Downloaded 168 times
Uploaded bySamitha Jayaweera
Communication and advertising in marketing
The document discusses integrated marketing communications (IMC) strategies that firms use to inform, persuade, and remind consumers about their products and brands through various channels including advertising, sales promotions, public relations, and direct marketing. It outlines the importance of developing effective communication by identifying the target audience, setting objectives, and measuring results, along with detailing the different media types such as print, broadcast, and outdoor advertising. Additionally, it evaluates the advantages and disadvantages of various advertising methods and highlights the significance of a well-structured advertising budget and message strategy.
More Related Content
Similar to Communication and advertising in marketing
Communication and advertising in marketing
- 1.
- 2. Marketing Communication Marketing communicationis the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. Kotler
- 3.
- 4. Elements in theCommunications Process
- 5. Communication Mix Advertising • Printand broadcast ads • Packaging inserts • Motion pictures • Brochures and booklets • Posters • Billboards • POP displays • Logos • Videotapes Sales Promotion • Contests, games, sweepstakes • Premiums • Sampling • Trade shows, exhibits • Coupons • Rebates • Entertainment • Continuity programs
- 6. Communication Platforms Events/ Experiences •Sports • Entertainment • Festivals • Arts • Causes • Factory tours • Company museums • Street activities Public Relations • Press kits • Speeches • Seminars • Annual reports • Charitable donations • Publications • Community relations • Lobbying • Identity media • Company magazine
- 7. Communication Platforms Personal Selling •Sales presentations • Sales meetings • Incentive programs • Samples • Fairs and trade shows Direct Marketing • Catalogs • Mailings • Telemarketing • Electronic shopping • TV shopping • Fax mail • E-mail • Voice mail • Blogs • Websites
- 8. Word-of-Mouth Marketing • Person-to-person •Chat rooms • Blogs
- 9.
- 10. Steps in DevelopingEffective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
- 11. Designing the Communications •Message strategy • Creative strategy • Message source • Global adaptation
- 12. Creative Strategy • Informationaland transformational appeals • Positive and negative appeals – Fear – Guilt – Shame – Humor – Love – Pride – Joy
- 13. Message Source Celebrity Characteristics –Expertise – Trustworthiness – Likeability
- 14. Establish the Budget Affordable Percentage-of-Sales CompetitiveParity Objective-and-Task
- 15.
- 16. What is Advertising? Advertisingis any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
- 17. Advertising is – Thetime or space devoted to it is paid for – It uses a set format to carry the message rather than personal, one-on-one selling – It identifies the sponsor of the message
- 18. The Five M’sof Advertising • Mission • Money • Message • Media • Measurement
- 19. The Main Purposeof Advertising • To sell products or ideas by presenting its message so well that the customer will buy the product or accept the idea presented.
- 20. Advertising Objectives • Informative •Persuasive • Reminder • Reinforcement
- 21. Promotional Advertising • Promotionaladvertising is advertising that is designed to increase sales by – creating an interest in products – introducing new products and businesses – explaining a product – supporting personal selling efforts – creating new markets
- 22. Factors to Considerin Setting an Advertising Budget • Stage in the product life cycle • Market share and consumer base • Competition and clutter • Advertising frequency • Product substitutability
- 23. Massage • Select thebasic appeal • Rational • Emotional • Celebrity • Sex • The power of novelty
- 24. Media • Media arethe agencies, means or instruments used to convey messages
- 25. Three Categories ofAdvertising Media • Print media • Broadcast media • Specialty media
- 26. Print Media • Printmedia can include any of the following: – Newspapers – Direct Mail – Magazine – Outdoor Advertising – Directory Advertising – Transit Advertising
- 27. Why is NewspaperAdvertising Important? • Approximately 55% of adults read the newspaper everyday. • Do you read the newspaper? • Do your parents read the newspaper?
- 28. Advantages & Disadvantagesof Newspaper Advertising • Large readership • Known circulation (easy to target) • Low cost • Timely and flexible – Wasted circulation – Disposable (short lifespan) – Poor quality advertising
- 29. Print Ads Advantages • Detailedproduct information • Ability to communicate user imagery • Flexibility • Ability to segment Disadvantages • Passive medium • Clutter • Unable to demonstrate product use
- 30. Print Ad EvaluationCriteria • Is the message clear at a glance? • Is the benefit in the headline? • Does the illustration support the headline? • Does the first line of the copy support or explain the headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified?
- 31. Direct Mail Advertising •Advertising that is sent directly to prospective customers through the mail • (More than $80 billion in goods and services sold annually through direct mail) • Have you ever bought anything through direct mail advertising? • What do you do with it when you get it?
- 32. Advantages & Disadvantagesof Direct Mail Advertising • Advertiser can be highly selective • Flexible • Wide choice of formats • Can use coupons or other incentives • Can directly make the sale – Low level of response – High costs – Poor image often not read
- 33. Outdoor Advertising • Non-standardizedoutdoor signs are used by local firms at their place of business or in other locations throughout the community. • Standardized outdoor signs are available to local, regional or national advertisers.
- 34. Advantages and Disadvantagesof Outdoor Advertising • Highly visible • Relatively inexpensive • Permits easy repetition of message • Can be geographically tailored for target market – Short message due to limited viewing time – Unknown audience – Government regulations
- 35. Directory Advertising • Alphabeticallisting of businesses – Relatively inexpensive – Found in 98% of households - all demographics – Kept for at least a year - not thrown away – Very inflexible due to being printed yearly – Wasted advertising (to non-target market)
- 36. Advantages and Disadvantagesof Radio Advertising • Select and audience - target their market • Flexible - can change quickly and easily • Mobile (can be taken anywhere - shopping, jogging, hiking or driving • Short life span • Sometimes many stations - have to decide which to use or use them all (more expensive) • Distractions - no visual involvement
- 37. Television Advertising • Theultimate advertising medium because it can communicate with sound, action and color
- 38. Television Advantages • Reaches broadspectrum of consumers • Low cost per exposure • Ability to demonstrate product use • Ability to portray image and brand personality Disadvantages • Brief • Clutter • Lack of attention by viewers
- 39. Advantages & Disadvantagesof Television Advertising • All elements for creative message • Believability • More personal & effective • Can reach the masses or target specific interests • Adaptable to special needs • Expensive - the highest production costs - too high for small businesses • Audience size is not assured • Nuisance - channel surfing - leave during commercials
- 40. Media Selection • Reach •Frequency • Impact • Exposure
- 41. Choosing Among MajorMedia Types • Target audience and media habits • Product characteristics • Message characteristics • Cost
- 42. Evaluating Advertising Effectiveness • CommunicationEffect Research –Consumer feedback method –Portfolio tests –Laboratory tests • Sales-Effect Research