1. Marketing in Services Sector
Welcome Again!
穆罕默德阿里
Dr. Raja Irfan
Sabir
g.buree@yahoo.com

2. Integrated Marketing Communication
• Approach to brand communications where the
different modes work together to create a seamless
experience for the customer and are presented
with a similar tone and style that reinforces the
brand’s core message.

3. Integrated Marketing Communication
• Its goal is to make all aspects of marketing
communication such as advertising, sales
promotion, public relations direct marketing,
online communications and social media work
together as a unified force, rather than permitting
each to work in isolation, which maximizes their
cost effectiveness

4. Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence
an opinion or elicit a
response.

5. Promotional Strategy
A plan for the optimal use of
the elements of promotion:
AdvertisingAdvertising
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion

6. The Role of Promotion
Promotional MixPromotional Mix
•Advertising
•Public Relations
•Personal Selling
•Sales Promotion
Promotion PlanPromotion Plan
Promotional MixPromotional Mix
•Advertising
•Public Relations
•Personal Selling
•Sales Promotion
Promotion PlanPromotion Plan
Overall MarketingOverall Marketing
ObjectivesObjectives
Overall MarketingOverall Marketing
ObjectivesObjectives
Marketing MixMarketing Mix
• ProductProduct
• DistributionDistribution
• PromotionPromotion
• PricePrice
Marketing MixMarketing Mix
• ProductProduct
• DistributionDistribution
• PromotionPromotion
• PricePrice
Target MarketTarget MarketTarget MarketTarget Market

7. 7
Differential Advantage
Unique FeaturesUnique Features
Excellent ServiceExcellent Service
Low PricesLow Prices
Rapid DeliveryRapid Delivery
High Product QualityHigh Product Quality
FeaturesFeatures
that providethat provide
DifferentialDifferential
AdvantageAdvantage
FeaturesFeatures
that providethat provide
DifferentialDifferential
AdvantageAdvantage

8. Promotional Mix
Combination of promotion
tools used to reach the target
market and fulfill
the organization’s
overall goals.
AdvertisingAdvertising
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion

9. 9
Promotional Mix
AdvertisingAdvertising
Elements
of the
Promotional
Mix
Elements
of the
Promotional
Mix
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion

10. Advertising
Impersonal, one-way
mass communication
about a product or
organization that is
paid for by a marketer.

11. Advertising Media
Traditional
Advertising Media
Traditional
Advertising Media
Electronic
Advertising Media
Electronic
Advertising Media
 Television
 Radio
 Newspapers
 Magazines
 Books
 Direct mail
 Billboards
 Transit cards
 Internet
 Computer modems
 Fax machines

12. Advertising
AdvantagesAdvantages
• Ability to reach large
number of people
• Cost per contact is low
• Can be micro-targeted
DisadvantagesDisadvantages
• Total cost is high

13. Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action
to earn public understanding
and acceptance.

14. Public Relations
Evaluates public
attitudes
Evaluates public
attitudes
Identifies areas
of public interest
Identifies areas
of public interest
Executes programs
to “win” public
Executes programs
to “win” public
Functions ofFunctions of
Public RelationsPublic Relations
Functions ofFunctions of
Public RelationsPublic Relations

15. Publicity
Public information about a
company, good, or service
appearing in the mass media
as a news item.

16. Sales Promotion
Marketing activities--other than
personal selling, advertising,
and public relations--that
stimulate consumer buying and
dealer effectiveness.

17. Sales Promotion
End
Consumers
End
Consumers
Trade CustomersTrade Customers
Company
Employees
Company
Employees
Sales PromotionSales Promotion
TargetsTargets
Sales PromotionSales Promotion
TargetsTargets

18. Sales Promotion
Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular ToolsPopular Tools
forfor
Consumer SalesConsumer Sales
PromotionPromotion
Popular ToolsPopular Tools
forfor
Consumer SalesConsumer Sales
PromotionPromotion

19. Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.

20. Personal Selling
Traditional
Selling
Traditional
Selling
Relationship
Selling
Relationship
Selling

21. Characteristics of Advertising
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertisingAdvertisingAdvertising
Indirect and non-personalIndirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
FastFast
Same message to all audiencesSame message to all audiences

22. Characteristics of Public Relations
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
Public RelationsPublic RelationsPublic RelationsPublic Relations
Usually indirect, non-personalUsually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fastUsually fast
Usually no direct controlUsually no direct control

23. Characteristics of Sales Promotion
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
Sales PromotionSales PromotionSales PromotionSales Promotion
Usually Indirect and non-personalUsually Indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
FastFast
Same message to varied targetSame message to varied target

24. Characteristics of Personal Selling
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Direct and face-to-faceDirect and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
SlowSlow
Tailored to prospectTailored to prospect

25. Communication
The process by which we
exchange or share
meanings through a common
set of symbols.

27. Marketing Communication
Categories of
Communication
Categories of
Communication
InterpersonalInterpersonal
CommunicationCommunication
InterpersonalInterpersonal
CommunicationCommunication
MassMass
CommunicationCommunication
MassMass
CommunicationCommunication

28. The Communication Process
As SendersAs Senders As ReceiversAs Receivers
Inform
Persuade
Remind
Develop messages
Adapt messages
Spot new
communication
opportunities

29. The Sender and Encoding
SenderSender The originator of the message in the
communication process.
The originator of the message in the
communication process.
EncodingEncoding The conversion of a sender’s ideas and
thoughts into a message, usually in the
form of words or signs.
The conversion of a sender’s ideas and
thoughts into a message, usually in the
form of words or signs.

30. The Communication Process
NoiseNoise
SenderSender Encoding
Message
Encoding
Message
Message
Channel
Message
Channel
Message
Channel
Message
Channel
Decoding
Message
Decoding
Message ReceiverReceiver

31. Advertising
• Advertising is a single component of the
marketing process. It's the part that involves
getting the word out concerning your business,
product, or the services you are offering.
• It involves the process of developing strategies
such as ad placement, frequency, etc.

32. Basics
• Advertising includes the placement of an ad in
such mediums as newspapers, direct mail,
billboards, television, radio, and of course the
Internet.
• Advertising is the largest expense of most
marketing plans, with public relations following in
a close second and market research not falling far
behind.

33. Basics
Advertising
1. Identifies a current problem / opportunity for the
product, service or corporate brand
2. Identifies the customers who can best solve /
create that problem / opportunity
3. Creates the most relevant and distinctive way of
communicating to them in creative & media terms

34. Basics
• “Advertising is any paid-for communication
overtly intended to inform and/or influence one or
more people”.
Jeremy Bullmore, Director, WPP
• “Advertising says to people, 'Here's what we've
got. Here's what it will do for you. Here's how to
get it”. Leo Burnett

35. Basics
“I do not regard advertising as entertainment or an
art form, but as a medium of information.”
David Ogilvy

36. Basics
Different models of communication:
- Persuasion
- Engagement
- Participation
- Facilitation
- Conversation

37. Basics
Advertising Objectives
• To provide information
• To Remind the public
• To change social attitude
• To induce the public
• To convince customers for direct purchase
• To encourage salespersons
• etc

38. Basics
Types of Advertising
• Television advertising / Music in advertising
• Infomercials
• Radio advertising
• Online advertising
• Product placements / Covert advertising / Guerilla
Advertising

39. Basics
Types of Advertising
• Press advertising
• Billboard advertising
• Mobile billboard advertising
• In-store advertising
• Coffee cup advertising
• Street advertising

40. Basics
Types of Advertising
• Sheltered Outdoor Advertising
• Celebrity branding
• “Conquesting” as used in the Advertising industry,
is a means to deploy an advertisement for one's
products or services adjacent to editorial content
relating to the competitor or the competitors'
products.

41. Basics
• Coolhunting is a term coined in the early 1990s
referring to a new breed of marketing
professionals, called coolhunters. It is their job to
make observations and predictions in changes of
new or existing cultural trends.

42. Basics
• Copy testing is a specialized field of marketing
research that determines an ad’s effectiveness
based on consumer responses, feedback, and
behavior.
• Also known as pre-testing, it covers all media
channels including television, print, radio,
internet, and social media.

43. Basics
• Family in Hunting: different members of the
family are portrayed in different ways within
advertising and such portrayals often reflect the
traditional roles of each member during the time in
history in which the advertisement is presented.

44. Basics
• Market overhang
• Reality Marketing is a form of Permission
marketing that blends many types of interactive
advertising techniques into a Reality television
show format.

45. Basics
• Performance-based advertising is a form of
advertising in which the purchaser pays only when
there are measurable results.
• Performance-based advertising is becoming more
common with the spread of electronic media,
notably the Internet, where it is possible to
measure user actions resulting from advertisement.

46. Basics
• A pseudo-event is an event or activity that exists
for the sole purpose of the media publicity and
serves little to no other function in real life.
• Without the media, nothing meaningful actually
occurs at the event, so pseudo-events are
considered “real” only after they are viewed
through news, advertisement, television or other
types of media.

47. Basics
Pseudo-event
• An extremely simple example is sitting for a
family portrait: the event serves no purpose other
than to be viewed through a photograph.
• Other examples include press conferences,
advertisements, media spectacles, and many types
of news.

48. Basics
Psychological manipulation is a type of social
influence that aims to change the perception or
behavior of others through underhanded,
deceptive, or even abusive tactics.
By advancing the interests of the manipulator, often
at the other's expense, such methods could be
considered exploitative, abusive, devious, and
deceptive.

49. Basics
A scad is a portmanteau of the words scam and
advertisement, usually in reference to internet
spam.
The term has been used by the Alliance Against Bait
and Click to describe scam ads that lure
consumers to click on their site using a brand
name or an outrageous deal while in turn
providing suspect products and deals.

50. Basics
Shock advertising or Shockvertising is a type of
advertising generally regarded as one that
“deliberately, rather than inadvertently, startles and
offends its audience by violating norms for social
values and personal ideals.”

51. Basics
Advergaming (a portmanteau of "advertising" and
"gaming") is the practice of using video games to
advertise a product, organization or viewpoint.

52. All Easy Questions and Suggestions are Welcome
Please!
Shukran Xie Xie
Thank You
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That’s All Folks
穆罕默德阿里
Dr. Raja Irfan Sabir
g.buree@yahoo.com