Transcript Integrated Marketing Communication

Integrated Marketing Communication
Session-9
PowerPoint Presentation
Why Communication
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Communication of Value.
Create Awareness about products and services.
Inform your customers about the benefits.
Persuade people to buy.
Create Dissonance
Many more
Communication Landscape is changing
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TV ads
Internet Ads.
Mobile Ads.
Billboards.
Human Behavior and Time Factor.
Too many channels.
Sporting Events.
Sponsorships etc.
Effect of Marketing Communication
Brand
Awareness
Advertising
Promotion
PR
Mix
Events
Word of
mouth
Brand
Equity
Brand
Image
Brand
Response
Brand
Relationshi
p
Marketing Communication Mix
Adverti
sing
Promotion
Events
PR
Direct
Marketin
g
Print Ads
Gifts
Sports
Press
Telemarketi P2P
ng
TVCs
Discounts
Entertainment
Seminar TV
s
Shopping
Activities
Annual
Reports
Billboards Entertainment
Word of
Mouth
Chat
Websites,
Blogs
Catalogues
Personal
Selling
Sales
Presentati
on
Sales
Meetings
Why Communication
Familiarity-Favorability
The Communication Process
Understand the Sequence
High Involvement/
Highly Distinct
Brands
• Learn, Feel, Do
• Automobile,
House
High Involvement/
Less Distinct
Brands
• Do, feel, Learn
• Computer, Airline
Ticket
Low Involvement/
Less Distinct
Brands
• Learn, do, Feel
• Sugar
Micro model
Learn
Feel
D0
Hierarchy of Effects
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Imagine the Probability of each step is 0.5, then the total probability of Purchase
is 1.5%
Designing Effective Communication
Identify Target Audience
 Where in the Hierarchy they fall.
 Are they familiar with the products and services?
 What is their attitude towards the Products and
services?
 What Segment?
Determine Objective
 What response you want to get from the target
audience?
 Make them aware?
 Engage them to Purchase?
 Switch their Products?
 Comes from the needs
Design the Communication
 Message Strategy:
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What message you want to deliver.
EMBA: Upgrades Your Career, You become Smarter
AIM: Help you take a giant step in your career
Mero Mobile: Brand Change
Creative Strategy
Red is Becoming
Purple
Design the communication
 Message Source
– Referent Skills
– Models
 Global Adaptation
– Symbols means different in different countries
– Would you promote liquor in Pakistan
Select Channels
 Personal Communication Channel (Business
Market)
 Non Personal Communication Channel (Consumer
Markets)
 Integrated Communication
Establish Budget
 Affordable Method
 Percent of Sales Method
 Competitive Parity
Media Mix
 The Promotional tools
– Advertising
• General Qualities:
– Public presentation: Wide Reach
– Pervasiveness: Message Repetition
– Amplified expressiveness: Dramatization
– Impersonality: No obligation on customers to pay
attention
– Sales Promotion
• Benefits:
– Communication: Gain attention, may lead customer to
purchase
– Incentive: Discounts, rebates etc.
– Invitation: Quick Transaction
Media Mix
– Public Relations and Publicity
• Distinctive qualities:
– High credibility
– Ability to catch buyers off guard
– Dramatization
– Personal Selling
• Distinctive qualities:
– Personal confrontation
– Cultivation
– Response
Media Mix
– Direct Marketing
• Customized
• Up-to-date
• Interactive
– Event and Experiences
• Relevant
• Involvement
– Word of Mouth
• Viral
• Credible
Media Mix
 Personal Selling
– Personal Interaction
– Persuasive.
– Response
Important Factors for Marketing Communication
Mix
 Product/ Market
– Business/ Consumer
– Awareness/ Reminder
 Buyer Readiness Stage:
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Is the customer aware?
Have they tried the product?
Are they satisfied?
One can build conviction by personal selling.
 PLC Stage
– Different stages in PLC requires different media mix and its
intensity.
Measuring Communication Results
 ROI
 Measure results against objectives?