This document discusses various marketing communication tools and concepts, including integrated marketing communications, the promotional mix, advertising, sales promotion, public relations, direct marketing, and personal selling. It provides examples of each tool, compares traditional vs. modern approaches, and outlines the process for developing an advertising campaign including setting objectives, developing strategy, selecting media, and evaluating effectiveness. Brand value rankings and advertising expenditure trends over time are also summarized.

1. BY-RIA KACHHAWAHA
(IBS GURGAON)

2.  An organizational function
 Processes for creating,
communicating, and
delivering value to customers
 Managing customer
relationships in ways that
benefit the organization and
its stakeholders Customer relationship
management (CRM)
Value
Relationship marketing
Mass customization

3.  Integrated Marketing Communications is a
simple concept. It ensures that all forms
of communications and messages are
carefully linked together. At its most basic
level, Integrated Marketing
Communications, or IMC, as we'll call it,
means integrating all the promotional
tools, so that they work together in
harmony.

4.  Advertising
 Sales Promotion
 Personal Selling
 DRM (Direct Response Marketing)
 PR (Public Relations)

5. Traditional compensation Performance-based compensation
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Limited Internet availability Widespread Internet availability
From Towards

7. Rank Brand
Brand Value
(Billions)
1 Coca-Cola $65.32
2 Microsoft 58.71
3 IBM 57.09
4 General Electric 51.57
5 Nokia 33.70
6 Toyota 32.07
7 Intel 30.95
8 McDonald’s 29.39
9 Disney 29.21
10 Mercedes-Benz 23.57

8. Expenditure in Billions of Dollars
$0 $50 $100 $150 $200 $250 $300 $350 $400
U.S. Advertising
Advertising Outside
U.S.
2007
1980

9.  Mass media advertising reaches large numbers
geographically dispersed at low cost per exposure with
ability to repeat message with frequency
 PROCESS:
1. Set objectives
2. Develop strategy
▪ Message strategy
▪ Message execution
▪ Slice of life, lifestyle, fantasy, mood, musical, symbolic, technical
expertise, scientific, testimonial (see page 478-479)
3. Select media (reach, frequency, impact)
4. Evaluate advertising

10. Primary vs. Selective
Demand Advertising
Business-to-BusinessAdvertising
Organizations
NationalAdvertising
Retail/LocalAdvertising
ProfessionalAdvertising
Trade Advertising
Consumers

11.  Mass media marketing in a one-to-one
manner.
 Requires Database
 Forms:
▪ Telemarketing
▪ Direct Mail
▪ Catalogue Marketing
▪ Direct ResponseTV (order now)

12. Direct
Response
Advertising
Direct
Mail
Catalogs
Telemarketing
Internet
Sales
Shopping
Channels
Direct
Marketing

13. Includes call
for action.
Phone number, mail-in
form, website address
provided.

14.  Purpose is not to communicate to the market about
products but rather to communicate to the company’s
publics about the company itself.
 Functions:
 Press relations
 Product Publicity
 Public Affairs
 Lobbying
 Investor Relations
 Development (financial or volunteer support)
 Crisis management

15. Corporate
Advertising
Cause-related
Marketing
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
Special Event
Sponsorship

16. Short term incentives designed by marketers for the purpose
of encouraging the purchase of a product.
 Consumer promo tools:
 Samples, coupons, rebates, price packs, premiums, ad specialties,
loyalty programs, point-of-purchase displays/demos, and
contests/sweepstakes
 Business promo tools:
 conventions/trade shows and sales contests

17. Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]
Coupons
Samples
Premiums
Contest/Sweepstake
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Trade Allowances
POP Displays
Training Programs
Trade Shows
Coop Advertising

18.  Person-to-person communication
 A seller attempts to assist and/or persuade
prospective buyers to make a purchase or act on an
idea

19.  PHILIPS KOTLER – principles of marketing
 http://www.pearsoned.ca/highered/divisions/
virtual_tours/kotler/kotler_ch13.pdf