast media
• Specialty media
Print Media
• Print media can include any of the following:
– Newspapers
– Direct Mail
– Magazine
– Outdoor Advertising
– ...
Why is Newspaper Advertising
Important?
• Approximately 55% of adults read the
newspaper everyday.
• Do you read the newsp...
Advantages & Disadvantages of
Newspaper Advertising
• Large readership
• Known circulation (easy to target)
• Low cost
• T...
Print Ads
Advantages
• Detailed product
information
• Ability to
communicate user
imagery
• Flexibility
• Ability to segme...
Print Ad Evaluation Criteria
• Is the message clear at a glance?
• Is the benefit in the headline?
• Does the illustration...
Direct Mail Advertising
• Advertising that is sent directly to prospective
customers through the mail
• (More than $80 bil...
Advantages & Disadvantages of
Direct Mail Advertising
• Advertiser can be highly selective
• Flexible
• Wide choice of for...
Outdoor Advertising
• Non-standardized outdoor signs are used by
local firms at their place of business or in
other locati...
Advantages and Disadvantages of
Outdoor Advertising
• Highly visible
• Relatively inexpensive
• Permits easy repetition of...
Directory Advertising
• Alphabetical listing of businesses
– Relatively inexpensive
– Found in 98% of households - all dem...
Advantages and Disadvantages of
Radio Advertising
• Select and audience -
target their market
• Flexible - can change
quic...
Television Advertising
• The ultimate advertising medium because it
can communicate with sound, action and
color
Television
Advantages
• Reaches broad spectrum of
consumers
• Low cost per exposure
• Ability to demonstrate
product use
•...
Advantages & Disadvantages of
Television Advertising
• All elements for
creative message
• Believability
• More personal &...
Media Selection
• Reach
• Frequency
• Impact
• Exposure
Choosing Among Major Media Types
• Target audience and media habits
• Product characteristics
• Message characteristics
• ...
Evaluating Advertising
Effectiveness
• Communication Effect Research
–Consumer feedback method
–Portfolio tests
–Laborator...
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Communication and advertising in marketing

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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.

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  • Transcript of "Communication and advertising in marketing"

    1. 1. Integrated Marketing Communications
    2. 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. 3. Marketing Communication Builds Brands
    4. 4. Elements in the Communications Process
    5. 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. 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. 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. 8. Word-of-Mouth Marketing • Person-to-person • Chat rooms • Blogs
    9. 9. Response Hierarchy Models
    10. 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. 11. Designing the Communications • Message strategy • Creative strategy • Message source • Global adaptation
    12. 12. Creative Strategy • Informational and transformational appeals • Positive and negative appeals – Fear – Guilt – Shame – Humor – Love – Pride – Joy
    13. 13. Message Source Celebrity Characteristics – Expertise – Trustworthiness – Likeability
    14. 14. Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
    15. 15. Advertising
    16. 16. What is Advertising? Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
    17. 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. 18. The Five M’s of Advertising • Mission • Money • Message • Media • Measurement
    19. 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. 20. Advertising Objectives • Informative • Persuasive • Reminder • Reinforcement
    21. 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. 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. 23. Massage • Select the basic appeal • Rational • Emotional • Celebrity • Sex • The power of novelty
    24. 24. Media • Media are the agencies, means or instruments used to convey messages
    25. 25. Three Categories of Advertising Media • Print media • Broadcast media • Specialty media
    26. 26. Print Media • Print media can include any of the following: – Newspapers – Direct Mail – Magazine – Outdoor Advertising – Directory Advertising – Transit Advertising
    27. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. Television Advertising • The ultimate advertising medium because it can communicate with sound, action and color
    38. 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. 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. 40. Media Selection • Reach • Frequency • Impact • Exposure
    41. 41. Choosing Among Major Media Types • Target audience and media habits • Product characteristics • Message characteristics • Cost
    42. 42. Evaluating Advertising Effectiveness • Communication Effect Research –Consumer feedback method –Portfolio tests –Laboratory tests • Sales-Effect Research
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