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Describe how various marketing activities and product, price and distribution strategies contribute to brand Marketing Communication represents the voice of the brand and are means by which the brand can establish a dialogue and build relationship with consumer In this we consider how to design and implement different communication program to build brand equity
What is IMC?
IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time
Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectlyabout the brands they sell.
allocation exercise
Must be strategically developed (Kitchen et al. 2004) Must harness synergy across multiple media. (Naik and Raman 2003)
Publicity
Public Relations
Packaging
Direct Mail
Print Media
Broadcast Media
Outdoor
Events
1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Disney 8. McDonalds 9. Marlboro 10. Mercedes
$70.5 $65.1 $51.8 $42.3 $31.1 $29.4 $28.0 $24.7 $22.2 $21.4
Traditional advertising is losing their grip on consumer Internet advertising became best source of advertisement. Web advertising has jumped 20%,spending on ads remind flat Search engines like Google and yahoo have exploded to become a $3 billion industry Consumers are actively creating and sharing content online as consumer communicates blogs have been created
Direct Marketing
Shopping Channels Catalogs Cataloging
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Telemarketing Telemarketing
1. 2. 3. 4. 5.
6.
A number of different models have been put forth over the year to explain communication and the steps in persuasion process Exposure Attention Comprehension Yielding Intention Behavior
Implication of model
One implication of information processing model is that to increase odds for successful marketing communication campaigns, marketers must attempt to increase the likelihood that each step occur
Ideal Ad Campaign
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4. The ad correctly positions the brand in terms of desirable and deliverable points-of-difference and points-of-parity. 5. The ad motivates consumers to consider purchase of the
brand.
6. The ad creates strong brand associations to all of these communication effects so that they can have an effect when consumers are considering making a purchase
Advertising Promotions
Advertising
It is paid form of non personal presentation and promotion of ideas ,goods or service by an identifies sponsers A powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings Controversial because its specific effects are often difficult to quantify and predict Nevertheless, a number of studies using very different approaches have shown the potential power of advertising on brand sales
Category of Advertising
Television Radio Print Direct response Interactive: websites, online ads Mobile marketing Place advertising: Billboards; movies, airlines, and lounges; product placement; and point-of-purchase advertising
Disadvantages
Mass Coverage Impact of sight, sound and motion Low cost per thousand
Radio
Advantages
Disadvantages
capabilities
flexibility
Print : Magazine
Advantages
Disadvantages
Newspaper
Advantages
Disadvantages
High coverage at low cost Short lead time for placing ads
Direct Response
Advantages
Disadvantages
High selectivity Reader controls exposure High information content Easy to establish relationships
Interactive
Advantages
Disadvantages
Outdoor
Advantages
Disadvantages
Promotions
Consumer promotions are designed to change the choices, quantity, or timing of consumers product purchases.
Trade promotions
Trade promotions are often financial incentives or discounts given to retailers, distributors, and other members of the trade to stock, display, and in other ways facilitate the sale of a product.
Sales Promotion
Advantages Disadvantages
Decrease brand loyalty More brand switching
Incentive to buy
Manufacturers can price discriminate Traders can maintain full
Decreased quality
perceptions Increased price sensitivity
stocks
Event marketing is public sponsorship of events or activities related to sports, art, entertainment, or social causes. Event sponsorship provides a different kind of
communication option for marketers. By becoming part of a special and personally relevant moment in consumers
Public relations and publicity relate to a variety of programs and are designed to promote or protect a companys image or its individual products.
Buzz Marketing
Occasionally, a product enters the market with little fanfare yet is still able to attract a strong customer base.
Personal Selling
Rethink training
Main theme is that markets should mix and match communication option to choose to build brand
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5. 6.
Complementarily
Versatility Cost
Coverage: What proportion of the target audience is reached by each communication option employed? How much overlap exists among options?
Communication Option C
Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.
Contd.
Commonality: The extent to which information conveyed by different communication options share meaning
Complementarily: The extent to which different associations and linkages are emphasized across communication options
history
Review/Guidelines
Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for
consumers
Be integrative: Reinforce your message through consistency and cuing across all communications
Be creative:
Be observant: Be realistic:
marketing communications
Be patient: