Markma report

Communicating Value
Managing MASS & PERSONAL
1
Communications
Jason Anasarias
May Bonifacio
Aileen Viado
Ateneo Graduate School of Business
http://aiviado.blogspot.com - http://maybonifacio.blog.com - http://jasonanasarias.blogspot.com

Outline:
Communicating Value
1. Role of Marketing Communications
2. Finding the Right Communications Mix
3. Selecting the Communications Channels
4. Mass Communications
5. Personal Communications
6. Integrated Marketing
Communications
http://aiviado.blogspot.com

Marketing Communications is …
• The means by which firms
… about the products and brands they
sell
inform persuade remind

Why is marketing communications
important …?

Getting the right communications mix
is the key
Eight Major Modes of Communication
Advertising
Marketing
Communication
Mix
Sales
Promotion
Events and
Experiences
Public
Relations
Direct
Marketing
Personal
selling
Word-of-mouth
Interactive
Marketing

Choosing the right level of
interaction with customer
Mass Communication vs. Personal Communications
Personal selling
Sales promotion
Telemarketing
Blogs
Social Media
Advertising
Catalogs
Coupons
Email marketing
Public relations
Interactive
Passive

Mass vs Personal Communications?
8 Steps in Developing Effective Communications:

Outline:
Mass & Personal Communications
1. Role of Marketing Communications
2. Finding the Right Communications Mix
3. Selecting the Communications Channels
4. Mass Communications
5. Personal Communications
6. Integrated Marketing
Communications

Outline:
Mass & Personal Communications
1. Advertising
2. Sales Promotions
3. Events and Experiences
4. Public Relations
5. Direct Marketing
6. Interactive Marketing
7. Word of Mouth
8. Personal Selling

What is Advertising?
Any paid form of nonpersonal
presentation and promotion
– Ideas
– Goods
– Services

Always Identify the target
market and buyer motives

Step 1: Set Advertising
Objectives
Informative Persuasive
Reminder Reinforcement

Step 2: Establish a budget
Stage in the product life cycle
Market Share and Consumer Base
Competition and Clutter
Advertising Frequency
Products Substitutability

Step 3: Choose the message
and creative strategy
Message
Generation &
Evaluation
Creative
Development
Legal &
Social Issues

Television Ads
• Broad Spectrum of Consumers
• Low cost per exposure
• Demonstrate product use
• Portray image and brand personality

Television Ads
• Brief
• Clutter
• High Cost of Production
• High Cost of Placement
• Lack of attention by
viewers

Print Ads
• Detailed Product
Information
• Communicate user &
usage imagery
• Flexibility
• Ability to segment

Print Ads
• Passive medium
• Clutter
• Unable to demonstrate product use

Radio Ads
• Pervasive medium
• Flexibility
• Inexpensive
• Quick response

Radio Ads
• Lack of visual
images
• Passive nature of
the consumer

Step 4: Decide on the media
Reach Frequency Impact
Total
Number of
Exposures
Weighted
Number of
Exposures

Step 4: Decide on the media
Target
audience media
habits
Product
characteristics
Message
characteristics
Cost

Step 5: Evaluate
Communication & Sales Effects
Share of Expenditures
Share of Voice
Share of Mind & Heart
Share of Market

What is Sales Promotions?
• Collection of Incentives Tools
• Short Term
• Designed to stimulate quicker or
greater purchase by consumer

Sales Promotion Tools
Consumer
Promotion
Trade
Promotion
Business &
Sales
Promotion

Establish
Objectives
Select the
Tools
Develop
the
Program
Pretest
the
Program
Implement
& Control
Evaluate
the
Results
Using Sales Promotions

Events and Experiences
• Means to become part
of special and
personal moments in
consumers’ lives
• Can broaden and
deepen relationship

Using Sponsored Events
Establish Objectives
Choose
Events
Design
Programs
Measure
Effectiveness

Public Relations
Variety of Programs
that promotes and
protects
• Company image
• Individual products

Functions
Press Relations Product Publicity
Corporate
Communications
Lobbying Counseling

Publications Events News
Speeches Public Service
Activities
Identity Media
Main Tools of PR

But first, MANPOWER!
Recruiting
Selecting
Training
Supervising

Supervising:
Managing productivity
1. Effective prospecting
– At LEAST 1o new, qualified prospects per day

Supervising:
Managing productivity
2. Motivating
– intrinsic vs. extrinsic rewards
3. Evaluating
– Sales reports, personal observation, customer
surveys, intergroup evaluation

Outline:
Direct Marketing
Be in the right place, at the right time
Wider market reach
Demassification
Competition invisibility
Faster evaluation of marketing efforts

Direct Marketing
Channels
Direct Mail Catalog Marketing
Telemarketing

Interactive Marketing
• Advantages
– Build and tap online communities (thru websites,
search ads, display ads, email, and mobile
marketing
– Internet advertising placements
• Disadvantages
– Internet hacking
– Blocking

Good to know: Word of Mouth
• used by consumers to talk about
brands, publications, TV shows,
events, etc
• Positive = organic with little
advertising

Word of mouth: How…
Social Media
• Online Communities and Forums
• Blogs Social Media

Personal Selling: THE sales cycle
Prospecting Pre-approach Presentation Objections Closing Follow up

Why Integrated Marketing
Communications …. ?
Most companies use a mix of mass and personal
communications strategy to push their products an
services.

Why Integrated Marketing
Communications …. ?
Integrating marketing communications efforts to achieve
maximum effect

Conclusion:
There are many mass communication tools to
choose from especially in today’s
environment.
Personalized marketing can have more impact.

Communicating Value
Managing MASS & PERSONAL
51
Communications
Jason Anasarias
May Bonifacio
Aileen Viado
Ateneo Graduate School of Business

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