Ch17 marketing concept
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Transcript of Ch17 marketing concept
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Designing and Managing Integrated
Marketing Communications
Benehlyn Tiu
September 30, 2013
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1. Role of Marketing Communications2. 8 modes of Marketing Communication3. Elements in the communication process4. Designing the communication5. Selecting the communication channel 6. Integrated Marketing Communication
Program to build Brand Equity
Outline:
Key Concepts
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To inform, persuade, and remind
Consumers —directly or indirectly—
about the products and brands they sell.
Concept 1: Role of Marketing Communications
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Example of Concept 1
Marketing Communications
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Concept 2: 8 modes of Marketing Communication
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Modes of Marketing Communication
Example
Advertising TV commercial, newspaper and magazine, billboards and posters.
Sales Promotion In store sales, gel, perfume and make up trials.
Events and experiences Bench Universe and Bench Body Fashion Shows
PR and publicity Bench sponsored official rugby uniforms of the Philippine Rugby Volcanoes for Hong Kong Sevens tournaments
Example of Concept 2
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Modes of Marketing Communication
Example
Direct Marketing Use of mailing list to directly send the customers about upcoming sale events
Interactive Marketing Buyers can do electronic shopping thru their online store http://www.benchtm.com/store/
Personal Selling Bench uses sales people to communicate directly to their prospective customers
Word of Mouth Bench uses tools such as facebook benchtmofficial and twitter #benchtm
Example of Concept 2
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Concept 3: Elements in the Communication Process
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Example of Concept 3
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Concept 4: Designing the Communication
Strategy Definition
Message Strategy What to say?Appeals, themes, or ideas that will tie in to the brand positioning
Creative Strategy How to say it?An informational appeal elaborates on product or service attributes or benefits. A transformational appeal elaborates on a nonproduct-related benefit or image.
Message Source Who should say it?What is important is the spokesperson’s credibility.
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Example of Concept 4
Strategy Example
Message Strategy What to say?“Bench is Forever”
Creative Strategy How to say it?Bench uses transformational appeal to create an image. They make use of entertainers to encourage people to buy.
Message Source Who should say it?Among the top endorsers of Bench are Richard Gomez, Richard Gutierrez, Lucy Torres etc
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Bench use of celebrity endorsers:
Example of Concept 4
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Example of Concept 4
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Concept 5: Selecting the communication channel
Communication Chanel
Definition
Personal Channel Two or more persons communicate face-to-face or person-to-audience through a phone, mail, or e-mail.
NonPersonal Channel
Communications directed to more than one person and include advertising, sales promotions, events and experiences, and public relations.
Integration of Channels
Mass communication/Mass media that might be the major means of stimulating personal communication
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Example of Concept 5
Communication Chanel
Example
Personal Channel Sales ladies and Promo girls at Bench
NonPersonal Channel
Bench has different billboards, Events and Experiences: Bench Universe and Bench Body Fashion Shows
Integration of Channels
TV advertisements and magazines
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a planning process designed to assure
that all brand contacts received
by a customer or prospect
for a product, service, or organization
are relevant to that person and consistent over time.
Concept 6: Integrated Marketing Communication to build Brand Equity
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Example of Concept 6