Post on 16-Jul-2015
transcript
Marketing Communications Mix
Advertising
Public Relations and Publicity Sales Force
Direct and Interactive Marketing
Word-of-Mouth
Events and Experiences
Sales Promotion
Communication Platforms
Advertising Sales PromotionEvents and Experiences
Print and broadcast ads
Packaging
Cinema
Brochures
Posters
Billboards
Display signs
Point of purchase displays
Contests, games, sweepstakes, lotteries
Premiums and gifts
Sampling
Fairs and trade shows
Coupons
Rebates
Trade-in allowances
Tie-ins
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Communication PlatformsPublic Relations and Publicity
Direct and Interactive Marketing
Personal Selling
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Lobbying
Company magazine
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Company blogs
Web sites
Sales presentations
Samples
Incentive programs
Fairs / trade shows
Word-of-Mouth
Person-to-person
Chat rooms/Blogs
Fragility of Communication Process
Awareness
Knowledge
Conviction
Purchase
Preference
Liking
50%
50%
50%
50%
50%
50%
Probability
.5 X .5 X .5 X .5 X .5 X .5 = 1.56%
Identify target audience
Determine objectives
Design communications
Select channelsEstablish budgetDecide on media
mix
Measure results Manage IMC
Steps in Developing Effective Communications
Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channelsEstablish budget
The Basics
Determine Objectives
Category Needs
Brand Awareness
Brand Purchase Intention
Positive
Negative
Brand Attitude
Design Communications
How to say it? (Creative Strategy)
What to say?(Message Strategy)
Who should say it? (Message source)
Marketing Communications Mix
Advertising Pervasive, Amplified, Control
Sales Promotion Attention-getting, Incentive, Invitation
Public Relations High Credibility, Reach, Dramatization
Events & Experiences Relevant, Engaging, Implicit
Direct & Interactive Customized, Up-to-date, Interactive
Word-of-Mouth Influential, Personal, Timely
Sales Force Personal interaction, Cultivation, Response
Integrated Marketing Communications
Advertising
Direct Response
Sales Force
Events and Experiences
ClarityConsistencyMaximum Impact
Integrated Marketing Communications
A planning process designed to assure that allbrand contacts received by a customer orprospect for a product, service or organizationare relevant to that person and consistent overtime.