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Integrated Marketing Communications Advertising, Promotion, Public Relations and Selling. Marketing 5341 Chip Besio. The communication process. BMW X3 Who is the source and what is the message?. The promotional mix. Slide 18-15. Fence Industry Who is the target audience?.
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Purina Dog ChowWhat stage in its product life cycle andhow does its promotional mix change?
Market - target consumer
Mission - objectives.
Money - to pay for the campaign.
Message - to be delivered.
Media - choice of advertising media.
Measure - measuring the impact.
To increase sales
To attract new customers
To retain existing ones
To encourage customer loyalty
To encourage trial
To create awareness
To encourage customer contact
To modify attitudes
To create an image
To position a product
To encourage brand switching
To improve position in the market
To enlarge the market
To pull the product through the channels
To push the product through the channels
Relative importance of the two main elements in the promotional mix
Simple / Inexpensive Goods
Complex / Expensive Goods
The advertising budget will be set in terms of one of:
What can be afforded
A given % of sales
Comparison with rivals
Objective and task- whatever is needed to achieve objectives
Impact of the media
Reach and selectivity of the media
Permanence of the media
The nature of the product
Size and spread of the market
The message to be conveyed
What is the purpose of this ad and who is the target?
What competitive benefit will be promised?
Benefits must be Promised and Supported
our beer is brewed in Belgium …..
Must tell the beer drinker
why that matters
Consistency of traits
different from and
better than ….
Low cost per exposure
High impact- colour, sound and movement
Can target specific groups
Very high overall cost
Limited prime time space
May not be watched- visual wallpaper
Proliferation of channels reduces audience
Conveys only a limited message
Useful for targeting specific groups
Good reproduction- high quality gloss images
Long life-read at leisure
Can be linked to features
All consumer interests catered for
Can be expensive
Long lead time
Some magazines are only published monthly
Slow impact due to long life
Magazines with limited readership are not suitable for mass marketing
Paid-for search inclusion (e.g. Google Adwords)
Banner ads - on line adverts on relevant website.
Link exchange- mutual exchange of links between web sites or similar or complementary interest.
Search engine/directory listing.
Ezine/email sponsorship- on line magazines delivered to subscribers via email.
Internet advertising is rapidly
replacing some traditional ad forms
Can target specific segment
Listener’s attention limited
Mainly local rather than national
Can target specific segments
Short lead time
Inexpensive compared to television
Local, regional and national papers available
Colour printing adds to impact
May get lost in the rest of the paper
Not every group reads a paper
High costs especially for national newspaper
Can be specifically targeted
Visual, sound, movement
Mainly young audience
Short lived message
May only be seen once
Target particular area
May encourage impulse buying if close to shops
Message must be short and simple
Cannot target socio economic groups
Rarely attract full attention
May be seen as traffic hazard
Difficult to measure effectiveness
Frequency is better than reach
Personal selling is one element of the promotional mix.
In business to consumer markets (B2C) personal selling and advertising are the main elements of the mix.
Personal selling becomes more important when
The product is more complex
The product is more expensive
The product is bought infrequently
The customers is another business i.e. B2B markets
To gather information about customer wants
To communicate information especially on the advantages of the product to the customer
To prospect-look for new opportunities. Prospecting is concerned with locating potential customers
To display and demonstrate the product
To advise customers
To advise on stock levels
To progress orders
To build goodwill
To deal with complaints
To close the sale - i.e. to secure a sale
To provide after -sales service
To collect orders from customers
In some cases, to make deliveries
The presentation of products and associated persuasive communication to potential clients
Involves two way, persuasive communication
The aim is to match customer needs with the goods/services on offer
Ultimate objective: to make a sale
Shopping and speciality goods
i.e. Convenience goods
Promotions aimed at the consumers
Promotions aimed at intermediaries
The purpose is to encourage intermediaries to stock the product
Sale or return
New product offers
Trade in offers
Promoting products and services through media publicity.
Enhancing public awareness of the company.
Projecting the company’s mission and philosophy.
Portrayal of the company as a good corporate citizen.
Protecting the company’s reputation.
Projecting the organization as a source of opportunities.
Obtaining favourable comment in the media.