Marketing Communication and the tools used. Chapter structure in a nice mind map format.

1. MARKETING COMMUNICATION MANAGEMENTCHAPTER

5. IMC Builds Brands
So many OPTIONS available to
help a company share their story.
Which do you choose?
Sponsorships

8. ADVERTISING

10. ADVERTISI
NG IS…
Any PAID form of mass
presentation of ideas,
products/ services.
Has a selected target
audience and objectives
OBJECTIVES:
Inform
Remind
Influence
Persuade
To BUY a
product/
service
OR
Instil a
favourable
image
CLASSIFICATIONS OF ADVERTISING
PURPOSE TARGET
AUDIENCE
- Primary and selective demand
- Brand advertising
- Corporate image advertising
- Commercial/non-commercial
advertising
- Action/response advertising
- Retail advertising
- Consumer
Advertising
- Business-to-
Business
Advertising
GEOGRAPHIC AREA MEDIUM
- National
- Regional
- Local
- International
Above-the-line:
Print
Electronic/broadcast
Out-of-home media and
Cinema
Digital
(Each of these Mediums have
their own set of Strengths and
Weaknesses)

11. Alternative Advertising

13. What is the objective and
medium used for this
advertisement?

14. How did this
advertisement build
Brand Equity?

15. SALES PROMOTION

16. SALES PROMOTION IS…SALES PROMOTION IS…
-Below-the-line, non-traditional media
-Action-focused
-Planned as a specific event
-Has a tangible component/ promotional material
-Targeted at three distinct audiences
-Designed to achieve short-term results.
OBJECTIVES:
OBJECTIVES:
Timing is EVERYTHINGTiming is EVERYTHING
Consider season, day of the
week, time of the month, special
dates.
Timing is EVERYTHINGTiming is EVERYTHING
Consider season, day of the
week, time of the month, special
dates.
ON SALES
Aggressive and
Defensive Brand Switching
Repeat Purchasing
Purchase Acceleration
Category
Expansion
CANCAN
NOTNOT
Facilitate the introduction of
new products
Obtain trial
Encourage repeat usage
Increase product usage
Reinforce advertising
Stimulate sales force
enthusiasm
Compensate for poorly
trained sales force
Compensate for
insufficient or
inadequate advertising
Improve sales or
acceptance of an
undesired product

21. Which Sales Promotion Objective
was addressed by this initiative?

23. Do you think this McDonald’s
Monopoly Game had an impact on
Sales? Explain how.

24. DIRECT RESPONSE
MARKETING

25. Convenient method to purchase
Goods can be ordered from home and delivered.
-The “right” target market
-The “right” offer
-The “right” timing
-The “right” creative appeal
-Customer Service
KEY ELEMENTSKEY ELEMENTS
-Interactive system of marketing
-Uses 1 or more advertising media
-Used to create and keep customers by
developing LONG-TERM PERSONAL
RELATIONSHIPS
-Aims to create a response or transaction
WHAT IS IT ALLWHAT IS IT ALL
ABOUT?ABOUT?
-Accountable
-Added-value
-Answer-back
-Allegiance
-Automated
-Appropriate
-Action (To buy, request further info., visit a store)
DIRECT
RESPONSE
MARKETING
GENERAL
MARKETING
Customers are identified by
name, address, purchase
behaviour
MASS Selling. Buyers share
common demographics,
lifestyles etc.
Distribution- BENEFIT Convenient distribution not
included
The medium- Marketplace Retail outlet- Marketplace
Advertising- immediate order
or enquiry
Advertising- awareness and
benefit recall. Purchase action
is deferred.
Repetition: The OFFER Repetition: The advertisement
Consumer- High risk
perception
Consumer- Less risk is
perceived

30. Sponsorship & Event
Marketing

32. ? :What is a
Sponsorship?
Alignmentof
BRANDwith
anACTIVITY
Selection Criteria
TargetM
arketCoverage
Com
m
unication
Factors
Tim
ing/seasonality
Com
petitorActivity
Event Profile (history)
Media
Exposure
Product/
Brand
Relevance
Image
Budget/
Costs
H
ospitality
O
pportunities
ROSI
Exclusivity

33. What brands come to mind
when you think of…

34. What objectives do you think Woolworths has
in mind, regarding this sponsorship.

35. Identify the Type of
Sponsorship in this case…

42. Personal Selling

44. PERSONAL SELLING
IS…
The art of helping others to buy
SALES
TASKS
Sales
Development
Missionary
Selling
Maintenance
Selling
Support Selling
POSITIONPOSITION
SS
Team Selling
Key account
Tangible-
Intangible
Goodwill
Inside order
taker
REQUIREMENTS:REQUIREMENTS:
Company history
Executive and Key Personnel
Marketing Policy
Pricing and Credit Policy
Customers and Competitors
Buying Centre and
Gatekeepers

47. Public Relations and word-of-
mouth

48. -Stand-alone and Supportive Tool
-Management of communication between
an organisation and its’ internal ad external
stakeholders
-Tells a story, defends bad publicity,
manages relationships.
PAVES THE WAY FORPAVES THE WAY FOR
MARKETINGMARKETING
WHAT IS IT ALLWHAT IS IT ALL
ABOUT?ABOUT?
-Media Relations and Placement
-Organising
-Writing
-Production
-Speaking
-Training
CAN’S CANNOT’S
Give advice on public image of
an organisation
Create a barrier between the
truth and the public
Take action to discover and
eliminate sources of
misunderstanding
Develop propaganda to
impose a point of view-
regardless of the truth
Improve communication
between people and the
organisation
Effectively use gimmicks and
stunts
Help people to become brand
ambassadors (WOMouth /
WOMouse)
Organise free advertising
Play political games
New prospects-
press release
Third-party
endorsements
Generates sales
lead
Inexpensive sales
literature
Helps sell
minor
products

52. Digital Media Marketing