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Integrated Marketing Communications Advertising, Promotion, Public Relations and Selling. Marketing 6201 Chip Besio. 6 Ms of Advertising. Market - target consumer Mission - objectives. Money - to pay for the campaign. Message - to be delivered. Media - choice of advertising media.

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integrated marketing communications advertising promotion public relations and selling
Integrated Marketing CommunicationsAdvertising, Promotion, Public Relations and Selling

Marketing 6201

Chip Besio

6 ms of advertising
6 Ms of Advertising

Market - target consumer

Mission - objectives.

Money - to pay for the campaign.

Message - to be delivered.

Media - choice of advertising media.

Measure - measuring the impact.

mission advertising promotional objectives
Mission - Advertising / Promotional objectives

To increase sales

To attract new customers

To retain existing ones

To encourage customer loyalty

To encourage trial

To create awareness

To inform

To remind

To reassure

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

personal selling vs advertising
Personal selling vs advertising

Relative importance of the two main elements in the promotional mix

% of






Simple / Inexpensive Goods

Complex / Expensive Goods

money determining the budget
Money - Determining the budget

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

media factors in the choice of media
Media - Factors in the choice of media

Marketing mix

Relative Cost

Target audience

Impact of the media

Reach and selectivity of the media


Legal constraints

Permanence of the media

The nature of the product

Size and spread of the market

Advertising budget

The message to be conveyed

advertising promotion segmentation positioning
Advertising/Promotion Segmentation/Positioning

What is the purpose of this ad and who is the target?

advertising roi
Advertising ROI

What competitive benefit will be promised?

advertising roi11
Advertising ROI

Benefits must be Promised and Supported


our beer is brewed in Belgium …..

Must tell the beer drinker

why that matters



what personality will distinguish the brand
What personalitywill distinguish thebrand?

Consistency of traits


different from and

better than ….



Large audience

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

Moderate impact

Slow impact due to long life

Magazines with limited readership are not suitable for mass marketing

advertising on the internet
Advertising on the Internet

Paid-for search inclusion (e.g. Google Adwords)

Company website.

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.

advertising and promotion17
Advertising and Promotion

Internet advertising is rapidly

replacing some traditional ad forms



Relatively inexpensive

Can target specific segment

Relatively mobile



Limited impact

No vision

Short life

Listener’s attention limited

Audio wallpaper

Mainly local rather than national



Widely read

Can target specific segments

Frequent publication

Short lead time

Inexpensive compared to television

Local, regional and national papers available

Colour printing adds to impact


Short life

Low impact

May get lost in the rest of the paper

Not every group reads a paper

High costs especially for national newspaper



High impact

Captive audience

Can be specifically targeted

Local audience

Visual, sound, movement


Limited audience

Mainly young audience

Short lived message

May only be seen once

outdoor billboards
Outdoor (Billboards)


Repeatedly seen

24/7 coverage

Target particular area

May encourage impulse buying if close to shops

Local media


Message must be short and simple

Cannot target socio economic groups

Rarely attract full attention

Short lived

May be seen as traffic hazard

Difficult to measure effectiveness

advertising and promotion23
Advertising and Promotion

Frequency is better than reach

selling and the promotional mix
Selling and the promotional mix

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

the role of the sales representative
The role of the sales representative

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 essence of personal selling
The essence of personal selling

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

b2c transactions where personal selling is
B2C transactions where personal selling is….

Very important

Motor vehicles

Designer kitchens

Double glazed windows

Security systems


Shopping and speciality goods







i.e. Convenience goods

the promotional mix
The promotional mix


Ambient advertising

Press advertising

Radio advertising

TV advertising

Outdoor advertising

Transport advertising

Press releases

Corporate identity


Public relations


Sales promotions

Personal selling

Database marketing


Internet marketing

Off the screen sales

Exhibitions and trade fairs

consumer promotions pull strategies
Consumer promotions (Pull Strategies)

Promotions aimed at the consumers


Price reduction




Free gifts

Premium offers

Trade-in offers





trade promotions push strategies
Trade promotions (Push Strategies)

Promotions aimed at intermediaries

The purpose is to encourage intermediaries to stock the product


Loyalty bonuses

Sale or return

Range bonuses

SPIFFS for Salespeople


Delayed invoicing

New product offers


Trade in offers

Free services


Reciprocal buying

the scope of pr
The scope of PR

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.