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Marketing
Communication
    Marketing Communication-mix
    Part TWO out of Four (2.2)

    Danny Abramovich
    Marketing...
Course Introduction, Main Topics
    Background: CB ü
    Human Communication ü
    Marketing Communication
    Creativity...
2. MarCom4Communication Tools

          Marketing Communication Tools


                        Direct                   ...
2. MarCom4Communication Tools
    Sale Promotions - value (price)-related
     activities to generate short-term sales.
  ...
2. MarCom4Intermediate Summary

Models
& Tools




  5        www.marketingPlanNOW.com   MarCom-2
2. MarCom4Sale Promotions




6          www.marketingPlanNOW.com   MarCom-2
2. MarCom4Sale Promotions


J              L

J              L

J              L


7          www.marketingPlanNOW.com   M...
2. MarCom4Direct MKT
    Demassification – Focus is
    Demassification – Focus is
      Toward Micro-markets
      Toward...
2. MarCom4Direct MKT


J             L

J             L

J             L


9         www.marketingPlanNOW.com   MarCom-2
2. MarCom4€ Selling
Prospecting and Qualifying

     Pre-approach

        Approach

          Presentation and Demonstrat...
2. MarCom4€ Selling


J             L

J             L

J             L


11        www.marketingPlanNOW.com   MarCom-2
2. MarCom4 Interactivewww
                                               Web
                                             ...
2. MarCom4 Interactivewww
                                          Web
                                          2.0




...
2. MarCom4 Interactivewww


J              L

J              L

J              L


14         www.marketingPlanNOW.com   M...
2. MarCom4 Major PR Tools

                                       News
                  Web Site                         ...
2. MarCom4 Publicity-PR


J              L

J              L

J              L


16         www.marketingPlanNOW.com   Mar...
2. MarCom4 Exhibitions




17         www.marketingPlanNOW.com   MarCom-2
2. MarCom4 Exhibitions


J              L

J              L

J              L


18         www.marketingPlanNOW.com   MarC...
2. MarCom4 Sponsorships




19         www.marketingPlanNOW.com   MarCom-2
2. MarCom4 Sponsorships




20         www.marketingPlanNOW.com   MarCom-2
2. MarCom4 Sponsorships


J              L

J              L

J              L


21         www.marketingPlanNOW.com   Mar...
2. MarCom4 ADVERTISING
Definition:
     Advertising is any paid form of non-
     personal presentation and promotion
    ...
2. MarCom4 ADVERTISING
     Informative Advertising
       Inform consumers or                 Persuasive Advertising
    ...
2. MarCom4 ADVERTISING




                  Controversial?


24       www.marketingPlanNOW.com   MarCom-2
2. MarCom4 ADVERTISING




     Advertising Objective:
     Specific communication Task
     accomplished with a Specific ...
2. MarCom4 ADVERTISING




26       www.marketingPlanNOW.com   MarCom-2
2. MarCom4 ADVERTISING


J            L

J            L

J            L


27       www.marketingPlanNOW.com   MarCom-2
2. MarCom!




28     Nextwww.marketingPlanNOW.com
            Issue: Creativity         MarCom-2
Marketing
Communication
     Marketing Communication-mix
     Part TWO out of Four (2.2)

     Danny Abramovich
     Marke...
r      3
Chapte
         rate d
   In teg ting
          e
    m ark cation
         uni
 c om m
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Marketing Communication-2.2 - MarCom-mix

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Transcript of "Marketing Communication-2.2 - MarCom-mix"

  1. 1. Marketing Communication Marketing Communication-mix Part TWO out of Four (2.2) Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com MarCom-2
  2. 2. Course Introduction, Main Topics Background: CB ü Human Communication ü Marketing Communication Creativity Integrated MarCom Global IMC 2 www.marketingPlanNOW.com MarCom-2
  3. 3. 2. MarCom4Communication Tools Marketing Communication Tools Direct Interactive/ Advertising Marketing Internet Marketing Sales Publicity/Public Personal Promotion Relations Selling 3 www.marketingPlanNOW.com MarCom-2
  4. 4. 2. MarCom4Communication Tools Sale Promotions - value (price)-related activities to generate short-term sales. Direct Marketing - reaching customers directly. Personal Selling - develop relationships, persuade and create leads into sales. Interactive/ Internet - interactive media which allows a two-way flow of information in real ¿ Publicity/ Public Relations - non-paid com. Advertising - paid mass communication. 4 www.marketingPlanNOW.com MarCom-2
  5. 5. 2. MarCom4Intermediate Summary Models & Tools 5 www.marketingPlanNOW.com MarCom-2
  6. 6. 2. MarCom4Sale Promotions 6 www.marketingPlanNOW.com MarCom-2
  7. 7. 2. MarCom4Sale Promotions J L J L J L 7 www.marketingPlanNOW.com MarCom-2
  8. 8. 2. MarCom4Direct MKT Demassification – Focus is Demassification – Focus is Toward Micro-markets Toward Micro-markets Higher Costs of Driving, Traffic Higher Costs of Driving, Traffic and Parking Congestion and Parking Congestion Consumers Lack of Time Consumers Lack of Time The Convenience of Ordering Convenience of Ordering From Direct Marketers From Direct Marketers Growth of Direct Marketing Growth of Customer Databases Growth of Customer Databases 8 www.marketingPlanNOW.com MarCom-2
  9. 9. 2. MarCom4Direct MKT J L J L J L 9 www.marketingPlanNOW.com MarCom-2
  10. 10. 2. MarCom4€ Selling Prospecting and Qualifying Pre-approach Approach Presentation and Demonstration Basic Steps Handling objections in Personal Closing Selling Process Follow-up 10 www.marketingPlanNOW.com MarCom-2
  11. 11. 2. MarCom4€ Selling J L J L J L 11 www.marketingPlanNOW.com MarCom-2
  12. 12. 2. MarCom4 Interactivewww Web 1.0 March 2006, NBC Universal acquired www.ivillage.com 12 www.marketingPlanNOW.com MarCom-2 for $600M
  13. 13. 2. MarCom4 Interactivewww Web 2.0 13 www.marketingPlanNOW.com MarCom-2
  14. 14. 2. MarCom4 Interactivewww J L J L J L 14 www.marketingPlanNOW.com MarCom-2
  15. 15. 2. MarCom4 Major PR Tools News Web Site Speeches Special Public Events Service Activities Corporate Written Identity Audiovisual Materials Materials Materials 15 www.marketingPlanNOW.com MarCom-2
  16. 16. 2. MarCom4 Publicity-PR J L J L J L 16 www.marketingPlanNOW.com MarCom-2
  17. 17. 2. MarCom4 Exhibitions 17 www.marketingPlanNOW.com MarCom-2
  18. 18. 2. MarCom4 Exhibitions J L J L J L 18 www.marketingPlanNOW.com MarCom-2
  19. 19. 2. MarCom4 Sponsorships 19 www.marketingPlanNOW.com MarCom-2
  20. 20. 2. MarCom4 Sponsorships 20 www.marketingPlanNOW.com MarCom-2
  21. 21. 2. MarCom4 Sponsorships J L J L J L 21 www.marketingPlanNOW.com MarCom-2
  22. 22. 2. MarCom4 ADVERTISING Definition: Advertising is any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor. 22 www.marketingPlanNOW.com MarCom-2
  23. 23. 2. MarCom4 ADVERTISING Informative Advertising Inform consumers or Persuasive Advertising build primary demand Build selective demand Advertising Objective Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Comparison Advertising Reminder Advertising Compares one brand Keeps consumers thinking to another about a product 23 www.marketingPlanNOW.com MarCom-2
  24. 24. 2. MarCom4 ADVERTISING Controversial? 24 www.marketingPlanNOW.com MarCom-2
  25. 25. 2. MarCom4 ADVERTISING Advertising Objective: Specific communication Task accomplished with a Specific Target Audience During a Specific Period of Time 25 www.marketingPlanNOW.com MarCom-2
  26. 26. 2. MarCom4 ADVERTISING 26 www.marketingPlanNOW.com MarCom-2
  27. 27. 2. MarCom4 ADVERTISING J L J L J L 27 www.marketingPlanNOW.com MarCom-2
  28. 28. 2. MarCom! 28 Nextwww.marketingPlanNOW.com Issue: Creativity MarCom-2
  29. 29. Marketing Communication Marketing Communication-mix Part TWO out of Four (2.2) Danny Abramovich Marketing Plan Specialist 29 www.marketingPlanNOW.com MarCom-2
  30. 30. r 3 Chapte rate d In teg ting e m ark cation uni c om m
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