BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
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BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 -(MANSI TYAGI) UNIT 2: SYLLABUS Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
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BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
- 2. 1. What is IMC? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Coordinating the various promotional elements to effectively communicate with target audiences
- 3. Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Traditional Approach to Marketing Communications Media Adver- tising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 4. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
- 5. Integrated Marketing Approach Traditional mass media − Television, radio, magazines, newspapers, billboards − Now drive consumers to Web sites Online strategies − Provide detailed information − Be experiential, entertaining, interactive − MySpace, YouTube, Facebook, wireless mobile media devices, e-mail
- 6. The New Look of Advertising Interactive, Informative, Entertaining
- 7. Marketing communications is a systematic methodology aimed at creating a niche for a particular product or service in the market through various modes of communication to reach the end user.
- 8. IMC entails coordinating the organization's promotional mix (communication elements - advertising, sales promotions, personal selling, public relations (PR) & direct/online marketing) to communicate a clear, consistent & compelling company & brand message. The IMC program must blend these elements to inform, persuade, remind & reinforce their attitudes/perceptions most effectively at each brand contact.
- 9. Objectives of Marketing Communication Inform your target audience about your brand Persuade your target audience to purchase your product or use your service Remind your target audience about your brand and encourage them to make the purchase
- 10. OTHER OBJECTIVES • Increase Market Penetration • Develop Repeat Purchase Behavior • Establish Customer Relationships • Increase Rate of Consumption • Encourage Product Trial • Stimulate Impulse Buying • Stimulate Demand • Differentiate the Product • Establish a Product Image • Influence Sales Volume • Establish, Modify, or Reinforce Attitudes • Develop Sales Leads • Stimulate Interest • Establish Understanding • Build Support & Acceptance
- 11. • Increase Market Penetration • Develop Repeat Purchase Behavior • Establish Customer Relationships • Increase Rate of Consumption • Encourage Product Trial • Stimulate Impulse Buying • Stimulate Demand • Differentiate the Product • Establish a Product Image • Influence Sales Volume • Establish, Modify, or Reinforce Attitudes • Develop Sales Leads • Stimulate Interest • Establish Understanding • Build Support & Acceptance MARKETING COMMUNICATIONS OBJECTIVES
- 12. Growing Importance of IMC Strategic integration of communications functions − Avoids duplication − Synergy among promotional tools − More efficient and effective marketing Rapidly changing environment − Consumers − Technology − Media
- 13. Traditional compensationTraditional compensation Performance-based compensationPerformance-based compensationTraditional compensationTraditional compensation Performance-based compensationPerformance-based compensation Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication Mass mediaMass media Specialized mediaSpecialized media Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance General focusGeneral focus Data-based marketingData-based marketing Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability Limited Internet availabilityLimited Internet availability Widespread Internet availabilityWidespread Internet availability Media advertisingMedia advertising Multiple forms of communicationMultiple forms of communication Mass mediaMass media Specialized mediaSpecialized media Manufacturer dominanceManufacturer dominance Retailer dominanceRetailer dominance General focusGeneral focus Data-based marketingData-based marketing Low agency accountabilityLow agency accountability Greater agency accountabilityGreater agency accountability Factors for the Growing Importance of IMC From Toward
- 14. IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. 2005 Brand Value (Billions of Dollars) 1. Coca-Cola $67.52 2. Microsoft $59.94 3. IBM $53.38 4. GE $46.99 5. Intel $35.59 6. Nokia IMC plays a major role in the process of developing and sustaining brand identity and equity. IMC plays a major role in the process of developing and sustaining brand identity and equity.
- 15. Participants in the IMC Process Advertisers or Clients − firms that have products, services or causes to be marketed Advertising Agency − an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process.
- 16. Participants in the IMC Process Media Organizations − provide information or entertainment to their subscribers, viewers, or readers − purpose of media is to provide an environment for the firm’s marketing communications message. Specialized Marketing Communications Services − direct-marketing agencies, sales promotion agencies, interactive agencies and public relations firms
- 17. Participants in the IMC Process Collateral Services − wide range of support functions used by advertisers, agencies, media organizations, and specialized marketing communications firms. − perform specialized functions the other participants use in planning and executing advertising and other promotional functions.
- 19. 6. Personal Selling6. Personal Selling 1. Advertising1. Advertising 2. Direct Marketing2. Direct Marketing 3. Internet Marketing3. Internet Marketing 4. Sales Promotion4. Sales Promotion 5. Public Relations5. Public Relations The promotional mix: The tools of IMC
- 21. Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Business-to-Business AdvertisingBusiness-to-Business Advertising Organizations National AdvertisingNational Advertising Retail/Local AdvertisingRetail/Local Advertising Professional AdvertisingProfessional Advertising Trade AdvertisingTrade Advertising National AdvertisingNational Advertising Retail/Local AdvertisingRetail/Local Advertising Business-to-Business AdvertisingBusiness-to-Business Advertising Professional AdvertisingProfessional Advertising Classifications of Advertising Consumers
- 22. Advertising a paid non-personal presentation & promotion of ideas, goods or services by an identified sponsor − Advantages – repeatedly reach masses of geographically dispersed buyers at a low cost per exposure, increases legitimacy, large scale advertising positively related to seller’s size, popularity & success, dramatise sound/motion − Disadvantages – costly, impersonal, 1 way communication, may not be as persuasive as salespeople (no response)
- 24. Builds and maintains customer relationships Builds and maintains customer relationships Obtains customer database information Obtains customer database information Communicates and interacts with buyers Communicates and interacts with buyers Provides customer service and support Provides customer service and support Educates or informs customers Educates or informs customers A persuasive advertising medium A persuasive advertising medium A sales tool or an actual sales vehicle A sales tool or an actual sales vehicle Obtains customer database information Obtains customer database information Communicates and interacts with buyers Communicates and interacts with buyers Provides customer service and support Provides customer service and support Educates or informs customers Educates or informs customers A persuasive advertising medium A persuasive advertising medium A sales tool or an actual sales vehicle A sales tool or an actual sales vehicle 3. Internet marketing The Internet The Internet
- 25. Direct & Online Marketing direct connection with carefully targeted consumers to gain immediate response & long term relationships − Characteristics – less public, immediate, customized, interactive e.g. direct mail, catalogues, online, telemarketing − Interaction with targeted consumers (individualized) - dialogue - adjust messages to be highly targeted - build long term 1 to 1 relationships
- 26. • Consumer- oriented [For end- users] • Trade-oriented [For resellers] 4. Sales Promotion Tools EventsEvents Loyalty ProgramsLoyalty Programs Bonus PacksBonus Packs Refunds/RebatesRefunds/Rebates Contests/SweepstakesContests/Sweepstakes PremiumsPremiums SamplesSamples CouponsCoupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP DisplaysPOP Displays Trade Allowances
- 27. Sales Promotion short term incentives to encourage the purchase of a goods or services − Advantages – attract consumer attention, incentivises quick purchases, dramatise product offers to boost sales − Disadvantages – sales promotion effects are short lived, don’t effectively build long run brand preference & customer r/ships like advertising & personal selling
- 28. Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications 5. Public Relations Tools
- 30. Advertising Versus Publicity AdvertisingAdvertising PublicityPublicity TentativeTentative LowLow Low/UnspecifiedLow/Unspecified UncontrollableUncontrollable GreatGreat LowerLower MeasurableMeasurable SchedulableSchedulable High/SpecificHigh/Specific HighHigh SpecifiableSpecifiable UndeterminedUndetermined HigherHigher LittleLittle FactorFactor ControlControl CredibilityCredibility ReachReach FrequencyFrequency CostCost FlexibilityFlexibility TimingTiming
- 31. Public Relations building relationships with company publics via favorable publicity, corporate image & media handling − Advantages - very believable (news stories, sponsorships & events), reach those who avoid ads/salespeople, dramatize a company or product (gets to the buyer as ‘news’) − Disadvantages – can backfire
- 32. Face-to-face communicationFace-to-face communication Mostly used for business customersMostly used for business customers 6. Personal selling
- 33. Personal Selling a personal presentation by the firm’s sales force to make a sale & build customer relationships − Advantages – used in B2B marketing, effective tool in certain stages of buying process, can build buyer preferences, convictions & actions, personal interaction, flexible (can adjust), buyer feels a greater need to listen/respond − Disadvantages – sales force requires longer term commitment than advertising, most expensive promotional tool
- 34. The IMC Planning Process Developing an integrated marketing communications plan requires Planning Executing Evaluating Controlling
- 35. IMC Management & Planning STRATEGIC PLANNING OF IMC IS DIFFERENT FROM TRADITIONAL USE OF MULTIPLE PROMOTIONAL TOOLS IMC Management Planning Requires Comprehensive & Detailed Knowledge − Customers − Prospects Knowledge about Customer & Prospects IMC Management Plan - Built Around Brand Communications Control of IMC Management & Planning – Centralized − Firms Appointing IMC or Marcom Managers
- 36. IMC Management & Planning (con’t) IMC Model Considers Complete Process Uses Promotion to Communicate to Target Markets Effectively Deploys Promotional Tools Corporate & Marketing Plans - Understood and Adopted as Part of IMC Plan Databases - Help Identify & Profile Target Markets Promotional Objective - Dictate Mix of Promotional Tools to Pursue for each Target
- 37. Model of IMC Management and Planning IMC Model considers complete process Uses promotion to communicate to target markets. Different Advertisements effectively deploys promotional tools. Reaching out the audience in an unique way. Corporate and marketing plans understood and adopted as part of IMC plan. Databases Help identify and profile target markets. Promotional objectives dictate mix of promotional tools to pursue for each target.
- 38. Basic Elements of a Marketing Plan 5. A process for monitoring and evaluating performance5. A process for monitoring and evaluating performance 1. A detailed situation analysis1. A detailed situation analysis 3. A marketing strategy and program3. A marketing strategy and program 4. A program for implementing the strategy4. A program for implementing the strategy 2. Specific marketing objectives2. Specific marketing objectives
- 39. Model of the IMC Planning Process Analysis of Promotional program situation Review of marketing plan Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Develop objectives and strategy for each Develop message, media strategy, and tactics Analysis of communications process Budget determination Sales promotion PR/ publicity Personal selling Direct marketing Internet/ interactive Advertising Develop integrated marketing communications program
- 40. Challenges in Implementation of an Integrated Marketing Communication Every departmental manager has his own specific objective or targets. A sales promotion manager would only be interested in increase his sales even if it means, doing it at the cost of diluting the brand equity. Benefits derived over a period of time, which might de-motivate the marketing people. The enduring commitment and support of top management.
- 41. Key obstacles − Lack of people with the broad perspective and skills to make it work − Internal turf battles − Agency egos − Fear of budget reductions − Ensuring consistent execution − Measuring success − Compensation Contd.
- 42. AIDA Model
- 43. COMMUNICATION MODELS BASED ON THE THREE STAGES OF BUYING BEHAVIOUR
- 44. Cognitive Stage The cognitive component deals with cognition, or knowledge; it is the power of knowing, perceiving or conceiving ideas about the product. It is dealing with the basic information that a consumer needs to know. A customer needs to be exposed to the product and understand its usage before he actually purchases it.
- 45. Affective Stage The effective component deals with the affections/emotions. For example, feelings of likes or dislike towards objects are dealt on the effective plane. It is at this stage that the consumer will either have preference or liking towards the product or he will develop a dislike. This stage shows his attitude towards the product, whether he is for or against the product.
- 46. Behaviour Stage This is the stage when the consumer, after having the knowledge and developing the liking or disliking towards the product, will ultimately lead into a purchase of the product or rejection of the product. He would first try the product and develop loyalty towards it or he is completely convinced that the product is good and would purchase the product.
- 47. AIDA Model
- 48. AIDA MODEL The design and development of advertising follows the AIDA formula. The effectiveness of advertising depends upon to what extent the advertising message is received and accepted by the target audience. American advertising and sales pioneer, Elias St. Elmo Lewis, is largely credited for developing the AIDA model. Research has identified that an advertisement to be effective has to (i) Attract Attention (ii) Secure Interest (iii) Build Desire for the product and finally (iv) Obtain Action.
- 50. Attention Most campaigns rely on a mix of visual stimuli Typography , Color, Layout , Size , Celebrity , model etc. Text is then employed to further grab attention, enticing the reader to continue reading in search of more information. That is why the first paragraph of a sales letter, direct mail piece or ad needs to be the strongest. · Have you ever...? · Are you noticing...? · Can you see...? Presenting a shocking fact or statistic that identifies a problem
- 51. Interest Raise customer interest by focusing on and demonstrating advantages and benefits . Keep them engaged. Establish a need, create a bond . Being able to establish a need in the mind of a consumer is the cornerstone of an effective ad campaign. A demonstration or illustration can help the recipients to further identify with the problem and want to actively seek possible solutions Hinting at something special to keep their interest in what you have to say.
- 52. Desire This is the stage where you stoke the flames of their desire until they are absolutely certain they have to have what you are selling. Convince customers that they want and desire the product or service and that it will satisfy their needs. This is often accomplished through the problem-solution technique. Desire is like a fire, and can be stoked by many methods, such as: (Scarcity principle), how other people approve of the item etc. There are certain barriers here - certain reservations in the mind of customers. We have to overcome them. We have to convince by giving evidence, testimonials, endorsements, and facts and figures
- 53. Action You've attracted their attention, built their interest and fanned their desire. Lead customers towards taking action and/or purchasing. A call to action should be in every single ad, regardless of format. Whether it is a special offer, a free gift or time- limited discount. Whether it's going to your website, picking up the phone or sending an order, the last section of advertisement needs to contain a powerful call to action.
- 56. Example: Film Industry Before the films are to be released, they start with airing their promos on television. Later they use the outdoor and the press to create more AWARENESS AND ATTENTION. The producers bank on the star cast, music, locations and the crew of the film to catch the eyes of the public. To create INTEREST among the consumers, they then release the music and also introduce the theme of the film. The purchase of the music cassettes and CDs is an indication of the interest generated by their efforts. Later at the DESIRE stage, along with continuous promos on television, press and hoardings, they have promotions through contests and movie tickets as prizes. They also have interactive programs like the star cast of the film visiting different music shops and creating desire among the audience. After all these promos and activities, if the film is successful in creating interest and desire among the people, there is immediate ACTION which is seen through purchases of tickets at movie halls.
- 57. Branding
- 59. What is a Brand? A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. What is Branding? Providing goods and services with the power of the brand.
- 60. What is a brand ? Branding is a combined effort of the company which is projected to the consumer. Company Brand Consumer Marketing Design
- 61. (1) Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability, assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers’ choice. (2) These added emotions and trust help create a relationship between brands and consumers, which ensures consumers’ loyalty to the brands. (3) Brands create aspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. (4) The branded lifestyles extol values over and above the brands’ product or service category that allow the brands to be extended into other product and service categories. Thus saving companies the trouble and costs of developing new brands, while entering new lucrative markets. (5) The combination of emotions, relationships, lifestyles and values allows brand owners to charge a price premium for their products and services, which otherwise are barely distinguishable from generics. What is a brand ?
- 62. “The degree of consumer attachment to a brand.” RecognitionRecognition PreferencePreference InsistenceInsistence Awareness of name, benefit and package Is useful, consumer will buy if available…evoked set Will search for; must have
- 63. Identify the maker Simplify product handling Organize accounting Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
- 64. Branding is endowing products and services with the power of the brand
- 65. Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel and act with respect to the brand.
- 66. Brand Elements
- 68. The Role of Brands
- 69. The 10 MostValuable Brands Brand Brand Value (Billions) Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13
- 71. Measuring Brand Equity Brand Audits ◦ Comprehensive examination of a brand to assess the health of the brand ◦ Suggest ways to improve its equity. BrandTracking ◦ Collecting information about the brand performance Brand valuation ◦ Determining financial value of the brand
- 72. Managing Brand Equity Brand reinforcement ◦ Continuous product improvement and innovation. Brand revitalization ◦ Change in Positioning ◦ Overhaul the brand image
Editor's Notes
- Relation to textThis slide relates to material found on pp. 7-8 of the text. Summary OverviewThis slide presents the revised definition of Marketing developed by the American Marketing Association in 2004. This new definition views marketing as being more strategic in nature as well as more reflective of the role it plays in the functioning of an organization. Use of this slideThis slide can be used to discuss the new definition of Marketing developed by the AMA. It also shows the some of the key aspects of marketing which include creating, communicating and delivering value, the focus on customer relationships, using mass customization to deliver products and services in response to specific customer needs, and customer relationship management (CRM) which involves the systematic tracking of customers’ preference and behavior and adjusting the marketing program to meet their needs.
- Relation to textThis slide relates to material on pp. 9-11 of the text. Summary OverviewThis slide shows the traditional approach to advertising and promotion where many of the marketing and promotional functions were planned and managed separately with different budgets, different views of the market, and different goals and objectives. Many of the marketing activities such as package design, sales promotion, and direct marketing services were viewed as ancillary services and handled on a project basis rather than integrating them into the IMC program. Use of this slideThis slide can be used to show the traditional approach to marketing communications that lacks coordination and consistency. The disconnected puzzle pieces are designed to demonstrate how traditional approaches to marketing communications often viewed the various IMC tools as separate pieces of the puzzle rather than having them all work together.
- Relation to textThis slide relates to material on pp. 9-11 of the text which discusses the contemporary approach to integrated marketing communications. Summary OverviewThis slide shows the contemporary approach to advertising and promotion which is referred to as Integrated Marketing Communications. This approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image in the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning Use of this slideThis slide can be used to show the contemporary approach to marketing communications that includes coordination and consistency. The connected puzzle pieces are designed to demonstrate how the various IMC tools are coordinated with media advertising and work together in a seamless fashion to create an effective communications program.
- Relation to textThis slide relates to pages 5-6 of the text. Summary OverviewIn the past, the only advertising avenues were television, radio, billboards, and printed media. Ads in these media promoted the product or service for sale. Today, traditional media are used more and more to drive customers to online sites, where the information can be more detail, colorful, and interactive. Use of this slideUse this slide to discuss how traditional media is more and more often a “pointer” to an online device. Point out recent examples of oddball advertising in the news, such as when people agreed to temporarily tattoo the logo of the Golden Palace casino on their scalp, forehead, or pregnant belly in exchange for cash. Examples can be found on YouTube and eBay.
- Relation to textThis slide relates to page Summary OverviewT Use of this slideT
- Relation to textThis slide relates to the material on page 12 and 13 of the text. Summary OverviewThis slide summarizes the benefits of strategically integrating communications functions, and the driving forces behind the communications environment… consumer trends, technology, and media. Use of this slideUse this slide to
- Relation to textThis slide relates to material on pp. 11-14 of the text which discusses reasons for the growing importance of IMC. Summary OverviewThe integrated marketing communications movement is also being driven by changes in the ways companies market their products and services. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. These changes include: A shift in dollars from media advertising to other forms of promotions particularly consumer and trade oriented sales promotion. A movement away from mass media and advertising toward more targeted communication tools such as event marketing and sponsorship, direct mail, and the Internet. A shift in marketplace power from manufacturers to retailers resulting in retailers demanding larger promotional fees and allowances from manufacturers. Technology has allowed for a rapid increase in database development and information sharing. Marketers are using this information to improve market targeting. Greater accountability from advertising agencies and changes in agency compensation. Companies are moving more toward incentive based systems of compensation. Rapid growth of the Internet. The interactive nature of the Internet has made it a vital part of most companies’ communications strategy Use of this slideThis slide can be used to explain the reasons for the growing importance of IMC in contemporary marketing.
- Relation to textThis slide relates to material found on page 15 of the text. Summary OverviewWith more and more products and services available to consumers, developing and maintaining brand identity is becoming increasingly more important. Well known brands have a major competitive advantage in today’s marketplace. A well-defined and coordinated IMC plan contributes to overall brand identity and equity. Use of this slideThis slide can be used to define brand identity and discuss the importance of building and sustaining strong brand identity. The list of the 10 most valuable brands, as measured by the brand consultancy company Interbrand, should be familiar to your students. You might discuss how these popular brands may have a competitive edge with consumers during the purchase decision process.
- Relation to textThis slide relates to material on page 17-23 and Figure 1-2. Summary OverviewThe promotional mix is the basic tools used to accomplish an organization’s communication objectives. These tools include: Advertising – any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor Direct marketing – communication directly with target customers to generate a response and/or transaction Interactive/Internet marketing – communication through interactive media such as the Internet, CD-ROMS and kiosks. Sales promotion – marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales Publicity/Public Relations – Publicity is a form of non-personal communication not directly paid for or run under identified sponsorship. Public relations is a management function which executes programs of action to earn public understanding and acceptance an enhance the image of the company. Personal Selling – person-to-person communication between a seller and buyer Use of this slideThis slide can be used to introduce and define the various elements of the promotional mix.
- Relation to textThis slide relates to pp. 17-19 and Figure 1-4 in text. Summary OverviewThe nature and purpose of advertising differs from one industry to another and/or across situations. Advertising can be targeted toward consumer and/or business markets. Consumer advertising is classified as: National advertising – done by large companies on a nationwide basis. Ads for well-known brands and companies shown on television are an example. Retail/Local advertising – done by retail and local merchants encouraging consumers to shop at a specific store, use a local service, or patronize a particular establishment. Primary versus selective demand advertising – primary demand advertising is designed to stimulate demand for the general product class or industry. Selective-demand focuses on creating demand for a specific company and/or its brands. Advertising to business and professional markets includes: Business to business advertising – advertising that targets individuals who buy or influence the purchase of industrial goods or services for their companies. Professional advertising – advertising targeted to professionals such doctors, lawyers, engineers, and the like. Trade advertising – targeted to marketing channel members such as wholesalers, distributors, and retailers. Use of this slideThis slide can be used to explain the various types of advertising and how the role of advertising can vary given the target customer, goals and objectives, or situation.
- Relation to textThis slide relates to pp. 17-19 and Figure 1-4 in text. Summary OverviewThe nature and purpose of advertising differs from one industry to another and/or across situations. Advertising can be targeted toward consumer and/or business markets. Consumer advertising is classified as: National advertising – done by large companies on a nationwide basis. Ads for well-known brands and companies shown on television are an example. Retail/Local advertising – done by retail and local merchants encouraging consumers to shop at a specific store, use a local service, or patronize a particular establishment. Primary versus selective demand advertising – primary demand advertising is designed to stimulate demand for the general product class or industry. Selective-demand focuses on creating demand for a specific company and/or its brands. Advertising to business and professional markets includes: Business to business advertising – advertising that targets individuals who buy or influence the purchase of industrial goods or services for their companies. Professional advertising – advertising targeted to professionals such doctors, lawyers, engineers, and the like. Trade advertising – targeted to marketing channel members such as wholesalers, distributors, and retailers. Use of this slideThis slide can be used to explain the various types of advertising and how the role of advertising can vary given the target customer, goals and objectives, or situation.
- Relation to textThis slide relates to material on pp. 18-20 of the text. Summary OverviewDirect marketing is a form of integrated marketing communications whereby an organization communicates directly with target customers to generate a response and/or transaction. It involves a variety of activities including: Direct mail Direct response advertising (on TV, radio or in magazines or newspapers) Telemarketing Internet Sales Catalogs Shopping channel Use of this slideThis slide can be used to provide an overview of direct marketing and the various forms it can take.
- Relation to textThis slide relates t material on pp. 20-21 which discusses interactive marketing and the Internet as IMC tools. Summary OverviewThe rapid changes in technology have led to dramatic growth of communications through interactive media, particularly the Internet. This communication medium is unique in that it allows for the back-and-forth flow of information in real time. Customers can perform a variety of functions on the Internet such as receive and alter information and images, make inquires, respond to questions, and, of course, make purchases. The Internet has changed the ways companies communicate to their customers as companies and organizations of all sizes have developed websites to promote their products and services. Use of this slideThis slide can be used to show that the Internet has changed the way companies communicate with their customers. Because of its interactive nature, it is a very effective way to communicate with customers. Actually, it is a medium that can be used to execute all elements of the promotional mix. In addition to advertising, companies can offer sales promotion incentives such as coupons or contests, do direct marketing, and execute public relations, and personal selling functions via the Internet.
- Relation to textThis slide relates to material on p. 22 of the text, which discusses the role of sales promotion as an IMC tool. Summary OverviewSales promotion is defined as those activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken down into two categories: Customer-oriented – targeted to the ultimate user of the product or service and includes coupons, sampling, premiums, contests, sweepstakes, refunds/rebates, bonus packs, events, and loyalty programs. Trade-oriented – targeted to marketing intermediaries such as wholesalers, distributors, and retailers and includes trade allowances, price deals, sales contests, trade shows, and cooperative advertising. Use of slideThis slide can be used to introduce sales promotion as an IMC tool and the various types consumer and trade promotions.
- Relation to textThis slide relates to material on pp. 22-23, which discusses public relations. Summary OverviewIt is important to distinguish between publicity and public relations. When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is really engaging in public relations. There are a variety of public relations tools available to marketers such as publicity vehicles, special publications, community activities, fund raising programs, public affairs activities, and special event sponsorships. Organizations can also use advertising as a public relations tool. Use of SlideThis slide can be used to explain the various public relations tools. It also provides an opportunity to discuss the differences between public relations and publicity.
- Relation to textThis slide relates to the material on pp. 22-23. Summary OverviewCompanies attempt to get the media to cover or run favorable stories on their products, services, or causes. There are a number of publicity vehicles available to marketers. Publicity can be generated through the use of: feature articles news releases press conferences special events interviews Use of SlideThis slide can be used to show the various methods that can be used to generate publicity for companies, brands, organizations, or causes.
- Relation to textThis slide relates to material on pp. 22-23, which discusses the role of publicity. Summary OverviewAnother important component of an organization’s promotional mix is publicity/public relations. Publicity refers to the non personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. Companies attempt to get the media to cover or run favorable stories on their products, services, or causes. It usually comes in the form of a news story, editorial, or announcement. There are a number of advantages and disadvantages that publicity has relative to advertising. This slide compares advertising and publicity on a number of factors. Use of this slideThis slide can be used to introduce publicity/public relations and to discuss how publicity compares to advertising with respect to various factors.
- Relation to textThis slide relates to pp. 17-19 and Figure 1-4 in text. Summary OverviewThe nature and purpose of advertising differs from one industry to another and/or across situations. Advertising can be targeted toward consumer and/or business markets. Consumer advertising is classified as: National advertising – done by large companies on a nationwide basis. Ads for well-known brands and companies shown on television are an example. Retail/Local advertising – done by retail and local merchants encouraging consumers to shop at a specific store, use a local service, or patronize a particular establishment. Primary versus selective demand advertising – primary demand advertising is designed to stimulate demand for the general product class or industry. Selective-demand focuses on creating demand for a specific company and/or its brands. Advertising to business and professional markets includes: Business to business advertising – advertising that targets individuals who buy or influence the purchase of industrial goods or services for their companies. Professional advertising – advertising targeted to professionals such doctors, lawyers, engineers, and the like. Trade advertising – targeted to marketing channel members such as wholesalers, distributors, and retailers. Use of this slideThis slide can be used to explain the various types of advertising and how the role of advertising can vary given the target customer, goals and objectives, or situation.
- Relation to textThis slide relates to the material on pp. 26-28 of the text. Summary OverviewThe integrated marketing communications plan provides the framework for developing, implementing, and controlling an organization’s IMC program. Those involved with the IMC program must decide on the role and function of the specific elements of the promotional mix, develop strategies for each element, determine how they will be integrated, plan for their implementation, consider how to evaluate the results achieved, and make any necessary adjustments (control). Use of Slide Use this slide to introduce the four major areas that must be considered when developing an IMC program.
- Relation to textThis slide relates to the material on pp. 28-29 of the text. Summary OverviewThe first step in the IMC planning process is to review the marketing plan and objectives. Marketing plans can take many forms, but generally include the elements shown in this slide. Use of Slide Use this slide to explain the elements of a marketing plan and to emphasize that good IMC planning begins with a review of the overall marketing plan and objectives. A situation analysis consists of an internal marketing audit and review and an external analysis of the market competition and environmental factors. Specific marketing objectives provide direction, a time frame for marketing activities, and a mechanism for measuring performance. A marketing strategy and program includes selection of target markets and decisions and plans for the four elements of the marketing mix. A program for implementing the marketing strategy includes determining the specific tasks to be performed, and responsibilities. There must be a process for monitoring and evaluating performance, and then providing feedback, so that proper control can be maintained and any necessary changes can be made in the overall marketing strategy or tactics.
- Relation to textThis slide presents the IMC Planning Model, which is shown in Figure 1-6 and discussed on pp. 26-35. Summary OverviewThis slide presents the IMC Planning Model which is discussed in detail in Chapter 1. This model presents the framework for developing, implementing, evaluating, and controlling the firm’s IMC program and activities. Use of Slide This model should be reviewed very carefully to show students what is involved in the development of a complete IMC program. It presents the framework that is used for the text and presents students with the “big picture” and a roadmap of what will be covered in the course. The activities that should be performed during each of the steps shown above is detailed in the illustration on page 31 of the text.
- Relation to textThis slide relates to page. X-X of the text, which discusses X. Summary OverviewThis slide shows X Use of this slideThis slide can be used as part of a discussion of X