Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
Integrated Marketing Communications and International Advertising (1).pdfKarlVincentSalinas
Integrated marketing communications (IMC) are composed of advertising, sales
promotions, trade shows, personal selling, direct selling, and public relations.
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
ap
ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Integrated Marketing Communications and International Advertising (1).pdfKarlVincentSalinas
Integrated marketing communications (IMC) are composed of advertising, sales
promotions, trade shows, personal selling, direct selling, and public relations.
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
ap
ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
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.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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
A Strategic Approach: GenAI in EducationPeter 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.
2. Lecture Outcome
• Understanding the importance of the IMC
perspective in planning and executing advertising
and promotional programs
• Identify the Tools of IMC
• Apply the various tools of IMC
3. MKT501 MARKETING MANAGEMENT
A) FUNCTIONAL BENEFIT
B) EXPERIENTIAL BENEFIT
C) SOCIAL BENEFIT
D) PSYCHOLOGICAL BENEFIT
Value is the customer's perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it. The mileage of a car would be
considered as a(n)
4. An ad read, Headline-"What's the #1 mouthwash in hospitals? No it's not Listerine or
Crest Scope. It's Cepacol Antibacterial." This advertiser used positioning by:
A) Product class.
B) Product attributes and benefits.
C) Price/Quality.
D) Competitor.
5. 1-5
The Modern World of Marketing
• Rapidly changing media environment
• Mass media losing viewers, readers, listeners
• Digital media targets narrow audience
• Consumers not content to be passive message recipients
• Information now obtained from a myriad of sources
6. 1-6
Definition
American Association of Advertising Agencies (4As) developed
one of the first definitions of integrated marketing
communications defining it as:
“A concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines—for example, general advertising, direct response,
sales promotion, and public relations- and combines these
disciplines to provide clarity, consistency, and maximum
communications impact”.
7. • Integrated marketing communications as the coordination of and
integration of all marketing communication tools within a company,
into a seamless program which maximizes impact of the value
proposition on consumers at a minimal cost.
10. 1-10
Case let
• The primary goal of the “PunchDub” campaign developed by Deutsch LA was to raise awareness of the Volkswagen product line in the North
American market. Volkswagen of America has very aggressive growth plan for this market as the company plans to double sales from
400,000 to 800,000 vehicles by 2018. However, one of the challenges VW faces is that consumers know the VW brand but are not buying
the company’s cars as awareness is very high (nearly 80%) but market share is low (only 2%). And while overall awareness of the
Volkswagen brand name is high, consumers recognize only a few of the VW models such as the Beetle and Jetta. The “PunchDub” campaign
was designed to address this problem and make consumers aware of the other vehicles in the VW product line such as the Passat, Golf, GTI,
Routan, Eos Tiguan, Touareg, and the new CC sedan.
• The campaign was built around the classic Punch Buggy (or Slug Bug) game that many consumers played in the heyday of the original VW
Beetle where the first person to see one of the iconic vehicles would yell “Punch Bug” and playfully slug his or her friend. Deutsch put a new
twist on the game by encouraging consumers to punch someone when they saw any VW model which was a clever way to increase attention
to, and awareness of the VW product line. It is important to note that one of the major benefits of the campaign is that it worked very well
online both through social media and on the Volkswagen web site. An online version of “Punch Dub” also debuted on the popular Facebook
social network site on Super Bowl Sunday which encouraged people to dole out virtual “slugs” to friends and family for a chance to win a
weekly prize (6-month leases on specific VW vehicles listed online) and the grand prize of a new Volkswagen CC sedan. Players could pick
any one of thirteen VW vehicles, customize their punch and choose a Facebook friend to punch. The more friends they punched the better
the chances to winning prize. The game was also available on the Volkswagen of America website and an online guide to the game was also
available which players could use to develop and hone their punching technique.
• The PunchDub campaign was also supported by heavy advertising in traditional media including the Super Bowl where the first TV spot was
one of the most popular commercials to air during the game. Within a few days the commercial had received more than 1 million online
views while the game had 5,000 registered users and nearly 30,000 punches were thrown. The two-month campaign ran for two months
and included outdoor, radio and newspaper advertising as well as an extensive public relations campaign that generated feature articles and
stories in BusinessWeek and The Wall Street Journal as well as in local newspapers and on local television stations across the country. The
campaign was also extended to Volkswagen dealerships as special point-of-sale-kits were developed to promote a National Sales event
called “PunchDubDays” which included special offers on various VW models.
11. What is IMC?
• Integrated Marketing rejects the silo mentality and breaks down the
barriers between departments to embrace holistic marketing.
• Belch(2013), integrated marketing is seen as an approach to create
unified and seamless experience for consumers to interact with the
brand/enterprise.
• It attempts to meld all aspects of marketing communication such as
advertising,sales promotion,public relations, direct marketing, social
media through their respective mix of tactics, methods, channels,
media and activities that work together as unified force.
12. Shift from fragmented to Integrated….
• It is the life of the company and its brands. It's the attempt to inform and persuade, and
remind consumers about the company and its brands, and products.
• Many marketers define scope of marketing communications very narrowly, in a way
limited to advertising.
• Marketing communications actually extend far beyond advertising and include public
relations, event promotions, sponsorships, sales promotions, digital marketing, contact
marketing and so on. To have a systematic approach in planning is critical.
• Need to understand consumers and provide them an offering that satisfies their need.
• Need to insure a consistent message that explains our value for position across all
promotional elements.
• Try to enhance efficiency off these communications by leveraging potential synergies
across different channels.
13. • In the past, the communication with a consumer was through the
established media such as TV, radio, newspapers, and billboards.
• Communication was unidirectional, brands communicated the product
advantage and that was all. The digital revolution has changed everything.
• The consumer is no longer a passive subject. He's informed, he can buy,
recommend, criticize, get together with other consumers, and even literally
kill the communication of a product and the reputation of a brand.
• Now consumers have the power. They want to participate and interact.
Accordingly, the relationship between brands and the consumer has
changed radically. It's not enough to have a good product, consumers want
experience with products.
14. • Experience means something that adds value to their lives.
Something that they can talk about with their friends. Their
relationship with brands is not functional, it's emotional. Hence, it's
important to understand clearly how to connect and engage with
consumers.
• Now, everything is digital, and hence, it's spontaneous and changing
every day.
15. • The latest trend in brand communications to cope with such is
dynamism transmedia storytelling.
• Transmedia story telling is to tell a brand story to our consumers, but
do it in a fluid way, arriving to the consumers through many touch
points in social media.
• For example, organizing an event and communicating it through
Instagram, Facebook, Twitter, radio and online content. The story
should not always be the same, we need to tell different parts of the
story in different ways, in different media. The objective is to pass
from the old paradigm of pushing the target to a new ideal of pulling
the target. And encouraging them to participate in the
communication.
16. IMC INVOLVES AUDIENCE CONTACTS
• • Company created touch points which are planned marketing
communication messages such as advertisements, web sites, news/press
releases, packaging, sales promotion offers and point-of-purchase display.
• • Intrinsic touch points which are interactions that occur with a company or
brand during the process of buying or using a product or service such as
discussion with retail sales personnel or customer service representatives.
• • Unexpected touch points which are unanticipated references or information
about a company or brand that a customer or prospect receives that is beyond
the control of the organization. This includes word-of-mouth messages as well as
information from various media sources.
• • Customer-initiated touch points or interactions that occur whenever a
customer or prospect contacts a company. These contacts often involve inquiries
or complaints that must be handled properly by the company such as through
customer service departments.
17. 1-17
The Growth of Advertising and Promotion
• Integral part of social and economic systems
• Carefully prepared messages delivered
to carefully targeted audiences
• Six-fold increase between 1980 and 2010
• New marketing channels
• Internet ads (banner ads, videos, webisodes)
• Social media
• Mobile marketing
18. 1-18
The Role of Marketing
Advertising &
Promotion
Inform customers of
a product or service
Convince them of its
ability to satisfy their
wants or needs
Help develop and
sustain relationships
Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions
19. 1-19
What is Marketing?
The activity, set of institutions, and
processes for…
creating, communicating, delivering,
and exchanging offerings that have…
value for customers, clients, partners,
and society at large
20. 1-20
What is Value?
• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it
• Benefits can be…
• Functional
• Experiential
• Psychological
22. 1-22
Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Mass
media
advertising
29. Joy Personal Care's campaign for awareness around
hygiene amongst marginalised communities- ET
30. Source:Kevin Lane Keller (2016) Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?, Journal of Advertising, 45:3, 286-301
31. IMC Outcome based on research
• Tactical IMC outcomes capture those with short-term organizational impact.
Consumers’ responses with a behavioral, image, cognitive or affective component
can be considered tactical, as they stem from short-term transactions and/or
media exposure (Keller 2001; Luxton, Reid, and Mavondo 2015).
• Intermediate IMC outcomes capture those with midrange organizational impact.
Customer information, customer knowledge and customer satisfaction can be
considered intermediate outcomes, as they can be acted upon to longterm,
profitable relationship with customers (Luxton, Reid, and Mavondo 2015; Zahay
et al. 2004).
• Strategic IMC outcomes capture those with organization-wide impact. Brand
value, brand equity, market share and profitability/ROI can be considered
strategic
33. Success Story of IMC
Always #LikeAGirl generated considerable global awareness, achieving
more than 152 million views on YouTube. Why is it so successful as a
typical Content Marketing campaign?
34. Effect of IMC on society
According to Always’ research, 72% of girls feel that society limits them.
And during puberty, a girl’s confidence plummets. To solve this
problem, Always created valuable videos that change the meaning of
“Like A Girl” from an insult to the ultimate compliment!
35.
36.
37. Components of IMC
• For content channels, Always chose YouTube, Facebook, Instagram
and Twitter for releasing and promoting #LikeAGirl videos. Always
also paid influencers to spread videos on the Internet. Always
provided tips and advice for puberty girls, and used Google SEO and
official website to reach their target customers effectively. Moreover,
Always created hashtag #LikeAGirl to encourage its target customers
to share their unstoppable stories and engage with the brand on
social media.On Always official website, there is a community section
for discussion and events about building girls confidence.
38. Conclusion
Always creates a Kingdom for puberty girls, empowering them with
valuable content and reaching them through effective channels. That’s
why Always #LikeAGirl is such a huge success!