Mm aug 2014 module 6

1. Marketing – Module 6

2. Marketing Communications • Are the means by which firms attempt to inform, persuade and remind consumers (directly or indirectly) about the products and brands they sell • Represent the voice of the company • Help in building relationship • They show how and why a product is use, by whom, where and when. • Changing Marketing Communications Environment

3. Marketing Communications Mix • Advertising • Sales Promotion • Personal Selling • Direct Marketing • Publicity • Events and Experiences • Interactive Marketing • Word-of-mouth Marketing

4. Advertising Sales Promotion Events/ Experien ces Public Relations and Publicity Direct Marketing and Interactive Marketing Personal Selling Word-of- mouth Marketin g  Print and broadcast ads  Packaging outer and inserts Brochures  Posters & leaflets  Billboards  Display signs  POP displays Audio visual material  Logos  Contests, games  Premiums and gifts  Sampling Trade fairs Exhibits Demonstra tions  Coupons Rebates Low interest financing Entertainm ent  Sports Festival s Arts Causes Factory tours  Press Kits Speeches Seminars Annual reports Charitable donations Publication s Company magazine •Community Relations •Lobbying  Catalogs  Mailings  Tele- marketing  E-shopping  TV shopping  E-mail  Voice mail  Company Blogs  Websites  Sales presentations Sales meetings Samples Trade fairs Incentive programs • Person to Person • Chat Rooms • Blogs

5. Steps in Developing Effective Communications • Identify the target audience • Determine objectives • Design Communications • Select Channels • Establish Budget • Decide on media mix • Measure Results • Manage IMC

6. Identify the Target Audience • Potential Buyers of the products • Users, Deciders, influencers • Target audience is critical for deciding on – What will be said (message content) – How it will be said (message structure, format) – When it will be said – Where it will be said – Who will say it (source)

7. Determine the Communication Objectives • Marketers seek a purchase response that result from a consumer decision-making process that includes the stages of buyer readiness.

8. Design Communications • What to say (Message Strategy) • How to say (Creative Strategy) • Who should say it (Message Source)

9. Design Communications • Message Strategy – Search for appeals, themes or ideas that will tie in to the brand positioning – It helps establish POP and POD – Some relate to performance – Some relate to extrinsic considerations

10. Design Communications • Creative Strategy – Translate the messages into specific communication – Informational Appeal • Elaborates on product or service attributes • Saridon • Domino’s – Transformational Appeal • Non Product Related Benefit or image

11. Design Communications • Message Source – Messages delivered by attractive or popular sources can achieve higher attention and recall – Celebrities – Expertise – specialized knowledge on the subject – Trustworthiness – objective and honest the source – Likability – source’s attractiveness

12. Select Channels • Personal Communication Channels – Advocate Channel – Expert Channel – Social Channel • Non Personal Communication Channels – Advertising, Sales Promotion, Events and Experiences and PR • Integration of Communication Channels – Mass Communication vs Individualized Communication

13. Establish Budget • Affordable Method • Percentage-of-sales method • Competitive Parity Method • Objective and Task Method

14. Decide on Media Mix • Advertising – Pervasiveness – Amplified Expressiveness – Control • Sales Promotion – Ability to be attention-getting – Incentive – Invitation • PR and Publicity – High Credibility – Ability to reach hard-to-find buyers – Dramatization

15. Decide on Media Mix • Events and Experiences – Relevant – Engaging – Implicit • Direct and Interactive Marketing – Customized – Up-to-date – Interactive • Word-of-mouth Marketing – Influential – Personal – Timely

16. Decide on Media Mix • Personal Selling – Personal Interaction – Cultivation – Response

17. Factors in Setting Communications Mix • Type of Product Market – Consumer vs Business Market – Consumer – Sales Promotion, Advertising – Business – Personal Selling • Buyer Readiness Stage – Awareness, Comprehension, Order, Reorder • Product Life Cycle Stage

18. Measure Results • Measurement must for knowing the impact • Recall, Remember, Points they recall, previous and current attitudes etc. • Total Market, Awareness, Brand Trial, Satisfaction

19. Managing The IMC Process • A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time • Coordinating Media – Multiple Vehicle, Multiple Stage • Implementing IMC

20. ADVERTISING • Cost effective way to disseminate messages • Build brand preference or educate people • Five M’s – Mission: Objectives – Money: Spending – Message: What Message to Send – Media: What to use? – Measurement: How to evaluate?

21. Setting Objectives • Advertising objectives must flow from prior decisions on target market, brand positioning and the marketing program • To increase among 30 million homemakers who own automatic washers the number who identify brand X as a low-sudsing detergent, and who are persuaded that it gets clothes cleaner from 10% to 40% in one year

22. Setting Objectives • Informative Advertising • Persuasive Advertising • Reminder Advertising • Reinforcement Advertising

23. Deciding Budget • Although an expense, part of spending is an investment in brand equity and customer loyalty • Factors affecting budget decisions: – Stage in the product life cycle – Market Share and consumer base – Competition and clutter – Advertising Frequency – Product Substitutability

24. Developing The Advertising Campaign • Message Generation and Evaluation – Which appeal? – Creative Brief – Positioning Statement – Alternate ad themes • Creative Development and Execution – TV Ads – Print Ads – Radio Ads – Film Ads

25. Legal and Social Issues • Laws and regulations govern advertising • No ads for Alcoholic and Tobacco products, however surrogate advertising is permitted • Infant food advertising was not permitted • Advertisement of Medicines prohibited • ASCI

26. Deciding Media • Deciding Reach, Frequency and Impact – Reach – The number of different persons or households exposed to a particular media schedule at least once during a specified time period – Frequency – The number of times within the specified time period that an average person or household is exposed to the message – Impact – The qualitative value of an exposure through a given medium (Food Ad in Bon Apetit vs Fortune magazine)

27. Choosing among major media types • News Papers • Television • Direct Mail • Radio • Magazines • Outdoor • Yellow Pages • Newsletters • Brochures • Telephone • Internet

28. Alternate Advertising Options • Place Advertising – Bill Boards – Public Spaces – Product Placement – Point of Purchase

29. Deciding Media Timing and Allocation • Continuity • Concentration • Flighting • Pulsing

30. Evaluating Advertising Effectiveness • Communication Effect Research • Sales Effect Research

31. Sales Promotion • Consists of a collection of incentives tools, mostly short term, designed to stimulate quicker or greater purchase • Advertising offers a reason to buy, sales promotion offers an incentive • Promotion includes tools for – Consumer Promotion – Samples, Coupons, Cash Backs etc. – Trade Promotion – Prices off, advertising and display allowances – Sales force promotion – Trade shows, contents for sale reps, specialty advertising

32. Sales Promotion • Objectives – Attract new customers – Reward loyal customers – Increase repurchase rates – Attracts switchers

33. Sales Promotion • Establishing Objectives • Selecting Consumer Promotion Tools – Manufacturers promotions – Retailer promotions – Consumer Franchise Building • Selecting Trade Promotion Tools • Selecting Business and Sales force promotion tools • Developing the program • Implementing and Evaluating the program – Push and Pull Strategy

35. Public Relations • Public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives • Functions – Press Relations – Product Publicity – Corporate Communications – Lobbying – Counseling

36. Publicity • Securing editorial space • Launching New products • Repositioning a mature product • Building interest in a product category • Influencing specific target group • Defending products that have problems • Building corporate image

37. Direct Marketing • Use of consumer direct channels to reach and deliver goods and services to customers without using middlemen • Can use number of channels to reach individual prospects: Direct Mail, catalog Marketing, Telemarketing, Interactive TV, Kiosks, websites and mobile devices

38. Benefits of Direct Marketing • Market Demassification • Consumer short of time and stressed appreciate toll free numbers, websites, next day delivery • Direct Marketers can buy mailing list containing the names and addresses of prospects • Direct reach to customers

39. Direct Mail • Selective mailing list • Permits target market selectivity • Personalized • Early testing and response measurement

40. Catalogue Marketing • Full line merchandize catalogues • Specialty consumer catalogues • E-Catalogues

41. Telemarketing • Outbound Telemarketing • Inbound Telemarketing

42. Issues in Direct Marketing • Irritation • Unfairness • Deception or fraud • Invasion of privacy

43. E- Commerce • Websites • Search Ads • Display Ads • Email • Mobile Marketing

44. E-Business • E business, or e-business, is the application of information and communication technologies (ICT) in support of all the activities of business. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any business.

45. Personal Selling • Prospecting and qualifying • Pre Approach • Presentation and Demonstration • Overcoming Objections • Closing • Follow up

46. LA FIN

Mm aug 2014 module 6

Mm aug 2014 module 6

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Mm aug 2014 module 6