3. Advertising
• Definition – A Paid mass-mediated attempt to
persuade (disseminate information)
• The company who pays – Client/Sponsor
• Is Publicity an mode of Advertising???
• For Example -
6. Integrated Marketing
Communications
• This brings about synergy and better use of
communication funds
• Balancing the ‘push’ and ‘pull’ strategies
• Improves the company’s ability to reach the
right consumer at the right place at the right
time with the right message.
7. So what are the key characteristics
for a good communication/Advert
20. • What is Marketing
You see a gorgeous girl at a party. You go up
to her and say, "I am very rich. Marry me!"
That's
=Direct Marketing=
21. • You're at a party with a bunch of friends and see a
gorgeous girl. One of your friends goes up to
her and pointing at you says,
"He's very rich. Marry him."
That's
=Advertising=
22. • You see a gorgeous girl at a party.
You go up to her and get her telephone number.
The next day you call and say, "Hi, I'm very rich.
Marry me."
That's
=Tele Marketing=
23. • You're at a party and see a gorgeous girl. You get up and straighten
your tie; you walk up to her and pour her a
drink.
You open the door for her, pick up her bag after she drops it, offer
her
a ride, and then say, "By the way, I'm very rich "Will you marry
me?"
That's
=Public Relations=
24. You're at a party and see a gorgeous girl. She
walks up to you and says,
"You are very rich, I want to marry you."
That's
=Brand Recognition=
25. • You see a gorgeous girl at a party.
You go up to her and say, "I'm rich. Marry
me"
She gives you a nice hard slap on your face.
That's
=Customer Feedback=
26. ¿How would you like to travel
on your vacations this year?
¿This way..??
29. Integrated Marketing
Communications
• This brings about synergy and better use of
communication funds
• Balancing the ‘push’ and ‘pull’ strategies
• Improves the company’s ability to reach the
right consumer at the right place at the right
time with the right message.
31. Factors influencing effectiveness of
communications
• when the recipient’s source of communication is
single
• When message is in line with recipients opinions and
beliefs
• When issues are unfamiliar or peripheral issues
• When the source is an expert, of high
status, likeable, has power and can be identified with
• When social context or reference group will mediate
the communication and influence acceptability
34. Marketing Communication
•
Factors influence Marketing Communications
1. Changing Consumers
•
The availability of information and increased resistance in
mass-market broadcasting
2. Changing Marketing Strategies
•
Fragmented market and more personalised marketing
strategies
3. Changes in Technology
•
e.g. Internet, Mobile, Ipod, Satellite & Cable
Armstrong and Kotler (2009) Chpt 12
35. IMC: Mix and Match
• Integrated Marketing Communication
– A planning process designed to assure that all
brand contacts received by a customer or
prospect for a product, service, or organisation are
relevant to that person and consistent over time
American Marketing Association
36. Communication Mix Strategies
• Two basic strategies
– Push Strategy
• Pushing the product through marketing channels to
final consumers
• Personal selling and trade promotion are relatively
emphasised
Marketing
Activities
Producer
Retailers and
Wholesalers
Marketing
Activities
Customers
37. Communication Mix Strategies
• Two basic strategies
– Pull Strategy
• Producer direct its marketing activities directly to
consumers to induce their demand for the product
• Advertising and promotion are relatively emphasised
Marketing Activities
Producer
Retailers and
Wholesalers
Customers
38. Marketing Communications at the Brand
Level
A well-known and
respected brand is
an invaluable asset
This is the key
means for
differentiating one
company’s offering
from another’s
A successful brand can
create barriers to entry for
competitors
Brand
38
39. Factors influencing effectiveness of
communications
• when the recipient’s source of communication is
single
• When message is in line with recipients opinions and
beliefs
• When issues are unfamiliar or peripheral issues
• When the source is an expert, of high
status, likeable, has power and can be identified with
• When social context or reference group will mediate
the communication and influence acceptability