Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Marketing Communication-2.2 - MarCom-mix
1. Marketing
Communication
Marketing Communication-mix
Part TWO out of Four (2.2)
Danny Abramovich
Marketing Plan Specialist
1 www.marketingPlanNOW.com MarCom-2
2. Course Introduction, Main Topics
Background: CB ü
Human Communication ü
Marketing Communication
Creativity
Integrated MarCom
Global IMC
2 www.marketingPlanNOW.com MarCom-2
3. 2. MarCom4Communication Tools
Marketing Communication Tools
Direct Interactive/
Advertising
Marketing Internet Marketing
Sales Publicity/Public Personal
Promotion Relations Selling
3 www.marketingPlanNOW.com MarCom-2
4. 2. MarCom4Communication Tools
Sale Promotions - value (price)-related
activities to generate short-term sales.
Direct Marketing - reaching customers directly.
Personal Selling - develop relationships, persuade
and create leads into sales.
Interactive/ Internet - interactive media which
allows a two-way flow of information in real ¿
Publicity/ Public Relations - non-paid com.
Advertising - paid mass communication.
4 www.marketingPlanNOW.com MarCom-2
8. 2. MarCom4Direct MKT
Demassification – Focus is
Demassification – Focus is
Toward Micro-markets
Toward Micro-markets
Higher Costs of Driving, Traffic
Higher Costs of Driving, Traffic
and Parking Congestion
and Parking Congestion
Consumers Lack of Time
Consumers Lack of Time
The Convenience of Ordering
Convenience of Ordering
From Direct Marketers
From Direct Marketers
Growth of
Direct Marketing Growth of Customer Databases
Growth of Customer Databases
8 www.marketingPlanNOW.com MarCom-2
10. 2. MarCom4€ Selling
Prospecting and Qualifying
Pre-approach
Approach
Presentation and Demonstration
Basic
Steps Handling objections
in Personal Closing
Selling Process Follow-up
10 www.marketingPlanNOW.com MarCom-2
15. 2. MarCom4 Major PR Tools
News
Web Site Speeches
Special
Public
Events
Service
Activities
Corporate
Written
Identity Audiovisual Materials
Materials Materials
15 www.marketingPlanNOW.com MarCom-2
22. 2. MarCom4 ADVERTISING
Definition:
Advertising is any paid form of non-
personal presentation and promotion
of ideas, goods, or services by
an identified sponsor.
22 www.marketingPlanNOW.com MarCom-2
23. 2. MarCom4 ADVERTISING
Informative Advertising
Inform consumers or Persuasive Advertising
build primary demand Build selective demand
Advertising Objective
Specific Communication Task
Accomplished with a Specific
Target Audience
During a Specific Period of Time
Comparison Advertising Reminder Advertising
Compares one brand Keeps consumers thinking
to another about a product
23 www.marketingPlanNOW.com MarCom-2
25. 2. MarCom4 ADVERTISING
Advertising Objective:
Specific communication Task
accomplished with a Specific Target
Audience During a Specific Period of Time
25 www.marketingPlanNOW.com MarCom-2
29. Marketing
Communication
Marketing Communication-mix
Part TWO out of Four (2.2)
Danny Abramovich
Marketing Plan Specialist
29 www.marketingPlanNOW.com MarCom-2
30. r 3
Chapte
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