Marketing quốc tế Slides BUSM2412 unit 10 s1 08 compatibility mode

Topic 10
Integrated Marketing
Communications: Advertising,
Sales Promotion, and Public
Relations
1


Road Map: Previewing the Concepts
 Discuss the p
process and advantages
g of integrated
g
marketing communication.
 Define the five promotion tools and discuss the
f
factors
that
h must be
b considered
id d iin shaping
h i the
h overallll
promotion mix.
 Describe and discuss the major decisions involved in
developing an advertising program.
p a how
o sa
sales
es p
promotion

o ot o ca
campaigns
pa g s a
are
e
 Explain
developed and implemented.
 Explain how companies use public relations to
communicate with their publics.
2


Marketing Communication Mix or
P
Promotion
ti Mi
Mix
Product’s
Design
g

Product’s
Price

Stores that Sell
the Product

Product’s
Package
3

Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting

2 Factors
are Changing
g g the Face of Today’s
y
Marketing Communications:
Improvement in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting

Market F
M
Fragmen
ntation Led to
Med
dia Frag
gmentation

The Changing Communications
Environment

4

The Need for Integrated Marketing
C
Communications
i ti

With Integrated Marketing Comm
Communications
nications
(IMC), the Company Carefully Integrates
and Coordinates Its Manyy
Communications Channels to Deliver a
Clear, Consistent, and Compelling
Message About the Organization and Its
Products.
5


Integrated Marketing
C
Communications
i ti

6


Setting the Overall Communication Mix
Advertising
Personal

Selling
S l
Sales
Promotion
Public
Relations
Direct
Marketing

Reaches Many Buyers, Repeats Mes
sage Many Times, Impersonal,
Expensive
Personal Interaction,
Interaction Relationship
Building, Most Expensive Promo
Tool
Wide Assortment of Tools, Rewards
Quick Response, Efforts Short-Lived
V
Very
Believable,
B li
bl Dramatize
D
ti a
Company or Product, Underutilized
Nonpublic Immediate,
Nonpublic,
Immediate Customized,
Customized

Interactive

7


Push versus Pull Promotion Strategy

8


Major Decisions in Advertising

9


Setting
g Advertising
g Objectives
j
g
g
Informative Advertising
Persuasive Advertising
Inform Consumers or
Build Selective Demand
Build Primary Demand
i.e Sony DVD Players
i e DVD Players
i.e
Advertising Objective

Specific Communication Task
Accomplished with a Specific
Target Audience
During a Specific Period of Time
Comparative Advertising
Reminder Advertising
Compares One Brand
Keeps Consumers
to Another
Thinking About a Product
i.e. Apple vs. PC
i.e. Coca-Cola
10


Advertising objectives can be classified by
primary purpose: to inform, persuade, or
remind.
Think of examples
p
of ads that address
each of these objectives.
Using information from the previous slide,
discuss why your examples fit the chosen
objective.
11


Goals and Tasks of Promotion
Informative Objective

Increase awareness
Explain how product works=
Suggest new uses
Build company image

12


Goals and Tasks of Promotion
Persuasion Objective
Encourage brand switching
Change customers’
customers perception of product
attributes
Influence buying decision
Persuade customers to call

13


Goals and Tasks of Promotion
Reminder Objective
Remind customers that product
may be needed
Remind customers where to buy product
Maintain customer awareness

14

The AIDA Model

Model that outlines the process
for achieving promotional goals
in terms of stages of consumer
involvement with the message.

15


AIDA and the Promotional Mix
A
Awareness

I t
Interest
t

D i
Desire

A ti
Action

Advertising

Very
effective
ff ti

Very
effective
ff ti

Somewhat
effective
ff ti

Not
effective
ff ti

Public
Relations

Very
effective

Very
effective

Very
effective

Not
effective

Sales
Promotion

Somewhat
effective

Somewhat
effective

Very
effective

Very
effective

Personal
Selling

Somewhat
effective

Very
effective

Very
effective

Somewhat
effective
16


Factors Affecting the

P
Promotional
ti
l Mi
Mix
Nature of Product
St
Stage
in
i PLC
Target Market Factors
Factors
Aff ti
Affecting
Choice of
Promotional Mix

Type of Buying Decision
Promotion Funds
Push or Pull Strategy

17


Sa
ales ($)

Product Life Cycle and the
P
Promotional

ti
l Mi
Mix
M t it
Maturity
Introduction

Growth

Decline

Time
Light
Heavy use of
Advertising, advertising,
prePR for
introduction awareness;
Publicity
sales
promotion
for trial

Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution

Ads

decrease.
Sales
Promotion
Promotion,
Personal
Selling
Reminder &
Persuasive

AD/PR
decrease
Limited
Sales
Promotion,
Personal
g for
Selling
distribution
18


Target
g Market Characteristics
FOR:
 Widely scattered
market
 Informed
I f
d buyers
b

 Repeat buyers
Advertising
Sales Promotion
Less Personal Selling

19


Type of Buying Decision

Routine

Type of
Buying Decision
affects
Promotional
Mix Choice

Advertising
Sales Promotion
Advertising

Not Routine
or Complex

Public Relations

Complex

Personal Selling

20


Developing Advertising Strategy
Advertising Strategy Consists of Two Major Elements
and Companies are Realising the Benefits of Planning
These Two Elements Jointly.
Creating the
Advertising

Selecting
S
l ti the
th
Advertising Media

Messages
21


Creating the Advertising Message:
Message Strategy
Develop a Message
Focus on
Customer Benefits
Creative Concept
g Idea”
“Big
Visualization or Phrase

Advertising Appeals
Meaningful, Believable
& Distinctive
22


Developing Advertising Strategy:
Message Execution
Testimonial Evidence
Scientific Evidence
Technical Expertise

Slice of Life

Typical
g
Message
Execution
Styles

Personality Symbol

Lifestyle
Fantasy
Mood or Image

Musical
23

Advertising Strategy:
Selecting Advertising Media
 Deciding on reach, frequency, and impact.
 Choosing among the major media types.
 Media habits of target customers,
 Nature of the product,
 Types and costs of messages
messages.

 Selecting specific media vehicles.
 Specific media within each general media type.

 Deciding on media timing.
 Scheduling advertising over the course of a year.

24


Media Types
Newspapers
Magazines
Radio
Television
Major Types
of
Advertising
M di
Media

Outdoor

Internet
Alternative Media

25