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Product


                                   Process                                   Price




Marketing Mix            ...
Promotion is                      not       all about “selling”.




© 2009 Berlin Asong. All rights reserved.            ...
Promotion is                    not           all about advertising.




  © 2009 Berlin Asong. All rights reserved.      ...
communicates
                                             Promotion



                                            value a...
Product


© 2009 Berlin Asong. All rights reserved.         6
© 2009 Berlin Asong. All rights reserved.   7
Idea


© 2009 Berlin Asong. All rights reserved.   8
© 2009 Berlin Asong. All rights reserved.   9
© 2009 Berlin Asong. All rights reserved.   10
Brand | company




© 2008 Berlin Asong. All rights reserved.               11
promotion?
                                            What then is




© 2009 Berlin Asong. All rights reserved.         ...
“Describes the activities of communicating value
with existing customers & prospective customers.

                       ...
“
with
                      Describes the activities of communicating value

                             existing custom...
Why          with?
© 2009 Berlin Asong. All rights reserved.      15
1




    © 2009 Berlin Asong. All rights reserved.   16
© 2009 Berlin Asong. All rights reserved.   17
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2




    © 2009 Berlin Asong. All rights reserved.   20
2006

                                            An annual issue of Time’s magazine that features and profiles a man,
   ...
Product


                                   Process                                   Price




Marketing Mix            ...
Promotion has the


                                                to communicate...




    © 2009 Berlin Asong. All rig...
Promotion has the


                                                 to communicate...




                               ...
© 2009 Berlin Asong. All rights reserved.   25
© 2009 Berlin Asong. All rights reserved.   26
“ used for communicating value
Tools
and building customer relationships.
                                              ”
...
Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.




© 2009 Berlin Asong. All rights reserved.        ...
Advertising                                               Personal Selling
           Outdoor                             ...
© 2009 Berlin Asong. All rights reserved.   31
© 2009 Berlin Asong. All rights reserved.   32
© 2009 Berlin Asong. All rights reserved.   33
© 2009 Berlin Asong. All rights reserved.   34
© 2009 Berlin Asong. All rights reserved.   35
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© 2009 Berlin Asong. All rights reserved.   37
© 2009 Berlin Asong. All rights reserved.   38
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© 2009 Berlin Asong. All rights reserved.   41
© 2009 Berlin Asong. All rights reserved.   42
© 2009 Berlin Asong. All rights reserved.   43
© 2009 Berlin Asong. All rights reserved.   44
© 2009 Berlin Asong. All rights reserved.   45
© 2009 Berlin Asong. All rights reserved.   46
© 2009 Berlin Asong. All rights reserved.   47
Personal presentation by the firm’s sales
“force for the purpose of making sales and
      building customer relationships...
© 2009 Berlin Asong. All rights reserved.   49
© 2009 Berlin Asong. All rights reserved.   50
© 2009 Berlin Asong. All rights reserved.   51
© 2009 Berlin Asong. All rights reserved.   52
© 2009 Berlin Asong. All rights reserved.   53
© 2009 Berlin Asong. All rights reserved.   54
© 2009 Berlin Asong. All rights reserved.   55
© 2009 Berlin Asong. All rights reserved.   56
© 2009 Berlin Asong. All rights reserved.   57
3,500
An average consumer is bombarded with




marketing communication messages per day.




     © 2009 Berlin Asong. Al...
© 2009 Berlin Asong. All rights reserved.   59
In this lot, marketing messages get



                  “l o s t ”
© 2009 Berlin Asong. All rights reserved.        60
Marketing messages

         contradict                         each other.



© 2009 Berlin Asong. All rights reserved.  ...
You saw an advert on TV about a product. It ends with the message:
“available in all our stores”.You visited the company’s...
Does your outdoor ad
“understand” your radio ad?

© 2009 Berlin Asong. All rights reserved.   63
Would your message be more | less effective if more
than two marketing communications media are used?


© 2009 Berlin Ason...
How can I increase the chances that my target
audience receive and understand my messages?




  © 2009 Berlin Asong. All ...
© 2009 Berlin Asong. All rights reserved.   66
Promotion mix must be

                     strategically integrated
                                               to com...
Advertising



            Public                                   Personal
           Relations                         ...
rules for successful integrated
                marketing communications.


© 2009 Berlin Asong. All rights reserved.     ...
1




    © 2009 Berlin Asong. All rights reserved.   70
© 2009 Berlin Asong. All rights reserved.   71
2




    © 2009 Berlin Asong. All rights reserved.   72
© 2009 Berlin Asong. All rights reserved.   73
3




                                                Message! Message! Message!
    © 2009 Berlin Asong. All rights reser...
4




    © 2009 Berlin Asong. All rights reserved.   75
© 2009 Berlin Asong. All rights reserved.   76
© 2009 Berlin Asong. All rights reserved.   77
Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.




© 2009 Berlin Asong. All rights reserved.        ...
© 2009 Berlin Asong. All rights reserved.   79
© 2009 Berlin Asong. All rights reserved.   80
© 2009 Berlin Asong. All rights reserved.   81
Identify target audience

                                   Determine objectives

                                       ...
Identify target audience

                                   Determine objectives

                                       ...
who what how when where


 © 2009 Berlin Asong. All rights reserved.   84
© 2009 Berlin Asong. All rights reserved.   85
Identify target audience

                             Determine objectives

                                            D...
Awareness


                                            Knowledge


                                              Liking

...
© 2009 Berlin Asong. All rights reserved.   88
© 2009 Berlin Asong. All rights reserved.   89
© 2009 Berlin Asong. All rights reserved.   90
Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.

© 2009 Berlin Asong. All rights reserved.           ...
Existing Market                         New Market
Existing Product




                         Market                   ...
Specific             Measurable                 Achievable   Realistic   Timed

    © 2009 Berlin Asong. All rights reserv...
© 2009 Berlin Asong. All rights reserved.   94
Identify target audience

                                   Determine objectives

                                       ...
Clear, simple, clever message


© 2009 Berlin Asong. All rights reserved.   96
Identify a marketing communication content
which you didn’t understand. What factors
could account for the misunderstandin...
What to say?


                                            How to say it?




© 2009 Berlin Asong. All rights reserved.   ...
AIDA Model
                                                 Get
                                              Attention


...
Rational
                                            Appeal




                                            Emotional
    ...
Rational
                                            Appeal




                                            Emotional
    ...
© 2009 Berlin Asong. All rights reserved.   102
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Rational
                                             Appeal




                                            Emotional
   ...
© 2009 Berlin Asong. All rights reserved.   107
© 2009 Berlin Asong. All rights reserved.   108
Rational
                                            Appeal




                                            Emotional
    ...
Rational
                                            Appeal




                                            Emotional
    ...
Identify target audience

                                   Determine objectives

                                       ...
Advertising                                               Personal Selling
           Outdoor                             ...
Identify target audience

                                   Determine objectives

                                       ...
© 2009 Berlin Asong. All rights reserved.   114
Identify target audience

                                   Determine objectives

                                       ...
© 2009 Berlin Asong. All rights reserved.   116
© 2009 Berlin Asong. All rights reserved.   117
Marketing Communications
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Marketing Communications

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  1. 1. Product Process Price Marketing Mix Physical Layout Marketing Mix Place People Promotion © 2009 Berlin Asong. All rights reserved. 2008 2
  2. 2. Promotion is not all about “selling”. © 2009 Berlin Asong. All rights reserved. 3
  3. 3. Promotion is not all about advertising. © 2009 Berlin Asong. All rights reserved. 4
  4. 4. communicates Promotion value about... © 2009 Berlin Asong. All rights reserved. 5
  5. 5. Product © 2009 Berlin Asong. All rights reserved. 6
  6. 6. © 2009 Berlin Asong. All rights reserved. 7
  7. 7. Idea © 2009 Berlin Asong. All rights reserved. 8
  8. 8. © 2009 Berlin Asong. All rights reserved. 9
  9. 9. © 2009 Berlin Asong. All rights reserved. 10
  10. 10. Brand | company © 2008 Berlin Asong. All rights reserved. 11
  11. 11. promotion? What then is © 2009 Berlin Asong. All rights reserved. 12
  12. 12. “Describes the activities of communicating value with existing customers & prospective customers. ” © 2009 Berlin Asong. All rights reserved. 13
  13. 13. “ with Describes the activities of communicating value existing customers & prospective customers. ” © 2009 Berlin Asong. All rights reserved. 14
  14. 14. Why with? © 2009 Berlin Asong. All rights reserved. 15
  15. 15. 1 © 2009 Berlin Asong. All rights reserved. 16
  16. 16. © 2009 Berlin Asong. All rights reserved. 17
  17. 17. © 2009 Berlin Asong. All rights reserved. 18
  18. 18. © 2009 Berlin Asong. All rights reserved. 19
  19. 19. 2 © 2009 Berlin Asong. All rights reserved. 20
  20. 20. 2006 An annual issue of Time’s magazine that features and profiles a man, woman, couple, group, idea, place, or machine that quot;for better or for worse, ...has done the most to influence the events of the year.quot; © 2008 Berlin Asong. All rights reserved. 2009 21
  21. 21. Product Process Price Marketing Mix Physical Layout Marketing Mix Place People Promotion Other MM elements do communicate. © 2009 Berlin Asong. All rights reserved. 22
  22. 22. Promotion has the to communicate... © 2009 Berlin Asong. All rights reserved. 23
  23. 23. Promotion has the to communicate... Process © 2009 Berlin Asong. All rights reserved. 24
  24. 24. © 2009 Berlin Asong. All rights reserved. 25
  25. 25. © 2009 Berlin Asong. All rights reserved. 26
  26. 26. “ used for communicating value Tools and building customer relationships. ” © 2009 Berlin Asong. All rights reserved. 27
  27. 27. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed. © 2009 Berlin Asong. All rights reserved. 28
  28. 28. Advertising Personal Selling Outdoor Sales presentation Print Trade shows Radio Telemarketing TV Samples Internet Mobile Sales Promotion Discounts Displays Coupons Public Relations Direct Marketing Press Releases Catalogue Speeches Internet Sponsorships E-mailing Newsletters Telemarketing Annual Reports Mobile © 2009 Berlin Asong. All rights reserved. 30
  29. 29. © 2009 Berlin Asong. All rights reserved. 31
  30. 30. © 2009 Berlin Asong. All rights reserved. 32
  31. 31. © 2009 Berlin Asong. All rights reserved. 33
  32. 32. © 2009 Berlin Asong. All rights reserved. 34
  33. 33. © 2009 Berlin Asong. All rights reserved. 35
  34. 34. © 2009 Berlin Asong. All rights reserved. 36
  35. 35. © 2009 Berlin Asong. All rights reserved. 37
  36. 36. © 2009 Berlin Asong. All rights reserved. 38
  37. 37. © 2009 Berlin Asong. All rights reserved. 39
  38. 38. © 2009 Berlin Asong. All rights reserved. 40
  39. 39. © 2009 Berlin Asong. All rights reserved. 41
  40. 40. © 2009 Berlin Asong. All rights reserved. 42
  41. 41. © 2009 Berlin Asong. All rights reserved. 43
  42. 42. © 2009 Berlin Asong. All rights reserved. 44
  43. 43. © 2009 Berlin Asong. All rights reserved. 45
  44. 44. © 2009 Berlin Asong. All rights reserved. 46
  45. 45. © 2009 Berlin Asong. All rights reserved. 47
  46. 46. Personal presentation by the firm’s sales “force for the purpose of making sales and building customer relationships. ” © 2009 Berlin Asong. All rights reserved. 48
  47. 47. © 2009 Berlin Asong. All rights reserved. 49
  48. 48. © 2009 Berlin Asong. All rights reserved. 50
  49. 49. © 2009 Berlin Asong. All rights reserved. 51
  50. 50. © 2009 Berlin Asong. All rights reserved. 52
  51. 51. © 2009 Berlin Asong. All rights reserved. 53
  52. 52. © 2009 Berlin Asong. All rights reserved. 54
  53. 53. © 2009 Berlin Asong. All rights reserved. 55
  54. 54. © 2009 Berlin Asong. All rights reserved. 56
  55. 55. © 2009 Berlin Asong. All rights reserved. 57
  56. 56. 3,500 An average consumer is bombarded with marketing communication messages per day. © 2009 Berlin Asong. All rights reserved. 58
  57. 57. © 2009 Berlin Asong. All rights reserved. 59
  58. 58. In this lot, marketing messages get “l o s t ” © 2009 Berlin Asong. All rights reserved. 60
  59. 59. Marketing messages contradict each other. © 2009 Berlin Asong. All rights reserved. 61
  60. 60. You saw an advert on TV about a product. It ends with the message: “available in all our stores”.You visited the company’s shop, only to find that the product is unavailable. Even worst, sales assistant is unaware of it. © 2009 Berlin Asong. All rights reserved. 62
  61. 61. Does your outdoor ad “understand” your radio ad? © 2009 Berlin Asong. All rights reserved. 63
  62. 62. Would your message be more | less effective if more than two marketing communications media are used? © 2009 Berlin Asong. All rights reserved. 64
  63. 63. How can I increase the chances that my target audience receive and understand my messages? © 2009 Berlin Asong. All rights reserved. 65
  64. 64. © 2009 Berlin Asong. All rights reserved. 66
  65. 65. Promotion mix must be strategically integrated to communicate a consistent, compelling value. © 2009 Berlin Asong. All rights reserved. 67
  66. 66. Advertising Public Personal Relations Selling Consistent, clear value Direct Sales Marketing Promotion © 2009 Berlin Asong. All rights reserved. 68
  67. 67. rules for successful integrated marketing communications. © 2009 Berlin Asong. All rights reserved. 69
  68. 68. 1 © 2009 Berlin Asong. All rights reserved. 70
  69. 69. © 2009 Berlin Asong. All rights reserved. 71
  70. 70. 2 © 2009 Berlin Asong. All rights reserved. 72
  71. 71. © 2009 Berlin Asong. All rights reserved. 73
  72. 72. 3 Message! Message! Message! © 2009 Berlin Asong. All rights reserved. 74
  73. 73. 4 © 2009 Berlin Asong. All rights reserved. 75
  74. 74. © 2009 Berlin Asong. All rights reserved. 76
  75. 75. © 2009 Berlin Asong. All rights reserved. 77
  76. 76. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed. © 2009 Berlin Asong. All rights reserved. 78
  77. 77. © 2009 Berlin Asong. All rights reserved. 79
  78. 78. © 2009 Berlin Asong. All rights reserved. 80
  79. 79. © 2009 Berlin Asong. All rights reserved. 81
  80. 80. Identify target audience Determine objectives Design message Decide on media mix Establish IMC budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 82
  81. 81. Identify target audience Determine objectives Design message Decide on media mix Establish IMC budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 83
  82. 82. who what how when where © 2009 Berlin Asong. All rights reserved. 84
  83. 83. © 2009 Berlin Asong. All rights reserved. 85
  84. 84. Identify target audience Determine objectives Design message Decide on media mix Establish IMC budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 86
  85. 85. Awareness Knowledge Liking Preference Conviction Purchase © 2009 Berlin Asong. All rights reserved. 87
  86. 86. © 2009 Berlin Asong. All rights reserved. 88
  87. 87. © 2009 Berlin Asong. All rights reserved. 89
  88. 88. © 2009 Berlin Asong. All rights reserved. 90
  89. 89. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed. © 2009 Berlin Asong. All rights reserved. 91
  90. 90. Existing Market New Market Existing Product Market Market Penetration Extension New Product Product Diversification Development © 2009 Berlin Asong. All rights reserved. 92
  91. 91. Specific Measurable Achievable Realistic Timed © 2009 Berlin Asong. All rights reserved. 93
  92. 92. © 2009 Berlin Asong. All rights reserved. 94
  93. 93. Identify target audience Determine objectives Design message Decide on media mix Establish IMC budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 95
  94. 94. Clear, simple, clever message © 2009 Berlin Asong. All rights reserved. 96
  95. 95. Identify a marketing communication content which you didn’t understand. What factors could account for the misunderstanding. © 2009 Berlin Asong. All rights reserved. 97
  96. 96. What to say? How to say it? © 2009 Berlin Asong. All rights reserved. 98
  97. 97. AIDA Model Get Attention Hold Interest Arouse Desire Obtain Action © 2009 Berlin Asong. All rights reserved. 99
  98. 98. Rational Appeal Emotional Appeal Moral Appeal Humour Appeal © 2009 Berlin Asong. All rights reserved. 100
  99. 99. Rational Appeal Emotional Appeal Moral Emotional Appeal Appeal Humour Appeal © 2009 Berlin Asong. All rights reserved. 101
  100. 100. © 2009 Berlin Asong. All rights reserved. 102
  101. 101. © 2009 Berlin Asong. All rights reserved. 103
  102. 102. © 2009 Berlin Asong. All rights reserved. 104
  103. 103. © 2009 Berlin Asong. All rights reserved. 105
  104. 104. Rational Appeal Emotional Appeal Moral Appeal Humour Appeal © 2009 Berlin Asong. All rights reserved. 106
  105. 105. © 2009 Berlin Asong. All rights reserved. 107
  106. 106. © 2009 Berlin Asong. All rights reserved. 108
  107. 107. Rational Appeal Emotional Appeal Moral Appeal Humour Appeal © 2009 Berlin Asong. All rights reserved. 109
  108. 108. Rational Appeal Emotional Appeal Moral Appeal Humour Appeal © 2009 Berlin Asong. All rights reserved. 110
  109. 109. Identify target audience Determine objectives Design message Decide on media mix Establish budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 111
  110. 110. Advertising Personal Selling Outdoor Sales presentation Print Trade shows Radio Telemarketing TV Samples Internet Mobile Sales Promotion Discounts Displays Coupons Public Relations Direct Marketing Press Releases Catalogue Speeches Internet Sponsorships E-mailing Newsletters Telemarketing Annual Reports Mobile © 2009 Berlin Asong. All rights reserved. 112
  111. 111. Identify target audience Determine objectives Design message Decide on media mix Establish IMC budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 113
  112. 112. © 2009 Berlin Asong. All rights reserved. 114
  113. 113. Identify target audience Determine objectives Design message Decide on media mix Establish IMC budget Implement IMC Assess IMC Effectiveness © 2009 Berlin Asong. All rights reserved. 115
  114. 114. © 2009 Berlin Asong. All rights reserved. 116
  115. 115. © 2009 Berlin Asong. All rights reserved. 117
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