The document discusses integrated marketing communications and developing an effective promotion strategy. It defines the promotion mix as the blend of advertising, public relations, personal selling, and direct marketing used to communicate customer value. Each tool in the promotion mix is examined in terms of its characteristics and effectiveness. The document also outlines steps to develop marketing communications, including identifying target markets, setting objectives, designing messages, choosing media, and selecting message sources. It provides methods for setting a total promotion budget and developing an optimal promotion mix strategy. Finally, it discusses principles of socially responsible marketing communications.
Proactive and Reactive Public RelationsGranit Ajdini
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
Proactive and Reactive Public RelationsGranit Ajdini
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
3. Communicating Customer Value: Integrated Marketing Communications Strategy The Promotion Mix Integrated Marketing Communications A View of the Communications Process Steps in Developing Effective Marketing Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication Topic Outline
4. The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships The Promotion Mix
6. The Promotion Mix Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Broadcast Print Internet Outdoor Major Promotion Tools
7. The Promotion Mix Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service Discounts Coupons Displays Demonstrations Major Promotion Tools
8. The Promotion Mix Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Press releases Sponsorships Special events Web pages Major Promotion Tools
9. The Promotion Mix Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships Sales presentations Trade shows Incentive programs Major Promotion Tools
10. The Promotion Mix Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers Catalog Telemarketing Kiosks Major Promotion Tools
11. Integrated Marketing Communications Consumers are better informed More communication Less mass marketing Changing communications technology The New Marketing Communications Landscape
12. Integrated Marketing Communications Integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands The Need for Integrated Marketing Communications
13. A View of the Communication Process The Communication Process
16. Steps in Developing Effective Marketing Communication Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness Determining the Communication Objectives
17. Steps in Developing Effective Marketing Communication AIDA Model Get Attention Hold Interest Arouse Desire Obtain Action Designing a Message
18. Steps in Developing Effective Marketing Communication Message content is an appeal or theme that will produce the desired response Rational appeal Emotional appeal Moral appeal Message Format Designing a Message
19. Steps in Developing Effective Marketing Communication Rational appeal relates to the audience’s self-interest Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase Designing a Message
20. Steps in Developing Effective Marketing Communication Moral appeal is directed at the audience’s sense of right and proper Designing a Message
21. Steps in Developing Effective Marketing Communication Personal communication involves two or more people communicating directly with each other Face to face Phone Mail E-mail Internet chat Choosing Media
22. Steps in Developing Effective Marketing Communication Personal communication is effective because it allows personal addressing and feedback Control of personal communication Company Independent experts Word of mouth Choosing Media
23. Steps in Developing Effective Marketing Communication Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics; exerts social influence on others Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities Choosing Media Personal Communication
24. Steps in Developing Effective Marketing Communication Non-personal communication is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly Non-Personal Communication Channels
25. Steps in Developing Effective Marketing Communication Major media include print, broadcast, display, and online media Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product Non-Personal Communication Channels
26. Steps in Developing Effective Marketing Communication Events are staged occurrences that communicate messages to target audiences Press conferences Grand openings Exhibits Public tours Non-Personal Communication Channels
27. Steps in Developing Effective Marketing Communication The message’s impact on the target audience is affected by how the audience views the communicator Celebrities Athletes Entertainers Professionals Health care providers Selecting the Message Source
28. Steps in Developing Effective Marketing Communication Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior Collecting Feedback
29. Setting the Total Promotion Budget and Mix Affordable budget method sets the budget at an affordable level Ignores the effects of promotion on sales Setting the Total Promotion Budget
30. Percentage of salesmethod sets the budget at a certain percentage of current or forecasted sales or unit sales price Easy to use and helps management think about the relationship between promotion, selling price, and profit per unit Wrongly views sales as the cause rather than the result of promotion Setting the Total Promotion Budget Setting the Total Promotion Budget and Mix
31. Competitive-parity method sets the budget to match competitor outlays Represents industry standards Avoids promotion wars Setting the Total Promotion Budget Setting the Total Promotion Budget and Mix
32. Objective-and-task method sets the budget based on what the firm wants to accomplish with promotion and includes: Defining promotion objectives Determining tasks to achieve the objectives Estimating costs Setting the Total Promotion Budget Setting the Total Promotion Budget and Mix
33. Setting the Total Promotion Budget and Mix Advertising reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
34. Personal selling is the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, actions, and developing customer relationships Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Setting the Total Promotion Budget and Mix
35. Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase, and can be used to dramatize product offers and to boost sagging sales Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Setting the Total Promotion Budget and Mix
36. Public relations is a very believable form of promotion that includes news stories, features, sponsorships, and events Direct marketing is a non-public, immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telemarketing, and online marketing Shaping the Overall Promotion Mix The Nature of Each Promotion Tool Setting the Total Promotion Budget and Mix
Note to InstructorDiscussion QuestionWhich of these do you think is most effective?They will realize that different tools are better for different targets, products, stages in the product life cycle, and goals of the marketer.
Note to InstructorDiscussion QuestionWhat sales promotions have you seen in the last two months?They will often mention similar coupon books, fast food contests, and demonstrations in stores.
Note to InstructorThis link is to McDonald’s Web page for press releases. Before clicking you might ask the students what kind of information McDonald’s might issue press releases about. You can then see the press releases which talk about finances, marketing strategies, and organizational issues.
Note to InstructorThis Web link is to boston.com—a regional news Web site. This site usually has extensive banner advertising and sponsorships. A good question to ask students is “Why is this considered direct marketing.” Tell them that it is targeted, expects an immediate response, and is measurable.
Note to InstructorAlthough television, magazines, and other mass media remain very important, their dominance is declining. Advertisers are now adding a broad selection of more-specialized and highly targeted media to reach smaller customer segments with more-personalized, interactive messages. The new media range from specialty magazines, cable television channels, and video on demand (VOD) to Internet catalogs, e-mail, podcasts, cell phones, and online social networks. In all, companies are doing less broadcasting and more narrowcasting. Ask students how they have changed as consumers in the past year and how that might affect marketer’s.
Note to InstructorIntegrated marketing communications calls for recognizing all contact points where the customer may encounter the company and its brands. These contact points are called brand contact.In slideshow view, click on movie icon to launch CP+B video snippet. See accompanying DVD for full video segment
Sender is the party sending the message to another party.Encoding is the process of putting thought into symbolic form. Message is the set of symbols the sender transmits.Media is the communications channels through which the message moves from sender to receiver.Decoding is the process by which the receiver assigns meaning to the symbols.Receiver is the party receiving the message sent by another party.Response is the reaction of the receiver after being exposed to the message.Feedback is the part of the receiver’s response communicated back to the senderNoise is the unplanned static or distortion during the communication process, which results in the receiver’s getting a different message than the one the sender sent.
Note for InstructorFor a message to be effective, the sender’s encoding must mesh with the receiver’s decoding process.Best messages consist of words and other symbols that are familiar to the receiver.Marketers may not share their consumer’s field of experience but must understand the consumer’s field of experience.
Note to InstructorOther factors to include are message structure. Does the advertiser draw a conclusion or leave it to the audience. Do they present the strongest arguments first or last? Is the message one sided (strengths only) or two-sided?Message formatis also important to consider. What will be the color, the text, the copy, the images?
Note to InstructorThis link is to Lands End—a leading clothing retailer with catalog, online, and sales through Sears stores. On the homepage (often at the bottom) you can see that they have online live chat available to customers with questions. This is a good way to provide personal communication at a reduced cost to the retailer.
Note to InstructorIf you have not had a chance to talk about Tremor yet, this Web link will bring them to your site. The interesting thing to note about Tremor is that it is owned and operated by Procter & Gamble. As such, it focuses extensively on their own brands.
Note to InstructorDiscussion QuestionWhy is Michael Phelps a good spokesperson for Rosetta Stone?This link to YouTube is a Michael Phelps ad for Rosetta Stone. They might mention his likeability, relevance, and every day guy personality.
Note to instructorObjective-and-task method forces management to spell out its assumption about the relationship between outlays and results but is difficult to use.
Note to InstructorAdvertising is impersonal, cannot be directly persuasive as personal selling, and can be expensive.
Note to InstructorPush strategy involves pushing the product to the consumers by inducing channel members to carry the product and promote it to final consumers.Pull strategy is when the producer directs its marketing activities toward final consumers to induce them to buy the product and create demand from channel members.