Downloaded 43 times
Uploaded byKumaraditya Surya
Unit 2 advertising
The document discusses the role of integrated marketing communications in informing, persuading, and reminding consumers about products and brands through various channels like advertising, sales promotion, public relations, direct marketing, and personal selling. It outlines the major steps in developing an effective IMC program, including identifying target audiences, setting objectives, designing communications, selecting channels, and establishing budgets. Finally, it discusses factors to consider when setting an optimal marketing communications mix.
More Related Content
Similar to Unit 2 advertising
![Designing and managing integrated marketing communications [autosaved]](https://cdn.slidesharecdn.com/ss_thumbnails/designingandmanagingintegratedmarketingcommunicationsautosaved-161012152333-thumbnail.jpg?width=640&height=640&fit=bounds)
Unit 2 advertising
- 1. Designing and Managing Integrated Marketing Communications
- 2. Chapter Questions • Whatis the role of marketing communications? • How do marketing communications work? • What are the major steps in developing effective communications? • What is the communications mix and how should it be set? • What is an integrated marketing communications program?
- 3. Dove’s Campaign forReal Beauty
- 4. What are Marketing Communications? Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
- 5. Modes of MarketingCommunications • Advertising • Direct marketing • Sales promotion • Interactive • Events and marketing experiences • Word-of-mouth • Public relations and marketing publicity • Personal selling
- 6.
- 7. Communication Platforms Advertising Sales Promotion • Print and broadcast ads • Contests, games, • Packaging inserts • Premiums • Motion pictures • Sampling • Brochures and booklets • Trade shows, • Posters • Coupons • POP displays • Rebates • Logos • Entertainment • Videotapes • Continuity programs
- 8. Communication Platforms Events/ Public Relations Experiences • Press kits • • Speeches Sports • Seminars • Entertainment • Annual reports • Festivals • Charitable donations • Arts • Publications • Causes • Community relations • Factory tours • Lobbying • • Identity media Company museums • Company magazine • Street activities
- 9. Visitors to theWoodward Dream Cruise Often Tour Ford’s Factory Museum
- 10. Communication Platforms Personal Selling Direct Marketing • Sales presentations • Catalogs • Sales meetings • Mailings • Telemarketing • Incentive programs • Electronic shopping • Samples • TV shopping • Fairs and trade shows • Fax mail • E-mail • Voice mail • Blogs • Websites
- 11. Word-of-Mouth Marketing • Person-to-person •Chat rooms • Blogs
- 12. Elements in theCommunications Process
- 13. Field of Experience Sender’s Receiver’s field field
- 14. The Communications Process Selective attention Selective distortion Selective retention
- 15.
- 16. An Ideal AdCampaign • The right consumer is exposed to the message at the right time and place • The ad causes consumer to pay attention • The ad reflects consumer’s level of understanding and behaviors with product • The ad correctly positions brand in terms of points-of-difference and points-of-parity • The ad motivates consumers to consider purchase of the brand • The ad creates strong brand associations
- 17. Steps in DevelopingEffective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
- 18. Communications Objectives Category Need Brand Awareness Brand Attitude Purchase Intention
- 19. Designing the Communications • Message strategy • Creative strategy • Message source • Global adaptation
- 20. Creative Strategy • Informationaland transformational appeals • Positive and negative appeals • Fear • Guilt • Shame • Humor • Love • Pride • Joy
- 21. Message Source Celebrity Characteristics • Expertise • Trustworthiness • Likeability
- 22. Issues Facing GlobalAdaptations • Is the product restricted in some countries? • Are there restrictions on advertising the product to a specific target market? • Can comparative ads be used? • Can the same advertising be used in all country markets?
- 23. Select Communication Channels •Personal channels • Nonpersonal channels • Integration of channels
- 24. Personal Communications Channels Advocate channels Expert channels Social channels
- 25. Stimulating Personal Influence Channels • Identify influential individuals and devote extra attention to them • Create opinion leaders • Use community influentials in testimonial advertising • Develop advertising with high “conversation value” • Develop WOM referral channels • Establish an electronic forum • Use viral marketing
- 26. Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations
- 27. Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
- 28. Objective-and-Task Method • Establishthe market share goal • Determine the percentage that should be reached • Determine the percentage of aware prospects that should be persuaded to try the brand • Determine the number of advertising impressions per 1% trial rate • Determine the number of gross rating points that would have to be purchased • Determine the necessary advertising budget on the basis of the average cost of buying a GRP
- 29. Characteristics of The MarketingCommunications Mix Advertising Sales Promotion • Pervasiveness • Communication • Amplified • Incentive expressiveness • Invitation • Impersonality
- 30. Characteristics of the MarketingCommunications Mix Public Relations Events and and Publicity Experiences • High credibility • Relevant • Ability to catch • Involving buyers off guard • Implicit • Dramatization
- 31. Characteristics of the MarketingCommunications Mix Direct Marketing Personal Selling • Customized • Personal interaction • Up-to-date • Cultivation • Interactive • Response Word-of-Mouth Marketing • Credible • Personal • Timely
- 32. Factors in Setting Communications Mix • Type of product market • Buyer readiness stage • Product life cycle stage
- 33. Cost Effectiveness byBuyer Readiness Stage
- 34. Current Consumer Statesfor Two Brands
- 35. Coordinating Media toBuild Brand Equity Brand Signature Media Interactions
- 36. Marketing Debate HasTV advertising lost power? Take a position: 1. TV advertising has faded in importance. or 2. TV advertising is still the most powerful advertising medium.
- 37. Marketing Discussion Picka brand and go to the Website. Locate as many forms of communication as you can find. Conduct an informal communications audit. What do you notice? How consistent are the different communications?