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How to communicate your product Part I

How to communicate your product Part I. Current Terminology. IBP: Integrated Brand Promotion IMC: Integrated Marketing Communications Often used interchangeably Here we use IMC. What does IMC mean?. Coordination of all promotional messages Telling the same story every time

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How to communicate your product Part I

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  1. How to communicate your product Part I

  2. Current Terminology • IBP: Integrated Brand Promotion • IMC: Integrated Marketing Communications • Often used interchangeably • Here we use IMC

  3. What does IMC mean? • Coordination of all promotional messages • Telling the same story every time • Consistency and synergy • Maintain positioning • Essential for branding

  4. Categories of Communication Interpersonal Communication Mass Communication

  5. The Communication Process

  6. The Communication Process

  7. What does Encoding mean?

  8. The AIDA Model

  9. Informing Reminding Target Audience PLC Stages: Introduction Early Growth PLC Stages: Maturity Persuading PLC Stages: Growth Maturity Objectives of IMC

  10. Inform • Increase awareness • How product works • New uses • Company Image

  11. Informative Ad

  12. Persuade • Encourage brand switching • Change customer’s perceptions • Influence immediate buying decision • Persuade customers to call

  13. Remind • Product is still needed • Where it is sold • Maintain brand awareness

  14. The Lagged Effect • Consumers don’t act immediately • Advertising effect can build over time • Be top of mind at time of need • Several exposures

  15. The Promotional Mix • Advertising • Public Relations • Sales Promotions • Personal Selling • Direct Marketing • Digital Marketing • Online Marketing • Social Media • Mobile Marketing

  16. AIDA & the Promo Mix Very Effective Somewhat Effective Not Effective

  17. Nature of the product Stage in PLC Target market characteristics Type of buying decision Promotion funds Push or pull strategy How to choose promotional mix?

  18. Product Life Cycle and Promo Mix Light Advertising; Pre-introduction publicity Ads decrease; sales promotion; personal selling;reminder & persuasive AD/PR decrease; limited sales promotion; personal selling for distribution Heavy Advertising; PR for awareness; sales promotion for trial Advertising, PR, brand loyalty; personal selling for distribution

  19. Advertising Routine Sales Promotion Advertising Neither Routine nor Complex Public Relations Complex Personal Selling Print Advertising Buying Decision & Promo Mix

  20. Push vs. Pull Strategy

  21. Advertising • Most visible IMC element • Effective to build awareness • Paid • Mass Audience

  22. Digital Marketing • Traditional Online Ads • Websites • Blogs • Social Media • #SocialTV • SEM • SEO • Mobile/SoLoMo

  23. Digital Trends • Social Shopping • FB Want Button • SocialTV • Social Media • Twitter • Pinterest • Mobile • Location Based

  24. Establishing a Budget

  25. Marketing Metrics = Success or Failure • Traditional Media • Frequency of exposure • Reach of exposure • GRP (reach x frequency) • House holds watching the tv program • % • Web-Based Media • SEM • Impressions • CTR • ROI = (sales revenue – advertising cost)/Advertising Cost

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