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Transcript
Integrated Marketing Communication Definition 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. Modes of Marketing Communications Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling IMC Builds Brands –The Need for IMC IMC Video HAMMONDS Characteristics of the Elements in the Promotional Mix Word-of-Mouth Marketing Person-to-person Chat rooms Blogs Mobile Advertising E-marketer predicted that mobile ads would reach $2.61 billion in 2012. Mobile advertising formats available to marketers include: – – – – – – – Paid search Display ads Full screen takeovers Messaging Location-based ads Video Apps ©2014 Pearson Education, Inc. publishing as Prentice Hall Elements in the Communications Process Field of Experience Sender’s field Receiver’s field IPL Video Can you remember all the brands ?? Response Hierarchy Model AIDA Attention Attention :Apple Teaser Ad https://www.youtube.com/watch?v=6rk3VNB66Yw Interest : Demo Desire : Nokia Ad Action : Exchange offer Practice Question Create an AIDA for India’s first liquid detergent Surf Excel Liquid . http://economictimes.indiatimes.com/news/news-by-industry/consproducts/fmcg/hul-to-roll-out-indias-first-liquid-detergent-surf-excel-liquidat-rs-230/litre/articleshow/19979759.cms An Ideal Ad Campaign 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 Factors in Setting Communications Mix Type of product market Target Market Characteristics Product life cycle stage Push Pull Product life cycle stage and communication mix for a dog food Cost Effectiveness by Buyer Readiness Stage Current Consumer States for Two Brands Practice Question Pick a 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? Resources https://www.youtube.com/watch?v=aXFGW_XTlzs
