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Marketing Communication-2.2 - MarCom-mix
This document is part two of a marketing communication course that discusses various marketing communication tools. It outlines the main communication tools including advertising, direct marketing, personal selling, publicity/public relations, sales promotion, and interactive/internet marketing. For each tool, it provides brief descriptions and examples. The focus is on explaining the different marketing communication models and how they can be integrated to effectively reach target audiences.
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Marketing Communication-2.2 - MarCom-mix
- 1. Marketing Communication Marketing Communication-mix Part TWO out of Four (2.2) Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com MarCom-2
- 2. Course Introduction, MainTopics Background: CB ü Human Communication ü Marketing Communication Creativity Integrated MarCom Global IMC 2 www.marketingPlanNOW.com MarCom-2
- 3. 2. MarCom4Communication Tools Marketing Communication Tools Direct Interactive/ Advertising Marketing Internet Marketing Sales Publicity/Public Personal Promotion Relations Selling 3 www.marketingPlanNOW.com MarCom-2
- 4. 2. MarCom4Communication Tools Sale Promotions - value (price)-related activities to generate short-term sales. Direct Marketing - reaching customers directly. Personal Selling - develop relationships, persuade and create leads into sales. Interactive/ Internet - interactive media which allows a two-way flow of information in real ¿ Publicity/ Public Relations - non-paid com. Advertising - paid mass communication. 4 www.marketingPlanNOW.com MarCom-2
- 5. 2. MarCom4Intermediate Summary Models &Tools 5 www.marketingPlanNOW.com MarCom-2
- 6. 2. MarCom4Sale Promotions 6 www.marketingPlanNOW.com MarCom-2
- 7. 2. MarCom4Sale Promotions J L J L J L 7 www.marketingPlanNOW.com MarCom-2
- 8. 2. MarCom4Direct MKT Demassification – Focus is Demassification – Focus is Toward Micro-markets Toward Micro-markets Higher Costs of Driving, Traffic Higher Costs of Driving, Traffic and Parking Congestion and Parking Congestion Consumers Lack of Time Consumers Lack of Time The Convenience of Ordering Convenience of Ordering From Direct Marketers From Direct Marketers Growth of Direct Marketing Growth of Customer Databases Growth of Customer Databases 8 www.marketingPlanNOW.com MarCom-2
- 9. 2. MarCom4Direct MKT J L J L J L 9 www.marketingPlanNOW.com MarCom-2
- 10. 2. MarCom4€ Selling Prospectingand Qualifying Pre-approach Approach Presentation and Demonstration Basic Steps Handling objections in Personal Closing Selling Process Follow-up 10 www.marketingPlanNOW.com MarCom-2
- 11. 2. MarCom4€ Selling J L J L J L 11 www.marketingPlanNOW.com MarCom-2
- 12. 2. MarCom4 Interactivewww Web 1.0 March 2006, NBC Universal acquired www.ivillage.com 12 www.marketingPlanNOW.com MarCom-2 for $600M
- 13. 2. MarCom4 Interactivewww Web 2.0 13 www.marketingPlanNOW.com MarCom-2
- 14. 2. MarCom4 Interactivewww J L J L J L 14 www.marketingPlanNOW.com MarCom-2
- 15. 2. MarCom4 MajorPR Tools News Web Site Speeches Special Public Events Service Activities Corporate Written Identity Audiovisual Materials Materials Materials 15 www.marketingPlanNOW.com MarCom-2
- 16. 2. MarCom4 Publicity-PR J L J L J L 16 www.marketingPlanNOW.com MarCom-2
- 17. 2. MarCom4 Exhibitions 17 www.marketingPlanNOW.com MarCom-2
- 18. 2. MarCom4 Exhibitions J L J L J L 18 www.marketingPlanNOW.com MarCom-2
- 19. 2. MarCom4 Sponsorships 19 www.marketingPlanNOW.com MarCom-2
- 20. 2. MarCom4 Sponsorships 20 www.marketingPlanNOW.com MarCom-2
- 21. 2. MarCom4 Sponsorships J L J L J L 21 www.marketingPlanNOW.com MarCom-2
- 22. 2. MarCom4 ADVERTISING Definition: Advertising is any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor. 22 www.marketingPlanNOW.com MarCom-2
- 23. 2. MarCom4 ADVERTISING Informative Advertising Inform consumers or Persuasive Advertising build primary demand Build selective demand Advertising Objective Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Comparison Advertising Reminder Advertising Compares one brand Keeps consumers thinking to another about a product 23 www.marketingPlanNOW.com MarCom-2
- 24. 2. MarCom4 ADVERTISING Controversial? 24 www.marketingPlanNOW.com MarCom-2
- 25. 2. MarCom4 ADVERTISING Advertising Objective: Specific communication Task accomplished with a Specific Target Audience During a Specific Period of Time 25 www.marketingPlanNOW.com MarCom-2
- 26. 2. MarCom4 ADVERTISING 26 www.marketingPlanNOW.com MarCom-2
- 27. 2. MarCom4 ADVERTISING J L J L J L 27 www.marketingPlanNOW.com MarCom-2
- 28. 2. MarCom! 28 Nextwww.marketingPlanNOW.com Issue: Creativity MarCom-2
- 29. Marketing Communication Marketing Communication-mix Part TWO out of Four (2.2) Danny Abramovich Marketing Plan Specialist 29 www.marketingPlanNOW.com MarCom-2
- 30. r 3 Chapte rate d In teg ting e m ark cation uni c om m