Integrated Marketing Communication

1. It Pays to Advertise!
Integrated Marketing
Integrated Marketing
Communications
Communications
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2. Developing a Marketing
Communications Plan
Step 1: Create specific,
measurable objectives.
Step 2: Identify and analyze
the target audience.
Step 3: Design an
advertising message and
choose the media for
transmitting it.
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3. Build Ads Around a Unique
Selling Proposition (USP)
USP - A key customer benefit of a
product or service that answers the
critical question that every customer
asks: “What's in it for me?”
Identify your product or service's USP
by describing the primary benefit it
offers customers and then list other
secondary benefits it provides.
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4. Build Ads Around a Unique
Selling Proposition (USP)
(continued)
Don’t overlook the intangible or
psychological benefits your product
or service offers.
Briefly list a few facts that support
this USP.
Then, focus your ads to stress these
top benefits and the facts supporting
them!
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5. A Six-Sentence Advertising
Strategy
What is the purpose of this ad?
What USP can you offer customers?
What other key benefits support your USP?
At whom are you aiming the ad?
What response do you want from your target
audience?
What image do you want to convey in your
ads?
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6. Five Fundamentals of a Successful Advertisement.
It should emphasize a key
It should attract attention. benefit of the product or
service to the customer.
It should communicate
the company’s Unique
Selling Proposition (USP).
It should prove the USP
and benefits to the customer It should motivate customers
with facts, statistics, or to take action immediately.
testimonials.
Source: Adapted from Jerry Fisher, “Fine Print,” Entrepreneur, November 1994, pp. 145-

7. Can Your Ad Pass These 7 Tests?
Scan test
Comprehension test
Differentiation test
Puffery test
Believability test
Immediate clarity test
USP test Click Here
For Details
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8. The Scan test: scan the ad quickly, reading only the headline
and any copy that is designed to stand out and looking at the
photos or drawings that it includes. Can you tell what the ad
is offering and, more importantly, does the benefit jump out
at you?
The comprehension test: Give the ad to someone who fits the
profile of your target audience but who is unfamiliar with the
product or service you are advertising. After reading the ad
once can that person tell you what the product or service is,
what benefits it provides, what the offer is, and how to order?
The differentiation test: Does the combination of ad copy and
graphics differentiate your product or service from those of
your competitors? If a prospective customer read your ad and
one of your chief competitor's ads, would she be bale to tell
how your product is different and better?
The puffery test: Go through your copy and highlight every
word or phrase that can be considered “sales puffery,” such
as “best,” “greatest,” “finest,” and others. Can you eliminate
these words and replace them with specific facts? If not, can
you support the ad’s claims with customer testimonials?
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9. The Believability test: Give your ad to a potential
customer and ask her to read through it. Ask her to
highlight any claims in the ad that she finds hard to
believe. Can you change them to make them more
believable or offer facts to support them?
The immediate clarity test: After the potential
customer conducts the believability test, ask her to
circle any words, phrases, or abbreviations that are
not clear to her. Rewrite those parts of your ad.
The USP test: Is the ad built around your company’s
USP? Does the USP come through in the message the
ad sends to potential customers?
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10. Promotion Includes…
Publicity - any commercial news covered by the
media that boosts sales but for which the small
business does not pay.
Personal selling - the personal contact between
sales personnel and potential customers
resulting from sales efforts.
Advertising - any sales presentation that is
nonpersonal in nature and is paid for by an
identified sponsor.
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11. Tips for Stimulating Publicity
Write an article of interest Sponsor a seminar.
to customers. Write news releases and fax
Sponsor an off-beat event. or e-mail them to the media.
Involve celebrities “on the Serve on community and
cheap.” industry boards and
Offer to be interviewed on committees.
TV and radio stations. Sponsor a community
Publish a newsletter. project or support a
Speak to local nonprofit organization.
organizations. Promote a cause.
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12. Sponsorships and Special Events
Sponsoring special events generates
publicity, attracts interest, and provides a
lasting impression of a company in
customers’ minds.
Small companies can create their own
special events.
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13. Tips for Sponsoring an Event
Don’t count on sponsorships for your
entire advertising campaign.
Look for or create an event that is
appropriate for your business.
Research the event and the organization
hosting it before agreeing to become a
sponsor.
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14. Tips for Sponsoring an Event
(continued)
Try to become the dominant (or ideally,
the only) sponsor of the event.
Clarify the costs and the level of
participation required for sponsorship up
front.
Get involved; take an active role in the
event.
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15. Top Salespeople…
Are enthusiastic and alert to new opportunities.
Are experts in the products and services they
sell.
Concentrate on select accounts.
Plan thoroughly.
Use a direct approach. They
get right to the point with
customers.
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16. Top Salespeople…
(continued)
Work from the customer’s perspective.
Use past success stories.
Leave sales material with clients.
See themselves as problem solvers, not
just vendors.
Measure their success not just by sales
volume but by customer satisfaction.
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17. Successful Personal Selling
Requires a Selling System
Create trust and respect - Establish rapport
with the prospect.
Interview the prospect - Let the prospect
talk to determine the key criteria that
influence the buying decision.
Demonstrate, explain, and show – Make
clear the benefits of your product or service.
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18. Successful Personal Selling
Requires a Selling System
(continued)
Validate - Prove the claims about your
product or service.
Overcome objections- Listen for objections
and try to overcome them.
Close - Stop talking and ask for the order.
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19. Selecting Advertising Media:
Key Questions
How large is my firm's trading area?
Who are my customers and what are
their characteristics?
Which media are my target customers
most likely to watch, listen to, or read?
What budget limitations do I face?
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20. Selecting Advertising Media:
Key Questions
(continued)
Which media do my competitors use?
How important are repetition and
continuity of my advertising message?
How does each medium compare with
others in its audience, its reach, and its
frequency?
What does the advertising medium cost?
Absolute cost-the actual dollar outlay
Relative cost-the cost of an ad per potential
customer reached
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21. Advertising Media Options
Word-of-Mouth Outdoor ads
Newspapers Transit advertising
Radio Directories
Television Trade shows
Magazines Specialty advertising
Direct mail Point-of-purchase
World Wide Web ads
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22. Advertising Expenditures by Medium
25% 23.5%
20% 19.3%19.1%
Percent
15% 13.0%
10% 7.7%
5.9% 4.8%
5%
1.9% 2.2% 2.5%
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Medium

23. Newspapers
Advantages
Selected geographic coverage
Flexibility
Timeliness
Communication potential
Low cost
Prompt responses
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24. Newspapers
(continued)
Disadvantages
Wasted readership
Reproduction limitations
Lack of prominence
Declining readership
Short ad life
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25. Radio
Advantages
Universal infiltration
Market segmentation
Flexibility and timeliness
Friendliness
Disadvantages
Poor listening
Need for repetition
Limited message
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26. Snappy Radio Copy Should....
Stress benefits to the Be rehearsed before
listener. presentation.
Use attention-getters. Use positive action
Zero in on a particular words.
audience. Put the listener in the
Be simple and to the picture.
point. Mention the advertiser
Sell early and often. often.
Be written for the ear. Focus on getting a
response.
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27. Television
Advantages
Broad coverage
Visual advantage
Flexibility
Design and production assistance
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28. Television
(continued)
Disadvantages
Brief exposure
Clutter
Zapping
Fragmented audience
Costs
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29. Creative Television Ads
Keep it simple. Use emotion.
Have one basic idea. Consider
Make your point production values.
clear. Prove your
Make it unique. product’s or
Get viewers’ service’s benefit.
attention. Identify your
Involve the viewer. company well and
often.
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30. Magazines
Advantages
Long life spans
Multiple readership
Target marketing
Ad quality
Disadvantages
Cost
Long closing times
Lack of prominence
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31. Direct Mail
Advantages
Selectivity
Flexibility
Reader attention
Rapid feedback
Measurable results and
testable strategies
Effectiveness
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32. Direct Mail
(continued)
Disadvantages
Inaccurate mailing lists
Clutter
High relative costs
High throwaway rate
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33. Creating Direct Mail Ads That
Really Work
Promise benefits in the headline.
Use short “action” words.
Use lots of white space.
Use eye-catching words.
Forget grammatical rules.
Repeat the offer at least three times.
Offer proof of claims and endorsements.
Ask for the order.
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34. Creating Direct Mail Ads That
Really Work
(continued)
Ask the reader questions in the copy.
Use high-quality paper and envelopes.
People usually open envelopes that resemble
bills.
Address envelopes to a particular person.
Use stamps if possible.
Use a “P.S.” because recipients almost always
read them.
Make the order form easy to fill out.
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35. Advertising on the Web
Banner ads
Pop-up ads
Cookies
Full-page ads
Push technology ads
E-mail ads
Permission e-mail
Spam
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36. Outdoor Advertising
Advantages
High exposure
Broad reach
Flexibility
Cost efficiency
Disadvantages
Brief exposure
Limited ad recall
Legal restrictions
Lack of prominence
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37. Transit Advertising
Advantages
Wide coverage
Repeat exposure
Low cost
Flexibility
Disadvantages
Generality
Limited appeal
Brief message
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38. Directories
Advantages
Prime prospects
Long life
Disadvantages
Lack of flexibility
Ad clutter
Obsolescence
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39. Trade Shows
Advantages
Natural market
Pre-selected audience
New customer market
Cost advantage
Disadvantages
Increasing costs
Wasted effort
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40. Specialty Advertising
Advantages
Reaching selected audiences
Personalized nature
Versatility
Disadvantages
Potential for waste
Costs
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41. Preparing An Advertising Budget
What is affordable
Matching competitor's advertising
expenditures
Percentage of Sales
Past Sales
Forecasted Sales
Objective-and-Task
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42. How To Advertise “Big”
On A Small Budget
Take advantage of cooperative
advertising.
Consider shared advertising.
Repeat ads that have been successful.
Use identical ads in different media.
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43. How To Advertise “Big”
On A Small Budget
(continued)
Hire independent copywriters and
artists.
Concentrate advertising when customers
are most likely to buy.
Maximize publicity with techniques such
as cause marketing.
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