Ferlin Marcini MogotFerlin Marcini MogotMarkting Communication Strategies/ Mr. Markting Communication Strategies/ Mr. MarcoMarco

Ferlin Marcini MogotFerlin Marcini MogotMarkting Communication Strategies/ Mr. Markting Communication Strategies/ Mr. MarcoMarco

1.1. Marketing & CommunicationsMarketing & Communications

2.2. History of Marketing History of Marketing CommunicationsCommunications

3.3. Marketing Communication Marketing Communication StrategiesStrategies

Introduction to Marcom Introduction to Marcom StrategiesStrategies

Marketing & CommunicationsMarketing & CommunicationsRole of Marketing in Business Process:Role of Marketing in Business Process:

Marketing definition by American Marketing Association (AMA):the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of consumers, developing a product or service that satisfies these needs, offering it at a certain price, making it available through a particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest.

Process of Marketing to Achieve the Targeted Business Process of Marketing to Achieve the Targeted Business result:result:

Marketing Mix:• Product • Price • Distribution/ Place• Communication/ Promotion (Marketing Communications)

Role of communication in marketing field:Role of communication in marketing field:Promotion (Marketing Communications)

Marketing Communication is divided in 4 primaries:• Personal Selling• Sales Promotion• Public Relations • Advertising

Personal Selling:Effective in persuading people but expensive and impractical for mass selling.

Sales Promotion:An extra incentive for customer to make immediate purchase.Including: special sale price, coupon, POP display, sweepstake

Public Relations:Communication thru various internal and external publics to create an image for a product or corporation. Effective use is through News.

Advertising:Consist of paid notices from identified sponsor normally offered through communication media.

Marketing Communications HistoryMarketing Communications History

The Premarketing era (Prehistoric until 17th Century)Buyer & sellers communicate through primitive ways. Including clay tablets, tavern signs, town crier The Mass Communication Era (1700 until early 1900)Advertiser were able to reach larger segments.Including through mass newspaper, magazines and radio The Research Era (Last 50 years)Sophisticated techniques to identify and reach narrow target audience with specific messages. Including through direct mail The Interactive EraJust embark on. Interactive communications. Can understand customers on a one to one. Change from media to consumer control of communication channel

Marketing Communications HistoryMarketing Communications HistoryCirca3000 BC Babylonian tablet bearing inscription of an ointment maker, a scribe and a shoemaker400 BC Criers in ancient GreeceAD 79 Poster advertisement preserved following Vesuvius eruption1140 Criers widely employed in France1441 Moveable type invented (Guttenberg)1477 First English advertisement (William Caxton)1525 The first advertisement printed in a news sheet (Germany)1610 Newspapers circulation in Germany and the Netherlands1614 Earliest known law restricting advertising prohibited shop signs extending more than eight feet (UK)1622 The first English newspaper1625 First English newspaper advertisement1655 The use of the term 'advertising' becomes established1657 The first English language publication devoted entirely to advertising (The Publick Advertiser)1740 The first printed outdoor posters (hoardings) appeared in London1786 The first known advertising agent (William Taylor)1841 First advertising sales agency in the USA (Volney-Palmer)1871 First known research into advertising effectiveness (A Guide to Advertising)1891 First account executive (J.Walter-Thompson, USA)1917 Association of British Advertising Agents (ABBA) formed which later became the Institute of Incorportated Practitioners in Advertising and is now the Institute of Practitioners in Advertising (IPA)1926 Commercial radio introduced (USA)1930 Radio Normandy broadcast advertising to UK market1947 Commercial television introduced (USA)1955 Commercial television introduced (UK) First advertisement Gibbs SR toothpaste

Marketing Communications StrategiesMarketing Communications Strategies

Marketing Communication:Marketing Communication:

Marketing Communication:the collective term for all communication functions used in marketing a product.

The purpose of marketing communications is to add persuasive value to a productfor customers.

Marketing Communications Definition:as the process by which the marketer develops and presents an appropriate set of communications stimuli to a defined target audience with the intention of elicitinga desired set of responses’.

Marketing Communications StrategiesMarketing Communications Strategies

Marketing Communication Mix (traditional Marketing Communication Mix (traditional distinct tool):distinct tool):

• Advertising,

• Public relations (PR)

• Sales promotion

• Direct marketing

• Personal selling

• Cyber or internet marketing

• Sponsorship

Marketing Communications StrategiesMarketing Communications Strategies

Strategy:Strategy:

SOSTAC Planning System:Strategy should flow from simple yet logical structure of the SOSTAC planning system S (Situation) : Where are we nowO (Objectives) : Where do we want to beS (Strategy) : How are we going to get thereT (Tactics) : the details of the strategyA (Action) : implementation of planC (Control) : Measuring, monitoring, reviewing, updating & modifying

Marketing Communications StrategiesMarketing Communications Strategies

Components of MARCOM Strategy: STOP & SITComponents of MARCOM Strategy: STOP & SIT S (Segmenting) : of the marketT (Targeting) : of the marketO (Objective) : objective of the strategyP (Positioning) : restate or consolidate the positioningS (Sequence) : sequence of toolsI (Integration) : integration of communication toolsT (Tools) : Marcom tools (above or below the line)

Marketing Communications StrategiesMarketing Communications Strategies

5 Step Planning Process of IMC (Integrated Marketing 5 Step Planning Process of IMC (Integrated Marketing Communication)Communication) Step 1: Identify and select the target audienceStep 2: Determine how that target audience makes brand decisionsStep 3: Establish how the brand will be positioned and select a benefit to support that

positionStep 4: Set communication objectivesStep 5: Identify appropriate media options consistent with the communication objectives to optimize message delivery and the processing of the message

Advertising and Promotion: Integrated Marketing Communication Perspective, Belch & Belch

Kleepners Advertising Procedures & IMC, Lane, King and Russel

Marketing Communications, John Egan, Cengage Learning Business Press

Integrated marketing communication: a primer. Philip J. Kitchen,Patrick de Pelsmacker

Strategic Marketing Communications. A New Way to Build and Integrate. Smith, Berry, Pulford

Strategic Marketing Communications, Larry Percy

ReferencesReferences

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