advertising

2. - A concept of marketing communications
planning that recognizes the added value of
comprehensive plan that evaluates the
strategic roles of communication disciplines
and combines those to provide clarity,
consistency, and maximum communications
impact.

3. IMC
Public
Relations
General
Advertising
Sales
Promotion
Sponsorships
and Events

4. - involves coordinating the various promotional
elements and other marketing activities that
communicate to target audiences.
- All forms of promotion to achieve maximum
communications impact.

5.  Efficient and effective marketing
communication programs
 Consistency of messages according to the
positioning or the brand

6.  Shifting marketing pesos from media
advertising to other forms of promotion
› Media Advertising is not cost effective
› Traditional Advertising is not as effective
anymore
› Price Competition
› Price Promotions proven to be more effective in
some commodities

7.  Fragmentation of media markets = less
emphasis on mass media like event
sponsorships and social media.
› Targeted media proven to hit more accurate
target markets rather than mass advertising

8.  A shift in market place power from
manufacturers to retailers
› Shifting Marketing money from advertising to
POP promotional activities
› New technology like check-out scanners provide
information on the effectiveness of promotional
programs making sales promotion done easier
and readily evaluated

9.  Rapid Growth in Database Marketing. Use of
computers to build databases containing
customer names; geographic, demographic,
and psychographic profiles; purchase
patterns; media preferences, and other
characteristics.
› Used to target consumers through direct
marketing methods.

10.  Changes in Media buying practices.
› More and more advertising agencies recognize
the shift in effective marketing programs other
than mass advertising.

11. - Coordination of all seller-initiated efforts to set
up channels of information and persuasion to
sell goods and services or promote and idea.

12. Promo Mix
Advertising Direct Marketing
Sales
Promotion
Public Relations/
Publicity
Personal
Selling
Basic tools used to accomplish an
organization’s communication objectives.

13.  Advertising is the communication of
information, persuasive in nature, about
products, service, or ideas by identified
sponsors though various media.
› Best-known and widely used form of promotion
› Cost effective for mass consumer markets
› Used to create images or symbolic appeals for a
company or brand
› Develop awareness or a positive image for its
products over a longer period.

14.  Direct communication of organizations to
target customers to generate a response
and/or a transaction.
› Direct Mail
› E-mail Marketing
› Sales-Calls

15.  Marketing activities that provide extra value
or incentives to the sales force, distributors,
or the ultimate consumer and can stimulate
immediate sales.
› Price Sale/Price-offs
 Buy 1 take 1
 Buy 1 get next item 50%-off
 Buy minimum of 500.00 get a 50Php Coupon
 Free Premium Items
 Bundles/Inserts

16.  Price Sale/Price-offs
 Buy 1 take 1
 Buy 1 get next item 50%-off
 Buy minimum of 500.00 get a 50Php Coupon
 Free Premium Items
 Bundles/Inserts

17. › Couponing
› Contests
› Rebates
› Raffles
Trade Sales Promotion – Targeted toward
marketing intermediaries such as wholesalers,
distributors, and retailers.

18. Trade Sales Promotion – Targeted toward
marketing intermediaries such as wholesalers,
distributors, and retailers to encourage the trade
to increase stocks.
› Price Deals
› Sales Contests
› Trade Shoes

19. - Non-personal communications regarding an
organization, product, service, or idea not
directly paid for or run under identified
sponsorship
- Not directly paid by the organization.
- News story
- Editorial
- Announcement
- Advantages: Credible and Cost Effective

20. - Management function which evaluates public
attitudes, identifies the policies and
procedures of an individual or organization
with the public interest, and executes a
program of action to earn public
understanding and acceptance.
- Has broader objective than publicity
- Purpose in to establish and maintain positive
image of the company among its various
public.

21. - Uses Publicity and other tools:
• Special publications
• Community Activities
• Fund-raising
• Sponsorship of special events
• Public affair activities

22. - Person to person communication in which a
seller attempts to assist and/or persuade
prospective buyers to purchase products.

23. - Coordinating the promotional mix elements
to develop a controlled, integrated program
of effective marketing communications

24. Consider:
• Type of Product
• Target Market
• Buyer’s Decision Process
• Stage of the Product life cycle
• Channels of Distribution

25. Review of Marketing Plan
Analysis of Promotional Program Situation
Analysis of Communication Process
Budget
Develop IMC Program
Advertising Direct
Marketing
Sales
Promotion
PR/Publicity Personal
Selling
Objectives
Strategy
Integrate and Implement
Monitor, Evaluate, and Control IMC programs

26. Review of Marketing Plan
Examine overall maketing plan and objectives
Role of advertising and promotions
Competitive Analysis
Analysis of Promotional Program Situation
Internal Analysis
Promotional Department Organization
Firm’s ability to implement promotional program
Agency evaluation and selection
Review of previous program results
External Analysis
Consumer Behavior Analysis
Market Segmentation and target marketing
Market Positioning

27. Analysis of Communication Process
Analyze receiver’s response processes
Analyze Source, Message, channel factors
Establish communications goals objectives
Budget Planning
Set tentative marketing communications budget
Allocate tentative budget
Develop IMC Program
Set Objectives
Develop Strategies
Set Tentative Budget
Advertising, PR, Direct
Marketing, Sales Promo,
Personal Selling

28. Integrate and Implement
Integrate promotional mix strategies
Create and produce ads
Purchase media time, space, etc.
Design implement direct marketing programs
Design distribute sales promotion materials
Design and implement public relations/publicity programs
Monitor, Evaluate, and Control IMC programs
Evaluate promotional program results/effectiveness
Take measures to control and adjust promotional strategies

29.  How would each
element of the
PromoMix be used
to market trendy
sneakers?

30.  Consumer Behavior
 Setting your Target Market