Download Integrated Marketing Communications (IMC)

Promotion Decisions
Objectives:
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•
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Communication process
Effective communication
Introduction to communication mix
Dealing with communication mix
Elements in the
Communication Process
SENDER
Message
Decoding
Encoding
Media
Noise
Feedback
Response
RECEIVER
Effective Integrated Marketing Communications (IMC)
Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages(Lavidge and Steiner model)
Awareness
Cognitive
Knowledge
Liking
Affective
Preference
Conviction
Motivational
Purchase
Role of Integrated Marketing
Communication (IMC)
• Start dialogue and build relationship
• To inform, persuade, and remind
consumers directly or indirectly
• Show way of use and user profile of
product or service
• Inform about brand marketer
• May offer incentive or reward for trial and
usage
Communication Objective: DRIP: Differentiate-Reinforce-Inform-Persuade
Advertising
Sales
Promotion
Direct
Marketing
Publicity/Public
Relations
Interactive/
Internet Marketing
Personal
Selling
Factors Affecting the
Choice of Promotional Mix
Nature of the Product
Stage in PLC
Target Market Factors
Type of Buying Decision
Promotion Funds
Push or Pull Strategy
What is Advertising?
• Any paid form of non-personal
presentation and promotion of ideas,
goods, or services by an identified
sponsor.
• Advertising is used by:
– Business firms,
– Nonprofit organizations,
Advertising
• Advantages of advertising
– Advertiser controls the
message
– Cost effective way to
communicate with large
audiences
– Effective way to create
brand images and symbolic
appeals
– Often can be effective way
to strike responsive chord
with consumers
• Disadvantages of advertising
– High costs of producing
and running ads
– Credibility problems and
consumer skepticism
– Clutter
– Difficulty in determining
effectiveness
Typical structure in advertising agency
Head
(CEO/VP)
Creative
Copy
Client Servicing/
Account Mgmt.
Media
(Planning & Buying)
Art
Ogilvy & Mather India
Accounts
Developing Advertising Strategy
Message Execution
Turning the “Big Idea” Into an Actual Ad to Capture the
Target Market’s Attention and Interest.
Teaser Type
..\
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ad clip\India - Balbir Pasha Campaign Teaser - YouTube.flv
ad clip\India - Balbir Pasha Campaign - Regular - YouTube.flv
Testimonial
Evidence
Slice of Life
..\ad clip\cinthol-testimonial evidence.DAT
..\ad clip\band-aid-slice of life.DAT
Scientific
Evidence
..\ad clip\Eggs-evidence.DAT
Typical
Message
Execution
Styles
..\ad clip\BANDAID.dat
Technical
Expertise
Personality
Symbol
Lifestyle
..\ad clip\Fortune Gold Whiskey-lifestyle.DAT
Fantasy
..\ad clip\lehar fantacy 3.DAT
Mood or
Image
..\ad clip\PERSONALITY-DEW.dat
..\ad clip\The Hindu - -Classroom- Ad - Good Quality - YouTube.flv
Musical
..\ad clip\coke -musicial.DAT
Advertising Appeals
Profit
Product saves, makes, or protects money
Health
Appeals to body-conscious or health seekers
Love or romance
Used in selling cosmetics and perfumes
Fear
Social embarrassment, old age, losing health
Admiration
Reason for use of celebrity spokespeople
Convenience
Used for fast foods and microwave foods
Fun and pleasure
Key to advertising vacations, beer, parks
Vanity and egotism
Used for expensive or conspicuous items
Environmental
Consciousness
Centers around environmental protection
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Developing Advertising Strategy
Developing Advertising Strategy
Message Decisions
Media Decisions
Campaign Evaluation
Major Types of Advertising
Media
Newspapers
Magazines
Radio
Television
Outdoor Media
Internet
Alternative Media
Media Scheduling
Continuous
Media Schedule
Advertising is run steadily
throughout the period.
Flighted
Media Schedule
Advertising is run heavily every
other month or every two weeks.
Pulsing
Media Schedule
Advertising combines continuous
scheduling with flighting.
Seasonal
Media Schedule
Advertising is run only when the
product is likely to be used.
Checklist: Stages:: Campaign
Planning
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The advertising opportunity is appraised
The Market is analyzed
Ad objectives are determined
The budget and necessary control system are
established
• Planning the strategy for : Selecting Media;
Creating Message
• Ad is coordinated with promotion and marketing
system
• Results are evaluated
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