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Marketing Communications
- 2. Product
Process Price
Marketing Mix Physical
Layout
Marketing
Mix
Place
People Promotion
Ā© 2009 Berlin Asong. All rights reserved.
2008 2
- 3. Promotion is not all about āsellingā.
Ā© 2009 Berlin Asong. All rights reserved. 3
- 4. Promotion is not all about advertising.
Ā© 2009 Berlin Asong. All rights reserved. 4
- 5. communicates
Promotion
value about...
Ā© 2009 Berlin Asong. All rights reserved. 5
- 12. promotion?
What then is
Ā© 2009 Berlin Asong. All rights reserved. 12
- 13. āDescribes the activities of communicating value
with existing customers & prospective customers.
ā
Ā© 2009 Berlin Asong. All rights reserved. 13
- 14. ā
with
Describes the activities of communicating value
existing customers & prospective customers.
ā
Ā© 2009 Berlin Asong. All rights reserved. 14
- 15. Why with?
Ā© 2009 Berlin Asong. All rights reserved. 15
- 16. 1
Ā© 2009 Berlin Asong. All rights reserved. 16
- 20. 2
Ā© 2009 Berlin Asong. All rights reserved. 20
- 21. 2006
An annual issue of Timeās 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;
Ā© 2008 Berlin Asong. All rights reserved.
2009 21
- 22. Product
Process Price
Marketing Mix Physical
Layout
Marketing
Mix
Place
People Promotion
Other MM elements do
communicate.
Ā© 2009 Berlin Asong. All rights reserved. 22
- 23. Promotion has the
to communicate...
Ā© 2009 Berlin Asong. All rights reserved. 23
- 24. Promotion has the
to communicate...
Process
Ā© 2009 Berlin Asong. All rights reserved. 24
- 27. ā used for communicating value
Tools
and building customer relationships.
ā
Ā© 2009 Berlin Asong. All rights reserved. 27
- 28. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
Ā© 2009 Berlin Asong. All rights reserved. 28
- 29. 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
Ā© 2009 Berlin Asong. All rights reserved. 30
- 47. Personal presentation by the firmās sales
āforce for the purpose of making sales and
building customer relationships.
ā
Ā© 2009 Berlin Asong. All rights reserved. 48
- 57. 3,500
An average consumer is bombarded with
marketing communication messages per day.
Ā© 2009 Berlin Asong. All rights reserved. 58
- 59. In this lot, marketing messages get
āl o s t ā
Ā© 2009 Berlin Asong. All rights reserved. 60
- 60. Marketing messages
contradict each other.
Ā© 2009 Berlin Asong. All rights reserved. 61
- 61. You saw an advert on TV about a product. It ends with the message:
āavailable in all our storesā.You visited the companyās shop, only to find that
the product is unavailable. Even worst, sales assistant is unaware of it.
Ā© 2009 Berlin Asong. All rights reserved. 62
- 62. Does your outdoor ad
āunderstandā your radio ad?
Ā© 2009 Berlin Asong. All rights reserved. 63
- 63. Would your message be more | less effective if more
than two marketing communications media are used?
Ā© 2009 Berlin Asong. All rights reserved. 64
- 64. How can I increase the chances that my target
audience receive and understand my messages?
Ā© 2009 Berlin Asong. All rights reserved. 65
- 66. Promotion mix must be
strategically integrated
to communicate a consistent, compelling value.
Ā© 2009 Berlin Asong. All rights reserved. 67
- 67. Advertising
Public Personal
Relations Selling
Consistent,
clear value
Direct Sales
Marketing Promotion
Ā© 2009 Berlin Asong. All rights reserved. 68
- 68. rules for successful integrated
marketing communications.
Ā© 2009 Berlin Asong. All rights reserved. 69
- 69. 1
Ā© 2009 Berlin Asong. All rights reserved. 70
- 71. 2
Ā© 2009 Berlin Asong. All rights reserved. 72
- 73. 3
Message! Message! Message!
Ā© 2009 Berlin Asong. All rights reserved. 74
- 74. 4
Ā© 2009 Berlin Asong. All rights reserved. 75
- 77. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
Ā© 2009 Berlin Asong. All rights reserved. 78
- 81. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 82
- 82. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 83
- 83. who what how when where
Ā© 2009 Berlin Asong. All rights reserved. 84
- 85. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 86
- 86. Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Ā© 2009 Berlin Asong. All rights reserved. 87
- 90. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
Ā© 2009 Berlin Asong. All rights reserved. 91
- 91. Existing Market New Market
Existing Product
Market Market
Penetration Extension
New Product
Product
Diversification
Development
Ā© 2009 Berlin Asong. All rights reserved. 92
- 92. Specific Measurable Achievable Realistic Timed
Ā© 2009 Berlin Asong. All rights reserved. 93
- 94. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 95
- 96. Identify a marketing communication content
which you didnāt understand. What factors
could account for the misunderstanding.
Ā© 2009 Berlin Asong. All rights reserved. 97
- 97. What to say?
How to say it?
Ā© 2009 Berlin Asong. All rights reserved. 98
- 98. AIDA Model
Get
Attention
Hold
Interest
Arouse
Desire
Obtain
Action
Ā© 2009 Berlin Asong. All rights reserved. 99
- 99. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
Ā© 2009 Berlin Asong. All rights reserved. 100
- 100. Rational
Appeal
Emotional
Appeal
Moral
Emotional
Appeal
Appeal
Humour
Appeal
Ā© 2009 Berlin Asong. All rights reserved. 101
- 105. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
Ā© 2009 Berlin Asong. All rights reserved. 106
- 108. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
Ā© 2009 Berlin Asong. All rights reserved. 109
- 109. Rational
Appeal
Emotional
Appeal
Moral
Appeal
Humour
Appeal
Ā© 2009 Berlin Asong. All rights reserved. 110
- 110. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 111
- 111. 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
Ā© 2009 Berlin Asong. All rights reserved. 112
- 112. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 113
- 114. Identify target audience
Determine objectives
Design message
Decide on media mix
Establish IMC budget
Implement IMC
Assess IMC Effectiveness
Ā© 2009 Berlin Asong. All rights reserved. 115
