Integrated marketing communication


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Integrated Marketing Communication

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Integrated marketing communication

  1. 1. It Pays to Advertise!Integrated MarketingIntegrated Marketing Communications Communications 1
  2. 2. Developing a Marketing Communications PlanStep 1: Create specific,measurable objectives.Step 2: Identify and analyzethe target audience.Step 3: Design anadvertising message andchoose the media fortransmitting it. 2
  3. 3. Build Ads Around a Unique Selling Proposition (USP)USP - A key customer benefit of aproduct or service that answers thecritical question that every customerasks: “Whats in it for me?”Identify your product or services USPby describing the primary benefit itoffers customers and then list othersecondary benefits it provides. 3
  4. 4. Build Ads Around a Unique Selling Proposition (USP) (continued)Don’t overlook the intangible orpsychological benefits your productor service offers.Briefly list a few facts that supportthis USP.Then, focus your ads to stress thesetop benefits and the facts supportingthem! 4
  5. 5. A Six-Sentence Advertising StrategyWhat is the purpose of this ad?What USP can you offer customers?What other key benefits support your USP?At whom are you aiming the ad?What response do you want from your targetaudience?What image do you want to convey in yourads? 5
  6. 6. Five Fundamentals of a Successful Advertisement. It should emphasize a key It should attract attention. benefit of the product or service to the customer. It should communicate the company’s Unique Selling Proposition (USP). It should prove the USP and benefits to the customer It should motivate customers with facts, statistics, or to take action immediately. testimonials.Source: Adapted from Jerry Fisher, “Fine Print,” Entrepreneur, November 1994, pp. 145-
  7. 7. Can Your Ad Pass These 7 Tests?Scan testComprehension testDifferentiation testPuffery testBelievability testImmediate clarity testUSP test Click Here For Details 7
  8. 8. The Scan test: scan the ad quickly, reading only the headlineand any copy that is designed to stand out and looking at thephotos or drawings that it includes. Can you tell what the adis offering and, more importantly, does the benefit jump outat you?The comprehension test: Give the ad to someone who fits theprofile of your target audience but who is unfamiliar with theproduct or service you are advertising. After reading the adonce can that person tell you what the product or service is,what benefits it provides, what the offer is, and how to order?The differentiation test: Does the combination of ad copy andgraphics differentiate your product or service from those ofyour competitors? If a prospective customer read your ad andone of your chief competitors ads, would she be bale to tellhow your product is different and better?The puffery test: Go through your copy and highlight everyword or phrase that can be considered “sales puffery,” suchas “best,” “greatest,” “finest,” and others. Can you eliminatethese words and replace them with specific facts? If not, canyou support the ad’s claims with customer testimonials? 8
  9. 9. The Believability test: Give your ad to a potentialcustomer and ask her to read through it. Ask her tohighlight any claims in the ad that she finds hard tobelieve. Can you change them to make them morebelievable or offer facts to support them?The immediate clarity test: After the potentialcustomer conducts the believability test, ask her tocircle any words, phrases, or abbreviations that arenot clear to her. Rewrite those parts of your ad.The USP test: Is the ad built around your company’sUSP? Does the USP come through in the message thead sends to potential customers? 9
  10. 10. Promotion Includes…Publicity - any commercial news covered by themedia that boosts sales but for which the smallbusiness does not pay.Personal selling - the personal contact betweensales personnel and potential customersresulting from sales efforts.Advertising - any sales presentation that isnonpersonal in nature and is paid for by anidentified sponsor. 10
  11. 11. Tips for Stimulating PublicityWrite an article of interest Sponsor a customers. Write news releases and faxSponsor an off-beat event. or e-mail them to the media.Involve celebrities “on the Serve on community andcheap.” industry boards andOffer to be interviewed on committees.TV and radio stations. Sponsor a communityPublish a newsletter. project or support aSpeak to local nonprofit organization.organizations. Promote a cause. 11
  12. 12. Sponsorships and Special EventsSponsoring special events generatespublicity, attracts interest, and provides alasting impression of a company incustomers’ minds.Small companies can create their ownspecial events. 12
  13. 13. Tips for Sponsoring an EventDon’t count on sponsorships for yourentire advertising campaign.Look for or create an event that isappropriate for your business.Research the event and the organizationhosting it before agreeing to become asponsor. 13
  14. 14. Tips for Sponsoring an Event (continued)Try to become the dominant (or ideally,the only) sponsor of the event.Clarify the costs and the level ofparticipation required for sponsorship upfront.Get involved; take an active role in theevent. 14
  15. 15. Top Salespeople…Are enthusiastic and alert to new opportunities.Are experts in the products and services theysell.Concentrate on select accounts.Plan thoroughly.Use a direct approach. Theyget right to the point withcustomers. 15
  16. 16. Top Salespeople… (continued)Work from the customer’s perspective.Use past success stories.Leave sales material with clients.See themselves as problem solvers, notjust vendors.Measure their success not just by salesvolume but by customer satisfaction. 16
  17. 17. Successful Personal Selling Requires a Selling SystemCreate trust and respect - Establish rapportwith the prospect.Interview the prospect - Let the prospecttalk to determine the key criteria thatinfluence the buying decision.Demonstrate, explain, and show – Makeclear the benefits of your product or service. 17
  18. 18. Successful Personal Selling Requires a Selling System (continued)Validate - Prove the claims about yourproduct or service.Overcome objections- Listen for objectionsand try to overcome them.Close - Stop talking and ask for the order. 18
  19. 19. Selecting Advertising Media: Key QuestionsHow large is my firms trading area?Who are my customers and what aretheir characteristics?Which media are my target customersmost likely to watch, listen to, or read?What budget limitations do I face? 19
  20. 20. Selecting Advertising Media: Key Questions (continued)Which media do my competitors use?How important are repetition andcontinuity of my advertising message?How does each medium compare withothers in its audience, its reach, and itsfrequency?What does the advertising medium cost? Absolute cost-the actual dollar outlay Relative cost-the cost of an ad per potential customer reached 20
  21. 21. Advertising Media OptionsWord-of-Mouth Outdoor adsNewspapers Transit advertisingRadio DirectoriesTelevision Trade showsMagazines Specialty advertisingDirect mail Point-of-purchaseWorld Wide Web ads 21
  22. 22. Advertising Expenditures by Medium 25% 23.5% 20% 19.3%19.1%Percent 15% 13.0% 10% 7.7% 5.9% 4.8% 5% 1.9% 2.2% 2.5% 0% et re dio O rs Pa s er il n or s s w Ma e Di isio er M orie rn th pe do in Ra ap O te az ut ct v ct In sp le ag re Te Di Ne Medium
  23. 23. NewspapersAdvantages Selected geographic coverage Flexibility Timeliness Communication potential Low cost Prompt responses 23
  24. 24. Newspapers (continued)Disadvantages Wasted readership Reproduction limitations Lack of prominence Declining readership Short ad life 24
  25. 25. RadioAdvantages Universal infiltration Market segmentation Flexibility and timeliness FriendlinessDisadvantages Poor listening Need for repetition Limited message 25
  26. 26. Snappy Radio Copy Should....Stress benefits to the Be rehearsed beforelistener. presentation.Use attention-getters. Use positive actionZero in on a particular words.audience. Put the listener in theBe simple and to the picture.point. Mention the advertiserSell early and often. often.Be written for the ear. Focus on getting a response. 26
  27. 27. TelevisionAdvantages Broad coverage Visual advantage Flexibility Design and production assistance 27
  28. 28. Television (continued)Disadvantages Brief exposure Clutter Zapping Fragmented audience Costs 28
  29. 29. Creative Television AdsKeep it simple. Use emotion.Have one basic idea. ConsiderMake your point production values.clear. Prove yourMake it unique. product’s orGet viewers’ service’s benefit.attention. Identify yourInvolve the viewer. company well and often. 29
  30. 30. MagazinesAdvantages Long life spans Multiple readership Target marketing Ad qualityDisadvantages Cost Long closing times Lack of prominence 30
  31. 31. Direct MailAdvantages Selectivity Flexibility Reader attention Rapid feedback Measurable results and testable strategies Effectiveness 31
  32. 32. Direct Mail (continued)Disadvantages Inaccurate mailing lists Clutter High relative costs High throwaway rate 32
  33. 33. Creating Direct Mail Ads That Really WorkPromise benefits in the headline.Use short “action” words.Use lots of white space.Use eye-catching words.Forget grammatical rules.Repeat the offer at least three times.Offer proof of claims and endorsements.Ask for the order. 33
  34. 34. Creating Direct Mail Ads That Really Work (continued)Ask the reader questions in the copy.Use high-quality paper and envelopes.People usually open envelopes that resemblebills.Address envelopes to a particular person.Use stamps if possible.Use a “P.S.” because recipients almost alwaysread them.Make the order form easy to fill out. 34
  35. 35. Advertising on the WebBanner adsPop-up adsCookiesFull-page adsPush technology adsE-mail ads Permission e-mail Spam 35
  36. 36. Outdoor AdvertisingAdvantages High exposure Broad reach Flexibility Cost efficiencyDisadvantages Brief exposure Limited ad recall Legal restrictions Lack of prominence 36
  37. 37. Transit AdvertisingAdvantages Wide coverage Repeat exposure Low cost FlexibilityDisadvantages Generality Limited appeal Brief message 37
  38. 38. DirectoriesAdvantages Prime prospects Long lifeDisadvantages Lack of flexibility Ad clutter Obsolescence 38
  39. 39. Trade ShowsAdvantages Natural market Pre-selected audience New customer market Cost advantageDisadvantages Increasing costs Wasted effort 39
  40. 40. Specialty AdvertisingAdvantages Reaching selected audiences Personalized nature VersatilityDisadvantages Potential for waste Costs 40
  41. 41. Preparing An Advertising Budget What is affordable Matching competitors advertising expenditures Percentage of Sales Past Sales Forecasted Sales Objective-and-Task 41
  42. 42. How To Advertise “Big” On A Small BudgetTake advantage of cooperativeadvertising.Consider shared advertising.Repeat ads that have been successful.Use identical ads in different media. 42
  43. 43. How To Advertise “Big” On A Small Budget (continued)Hire independent copywriters andartists.Concentrate advertising when customersare most likely to buy.Maximize publicity with techniques suchas cause marketing. 43