1.Role of Marketing Communication
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Transcript of 1.Role of Marketing Communication
1-4
Integrated Marketing Communications
Integrated Marketing Communications (IMC):The strategic integration of
multiple means of communicating with target markets to form a comprehensive, consistent message.
1-6
Marketing Communications Planning
SituationAnalysis
CommunicationsProcess Analysis
BudgetDevelopment
ProgramDevelopment
Integration&
Implementation
Monitoring,Evaluating,Controlling
Marketing Plan
Review
1-7
Marketing Communications Environments
TheCompetitiveEnvironment
TheEconomic
Environment
MarketingMix
Considerations
TheSocial
Environment
1-8
Communications Process Analysis
Apply the Basic Communication Model.
Set Marketing Communications Objectives
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Budget Development
Influences on Budgeting: Size of the company Its financial resources The type of business The market dispersion The industry growth rate The firm’s position in the
marketplace
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Marketing Communications Program Development
Explicit Communications:Convey a distinct, clearly stated message
through personal selling, advertising, public relations, sales promotion, direct marketing, or some combination of these methods.
Implicit Communications:What the message connotes about the
product itself, its price, or the places it is sold.
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Push, Pull, and Combination Strategies
Push Strategy:Involves convincing intermediary channel
members to “push” the product through the cannel to the ultimate consumer.
Pull Strategy:Attempts to get consumers to “pull” the
product from the manufacturing company through the marketing channel.
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Push, Pull, and Combination Strategies
Combination Strategy:Aiming marketing communications
at both resellers and ultimate consumers.
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Integration and Implementation
Implementation: Setting the marketing communications
plan into action.
The key aspect of implementation is coordination !!!
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Monitoring, Evaluating, and Controlling
Examples: Monitor sales promotion by the number of
coupons redeemed.
Measure the effectiveness of a new personal selling strategy by looking at the number of new accounts opened.
A firm might run tests to see it consumers noticed the ad.
Review sales results and attribute fluctuations in sales volume to MC.
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Ethical and Legal Considerations
M C Element Legal / Ethical Concerns
Advertising Deceptive advertisingUnfavorable stereotypes
Public Relations Lack of sincerityUsing economic power unfairly
Sales Promotion Misleading consumer promotionsPaying slotting allowances for shelf space
Personal Selling High-pressure sellingMisrepresenting product benefits
Direct Marketing Telemarketing privacy invasionMisuse of consumer database information
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Legal -- but Ethical? Some marketing communications may be
technically legal but raise significant ethical questions: Liquor industry now advertises on cable and local
television stations.
Extensive promotion of higher-cost drugs when health care costs are spiraling out of control.
Heavy promotional allowances to pharmacies for agreement to push proprietary instead of generic drugs.
Promotion of legalized gambling.
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Deception in Marketing Communications
Deceptive Advertising: Communication
s intended to mislead consumers by making false claims or failing to disclose important information.
Examples: False pricing offers
Misleading or overstating product benefits
Non-substantiation of claims made in marketing communications
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Additional Regulatory Concerns
Comparative advertising requires that comparative claims be supported.
Product endorsers must be qualified to make judgments and must actually
use the product being endorsed.
Packaging and labeling practices of food and drug marketers are heavily scrutinized
by consumers and regulatory agencies.
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Effects of Globalization
Adjust the communications mix from country to country to avoid legal and ethical problems.
Sales promotion techniques that involve contests and giveaways are regulated quite differently in various countries.