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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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Cd6813 mktg comm Presentation Transcript

  • 1. The means by which firm attempts to _____ , ________ , and _____ consumer – directly or indirectly – about the products and brands that they sell Definition of Marketing C mmunications
  • 2. The means by which firm attempts to inform , persuade , and remind consumer – directly or indirectly – about the products and brands that they sell Definition of Marketing C mmunications
  • 3.  
  • 4. Response Hierarchy Model: AIDA Model Attention Interest Desire Action
  • 5.
    • 1. Personal Selling
    • 2. Non Personal Selling:
          • Advertising
          • Place Advertising
          • Sales Promotion
          • Publicity & Public Relations
          • Direct Marketing
    Promotional Mix
  • 6. Oldest form of promotion Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer PERSONAL SELLING
  • 7. For mass consumption & geographically dispersed markets High overall cost but low cost per exposure Television was the dominant media Particularly important when consumers are in the awareness stage. ADVERTISING
  • 8.
    • MAJOR MEDIA TYPES
    • Television
    • mass coverage, repetition, flexibility, prestige
    • high cost, public distrust, temporary message
    • Radio
    • low cost, flexibility, targeted audience, mobility
    • temporary message
    • Newspapers
    • ability to refer back to ads, short life span
    • Magazine
    • quality image reproduction, long life
    • Outdoor
    • brief exposure, effective along high-traffic areas, strong promotion for locally available products, the simplest media
  • 9.
    • MEDIA VEHICLES
    • Television
    • Sesame Streets, Desperate Housewives, News at 12, Money Talks, MTV Asia Award…
    • Radio
    • Weekly Hit Charts, Morning Show…
    • Newspapers
    • The Star, Tamil Nesan, Metro, Utusan Malaysia, Nanyang SP…
    • Magazine
    • Voque, Malaysian Business, Home Improvement..
    • Outdoor
    • KL Monorail, Ampang Street Billboard, Merdeka Stadium....
  • 10. ADVERTISING: RFI RFI are used to select the most cost-effective media to deliver the desired number and type of exposure to the target audience. R (Reach) – The number of different persons or households exposed to a particular media schedule at least once during a specified time period. F (Frequency) – The number of times within the specified time period that an average person or household is exposed to the message. I (Impact) – The qualitative value of an exposure through a given medium (thus, a cosmetic ad in Cleo would have a higher impact than in Fortune magazine).
  • 11. ADVERTISING: RFI
    • R is most important when:
    • launching new products
    • infrequently purchased brands
    • going after an undefined target market.
    • Etc.
    • F is most important where there are:
    • strong competitors
    • high consumer resistance
    • Etc.
  • 12. Classification of Advertising Timing Patterns
  • 13. Internet Advertising Banner Ads – small rectangular boxes containing text and perhaps a picture. Companies pay to place banner ads.
  • 14. Internet Advertising Microsite – a limited area on the Web managed and paid for by an external advertiser/company. For instance, an insurance company creates a microsite on used-car sites that offers a good car insurance deal. Interstitials – advertisements, often with video or animation, that pop-up between changes on a Web site
  • 15. Place Advertising Out-of-home advertising. Using creative and unexpected ad placements to grab consumers’ attention. Some of the options available include: 1. Billboards – one-place billboards, mobile billboards. 2. Public Spaces – movies, airlines, lounges, sports arenas, restroom 3. Product Placement 4. Point-of-purchase The rationale often given is that: marketers are better off reaching people in other environments such as where they work, play etc.
  • 16. Large electronic advertising screens - major shopping areas in Japan - in the Harajuku District
  • 17. Sprite displays billboards with “light boxes” at light rail transit station - Bangkok
  • 18. 3-D bus stop ad by DBS Bank during Christmas festive season, complete with pop-up presents
  • 19. HSBC advertises on Kuala Lumpur’s monorail to show that the world’s local bank can bring people places – tie-in to monorail that goes along heart of city
  • 20.  
  • 21.  
  • 22.
    • Outdoor Advertising Popular in Asia. WHY?
    • Traffic jams - cities like Bangkok - massive captive audience
    • Rural areas- TV & newspaper ad less available - billboards - mass audience
    • TV ad rates went up - outdoor ad more cost effective
  • 23. Marketer pays a motion picture or television program owner a fee to display his/her product prominently in the film/show. Product Placement
  • 24. Spider-Man 2 : Peter Parker loses his pizza delivery job: Joe's Pizza, NY
  • 25. Pretty Woman: Julia Roberts gets a taste of the high-life: Regent Beverly Wilshire, 9500 Wilshire Boulevard, Beverly Hills
  • 26.  
  • 27. Marketing activities that stimulate consumer purchasing. - provide short-term incentive. Includes coupons, contests, samples, premium, product demonstration, display, trade show etc. Particularly important when the products are in the: declining stage of their PLC. Sales Promotion
  • 28. 70% of all buying decisions are made in the store. Should focus on in-store advertising Point-of-purchase
  • 29.
    • POINT-OF-PURCHASE, POP:
    • In-store advertising - ads on shopping carts, shelves, etc
    • Increase impulse buying decisions
    • Buyers make bulk of final brand decisions in store
  • 30.  
  • 31.  
  • 32.  
  • 33. Direct communication between buyer and seller, designed to generate sales, information request, or store or Web site visits. Direct Marketing
  • 34. Includes catalogs, direct mail, telemarketing, direct-response advertising, on television, radio, and kiosks *help creating urgent response *help closing sale *depend on the quality and accurateness of mailing list Direct Marketing
  • 35.
    • Direct Mail
    • - Communications in the form of sales letters, postcards, brochures, cataloqs, Cds, videotapes, audiocassettes and the like conveying messages directly from the marketer to the customer
    • - a narrow target market, send messages quickly, provide complete info & personalize each mailing piece
    • - response rates higher than other types of advertising
    • - cataloqs are the most popular form of direct mail
  • 36. 2 . Telemarketing refers to direct marketing conducted entirely by telephone, and it can be classified as either outbound or inbound contacts. outbound telemarketing involves a sales force that uses only telephone to contact customers. the customers initiate inbound telemarketing, typically by dialling a toll-free number that firms provide.
  • 37. Unconventional, innovative and low-cost marketing technique designed to get consumers’ attention (in unusual way). Guerilla Marketing
  • 38. This photo is from a publicity stunt for a small bookshop specialising in crime novels in Barcelona. (The corpse and the men in hats are actors.)
  • 39.  
  • 40.  
  • 41.  
  • 42.  
  • 43.
    • Print ads that offer editorial content that reflects favorably on the brand.
    • difficult to distinguish from newspaper or
    • magazine content.
    Advertorials:
  • 44. Advertorials
  • 45. Advertorials
  • 46. PR refer to a firm’s communications and relationships with its various publics such as customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates. Besides advertising, PR is also particularly important when consumers are in the awareness stage. Public Relations and Publicity
  • 47. PR refer to a firm’s communications and relationships with its various publics such as customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates Publicity is the marketing-oriented aspect of public relations - nonpersonal stimulation of demand through unpaid placement of significant news about it in a published medium or through a favourable presentation of it on the radio, television or stage. Public Relations and Publicity
  • 48. - news - speeches - special events such as press- conference, launching - written/audiovisual materials: annual report, brochure, newsletter, corporate video, slides - corporate identity materials: logo, stationery, uniform, company car, business cards, buildings - public-service activities PR tools:
  • 49.
    • FACTORS IN SETTING THE MARKETING COMM. MIX
    • Type of Product Market (consumer vs business)
    • - Consumer product – advertising and sales promotion
    • - Business products – personal selling
    • 2. Buyer Readiness Stage (Awareness, Comprehension, Conviction, Order and Reorder)
    • - Awareness building stage – advertising and publicity
    • - Comprehension – advertising and personal selling
    • - Conviction – personal selling
    • - Order/Closing the sale – personal selling and sales promotion
    • - Reordering – personal selling and sales promotion plus reminder advertising
    • 3. PLC (Introduction, Growth, Maturity and Decline)
    • - Introduction – advertising and publicity
    • - Growth – “demand has its own momentum thru word of mouth”
    • - Maturity – sales promotion, advertising, and personal selling
    • - Declining – sales promotion
  • 50.  
  • 51.  
  • 52.  
  • 53.  
  • 54.