Download Integrated Communications Advertising, Promotion, Selling

Integrated Marketing Communications
Advertising, Promotion, Public Relations and
Selling
Marketing 6201
Chip Besio
6 Ms of Advertising
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Market - target consumer
Mission - objectives.
Money - to pay for the campaign.
Message - to be delivered.
Media - choice of advertising media.
Measure - measuring the impact.
Mission - Advertising / Promotional objectives
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To increase sales
To attract new customers
To retain existing ones
To encourage customer loyalty
To encourage trial
To create awareness
To inform
To remind
To reassure
To encourage customer contact
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To modify attitudes
To create an image
To position a product
To encourage brand switching
To improve position in the
market
• To enlarge the market
• To pull the product through the
channels
• To push the product through the
channels
Personal selling vs advertising
% of
Promotional
Effort
Relative importance of the two main elements in the
promotional mix
Personal
Selling
Advertising
Simple / Inexpensive Goods
Complex / Expensive Goods
Mission - Advertising and Promotion
Measure - Advertising and Promotion
Money - Determining the budget
The advertising budget will be set in terms of one of:
• What can be afforded
• A given % of sales
• Comparison with rivals
• Objective and task- whatever is needed to achieve
objectives
Media - Factors in the choice of media
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Marketing mix
Relative Cost
Target audience
Impact of the media
Reach and selectivity of the
media
• Competition
• Legal constraints
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Permanence of the media
The nature of the product
Size and spread of the market
Advertising budget
The message to be conveyed
Advertising/Promotion Segmentation/Positioning
What is the purpose of this ad and who is the target?
Advertising ROI
What competitive benefit will be promised?
Advertising ROI
Benefits must be Promised and Supported
Relevance
our beer is brewed in Belgium …..
Must tell the beer drinker
why that matters
Originality
Impact
What personality
will distinguish the
brand?
Consistency of traits
Predictability
different from and
better than ….
Television
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Advantages
Large audience
Low cost per exposure
High impact- colour, sound and
movement
Can target specific groups
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Disadvantages
Very high overall cost
Limited prime time space
Short-lived
May not be watched- visual
wallpaper
Proliferation of channels reduces
audience
Conveys only a limited message
Magazines
Advantages
• Useful for targeting specific
groups
• Good reproduction- high quality
gloss images
• Long life-read at leisure
• Can be linked to features
• All consumer interests catered
for
Disadvantages
• Can be expensive
• Long lead time
• Some magazines are only
published monthly
• Moderate impact
• Slow impact due to long life
• Magazines with limited
readership are not suitable for
mass marketing
Advertising on the Internet
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Paid-for search inclusion (e.g. Google Adwords)
Company website.
Banner ads - on line adverts on relevant website.
Link exchange- mutual exchange of links between
web sites or similar or complementary interest.
• Search engine/directory listing.
• Ezine/email sponsorship- on line magazines
delivered to subscribers via email.
Advertising and Promotion
Advertising and Promotion
Internet advertising is rapidly
replacing some traditional ad forms
Radio
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Advantages
Relatively inexpensive
Can target specific segment
Relatively mobile
Local
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Disadvantages
Limited impact
No vision
Short life
Listener’s attention limited
Audio wallpaper
Mainly local rather than national
Newspapers
Advantages
• Widely read
• Can target specific segments
• Frequent publication
• Short lead time
• Inexpensive compared to
television
• Local, regional and national
papers available
• Colour printing adds to impact
Disadvantages
• Short life
• Low impact
• May get lost in the rest of the
paper
• Not every group reads a paper
• High costs especially for
national newspaper
Cinema
Advantages
• High impact
• Captive audience
• Can be specifically targeted
• Local audience
• Visual, sound, movement
Disadvantages
• Limited audience
• Mainly young audience
• Short lived message
• May only be seen once
Outdoor (Billboards)
Advantages
• Repeatedly seen
• 24/7 coverage
• Target particular area
• May encourage impulse buying
if close to shops
• Local media
Disadvantages
• Message must be short and
simple
• Cannot target socio economic
groups
• Rarely attract full attention
• Short lived
• May be seen as traffic hazard
• Difficult to measure
effectiveness
Advertising and Promotion
Advertising and Promotion
Frequency is better than reach
Personal Selling
Selling and the promotional mix
• Personal selling is one element of the promotional
mix.
• In business to consumer markets (B2C) personal
selling and advertising are the main elements of the
mix.
• Personal selling becomes more important when
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The product is more complex
The product is more expensive
The product is bought infrequently
The customers is another business i.e. B2B markets
The role of the sales representative
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To gather information about customer wants
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To communicate information especially on the advantages of the product to the customer
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To prospect-look for new opportunities. Prospecting is concerned with locating potential
customers
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To display and demonstrate the product
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To advise customers
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To advise on stock levels
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To progress orders
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To build goodwill
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To deal with complaints
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To close the sale - i.e. to secure a sale
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To provide after -sales service
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To collect orders from customers
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In some cases, to make deliveries
The essence of personal selling
• The presentation of products and associated
persuasive communication to potential clients
• Involves two way, persuasive communication
• The aim is to match customer needs with the
goods/services on offer
• Ultimate objective: to make a sale
B2C transactions where personal selling is….
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Very important
Motor vehicles
Designer kitchens
Double glazed windows
Security systems
Conservatories
Shopping and speciality goods
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Unimportant
Food
Grocery
Clothing
CDs/DVDs
Books
i.e. Convenience goods
The promotional mix
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Advertising
Ambient advertising
Press advertising
Radio advertising
TV advertising
Outdoor advertising
Transport advertising
Press releases
Corporate identity
Branding
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Public relations
Sponsorship
Sales promotions
Personal selling
Database marketing
Telemarketing
Internet marketing
Off the screen sales
Exhibitions and trade fairs
Consumer promotions (Pull Strategies)
• Promotions aimed at the
consumers
• Examples:
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Price reduction
Coupons
Vouchers
Competition
Free gifts
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Premium offers
Trade-in offers
Stamps
Events
Displays
BOGOF
Advertising and Promotion - Consumer
Trade promotions (Push Strategies)
• Promotions aimed at
intermediaries
• The purpose is to encourage
intermediaries to stock the
product
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Loyalty bonuses
Sale or return
Range bonuses
SPIFFS for Salespeople
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Credit
Delayed invoicing
New product offers
Competitions
Trade in offers
Free services
Training
Reciprocal buying
Advertising and Promotion - Trade
The scope of PR
• Promoting products and services through media
publicity.
• Enhancing public awareness of the company.
• Projecting the company’s mission and philosophy.
• Portrayal of the company as a good corporate citizen.
• Protecting the company’s reputation.
• Projecting the organization as a source of opportunities.
• Obtaining favourable comment in the media.