Integrated I t t dM Marketing k ti Communication

S. Suresh

M k ti Communications Marketing C i ti Mix Mi

Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales Promotion
ShortShort-term incentives to encourage the purchase or sale of a product or service. service

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M k ti Communications Marketing C i ti Mix Mi

Public Relations
Building B ildi good d relations l ti with ith the th companys various publics by obtaining favorable publicity building up a good corporate image, publicity, image and handling or heading off unfavorable rumors, stories, and events. Personal presentation by the firms sales force for the purpose of making sales and building customer relationships relationships.
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Personal Selling

M k ti Communication Marketing C i ti Mix Mi

Direct Marketing
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships relationshipsthe use of telephone, mail, fax, e e-mail, the Internet, and other tools to communicate directly with specific consumers.

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The Changing Communications Environment

Two factors are changing the face of todays marketing g communications: A mass markets As k t h have fragmented, f t d marketers k t are shifting away from mass marketing

Vast improvements in information technology are speeding the movement toward segmented marketing
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Th Need The N d for f IMC

Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, , consistent, , and compelling p g message about the organization and d its it brands. b d
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Integrated Marketing Communication C

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IMC in Action: Mall of America

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IMC In Action: Mall of America

Challenge:
Promote Mall of Americas 10th anniversary An IMC campaign featuring: The theme: Celebrating a decade of fun Effort to involve as many media partners as possible

Answer:

Results:

USA Today front page story CBS Sunday Morning piece AP story carried by 30 newspapers
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Ad Advertising ti i
Can reach masses of geographically
di dispersed d buyers. b Ca Can repeat epeat a message essage many a yt times. es Is impersonal, one one-way communication. Can be very costly for some media types.

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P Personal l Selling S lli

Involves personal interaction between two
or more people. l Allows o s relationship e at o s p bu building. d g Most expensive promotion tool.

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S l Promotion Sales P ti
Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy buy. Invites and rewards quick consumer
response. Effects are shortshort-lived.

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P bli Relations Public R l ti

Very believable. Reaches people who avoid salespeople
and a d ads. ads Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical.

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Di Direct tM Marketing k ti
Many forms that share four characteristics:
Nonpublic Immediate Customized Interactive

Well suited to highly targeted marketing.

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P h vs. Pull Push P ll Promotion P ti Strategy St t

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M j Decisions Major D i i in i Advertising Ad ti i

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Setting Advertising Objectives

An advertising objective is a specific
communication task to be accomplished with a specific target audience during a specific period of time. Classified by purpose:
Inform Persuade Compare C Remind
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Comparative Advertising
Progresso makes side-by-side y comparisons of its soup p versus Campbells, inviting consumers to Enjoy a better soupwith p a more adult taste.

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Setting g the Advertising g Budget g

Affordable Based B d on Wh What t th the C Company Thinks Thi k it Can C Afford Aff d Percentage-of-Sales Based on a Percentage of Current or Forecasted Sales Competitive-Parity Competitive Parity Set Budget to Match Competitors Objective-and-Task Set Objectives, Determine Tasks to Achieve Objectives, Sum of Task Costs Equals Budget
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D Developing l i Advertising Ad ti i Strategy St t

Consists of two major elements:
Creating g advertising g messages g Selecting advertising media

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Th Message The M Strategy St t

Identify Customer Benefits Develop Compelling Creative Concept The Big Big Idea Idea Advertising Appeals Should Be Meaningful Believable, Meaningful, Believable & Distinctive
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Message Execution - Typical Approaches

Testimonial Evidence or Endorsement Scientific Evidence Technical Expertise Personality Symbol Slice of Life Lifestyle Fantasy Mood or Image Musical

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M Message E Execution ti
Choose a tone Use memorable, attention attention-getting words Choose correct format elements
Illustration Headline Copy

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S l ti Selecting Advertising Ad ti i Media M di

Reach
Percentage of people exposed to ad

Frequency
Number of times a person is exposed to ad

Media M di I Impact t
The qualitative value of a message g exposure through a given medium

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Ch Choosing i Media M di Type T

Factors to consider:
Media habits of target consumers p Nature of the product Type of message Cost Media vehicles Specific f media within each general media type

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D idi Deciding on Media M di Timing Ti i

Must decide how to schedule the
Follow seasonal pattern p Oppose seasonal pattern Same coverage all year

advertising d ti i over the th course of f a year

Choose the pattern of the ads

Continuity us g Pulsing
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E l ti Evaluating Advertising Ad ti i
Measure the communication effects of an ad. Copy Copy Testing Testing

Measure the sales effects of an ad. Is the ad increasing g sales?

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Oth Advertising Other Ad ti i Considerations C id ti

Small Companies:
S l Departments Sales D t t

Large Companies:
Advertising Departments

A marketing services firm that assists companies in planning, l i preparing, i implementing, i l i and d evaluating l i all ll or portions of their advertising programs.

Advertising Agency:

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S l Promotion Sales P ti
Sales promotion consists of shortshort-term
i incentives ti to t encourage the th purchase h or sales of a product or service.

The idea behind sales promotion is to

generate immediate sales.

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S l Promotion Sales P ti
Today s food Todays marketers are using more and more push promotions, including consumer price promotions.

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Rapid Growth of Sales Promotion

Sales promotion can take the form of
consumer, trade, or sales force promotions. promotions Rapid growth in the industry has been achieved because:
Product managers are facing more pressure to increase their current sales Companies face more competition Advertising efficiency has declined Consumers have become more deal oriented
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Sales Promotion Objectives j

Consumer Promotions: increase shortshortterm sales or help build longlong-term market share. Trade Promotions: get retailers to:
carry new items and more inventory advertise products give products more shelf space buy ahead

Sales l Force: getting more sales l support. In g general, , sales promotion p should build
longlong -term customer relationships.
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Consumer Sales Promotion Tools

Sample Coupons Cash Refunds R b t Rebates Price Packs C t Off D Cents-Off Deals l Premiums Advertising Specialties Offers a trial amount of a product Savings when purchasing specified products d t Refund of part of the purchase price by mail il Reduced prices marked on the label or package k b producer by d Goods offered free or low cost as an incenti e to b incentive buy a product p od ct Articles imprinted with an advertisers name given as gifts
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Consumer Sales Promotion Tools

Patronage Rewards Point-of-Purchase Point of Purchase Promotions Contest Sweepstakes Cash or other award offered for regular use of f a product d t or service i Displays or demonstrations at the point of purchase or sale Consumers submit an entry to be judged by a panel Consumers submit their names for a drawing Consumers receive something each time they buy which may help them win i a prize i
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Games

Trade Show

More than 4,300 trade shows take place every year, drawing as many as 85 million people.

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Developing the Sales Promotion Program

Decide on the Size of the Incentive S tC Set Conditions diti for f Participation P ti i ti Decide How to Promote and Distribute the Promotion Program Decide on the Length of the Program

Evaluate the Program

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P bli Relations Public R l ti

Public relations involves building good
relations l ti with ith the th companys various i publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

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P bli Relations Public R l ti Functions F ti

Press relations or
press agency Product oduct pub publicity c ty Public affairs

Lobbying Investor relations

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P bli Relations Public R l ti Tools T l

News Speeches Special events Buzz marketing Mobile marketing Written materials Audiovisual
materials l Corporate identity materials Public P bli service i activities Company Web site
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Th k You Thank Y