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Integrated Marketing Communications Advertising, Promotion, Public Relations and Selling Marketing 6201 Chip Besio 6 Ms of Advertising • • • • • • 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 • • • • • • • • • • 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 • • • • • 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 • • • • • Marketing mix Relative Cost Target audience Impact of the media Reach and selectivity of the media • Competition • Legal constraints • • • • • 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 • • • • • Advantages Large audience Low cost per exposure High impact- colour, sound and movement Can target specific groups • • • • • • • 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 • • • • 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 • • • • • Advantages Relatively inexpensive Can target specific segment Relatively mobile Local • • • • • • • 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 – – – – 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 • To gather information about customer wants • To communicate information especially on the advantages of the product to the customer • To prospect-look for new opportunities. Prospecting is concerned with locating potential customers • To display and demonstrate the product • To advise customers • To advise on stock levels • To progress orders • To build goodwill • To deal with complaints • To close the sale - i.e. to secure a sale • To provide after -sales service • To collect orders from customers • 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…. • • • • • • • Very important Motor vehicles Designer kitchens Double glazed windows Security systems Conservatories Shopping and speciality goods • • • • • • • Unimportant Food Grocery Clothing CDs/DVDs Books i.e. Convenience goods The promotional mix • • • • • • • • • Advertising Ambient advertising Press advertising Radio advertising TV advertising Outdoor advertising Transport advertising Press releases Corporate identity Branding • • • • • • • • • 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: – – – – – Price reduction Coupons Vouchers Competition Free gifts • • • • • • 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 • Examples – – – – Loyalty bonuses Sale or return Range bonuses SPIFFS for Salespeople • • • • • • • • 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.