Services marketing session-vi

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Services marketing session-vi

  1. 1. Marketing in Services Sector Welcome Again! 穆罕默德阿里 Dr. Raja Irfan Sabir g.buree@yahoo.com
  2. 2. Integrated Marketing Communication • Approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
  3. 3. Integrated Marketing Communication • Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness
  4. 4. Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
  5. 5. Promotional Strategy A plan for the optimal use of the elements of promotion: AdvertisingAdvertising Public RelationsPublic Relations Personal SellingPersonal Selling Sales PromotionSales Promotion
  6. 6. 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 MarketingOverall Marketing ObjectivesObjectives Overall MarketingOverall Marketing ObjectivesObjectives Marketing MixMarketing Mix • ProductProduct • DistributionDistribution • PromotionPromotion • PricePrice Marketing MixMarketing Mix • ProductProduct • DistributionDistribution • PromotionPromotion • PricePrice Target MarketTarget MarketTarget MarketTarget Market
  7. 7. 7 Differential Advantage Unique FeaturesUnique Features Excellent ServiceExcellent Service Low PricesLow Prices Rapid DeliveryRapid Delivery High Product QualityHigh Product Quality FeaturesFeatures that providethat provide DifferentialDifferential AdvantageAdvantage FeaturesFeatures that providethat provide DifferentialDifferential AdvantageAdvantage
  8. 8. Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. AdvertisingAdvertising Public RelationsPublic Relations Personal SellingPersonal Selling Sales PromotionSales Promotion
  9. 9. 9 Promotional Mix AdvertisingAdvertising Elements of the Promotional Mix Elements of the Promotional Mix Public RelationsPublic Relations Personal SellingPersonal Selling Sales PromotionSales Promotion
  10. 10. Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
  11. 11. Advertising Media Traditional Advertising Media Traditional Advertising Media Electronic Advertising Media Electronic Advertising Media  Television  Radio  Newspapers  Magazines  Books  Direct mail  Billboards  Transit cards  Internet  Computer modems  Fax machines
  12. 12. Advertising AdvantagesAdvantages • Ability to reach large number of people • Cost per contact is low • Can be micro-targeted DisadvantagesDisadvantages • Total cost is high
  13. 13. 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.
  14. 14. Public Relations Evaluates public attitudes Evaluates public attitudes Identifies areas of public interest Identifies areas of public interest Executes programs to “win” public Executes programs to “win” public Functions ofFunctions of Public RelationsPublic Relations Functions ofFunctions of Public RelationsPublic Relations
  15. 15. Publicity Public information about a company, good, or service appearing in the mass media as a news item.
  16. 16. Sales Promotion Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.
  17. 17. Sales Promotion End Consumers End Consumers Trade CustomersTrade Customers Company Employees Company Employees Sales PromotionSales Promotion TargetsTargets Sales PromotionSales Promotion TargetsTargets
  18. 18. Sales Promotion Free samplesFree samples ContestsContests PremiumsPremiums Trade ShowsTrade Shows Vacation GiveawaysVacation Giveaways CouponsCoupons Popular ToolsPopular Tools forfor Consumer SalesConsumer Sales PromotionPromotion Popular ToolsPopular Tools forfor Consumer SalesConsumer Sales PromotionPromotion
  19. 19. Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.
  20. 20. Personal Selling Traditional Selling Traditional Selling Relationship Selling Relationship Selling
  21. 21. Characteristics of Advertising Communication ModeCommunication 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 AudienceReaching Large Audience Message FlexibilityMessage Flexibility AdvertisingAdvertisingAdvertisingAdvertising Indirect and non-personalIndirect and non-personal LowLow LittleLittle DelayedDelayed One-wayOne-way YesYes YesYes FastFast Same message to all audiencesSame message to all audiences
  22. 22. Characteristics of Public Relations Communication ModeCommunication 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 AudienceReaching Large Audience Message FlexibilityMessage Flexibility Public RelationsPublic RelationsPublic RelationsPublic Relations Usually indirect, non-personalUsually indirect, non-personal Moderate to lowModerate to low LittleLittle DelayedDelayed One-wayOne-way NoNo NoNo Usually fastUsually fast Usually no direct controlUsually no direct control
  23. 23. Characteristics of Sales Promotion Communication ModeCommunication 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 AudienceReaching Large Audience Message FlexibilityMessage Flexibility Sales PromotionSales PromotionSales PromotionSales Promotion Usually Indirect and non-personalUsually Indirect and non-personal Moderate to lowModerate to low Little to moderateLittle to moderate VariesVaries Mostly one-wayMostly one-way YesYes YesYes FastFast Same message to varied targetSame message to varied target
  24. 24. Characteristics of Personal Selling Communication ModeCommunication 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 AudienceReaching Large Audience Message FlexibilityMessage Flexibility Personal SellingPersonal SellingPersonal SellingPersonal Selling Direct and face-to-faceDirect and face-to-face HighHigh MuchMuch ImmediateImmediate Two-wayTwo-way YesYes YesYes SlowSlow Tailored to prospectTailored to prospect
  25. 25. Communication The process by which we exchange or share meanings through a common set of symbols.
  26. 26. Marketing Communication Categories of Communication Categories of Communication InterpersonalInterpersonal CommunicationCommunication InterpersonalInterpersonal CommunicationCommunication MassMass CommunicationCommunication MassMass CommunicationCommunication
  27. 27. The Communication Process As SendersAs Senders As ReceiversAs Receivers Inform Persuade Remind Develop messages Adapt messages Spot new communication opportunities
  28. 28. The Sender and Encoding SenderSender The originator of the message in the communication process. The originator of the message in the communication process. EncodingEncoding The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs. The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
  29. 29. The Communication Process NoiseNoise SenderSender Encoding Message Encoding Message Message Channel Message Channel Message Channel Message Channel Decoding Message Decoding Message ReceiverReceiver
  30. 30. Advertising • Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. • It involves the process of developing strategies such as ad placement, frequency, etc.
  31. 31. Basics • Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. • Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.
  32. 32. Basics Advertising 1. Identifies a current problem / opportunity for the product, service or corporate brand 2. Identifies the customers who can best solve / create that problem / opportunity 3. Creates the most relevant and distinctive way of communicating to them in creative & media terms
  33. 33. Basics • “Advertising is any paid-for communication overtly intended to inform and/or influence one or more people”. Jeremy Bullmore, Director, WPP • “Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it”. Leo Burnett
  34. 34. Basics “I do not regard advertising as entertainment or an art form, but as a medium of information.” David Ogilvy
  35. 35. Basics Different models of communication: - Persuasion - Engagement - Participation - Facilitation - Conversation
  36. 36. Basics Advertising Objectives • To provide information • To Remind the public • To change social attitude • To induce the public • To convince customers for direct purchase • To encourage salespersons • etc
  37. 37. Basics Types of Advertising • Television advertising / Music in advertising • Infomercials • Radio advertising • Online advertising • Product placements / Covert advertising / Guerilla Advertising
  38. 38. Basics Types of Advertising • Press advertising • Billboard advertising • Mobile billboard advertising • In-store advertising • Coffee cup advertising • Street advertising
  39. 39. Basics Types of Advertising • Sheltered Outdoor Advertising • Celebrity branding • “Conquesting” as used in the Advertising industry, is a means to deploy an advertisement for one's products or services adjacent to editorial content relating to the competitor or the competitors' products.
  40. 40. Basics • Coolhunting is a term coined in the early 1990s referring to a new breed of marketing professionals, called coolhunters. It is their job to make observations and predictions in changes of new or existing cultural trends.
  41. 41. Basics • Copy testing is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior. • Also known as pre-testing, it covers all media channels including television, print, radio, internet, and social media.
  42. 42. Basics • Family in Hunting: different members of the family are portrayed in different ways within advertising and such portrayals often reflect the traditional roles of each member during the time in history in which the advertisement is presented.
  43. 43. Basics • Market overhang • Reality Marketing is a form of Permission marketing that blends many types of interactive advertising techniques into a Reality television show format.
  44. 44. Basics • Performance-based advertising is a form of advertising in which the purchaser pays only when there are measurable results. • Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement.
  45. 45. Basics • A pseudo-event is an event or activity that exists for the sole purpose of the media publicity and serves little to no other function in real life. • Without the media, nothing meaningful actually occurs at the event, so pseudo-events are considered “real” only after they are viewed through news, advertisement, television or other types of media.
  46. 46. Basics Pseudo-event • An extremely simple example is sitting for a family portrait: the event serves no purpose other than to be viewed through a photograph. • Other examples include press conferences, advertisements, media spectacles, and many types of news.
  47. 47. Basics Psychological manipulation is a type of social influence that aims to change the perception or behavior of others through underhanded, deceptive, or even abusive tactics. By advancing the interests of the manipulator, often at the other's expense, such methods could be considered exploitative, abusive, devious, and deceptive.
  48. 48. Basics A scad is a portmanteau of the words scam and advertisement, usually in reference to internet spam. The term has been used by the Alliance Against Bait and Click to describe scam ads that lure consumers to click on their site using a brand name or an outrageous deal while in turn providing suspect products and deals.
  49. 49. Basics Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.”
  50. 50. Basics Advergaming (a portmanteau of "advertising" and "gaming") is the practice of using video games to advertise a product, organization or viewpoint.
  51. 51. All Easy Questions and Suggestions are Welcome Please! Shukran Xie Xie Thank You Gracious That’s All Folks 穆罕默德阿里 Dr. Raja Irfan Sabir g.buree@yahoo.com

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