Download Target audience

Learning objectives
‐ understand the concept of IMC
‐ understand the relationship bet. Marketing and public relations
‐ understand the shift from trad. Promo mix to IMC
‐ be able to apply elements of IMC LCG PR2005
The Need for Integrated Marketing Communications
With Integrated Marketing Communications
(IMC), the Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear, Consistent, and Compelling Message About the Organisation and Its Product or Service.
LCG PR2005
Elements in the Communication Process
LCG PR2005
Key Factors in Good Communication
Company
Company Needs
Needs to
to
Know
Know What
What Audiences
Audiences
They
They Wish
Wish to
to Reach
Reach
and
and Response
Response
Desired.
Desired.
Company
Company Must
Must Develop
Develop
Feedback
Feedback Channels
Channels to
to
Assess
Assess Audience’s
Audience’s
Response
Response to
to
Messages.
Messages.
Company
Company Must
Must be
be Good
Good Company
Company Must
Must Send
Send
at
Messages
at Encoding
Encoding Messages
Messages
Messages Through
Through
That
Media
That Target
Target Audience
Audience
Media that
that Reach
Reach
Can
Target
Can Decode.
Decode.
Target Audiences
Audiences
LCG PR2005
Marketing Communication Mix or Promotion Mix
Product’s
Design
Product’s
Price
Stores that Sell
the Product
Product’s
Package
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Moving from the 4 Ps to the 4 Cs
•
•
•
•
Customer Cost to satisfy need
Convenience
Communication
From inside‐out to outside‐in approach
“the old traditional linear production‐based chain needs to be replaced by non‐linear, interactive value field – a brand relationship or customer‐centred environment”
Duncan & Moriarty, 1997:xii.
LCG PR2005
Creative Mix
Advertising strategy blends the elements of the creative mix, i.e.: – Target audience
– Product concept
– Communication media
– Advertising message
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Target audience
Advertisers need to know who their end user is, who the influencer is, who makes the purchase etc. Example: MacDonald’s target market is adults, their target audience includes children
LCG PR2005
Product concept As Arens (1999) defines it the product concept is made up of a “bundle of values” that the advertiser presents to the consumer. In essence – how will the product be presented to the customer?
To answer this question the advertiser must know the customer’s perception of the product and then weigh it up against their marketing strategy.
LCG PR2005
Communication Media
This is considered to feature all the media/tools/techniques that might transmit the advertiser’s message.
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Advertising Message
What the company has to say in its ads and how it plans to say it – verbally and non‐
verbally.
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Advertising budget
The main ways include:
• % of sales
• % of profit
• Unit of sale
• Competitive parity
• Share of market
• Objective/task
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What is Sales Promotion ?
Sales Promotion is a Mass
Communication Technique That
Offers Short-Term Incentives to
Encourage Purchase or Sales of a
Product or Service.
Offers Reasons to Buy Now.
LCG PR2005
What is Personal Selling?
Involves two-way, personal
communication between salespeople
and individual customers whether:
ƒface to face,
ƒby telephone,
ƒthrough video conferencing,
ƒor by other means.
LCG PR2005
What is Direct Marketing?
Direct Marketing consists of direct
connections with carefully
targeted individual consumers to
both obtain an immediate
response and cultivate lasting
customer relationships.
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Publicity
= promotional communication regarding a company and it’s products
• Presented by the media
• Not paid for by the benefiting organisation
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Major Public Relations Tools
Web Site
News
Speeches
Special
Events
Public
Service
Activities
Corporate
Identity
Materials
Audiovisual
Materials
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Written
Materials
PR and Advertising
Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of
Ideas, Goods, or Services by an
Identified Sponsor.
• The main task of advertising is to inform, remind, persuade, persuade, announce, and educate
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Principles of good advertising
• Customer oriented
• Concentrates on one selling idea
• Concentrates on the most important and persuasive idea available
• Presents a unique and competitive idea
• Involves the customer (gets attention)
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Principles of good advertising (cont)
• Credible and sincere
• Simple, clear and complete
• Clearly associates the selling idea with the brand name
• Takes full advantage of the medium
• Makes the sale LCG PR2005
Using Principles of good advertising for designing an ad for the Comrades Association (run with beads made to raise funds for •
•
•
•
AIDS charities)
Firstly – I would concentrate on one selling idea, e.g. run for charity don’t run out of it!
Secondly – I need to establish what media I will use (it will affect the design of my ad)
I would need to concentrate on the most important and persuasive idea – run to benefit others.
I’d use a credible endorser, like Bruce Fordyce, Fresh etc to speak about paying just R15 for the beads.
LCG PR2005