* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Integrated Marketing Communication
Survey
Document related concepts
Ad blocking wikipedia , lookup
Radio advertisement wikipedia , lookup
Social media marketing wikipedia , lookup
Criticism of advertising wikipedia , lookup
Street marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Online advertising wikipedia , lookup
Advertising to children wikipedia , lookup
Digital marketing wikipedia , lookup
Pharmaceutical marketing wikipedia , lookup
Targeted advertising wikipedia , lookup
Racial stereotyping in advertising wikipedia , lookup
Advertising management wikipedia , lookup
Transcript
Integrated Marketing Communication Prof .Shaphali Gupta The Marketing Communications Mix Advertising Sales Promotion Events& Experience Public Relations/ Publicity Personal Selling Direct Marketing Any Paid Form of Non personal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Co. Sponsored Activities to encourage trial or purchase Protect and/or Promote Company’s Image/products. Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Elements in the Communication Process SENDER Message Decoding Encoding Media Noise Feedback Response RECEIVER Message Problems Selective Attention Selective Distortion Selective Retention Effective Communications Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase Response Hierarchy Models Stages AIDA Model a Hierarchy-ofEffects Model b InnovationAdoption Model c Exposure Awareness Cognitive stage Attention Awareness Affective stage Interest Attitude Evaluation Intention Preference Desire Behavior stage Liking Reception Cognitive response Knowledge Interest Communications Model d Conviction Trial Action Purchase Behavior Adoption Step 3. Designing the Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity Step 4. Select Communications Channel Personal Communication Channels Nonpersonal Communication Channels Step 5. Establish the Budget Affordable % Of Sales Competitive Parity Objective & Task Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive Step 7. Measure Results Step 8. Manage the IMC Process Factors in Developing Promotion Mix Strategies Type of Product/ Market Buyer/ Readiness Stage Push vs. Pull Strategy Product Life-Cycle Stage Push Versus Pull Strategy Producer Marketing activities Intermediaries Demand Marketing activities End users Push Strategy Marketing activities Producer Demand Intermediaries Demand End users Pull Strategy Managing Mass Communications Advertising Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Media Decisions Campaign Evaluation Advertising Objectives • • • Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Informative Advertising Persuasive Advertising Build Primary Demand Build Selective Demand Comparison Advertising Reminder Advertising Compares One Brand to Another Keeps Consumers Thinking About a Product. The Five Ms of Advertising Message Mission Sales goals Advertising objectives Money Message generation Factors to consider: Message evaluation and selection Stage in PLC Message execution Market share and consumer base Competition and clutter Advertising frequency Product substitutability Social-responsibility review Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Measurement Communication impact Sales impact Advertising Budget Factors Market Share & Consumer Base Stage in the Product Life Cycle Product Substitutability Competition & Clutter Advertising Frequency Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image Profiles of Major Media Types Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations Classification of Advertising Timing Patterns Concentrated Level (1) Rising (2) Falling Alternating (3) (4) (5) (6) (7) (8) (9) (9) (10) (11) (12) Continuous Intermittent Month Number of messages per month Simplified Rating Sheet for Ads (Attention) How well does the ad catch the reader’s attention? __20 (Read-through) How well does the ad lead the reader to read further? __20 (Cognitive) How clear is the central message or benefit? __20 (Affective) How effective is the particular appeal? __20 (Behavior) How well does the ad suggest follow-through action? __20 0 20 Poor ad 40 60 Mediocre Average ad ad 80 Good ad 100 Great ad __Total Advertising Strategy Message Execution Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Testimonial Evidence Scientific Evidence Technical Expertise Personality Symbol Slice of Life Lifestyle Typical Message Execution Styles Musical Fantasy Mood or Image Advertising Evaluation Advertising Program Evaluation Communication Effects Sales Effects Is the Ad Communicating Well? Is the Ad Increasing Sales? Sales Promotion Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Why the increase in Sales Promotion? • • • • • • • • • Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter %t of total - 3 yr.MA Long-Term Promotional Allocation 60 50 40 30 20 10 0 Trade Promo Media Adv Cons. Promo 1986 88 90 92 94 1996 Year Cox Direct 19th Annual Survey of Promotional Practices Channels of Sales Promotions MANUFACTURER Push Trade Promotions RETAILER Push Retail Promotions CONSUMER Consumer Promotions Pull Consumer Promotion Consumer-Promotion Objectives Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building Consumer-Promotion Tools Samples Coupons Cash Refunds Advertising Specialties Patronage Patronage Rewards Rewards Contests Price Packs Premiums Sweepstakes Games Point-of-Purchase Displays “Deal Proneness,” Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997 • Examination of “deal proneness” among consumers in a supermarket setting • Surveys & Grocery Receipts used • Eight types of deals: – Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon “Deal Proneness,” Liechtenstein, Burton, & Netemeyer Cluster analysis yielded two interpretable results: 49% are “deal prone,” 51% not 24% High “Deal prone,” 50% intermediate, 26% deal insensitive • “Deal-proneness” a generalized construct - (crosses type of promotion) • Younger & Less educated more likely to be deal prone Trade Promotions Trade-Promotion Objectives Trade-Promotion Tools Persuade Retailers or Wholesalers to Carry a Brand Price-Offs Premiums Give a Brand Shelf Space Allowances Patronage Displays Rewards Promote a Brand in Advertising Buy-Back Guarantees Discounts Push a Brand to Consumers Free Goods Contests Push Money Specialty Advertising Items Business-to-Business Promotion Business-Promotion Objectives Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople Business-Promotion Tools Conventions Trade Shows Sales Contests Public Relation Major Public Relations Tools Web Site Public Service Activities News Speeches Corporate Identity Materials Audiovisual Materials Written Materials Special Events Marketing Public Relations Functions • • • • • • Assist in product launches Assist in repositioning mature products Build interest in a product category Influence specific target groups Defend products Build corporate image Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness Why Sponsor Events? • To identify with a particular target market or life style • To increase brand awareness • To create or reinforce consumer perceptions of key brand image associations • To enhance corporate image • To create experiences and evoke feelings • To express commitment to community • To entertain key clients or reward employees • To permit merchandising or promotional opportunities Ideal Events Audience closely matches target market Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event reflects or enhances brand image of sponsor Managing Personal Communications Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. Direct Marketing Channels • • • • • • • Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV Public Issues in Direct Marketing • • • • Irritation Unfairness Deception/fraud Invasion of privacy RFM Formula for Selecting Prospects • Recency • Frequency • Monetary value Types of Telemarketing • • • • Telesales Telecoverage Teleprospecting Customer service and technical support Other Media for Direct Response Television • Direct Response Advertising • At home shopping channels • Videotext Kiosks Designing an Attractive Web Site • • • • • • • Context Content Community Customization Communication Connection Commerce Ease of Use and Attractiveness • Ease of Use – Downloads quickly – First page is easy to understand – Easy to navigate • Attractiveness – Clean looking – Not overly crammed with content – Readable fonts – Good use of color and sound Increasing Visits and Site Stickiness • • • • • • Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humor and jokes Games Online Ads • • • • • • • Banner ads Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs e-Marketing Guidelines • Give the customer a reason to respond • Personalize the content of your emails • Offer something the customer could not get via direct mail • Make it easy for customers to unsubscribe Figure 19.1 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation Types of Sales Representatives • Deliverer • Order taker • Missionary • Technician • Demand creator • Solution vendor Sales Tasks • • • • • • • Prospecting Targeting Communicating Selling Servicing Information gathering Allocating Figure 19.2 Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating Workload Approach to Determining Sales Force Size • Customers are grouped into size classes • Desirable call frequencies are established • Number of accounts in each size class multiplied by call frequency • Average number of calls possible per year established • Number of reps equal to total annual calls required divided by number possible Components of Sales Force Compensation • • • • Fixed amount Variable amount Expense allowances Benefits What Motivates Sales Reps? Most Rewarding • Pay • Promotion • Personal growth • Sense of accomplishment Least Rewarding • Liking • Respect • Security • Recognition Figure 19.3 Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up