Marketing Communication Mix

1. CELEBRITY MIX
PAGE OF THE STARS

2. Designing and managing integrated
marketing communications
#markcomm
#imc
How communications work and what
marketing communications can do
for a company.
It addresses how holistic marketers
combine and integrate marketing
communications.

3. Marketing
communications
Marketing communications
are the means by which firms
attempt to inform, persuade,
and remind consumers,
directly or indirectly, about
the products and brands they
sell

4. Communication Platforms
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth marketing
• Personal selling

5. Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes

6. Characteristics of Advertising
a nonpersonal presentation and promotion of
ideas, goods and services by a known sponsor
Pervasiveness : Repeated message
Amplified, expressiveness: Dramatize
Control

7. Communication Platforms
Sales Promotion
#short term incentives
Contests, games, sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity program

8. Characteristics of Sales Promotion
Communication
Incentive
Invitation

9. Communication Platforms
Events/ Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities

10. Characteristics of Events and
Experiences
Relevant
Involving
Implicit

11. Communication Platforms
Public Relations
 Press kits
 Speeches
 Seminars
 Annual reports
 Charitable donations
 Publications
 Community relations
 Lobbying
 Identity media
 Company magazine
BELO BEAUTY 101

12. Characteristics of Public Relations and
Publicity
Programs directed internally and externally to
protect the company’s image
High credibility : new authentic stories
Ability to reach hard-to-find buyers
Dramatization: stories behind the company

13. Communication Platforms
Personal Selling #facetoface
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows

14. Characteristics of Personal Selling
Personal interaction
Cultivation
Response

15. Communication Platforms
Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
E-mail
Voice mail
Blogs
Websites

16. Characteristics of Direct Marketing
Customized
Up-to-date
Interactive

17. Communication Platforms
Word-of-Mouth Marketing
•Person-to-person
•Chat rooms
•Blogs

18. Characteristics of Word of Mouth Marketing
Credible
Personal
Timely

19. Copyright © 2009 Pearson Education, Inc. Publishing as
Prentice Hall
Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage

20. Factors in Setting the Marketing
Communications Mix
1.Type of Product Market:
Consumer vs Business Markets

21. 2. Buyer Readiness Stage

22. Current Consumer States forTwo Brands -sample

23. 3. PRODUCT LIFE CYCLE STAGE
• Introduction stage : Advertising, events
and experiences, and publicity followed by
personal selling and direct marketing
• Growth stage : word of mouth and
interactive marketing.
• Maturity Stage: Advertising, events and
experiences, and personal selling
• Decline stage: sales promotion
1990 to present

24. Elements in the Communications Process

25. Field of Experience
MESSAGE MEDIA

26. Elements Response Hierarchy Models

27. AN IDEAL AD CAMPAIGN
The right consumer is exposed to the message at the right time and place
Causes consumer to pay attention
Reflects consumer’s level of understanding and behaviors with product
Correctly positions brand in terms of points-of-difference and points-of-
parity
Motivates consumers to consider purchase of the brand
Creates strong brand associations

28. SAMPLES OF BEST AD CAMPAIGNS
REAL DOVE BEAUTY SKETCHERS (TVAD)
A reminder to every woman that she is beautiful –no matter what other people
say. The ad prolongs engagement with the audience as it prompts them to visit
a site where they can view the individual sketches in the campaign.

29. SAMPLES OF BEST AD CAMPAIGNS
GULPihan sa 7 Eleven ( Interactive)
People were spoiling for a fight online because of the Philippines’
most controversial election. Gulp’s 7-Election wanted to own this.

30. Clear target audience in mind:
potential buyer
current users
deciders or influencers
individuals, groups, particular publics, or the
general public
IMPORTANT FACTORS: USAGE AND LOYALTY
STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS:
STEP 1: IDENTIFYTHETARGET AUDIENCE

31. STEP 2 : Communications Objectives
•Category need
•Brand awareness
•Brand attitude
•Purchase intention

32. STEP3 : DESIGNING COMMUNICATIONS
Message Strategy
Appeal to position brand
Establish point-of-parity or point-of-
difference
Service performance or other extrinsic
factors
Rational, social, sensory or ego
satisfaction with result-of-use, product-
in-use and incidental use experience

33. STEP3 : DESIGNING COMMUNICATIONS
CREATIVE STRATEGY
Informational Appeal: product and
service attributes
ADS: problem solution, product
demonstration, product comparison,
testimonials
Transformational Appeal: non-product
benefit or image; stir up emotion
Positive (motivational) or negative
appeal

34. Message Source
Celebrity Characteristics
Expertise
Trustworthiness
Likeability
Principle of Congruity

35. STEP 4: SELECT COMMUNICATION CHANNELS
• PERSONAL COMMUNICATIONS CHANNEL
Direct and interactive marketing, word of mouth, personal selling
Advocate, expert and social channels
• NONPERSONAL CHANNELS
Advertising, sales promotion, events and experience, public relations
INTEGRATION : COMMUNICATION MEDIUMTO OPINION LEADERS TO LESS
INVOLVED POPULATION GROUP

36. STEP 5: ESTABLISHTHE BUDGET
• Affordable Method
• Percentage-of-sales Method
• Competitive-parity Method
• Objective-and-task Method

37. Marketing Communication Expenditures Sample
Media PHP (Mn) % of Total
TV 72.1 40
Radio 23.7 13
Internet 45.8 25
Magazines 21.7 12
Newspaper 16.7 9

38. Events and Experiences -sample
• Php 300 Million spent on
sponsorship in 2015
66% sports
11% tours
7% festivals, fairs
2% arts
10% causes

39. STEP 6: DECIDING ON MEDIA MIX
STEP 7: MEASURE RESULTS AND MANAGE
IMC: integration of promotion, public
relations , package design,Web site
development, and direct-mailing

40. Positive and Negative Appeals
BURGER KING WHOOPER FREAK OUT CAMPAIGN (Interactive )
Burger King celebrated the 50th anniversary of theWhopper in 2007 by
showing the reactions of real customers in LasVegas to the news that the
Whopper had been discontinued. On October 30, 2007, hidden film crews
captured the reactions to news that their burger would no longer be
available.

41. Managing Mass Communications
#masscomm
#massmedia
Examines mass ( nonpersonal)
communications (advertising, sales
promotions, events and experiences,
public relations and publicity).

42. ADVERTISING
The Five M’s of Advertising

43.  MISSION:ADVERTISING OBJECTIVE
TARGET MARKET, BRAND POSITIONING AND
MARKETING PROGRAM
Informative advertising: brand awareness
PersuasiveAdvertising: comparative
advertising
Reminder Advertising: repeat purchase
Reinforcement Advertising: reinforce right
choice made by purchaser
MATURE BRANDS: INCREASE USAGE
NEW BRANDS : ESTABLISH SUPERIORITY

44.  MONEY: ADVERTISING BUDGET
• Stage in the product life cycle: Newer products - more
• Market share and consumer base: higher market share and customer base - less
• Competition and clutter: higher number of competitors and higher advertising
spending market - more
• Advertising frequency: More repetitions - more
• Product substitutability: less differentiated products - more

45.  MESSAGE
• Message generation and evaluation : What the ad wants to convey
• Creative development and execution: How the ad expresses a brand
claim
• Social-responsibility review: should not offend the general public,
ethnic groups, racial minorities, or special-interest groups

46. MEDIA:
Television
Advantages
Reaches broad spectrum of
consumers
Low cost per exposure
Ability to demonstrate product
use
Ability to portray image and brand
personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers

47. RADIO
ADVANTAGES DISADVANTAGES
Pervasive Lack visual Image
Targeted Passive
Relatively inexpensive
Effective medium in the morning
Balance between broad and localized market

48. Print Ads
Advantages
Detailed product information
Timely and pervasive
(newspaper)
Ability to communicate user
imagery ( magazine)
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate
product use

49. Print Ad Evaluation Criteria
PICTURE HEADLINE COPY
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and
illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?

50. Deciding on Media and Measuring
Effectiveness
•Deciding on reach, frequency, and impact
•Choosing among major media types
•Selecting specific vehicles
•Deciding on media timing and allocation
•Evaluating advertising effectiveness

51. Media Selection
• Reach (R)—the number of different
persons or households that are
exposed to a particular media
schedule at least once during a
specified period.
• Frequency (F)—The number of times
within the specified period that an
average person or household is
exposed to the message.
• Impact (I)—the qualitative value of
an exposure through a given
medium.

52. Relationship AmongTrial, Awareness, and the
Exposure Function

53. Choosing Among Major MediaTypes
Consider Four MainVariables
Target audience and media habits
Product characteristics
Message characteristics
Cost

54. Alternative Advertising Options
• Place advertising (or out-of-home
advertising) is a broad category
including many creative and
unexpected forms to grab consumers’
attention where they work, play, and
shop.
• Billboards
• Public spaces
• Product placement
• Point-of-purchase
• Virtual Worlds
as a MediaVehicle

55. Selecting SpecificVehicles
• Audience size can be measured
by:
• Circulation—number of physical
units carrying the advertising.
• Audience—number of people
exposed to the vehicle.
• Effective audience—number of
people with target audience
characteristics exposed to the
vehicle

56. Classification of AdvertisingTiming Patterns
Factors AffectingTiming
Patterns
• Buyer turnover
• Purchase frequency
• Forgetting rate

57. Deciding on MediaTiming and Allocation
• Continuity—exposures appear evenly
throughout a given period.
• Concentration—spending all ad
dollars in a single period.
• Flighting—advertise for a period,
followed by a period with no
advertising, followed by a second
period of advertising activity.
• Pulsing—continuous advertising at
low-weight levels reinforced
periodically by waves of heavier
activity

58. Evaluating Advertising Effectiveness
Communication-effect research
(called copy testing)—seeks to
determine whether an ad is
communicating effectively.
• Pretesting—before an ad is placed.
• Posttesting—after an ad is placed
Formula for measuring sales impact
of advertising:
• Share of expenditures
• Share of voice
• Share of mind and heart
• Share of market

59. Major Decisions in Using Sales Promotions:
Establish Objectives
Consumers: Sales Force:
> larger purchase > encourage support for new product or model
> trial for non users > more prospecting
> attracting switchers from competitors. > stimulating off season sales
Retailers :
> carry new items
> carry higher inventory
> off season buying
> offset competitive promotions
> brand loyalty
> entry to new retails outlets

60. Major Decisions in Using Sales Promotions:
Select tools
Things to consider:
Type of market
Sales promotion objective
Competitive conditions
Tools cost effectiveness

61. Major Decisions in Using Sales Promotions:
Develop Program
Things to consider:
 Determine the size
Conditions for participation
Duration of the promotion
Distribution vehicle
Timing of promotion
Promotional budget

62. Major Decisions in Using Sales Promotions:
Implementation and Evaluation
Lead time – time necessary to prepare the program
Sell in time – from promo launch and when approx. 95% of the deal is on the hand s of
consumers
Ways to evaluate:
Using sales data
Consumer surveys
Experiments

63. Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results

64. Events and Experiences
• Identify with a particular target
market or life style
• Increase awareness of company or
product name
• Create or reinforce perceptions of key
brand image associations
• Enhance corporate image
• Create experiences and evoke
feelings
• Express commitment to the
community or on social issues
• Entertain key clients or reward key
employees
• Permit merchandising or promotional
opportunities

65. Major Sponsorship Decisions
Choosing
event
opportunities
Designing
sponsorship
programs
Event
creation
Measuring
sponsorship
activities

66. Customer Experience
Management: Experience
Providers
Experiential marketing not only
communicates features and
benefits but also connects a
product or service with unique
and interesting experiences
 Communications
 Identity
 Product presence
 Co-branding
 Communications
 Identity
 Product presence
 Co-branding

67. Public Relations #mpr
Public relations (PR)—includes a
variety of programs to promote or
protect a company’s image or
individual products.
PR Department Functions
• Press relations
• Product publicity
• Corporate communication
• Lobbying
• Counseling
Marketing Public Relations
• Launching new products
• Repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have
encountered public problems
• Building the corporate image in a way
that reflects favorably on its products

68. MajorTools in Marketing PR
•Publications
•Events
•Sponsorships
•News
•Speeches
•Public-service
activities
•Identity media

69. Decisions in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results

70. PR OF Sheila Limon as Ambassador of PAMI

71. Word of Mouth
Earned
media
Paid
media

72. Direct Marketing
Direct marketing is the use of consumer-direct channels to
reach and deliver goods and services to customers without
using market middlemen.
Channels: Objective:
Direct mail To communicate directly with or
Catalog marketing solicit response or dialogue from
Telemarketing specific customers and prospects.
Kiosks
Web sites
Mobile devices

73. Benefits of Direct Marketing
Market Demassification

74. Public and Ethical Issues in Direct
Marketing
1. Irritation
2. Unfairness
3. Deception and fraud
4. Invasion of privacy

75. Interactive Marketing
Interactive marketing – online activities and programs
designed to engaged customers or prospects and
directly or indirectly raise awareness, improve image, or
elicit sales of products and services
Advantages/Disadvantages
• Tailored messages possible
• Easy to track responsiveness
• Contextual ad placement possible
• Search engine advertising possible
• Subject to click fraud
• Consumers develop selective attention
Average time spent per day with select media
according to US Consumers ,2009 (hrs:mins)

76. e-Marketing Guidelines
(How to maximize the marketing value of e-mails)
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get via direct mail
• Make it easy for customers to unsubscribe
• Combine with other communications such as social media

77. IMPACT OF MARKETING COMMUNICATIONS
BELO MEDICAL GROUP
26 years in the market
10 clinics in Manila, one each in Cebu and
Davao
2007Number one doctor in the world who has
done the most number ofThermage
procedures
2010 Reader’s DigestAward as one of the most
trusted brands
2013 First ambulatory clinic given international
accreditation by National Board of
Accreditation for Hospitals and Healthcare
Providers
Holds 60% of the market share ( Belo Help Desk)
3 out of 10 Filipinos undergo cosmetic surgery per day,
amounting to 100,000 pesos on the average
3 x 100,000 x365 = 109,500,000
5 out of 10 Filipinos undergo dermatologic procedures
Per day, amounting to 2,000 pesos on the average
5 x 2,000 x 365 = 3,650,000
total = 113,150,000 x 60%
= 67,890,000 pesos a year

78. SUMMARY
• The various forms or techniques of marketing communications
namely: advertising, sales promotions, events and experience, Direct and
personal selling, public relations and word-of-mouth were individually
identified, highlighting their salient features and uses through examples
DISCUSSION ON:
• Steps in creating an effective marketing communication
• Creation of marketing communication mix considering the nature of
products and services
• Emphasis on marketing as a dynamic undertaking requiring sensitivity and
skills to capture emerging opportunities in the market