Lect21!22!31st Mar - Integrated Marketing Communication
-
Upload
bhanu-prathap -
Category
Documents
-
view
219 -
download
0
Transcript of Lect21!22!31st Mar - Integrated Marketing Communication
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
1/19
Recap of the last Class:
Channel flows & Channel levels
Utilities desired by the customers
Types of distribution
Vertical vs. Horizontal marketingsystems
Marketing Logistics
Types of warehouses
Diff b/n retailers & wholesalers
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
2/19
Surprise Quiz 2
Explain concept of brand ladder (2 mks) With example explain the difference
between brand & line extension (2 mks)
With examples explain difference b/n thetwo types of order processing methods? (2mks)
Explain with e.g. the concept of target
costing (2mks) Explain with e.g. the difference between
perceived value pricing & value pricing (2mks)
2
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
3/19
Marketing Communications &Promotion Decisions:
Marketing Communication Mix consistsof various modes of communication: Advertising: Paid form of non-personal
presentation
Sales promotion: Short term incentives toencourage trial & purchase
Company Sponsored Events
PR & Publicity: Companys image
promotion Personal Selling: Face to face interaction
Direct Marketing: Use of mail, e-mail,telephone etc
Interactive marketing & W-o-m marketing 3
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
4/19
Sender Encoding Decoding Receiver
ResponseFeedback
Media/Message
Noise
Macro Model of theCommunications Process:
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
5/19
Eight Steps of DevelopingEffective Communication:
Step 1: Identify Target Audience Determine target audiences perception
about the company and its products
Step 2: Determine CommunicationObjective
Make consumers identify a latent need
Make consumers aware of a given brand
Develop a favorable brand attitude
Enforce brand purchase intention
5
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
6/19
Eight Steps of DevelopingEffective Communication (Cont.):
Step 3: Design the Communications Message & Creative Strategy: What to say
& how to say it?
Rational/Informational Emotional/Transformational
Message Source: Who should say themessage?
Based on expertise, trustworthiness & likeability
Principle of Congruity
Global Adaptations
6
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
7/19
Eight Steps of DevelopingEffective Communication (Cont.):
Step 4: Selecting CommunicationChannels:
Choice between personal vs. non-personal
communication channels Step 5: Establishing Total Marketing
Communication Budget:
Affordable Method Percentage-of-Sales Method
Competitive-Parity Method
Objective and Task Method 7
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
8/19
Eight Steps of DevelopingEffective Communication (Cont.):
Step 6: Decide on MarketingCommunication Mix:
Which of the major modes of comm. to
use? Various factors also decide this
Step 7: Measure Communication
Results Step 8: Managing and Coordinating
Integrated Marketing Communications
Synergistic use of various modes ofmarketing communications 8
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
9/199
5 Major Decisions in DevelopingAdvertising Program:
Mission: Advertising Objectives
Money: Advertising Budget
Message
Media
Measurement
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
10/1910
Mission: Adverting Objectives
Informative
Advertising
PersuasiveAdvertising
ReminderAdvertising
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
11/1911
Money: Determining Ad.Budget
Factors considered while setting Ad.Budget are:
Stage in PLC
Market Share To gain more market share,more ads. Are required
Competition and Clutter
Advertising Frequency Product Substitutability
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
12/1912
Deciding on the Message
Message Generation
Message Evaluation & Selection
Message Execution
Social Responsibility Review
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
13/1913
Deciding on the Media
Step 1: Decide on reach, frequency &Impact
Reach (R): No. of persons exposed to a
particular media schedule during aspecified time period
Frequency (F): No. of times that people areexposed to a message in a specific period
Impact (I): Qualitative value of exposure
Total No. of Exposure (E): R*F
Weighted No. of Exposure (WE): R*F*I
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
14/19
14
Step 2: Choosing among major media: Target audiences media habits
Type of product
Type of message Cost
Step 3: Selecting specific vehicles:
Specific media vehicle comes within achosen media type
Deciding on the Media(Cont)
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
15/19
15
Step 4: Deciding on Media Timing:
When to start the ad. campaign?
Step 5: Deciding on GeographicalAllocation: National vs. Regional
Deciding on the Media(Cont)
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
16/19
Measurement: Evaluating theadvertising effectiveness
Communication-Effect Research: Determines if the ad. is communicating
effectively. Also called COPY TESTING
Three methods of doing copy testing are: Direct Rating Method: To rate the ads on various
parameters
Portfolio Test: Show a customer portfolio of ads
and then ask them to recall an ad. Laboratory Test: Measure physiological
reactions e.g. heartbeat, BP etc. These tests measure attention getting power but reveal
nothing about impact of ad on beliefs, attitudes or intentions
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
17/19
Sales Promotion:
Short term incentives to encouragetrial & purchase
Major Decisions taken in Sales
promotion are: Establish objectives: e.g. induce trial,
encourage switching
Select Tools
Develop programs Pretest Program
Implement and Control it
Evaluate its results
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
18/19
Public Relations:
It involves programs aimed atpromoting and protecting companys
image and that of its individual
products Major Decisions taken are:
Establish Objectives
Choose Messages and Vehicles Implement the plan
Evaluate the results
-
8/2/2019 Lect21!22!31st Mar - Integrated Marketing Communication
19/19
Personal Selling Process
1. Prospecting and Evaluation
2. Pre Approach
3. Approach
4. Presentation
5. Handling Objectives
6. Closing
7. Follow-up