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Imc

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  • 1. Media Characteristics Advantages DisadvantageTelevision Mass coverage Low selectivity High reach Short message life Impact of sight, sound and motion High absolute cost High production costs ClutterRadio Local coverage Audio only Low cost Clutter High frequency Low attention getting Flexible Fleeting message Low production costs Well-segmented audiencesMagazines Segmentation potential Long lead time for ad placement Quality reproduction Visual only High information content Lack of flexibility Longevity Multiple readersNewspapers High coverage Short life span Low cost Clutter Short lead time for placing ads Low attention getting capabilities Ads can placed in interest sections Poor reproduction quality Timely (current ads) Selective reader exposure Reader controls exposure Not demographic selective Can be used for couponsOutdoor Location specific Short exposure time requires short ad High resolution Poor image Easily noticed Local restrictionsDirect Mail High selectivity High cost/contact Reader controls exposure Poor image (junk mail) High information content Clutter Opportunities for repeat exposuresInternet / Interactive Media User selects product information Limited creative Capabilities User attention and involvement Web snarl (crowded access) Interactive relationship Technology limitations Direct selling potential Few valid measurement techniques Flexible message platform Limited reach Pg344
  • 2. Advantages of Magazines 1. Selectivity - Ability to reach a specific target audience. - Most magazines are published for special-interest groups -Allow advertiser to target their segments of the population who buy their product. -Magazines provide advertisers with high demographic and geographic selectivity. 2. Reproduction Quality -Magazines are generally printed with high-quality paper stock. 3. Creative Flexibility -Provide great flexibility In term of colour, size and placement of the advertising material. -Enhance the creative appeal of the ad and increase attention and readership. 4. Permanence -Long life span. -Generally read over several days and are often kept for reference. -Most consumers will retain magazine for future reference. -Reading occurs at a less hurried pace and there is more opportunity to examine ads in considerable detail. 5. Prestige -The prestige of the product or service may gain from advertising in publication 声望 with a favorable image (good publication good product) -Companies whose product rely heavily on perceiver quality, reputation and image often buy space in prestigious publication with high-quality editorial content whose consumer have a high level of interest in the advertising pages. 6. Receptivity, -Magazines are generally purchased because the information they contain Involvement接受能力 interests the reader and ads provide additional information that may be of value in making a purchase decision. -It is the primary source of information for a variety of product and services. 7. Services -Some magazines have merchandising staff that call on trade intermediaries like retailer to let them know a product is being advertised in their publication and to encourage them to display or promote the item. -Selective binding-enables magazines to target and address specific groups within a magazine circulation base. The magazine publisher can then send different editorial or advertising message to various groups of subscribers’ within the same issue of a publication. Disadvantages of Magazines Cost-according to the size of the audience they reach and their selectivity. Limited reach and frequency-thin penetration of households. long lead time/clutter and competition Direct marketing the total of activities by which the seller, in effecting the exchange of goods and services with the buyer, directs effort to a target audience using one or mare media.  Direct selling Direct personal presentation, demonstration and sales of products and services to consumers in their home.  Direct mail  Telemarketing  Internet selling  Direct action marketing  Catalog selling  Cable TV selling
  • 3. Advantage of direct marketing1. Selective reach -Let advertiser reach a large number of people and reduces or eliminates waste coverage. Segmentation capabilities -Marketers can purchase list of recent product purchasers car buyers, bank-card holder and so on. -Those list may allow segmentation on the basis of geographic area, occupation, demographic and job titles. Flexibility -Can take on a variety of creative form. Personalization Personal information base on interest. Situation Analysis 1. Internal Factors (SWOT) (pg 32) 1.1. Assessment of the firm’s promotional organization and capabilities  Ability to develop and implement a successful IMC program (hire/in house) 1.2. Review of the firm’s previous promotional programs 1.3. Assessment of firm or brand image and implications for promotion (new, brand perception) 1.4. Assessment of relative strengths and weaknesses of product/service 2. External Factors (PEST) 2.1. Customer analysis 2.2. Competitive analysis 2.3. Environmental analysis 3. IMC Objectives Awareness and knowledge about a product / attribute and benefit / favorable attitude / preference and purchase intention) 3.1. Individual sales 3.2. Customer loyalty 3.3. Company image 3.4. Brand image 3.5. Store patronage 3.6. Service contract 3.7. An inquiry 3.8. A visit by the prospect 3.9. Product trial 3.10. Prescription for use 3.11. Recommendation 3.12. Adoption of the product
  • 4. 4. Target audience (ISTP) (identity, segment, target, position)5. Advertising Program 5.1. Message development I Called “Creative Strategy”  Disruption theory  Convention > USP o Benefit o Uniqueness o Potent  Disruption  Vision > DRIP (differentiate, reinforce , informative, persuasive) o Differentiate > base of USP summary o RIP > What (Benefit, uniqueness, potent each) >How (promotion tools each) Push Strategy > promotes a product or service to retailers and wholesalers in order to force the product or service down the distribution channel (Direct mailing, personal selling) Pull strategy> involves communicating with the final customer to attract them to the retailer or distributor to purchase the product. (TV ads, poster) II Determine basic appeal III Determine main message 5.2. Media strategy I Communication channels (set objective, budget, message and media strategy)  Advertising  Direct marketing  Internet marketing  Sales promotion  PR/ publicity  Personal selling II Type of media . . .  Newspapers?  Magazines?  Radio?  Television?  Outdoor? III Specific media  What specific papers, magazines, stations, billboards, or other media?6. Monitor ,control and evaluation

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