Professional Documents
Culture Documents
Print Media
Broadcast Media
Outdoor
Events
Point of Purchase
Publicity
Special Events
Media Advertising
Packaging
Direct Response
Interactive Marketing
Packaging
Point of Purchase
Publicity
Media Advertising
Public Relations
Interactive Marketing
Direct Marketing
Special Events
Toward
Multiple Forms of Communication Specialized Media Retailer Dominance Data Based Marketing Greater Agency Accountability
Performance Based Compensation
1. Consumers are less responsive to traditional media. 2. Rapid use of internet and social media
$70.5 $64.7 $60.9 $43.6 $42.8 $33.6 $32.0 $29.5 $28.7 $26.9
Publicity/Public Relations
Personal Selling
Classifications of Advertising
National Advertising
Consumers
Trade Advertising
Organizations
Direct Marketing
Shopping Channels Catalogs
Telemarketing
The Internet
Samples Premiums
Contests/Sweepstakes
Trade Allowances POP Displays Training Programs Trade Shows Coop Advertising
Events
Consumeroriented
[For end-users]
Tradeoriented
[For resellers]
Combat Competition
Sales Promotion
Publicity Vehicles
Feature Articles
News Releases
Publicity Vehicles
Interviews
Press Conferences
Dr. Varsha Jain
Special Events
Community Activities
Corporate Advertising
Cause-related Marketing
Consumer touch point 1. 2. 3. 4. 5. Website Press release Packaging Brochures In store promotions
Message Strategy
Process of IMC
Identifying Markets
Product Decisions Promotional Decisions Advertising Direct Marketing Interactive Marketing Sales Promotion Publicity and Public Relations Personal Selling
Competitive Analysis
Market Segmentation
Pricing Decisions
Promotion To Trade
Distribution Decisions
Resellers
Develop a Market/Product Grid To Relate the Market Segments To the Firms Products and Actions.
Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.
Behavior
Buying Situation Usage
Outlets
Benefits
Positioning Strategies
How should we position?
By Attributes and Benefits? By Price or Quality? By Use or Application? By Product Class? By Product User? By
Competitor?
By Cultural Symbols?
2.
3. 4.
5.
6.
Positioning Decisions
Is the Current Position Strategy Working? Is the Segmentation Strategy Appropriate?
The Checklist
Product Decisions
BRANDING PACKAGING
Selecting
Managing
Motivating
Distributors
Wholesalers
Retailers
Pull Policy
Producer Wholesaler Retailer Consumer
Consumer Behavior
Consumer needs
Consumer Behavior: The process and activities people engage in when searching for, selecting, purchasing, evaluating and disposing of products and services so as to satisfy their needs and desires
Psychological Process
Motivation Perception Attitude Formation Integration Learning
Out of Stock
Dissatisfaction
Marketer Induced
New Products
Social needs (sense of belonging, love) Safety needs (security, protection) Physiological needs (hunger, thirst)
Subconscious Mind
Surrogate Behaviors
Depth Interviews
Association Tests
Projective Methods
Focus Groups
Cons
Qualitative Results from Very Small Samples
Motivation Research
Information Search
Personal Sources
Selective Attention
Selective Comprehension
Selective Retention
Image
Ads
Brands
Attitudes Toward:
Media Companies
Retailers
Organizations
Change Perceptions of the Value of An Attribute Add a New Attribute To the Attitude Formation Mix Change Perceptions or Beliefs About a Competing Brand
Purchase Intention
Integration Process and Decision Rules Purchase Decision Post-purchase Evaluation
Thinking
Conditioning
Modeling
Unconditioned stimulus
(waterfall)
(freshness, purity)
Unconditioned response
Association develops through contiguity and repetition Conditioned stimulus Conditioned response
(freshness, purity)
Goal Achievement
Agency and IMC Understanding Various Functions of agency with respect to IMC
Advertiser (Client) Advertising Agency Media Organizations Marketing Communications Specialist Organization Collateral Services Direct Response Agencies Sales Promotion Agencies
Interactive Agencies
Production
Finance
Marketing
Human Resources
Advertising
Marketing Research
Sales
Product Planning
- Negative
Less Goal Involvement
Fewer Personnel
Continuity Of Staff
Sales
Product Management Brand Manager Brand Manager Ad agency Sales Promotion Merchandising
Ad agency
Package Design
- Negative
Lack of Experience in IMC The Decentralized System Competition for Resources
Increased Flexibility
Lack of Authority
Artists
Writers
Researchers
Photographers
Media Analysts
Other Skills
Full-Services Agencies
Planning advertising Creating advertising Producing advertising Strategic market planning Sales promotion and training Trade show materials
Dr. Varsha Jain
Package design
Non-Advertising Services
TV Produciton
Print Production
------
---------
Marketing Services
Research department may design and execute research programs Media department may analyze, select and contract media resources
Creative Services
Creation and execution of ads Copywriters, artists, other specialists
Creative Boutiques
Full-Service Agencies May Subcontract With Creative Boutiques Other Functions Provided by the Internal Client Departments
Media Buying Organizations Implement the Strategy and Buy Time and Space
Cost-Plus Agreements
Compensation Methods
Evaluating Agencies 1. Type of assessments: financial, audit and qualitative audit Financial Audit: Cost and expenses, number of employees and payment, payment to media, payment to outside suppliers. Qualitative Audit: Planning, fresh ideas, timing Developing, implementation
Personnel changes
Poor communications
Changes in size
Payment conflicts
Policy changes
Personality conflicts
Conflict of interests
Referrals
Presentations
Solicitations
Public Relations
Image, Reputation
Media Services
Creative
Research
Production
Strategy Development
Damage Control
Generating Publicity
Audio
Video
Digital Content
Animation
Dr. Varsha Jain
Special Effects
Information Application
Analysis and Interpretation
Verbal
Spoken Word Written Word
Graphic
Pictures
Musical
Arrangement Instrumentation
Animation
Action/ Motion Pace/ Speed
Drawings
Charts
Song Lyrics
Dr. Varsha Jain
Voices
Shape/ Form
+
Dr. Varsha Jain
Verbal
Grammar Inflection
Gesture
Nonverbal
Facial Expression
Body Language
Communications Channels
Personal Selling
Personal Channels
Word of Mouth Print Media
Nonpersonal Channels
Broadcast Media
Dr. Varsha Jain
Receiver
Different Worlds
Sender Experience Receiver Experience
Moderate Commonality
Sender Experience Receiver Experience
High Commonality
Sender Experience
Dr. Varsha Jain
Receiver Experience
Persuasion Process
Exposure, Presentation Attention
Comprehension
Message Acceptance/ Yielding Retention Purchase Behavior
1
Informative, learn, feel, do (economic)
2
Affective(feel, learn, do,
The Thinker
Car, House (usually long ad copy format)
The Feeler
Jewelry, Fashion (emotions and images)
psychological)
4
SelfSatisfaction, do feel, learn,social
Cognitive Response
A method for examining consumers cognitive processing of advertising messages by looking at their cognitive responses to hearing, viewing, or reading communications. Examines types of thoughts that are evoked by an advertising message. Consumers write down or verbally report their reactions to a message.
Dr. Varsha Jain
Central route to persuasion - ability and motivation to process a message is high and close attention is paid to message content
Peripheral route to persuasion - ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content
2
Channel/ presentation
3
Message/ yielding
4
Source/ attention
Process Compliance
Attractiveness
Identification
Credibility
Internalization
Source Credibility
Knowledge
Source
Information
Unbiased
Objective
Source Attractiveness
Similarity
Familiarity
Likeability
Affection for the source resulting from physical appearance, behavior, or other personal traits
Endorsements
Identification
Testimonials
Celebrity
Representatives Placements
Dramatizations
Beginning
Middle
End
Appeal to both the logical, rational minds of consumers and to their feelings and emotions
May be especially
useful for new brands
May stress
physical danger or threats to health
May identify
social threats: disapproval or rejection
Frequently use in
political advertising
An Indirect Comparative Ad
+
Dr. Varsha Jain
Cons
Does Not Aid Persuasion in General May Harm Recall and Comprehension
Radio
Television
Advertising Creativity
Creative Strategy
Creative Tactics
Suits
Artists
Digestion
Incubation Illumination Verification
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.
Portfolio Tests
Viewer Reaction Profiles
Techniques
Campaign Theme
Diamonds are forever Just do it! The pause that refreshes Tastes great, less filling We try harder Good to the last drop
7. Wheaties
8. Clairol 9. Morton Salt 10. Wendys
Breakfast of champions
Does she . . . or doesnt she? When it rains it pours Wheres the beef?
An Advertising Campaign
Integrated Interrelated Marketing Communication Activities Coordinated
The central message that will be communicated in all of the various IMC activities
Pepsi
BMW
Kingfisher
Young Generation
Good times
Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best
6.
Supporting 5.
Information Creative
and Strategy
Requirements Statement
Positioning
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it
Every ad must contribute to the complex symbol that is the brand image.
(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.
Used when competing brands are so similar it is difficult to find or create a unique attribute
The creativity sales strategy is based on a strong, memorable brand identity through image advertising
Often used for products such as soft drinks, perfume, liquor, clothing, airlines
Inherent Drama
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Positioning
Establish a particular place in the customers mind for the product or service
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Advertising Appeals
Execution Style
Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands
A Rational Appeal
Accomplishment Affection Arousal Comfort Fear Happiness Love Pleasure Safety Self-esteem Sorrow
Approval Acceptance
Affiliation Embarrassment
Status
Social-Based Feelings
Belonging
Involvement
Emotional Appeal
Transformational Ads
Feelings
Images
Meanings
Beliefs
Emotions
Personality
Product Benefits
Ad Execution Techniques
Straight-sell Scientific Demonstration Comparison Dramatization Humor
Dr. Varsha Jain
Testimonial
Demonstration
Effective Headline
Print Ad Layout
Format
Arrangement of the Elements on the Printed Page Expressed in Columns, Column Inches or Portions of a Page
Size
Color
White Space
Video
What is seen.
Audio
Jingles
Imagery
Preproduction Production
Postproduction
Preproduction Tasks
Select a Director
Preproduction Meeting
Preproduction
Production Timetable Cost Estimation and Timing
Dr. Varsha Jain
Bidding
Production Tasks
Production
Night/weekend Shoots
Talent Arrangements
Postproduction Tasks
Editing Processing
Sound Effects
Audio/Video Mixing
Client/agency Approval
Dr. Varsha Jain
Opticals
Media Terminology
Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
Dr. Varsha Jain
Media Terminology
Print Media Media Vehicle Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period Coverage The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period
Dr. Varsha Jain
Reach
Frequency
Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class
Time Pressure
Dr. Varsha Jain
Inconsistent Terms
Evaluate Performance
Dr. Varsha Jain
High BDI
Low BDI
The market usually represents good sales potential for both the product and the brand.
The product category shows high potential but the brand isnt doing well; the reason should be determined.
The category isnt selling Both the product category well but the brand is; and the brand are doing may be a good market in poorly; not likely to be a which to advertise but good place to advertise. should be monitored for sales decline.
Continuity
Flighting
Pulsing
Jan
Marketing Factors
Brand Loyalty
Brand Share
Usage Cycle
Brand History
Share of Voice
Dr. Varsha Jain
Purchase Cycles
Target Group
Media Factors
Attentiveness
CPM =
X 1,000
Circulation
Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter
Disadvantages
Audio Only Clutter Low Attention Getting Fleeting Message Cost
High Frequency
Flexible Low Production
Well-segmented Audience
Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility
Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure
Disadvantages
Sort Exposure Time Short Ads Poor Image Local Restrictions
Easily Noticed
Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter
Disadvantages
Limited Creative Capabilities Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach
Television Advantages
Creativity and Impact
Television Disadvantages
Fleeting Message Limited Attention Zipping Zapping Negative Evaluation
Dr. Varsha Jain
Cost
Negative Factors
Low Selectivity
Clutter
Distrust
The media budget is sufficient to generate and sustain the number of exposures needed.
The market is large enough and easily reachable through a specific network, station, or program.
There is a genuine need for a medium with high creative potential to exert a strong impact.
Dr. Varsha Jain
Network
Purchase transactions are simplified
AM
7 5
3 4
PM
7 5
3 4
Morning
Characteristics
Advantages
Limitations
1. Highly selective narrowcasting. 2. Reaches specialized markets. 3. Low cost and flexibility.
Measuring TV Audiences
Television Households
Audience Measures
Program Rating
Share of Audience
Dr. Varsha Jain
Households Using TV
TV Audience Measures
Program Rating
Rating =
Share of Audience
Share =
Network Radio
Regional/area networks
A multitude of syndicated programs About 20% of all spots Allows great flexibility, targeting Purchase transaction can be difficult Nearly 80% of advertisers are local Local CATV is becoming competitive
Dr. Varsha Jain
National Spot
Local Radio
AM
7 5
3 4
PM
7 5
3 4
Classifications of Magazines
By Audience
By Geography
By Size
Business Magazines
Consumers
Verified Circulation,
Newspaper Classifications
Publication Frequency
Daily
Weekly National
Type
Supplements
Standard (15 wide and 22.75 long
Size
Tabloid (Compact size of newspaper)
Characteristics of Newspapers
The dominant advertising vehicle Account for good amount of ad expenses Huge number of daily papers in print
Cross-section of population
Local geographic coverage Wide range of content, subjects Selective readership by area Timely coverage, daily issues
Newspaper Characteristics
Read by almost all consumers
Wide Audience
Read daily in an ordered way Readers look at over 3/4 of all pages
Offer Flexibility
Rate Terminology
Split Runs (two or more versions of ads printed in alternative copy of magazine.)
Combination Rates (reduced rates offered to place two or more ads by the same publisher) Open Rates (fixed by negotiation, one time rate) Flat Rates (fixed rate)
National Rates
Local Rates (rate offered to local advertisers that is l ower than the rate offered to national advertisers.)
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support, their messages.
Support Media
Alternative Media
Nonmeasured Media
Nontraditional Media
Frequency
Flexibility Cost Impact
Video
Kiosks
Station Posters
Terminal Posters
Inside Cards
Dr. Varsha Jain
Outside Posters
Transit Advertising
Advantages
Disadvantages
Exposure Frequency
Reach
Mood of the Audience
Specialized directories
Other Services
Yellow Pages
Advantages
Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness
Disadvantages
Market Fragmentation
Timeliness
Lack of Creativity Lead Times Clutter Size Requirements
Cost (Maybe)
Good Recall Lack of Clutter Proximity Segmentation
Dr. Varsha Jain
Magazines
Catalogs
Radio
Videos
In-Flight Advertising
Advantages A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities Disadvantages
Videogame ads
Bathroom ads
Others
Dr. Varsha Jain
Bathroom Ads
Direct Marketing
Direct Marketing includes, direct mail, telemarketing, interactive TV, print, internet which provides direct response from the consumer.
Direct Marketing Strategies in IMC 1. Combining direct marketing with advertising. Toll free number in ads 2. Combining direct marketing with Public Relations. telemarketing 3. Combining direct marketing with Personal Selling. Direct mail to prospective buyers for inviting them for a new product launch. Showroom for test drive of new car. 4. Combining direct marketing with Sales Promotion. Mail for inviting people to participate in contest, such as end of season sale. 5. Combining direct marketing with Support Media. Direct mail with incentive and outdoor advertising
Process of Direct Marketing 1. Objectives: Developing Database Improving selection of market segments. 2. Repeat purchases 3. Cross selling 4. CRM (Customer Relationship Management) 5. Effectiveness of database, recency, frequency and monetary transaction between company and consumer. (identifying trends and buying patterns)
4. Timing
5. Personalized 6. Cost 7. Immediate Feedback
Sales Promotion
McGraw-Hill/Irwin
Sales Promotion
A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.
Trade-Oriented
Contests, incentives Trade allowances
Point-of-purchase displays
Training programs Trade shows Cooperative advertising
Reasons
Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer markets Short-term focus of marketers Increased accountability Competition Clutter
Nonfranchise-Building Promotions
Objectives Accelerate the purchase decision process Generate an immediate sales increase
Limitations Do not identify unique brand features Do not contribute to brand identity or image
Nonfranchise-Building Promotions
May Include . . .
Price-off deals Bonus packs Rebates or refunds
Shortcomings
Trade promotions benefits may not reach customers Customers may buy price rather than brand equity
Objectives
Sampling
The product can be broken into a small piece or size that reflects the full features and benefits
Sampling Methods
Door-to-door
Methods Direct mail In-store On package Event
Couponing
Disadvantages
Hard to tell how many consumers use them and when Often used by loyal consumers who may purchase anyway Declining redemption rates and high costs of couponing Misredemption and fraud
Coupon Distribution
Popular Coupons
Premiums
An offer of an item, merchandise, or service, free or at a low cost, that is an extra incentive for customers
Types of Premiums
Self-liquidating: consumer required to pay some or all of the cost of the premium
Contests and sweepstakes Refunds and rebates Bonus packs Loyalty programs Price-off Deals Event marketing
Objectives
Trade allowances (refund given by manufacturer to retailer as they participate in sponsored advertising).
POP displays
Sales training
Trade shows
Economic
Informative
Affective
McGraw-Hill/Irwin
PR
Traditional PR Perspective
Benefits of MPR
Advantages
A cost-effective way to reach the market Highly targeted way to conduct public relations Endorsements by independent third parties Achievement of credibility Makes advertising messages more credible Breaks though the clutter Circumvents resistance to sales efforts Improved media involvement w/customers Creates influence among opinion leaders
Improved ROI
Benefits of MPR
Disadvantages
Lack of control over media Difficult to tie in slogans or
10 Evaluation Questions
1. Does the plan reflect a thorough understanding of the companys business situation? 2. Has the PR program made good use of research and background sources? 3. Does the plan include full analysis of recent editorial coverage? 4. Do the PR people fully understand the products strengths and weaknesses? 5. Does the PR program describe several cogent, relevant conclusions from the research?
10 Evaluation Questions
6. Are the program objectives specific and measurable? 7. Does the program clearly describe what the PR activity will be and how it will benefit the company? 8. Does the program describe how its results will be measured? 9. Do the research, objectives, activities, and evaluations tie together? 10. Has the PR department communicated with marketing throughout the development of the program?
Press Conferences
PR Tools
The Internet Exclusives
Community Involvement
PR Provides
Selectivity Lead Generation Avoidance of Clutter
Provider
Persuader
Prospector
Problem-solver Procreator
CRM
Guiding
Creative Selling
Order Taking
Missionary Sales
1. Ego strength: a healthy self-esteem that allows one to bounce back from rejection. 2. Sense of urgency: wanting to get it done now. 3. Ego drive: a combination of competitiveness and self esteem. 4. Assertiveness: the ability to be firm, lead the sales process, and get ones point across confidently. 5. Risk-taking: willing to innovate and take a chance.
6. Sociable: outgoing, friendly, talkative, and interested in others. 7. Abstract reasoning: ability to understand concepts and ideas. 8. Skepticism: a slight lack of trust and suspicion of others. 9. Creativity: the ability to think differently. 10. Empathy: the ability to place oneself in someone elses shoes.
1. Knowledgeable 2. Empathizes 3. Well organized 4. Prompt 5. Follows through 6. Has solutions 7. Punctual 8. Hard working 9. Energetic 10. Honest
Disadvantages
Messages may be inconsistent Possible managementsales force conflict Cost is often extremely high Reach may be very limited Potential ethical problems
Public Relations
Personal Selling
Direct Marketing
Selling Skills
Overall Scenario
1. Growth of internet
2. Creativity 3. Interactivity 4. Developing and maintaining a website.
Create buzz
2. Sponsorship Company pays to the sponsors for a section of l media such as.
3. Pop ups
4. Interstitial Ads that appear on the screen while the user waits for another site to download
5. Paid search Advertiser only pay when consumers click on the ad. 6. Behavioral targeting and the pattern 7. Contextual ads. Based on the content of the website.
9. Online commercials Advertisements appearing on net. 1o. Video on demand 11. Webisodes, short featured film created by advertisers. 12. Social networking, sharing of ideas, interest, events, within individual networks, via Facebook, twitter etc. 13. User generated videos 14. Podcasting Distributing radio files to download on iPods or mp3 players 15. Blogs. 16. Mobile phone 17. Interactive TV
4. Average frequency
5. Frequency to conversion ratio 6. Advertising exposure time 7. Ad interaction rates 8. Visits 9. Webpage eye tracking
4. Privacy
5. Irritation.
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