lesson 9 intergrated marketing communication imc chapter 18 19 20 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20) PowerPoint Presentation
Download Presentation
Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)

Loading in 2 Seconds...

play fullscreen
1 / 57

Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20) - PowerPoint PPT Presentation


  • 177 Views
  • Uploaded on

Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20). Content. I. Marketing communication tools II. Develop an IMC program. Objectives . Define product advertising and institutional advertising. Define sales promotion and public relation.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)' - kendra


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide2

Content

  • I. Marketing communication tools
  • II. Develop an IMC program
slide3

Objectives

  • Define product advertising and institutional advertising.
  • Define sales promotion and public relation.
  • Explain the role of sales promotion and public relations in Marketing communication program
  • Explain the nature and scope of personal selling and sales management in Marketing
slide4

Term

  • Advertising: quảng cáo
  • Sales promotion: khuyến mãi
  • Direct marketing: Marketing trực tiếp
  • Personal selling: Bán hàng cá nhân
  • Public relation: Quan hệ công chúng
  • Media/medium: phương tiện
  • Intergrated Marketing communication: Truyền thông Marketing tích hợp
slide5

Communication

  • The process of conveying a message to others
elements of communication
Elements of communication
  • Encoding: transform idea to symbol
  • Decoding: transform symbol back to idea
  • Field of experience: similar understanding sender and receiver apply to the message
  • Response: impact of message had on receiver’s knowledge, attitude and behavior
  • Feedback: sender’s interpretation of the response
  • Noise: factors work against effective communication
slide8

Advertising

  • Any paid form of nonpersonal communication about an organization, good, service
type of advertisement
Type of advertisement

Pioneering (informational)

Competitve (persuasive)

Reminder

Your own footer

Your Logo

slide10

Pioneering

  • What a product is?
  • What it can do?
  • Where it can be found?
slide11

Competitive advertisement

  • Promotes a specific brand’s benefit
  • Persuade the target market to select the firm’s brand/product
reminder advertisement
Reminder advertisement

Reinforce previous knowledge of a product

Your own footer

Your Logo

slide14

Media alternatives

Television

This is an example text. Go ahead and replace it

1

Radio

This is an example text. Go ahead and replace it

2

Magazine

This is an example text. Go ahead and replace it

3

Newspaper

This is an example text. Go ahead and replace it

4

Yellow pages

This is an example text. Go ahead and replace it

5

Internet

This is an example text. Go ahead and replace it

6

Outdoor

This is an example text. Go ahead and replace it

7

Your own footer

Your Logo

slide15

Basic terms

Reach: The number of people or household exposed to an ad

1

Rating: percentage of household or people turned to particular TV show or radio station

2

Frequency: average number times a person in the target audience is exposed to an ad

3

Gross rating points (GRPs) = reach x frequency

4

Cost per thousand (CPM – means 1000 in Roman): Cost of reaching 1000 person or household

5

Your own footer

Your Logo

slide26

PR

  • Form of communication that influence the feeling, opinions or beliefs held by stakeholders
slide27

Function of PR

  • Building goodwill
  • Promoting goods, service
  • Building internal communication
  • Controlling crisis
  • Doing lobby
tools of pr
Tools of PR
  • Press release
  • Press conference/interview
  • Event sponsorship
  • Publicity
  • Company story
  • Newsletter
slide29

Personal selling

  • Face – to – face communication between buyer and seller, designed to influence a person’s or group’s purchase decision
slide30

Role of personal selling

  • Choosing target customer
  • Modifying message
  • Persuading consumer
  • Building relationship with consumer
  • Doing Marketing research
slide31

Personal selling process

  • Prospecting
  • Pre-approach
  • Approach
  • Presentation
  • Close
  • Follow - up
slide32

Step 1: Prospecting

  • Search qualified prospects by:

Tradeshow, professional meeting, conferences, cold calling

slide33

Step 2: pre-approach

  • Involves obtaining further information on the prospect and decide the best method to approach.
  • Gathering information about: MAN rule (M:money – income, A:authority, N: needs)
slide34

Step 3: Presentation

Handling objection

  • Acknowledge and convert the objection
  • Postpone
  • Agree and neutralize
  • Denial
  • Ignore the objection
slide35

Step 4: Close

  • Obtaining purchase commitment from the prospect with 3 techniques:
  • Trial close: asking propects to make a decision on some aspects
  • Assumptive close: asking prospects to consider choices:delivery, warranty
  • Urgency close
slide36

Step 5: Follow up

  • Making certain the customer’s purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed
sales promotion
SALES PROMOTION
  • Consumer-Oriented Sales Promotion – elicit an immediate purchase
  • Stimulate trial purchase
  • Stimulate repeat purchase
  • Stimulate larger purchase
  • Introduce a new brand
  • Disrupt competitor’s strategy

Slide 19-76

slide38

Sales promotion techniques

  • Coupons
  • Samples
  • Price–off deals
  • Loyalty Programs
  • Rebates
  • Premiums
  • Contests
  • Sweepstakes
sales promotion1
SALES PROMOTION
  • Trade-Oriented Sales Promotion
  • Allowances and Discounts
  • Cooperative Advertising
  • Training of Distributors’ Salesforces
slide44

Step 1: Identifying the target audience

  • How to identify the target audience?
step 4 choosing promotional tools integrated marketing communications imc
Step 4: Choosing promotional tools - Integrated Marketing Communications (IMC)

Integrated marketing communications (IMC) is the concept of designing marketing communications programs that coordinate all promotional tools: advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.

Slide 18-80

slide51

How the importance of promotional elements varies during the stages of consumer’s purchase decision

Slide 18-33

slide53

Step 5 & 6: Design and assess promotion program

  • “50% ngân sách quảng cáo là ném tiền qua cửa sổ nhưng không biết đó là 50% nào”
slide54

Review question

  • 1. What is the difference between pioneering and competitive ads?
  • 2. What is the purpose of an institutional advertisement?
  • 3. What is the difference of personal selling and direct Marketing?
  • 4. What are the six stages in the personal selling?
quiz 1
Quiz 1
  • In terms of the communication process, the _____ for the information in the Visible Lift makeup advertisement is L'Oréal, its manufacturer.
  • A)communication channel
  • B)message
  • C)decoder
  • D)source
  • E)feedback
quiz 2
Quiz 2
  • Which of the following is a public relations tool?
  • A)image management
  • B)lobbying efforts
  • C)annual reports
  • D)publicity
  • E)all of the above
quiz 3
Quiz 3
  • Reminder product and brand advertising is typically used to:
  • A)inform the target market.
  • B)state the position of the advertiser on an issue.
  • C)persuade the target market.
  • D)identify the target market.
  • E)reinforce previous knowledge.