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INTRO TO MARCOM.pptx
- 2. Marketing Communications Communications Platforms •Advertising • any paid form of non-personal presentation by a sponsor • Sales Promotion • personal presentations by a firm’s sales force • Public relations • short term incentives to encourage sales • Direct marketing • building good relations with various publics • Personal selling • short term incentives to encourage sales 2
- 3. The IMC Model 3 MarketingPlan (Marketing Objectives & Strategies) Integrated Marketing Promotion Distribution Product Price Marketing Mix Elements Employee Behavior, Word of Mouth, processes etc IMC Sales Promotion PR/Publicity Advertising Events Direct Marketing Personal Selling Communication Mix Elements
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- 5. The Marketing CommunicationsMix ? The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. 5
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- 7. 7 • The purposeor objective behind advertising • include sales promotion, information and guidance to consumers, developing brand loyalty etc MISSION • (Advertising budget). It means the budget allocation made by the company for advertising Money • The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers. Message • selection of media depends on the budget provided, products to be advertised, and features of prospective buyers, so on. Media • Effectiveness of advertising Measure
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- 9. Marketing Communication Models AIDA Model HEIGHTENED APPRECIATION Model ADVERTISING EXPOSUREModel DAGMAR Model Model OF JOYEE LEVIDGE AND STEINER Model 9
- 10. AIDA 10 • attract theattention of the customer. A - Attention (Awareness) • raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). I - Interest • convince customers that they want and desire the product or service and that it will satisfy their needs. D – Desire • lead customers towards taking action and/or purchasing A - Action
- 11. Defining Advertising Goalsfor Measured Advertising Results (DAGMAR) • Model proposed by Russel H. Colley in 1961. • Suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness— – the consumer must first be aware of a brand or company – Comprehension - he or she must have a comprehension of what the product is and its benefits; – Conviction - he or she must arrive at the mental disposition or conviction to buys the brand; – Action—finally, he or she actually buy that product. 11
- 12. ETHICAL & SOCIALISSUES IN MARKETING COMMUNICATION 12
- 13. ETHICAL ISSUES INMARKETING COMMUNICATION 13 Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications
- 14. ETHICAL ISSUES INMARKETING COMMUNICATION • Puffery refers to exaggerated claim of a product’s superiority or the use of subjective or vague statements that may not be literally true. – Puffery ( commercial exaggeration ) is legal. • Deception is when the consumer is led to believe something which is not true. – Deception is making false or misleading statements. 14 Puffery and Deception
- 15. SOCIAL & ETHICALISSUES IN MARKETING COMMUNICATION • Advertising promotes superficiality and materialism in children. • Children are inexperienced and easy prey. • Persuasion to children creates child-parent conflicts. 15 Advertising to Children ADVERTISING CONTROVERSIAL PRODUCTS • Tobacco • Alcohol • Gambling • Drugs
- 16. SOCIAL & ETHICALISSUES IN MARKETING COMMUNICATION 16 Four Aspects: • 1) Label information • 2) Packaging graphics • 3) Packaging safety • 4) Environmental implications
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- 18. Defining Modern Advertising •Advertising is paid persuasive communication • Uses non-personal mass media to reach broad audiences to connect an identified sponsor with a target audience. • According to American Marketing Association: “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” 18
- 19. • Advertising includesthe name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular BRAND. • Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. 19
- 20. Five basic components: 1.Paid communication 2. Sponsor is identified 3. Tries to persuade or influence 4. Reaches a large audience 5. Conveyed through impersonal mass media 20
- 21. Basic Functions OfAdvertising: 1. Inform Function 2. Persuasive Function 3. Reminder Function The Functions of Advertising 1. Builds awareness of products and brands 2. Creates a brand image 3. Provides product and brand information 4. Persuades people 5. Provides incentives to take action 6. Provides brand reminders 7. Reinforces past purchases and brand experiences 21
- 22. History & Evolution •Egyptians used papyrus to make sales messages and wall posters. • Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. 22
- 23. History & Evolution •In 1704 The first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is published in the Boston News-Letter. • In June 1836, French newspaper La Presse was the first to include paid advertising in its pages. • Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. • The first radio commercial is credited to WEAF, New York on August 28, 1922 for the Queensboro real estate corporation. • The world's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game. 23
- 24. Key Concepts ofAdvertising • Strategy • Creative idea • Execution • Media • The logic and planning behind the ad • Advertisers develop ads to meet objectives • Advertisers direct ads to identified audiences • Advertisers create messages that speak to the audience’s concerns • Advertisers run ads in the most effective media 24
- 25. Key Concepts ofAdvertising • Strategy • Creative idea • Execution • Media • The central idea that grabs the consumer’s attention • Creativity drives the entire field of advertising 25
- 26. Key Concepts ofAdvertising • Strategy • Creative idea • Execution • Media • Effective ads adhere to the highest production values in the industry • Clients demand the best production the budget allows 26
- 27. Key Concepts ofAdvertising • Strategy • Creative idea • Execution • Media • Communication channels that reach a broad audience • How to deliver the message is just as important coming up with the creative idea of the message 27
- 28. Roles of Advertising •Marketing • Communication • Economic • Societal • The process a business uses to satisfy consumer needs by providing goods and services – Product category – Target market – Marketing mix – Brand 28
- 29. Roles of Advertising •Marketing • Communication • Economic • Societal • Can reach a mass audience • Introduces products • Explains important changes • Reminds and reinforces • Persuades 29
- 30. Roles of Advertising •Marketing • Communication • Economic • Societal • Moves from being informational to creating demand • Advertising is an objective means for providing price- value information, thereby creating a more rational economy 30
- 31. Roles of Advertising •Marketing • Communication • Economic • Societal • Informs consumers about innovations and issues • Mirrors fashion and design trends • Teaches consumers about new products • Helps shape consumer self-image • Perpetuates self-expression 31