1 / 57

Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)

Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20). Content. I. Marketing communication tools II. Develop an IMC program. Objectives . Define product advertising and institutional advertising. Define sales promotion and public relation.

kendra
Download Presentation

Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Lesson 9: Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)

  2. Content • I. Marketing communication tools • II. Develop an IMC program

  3. Objectives • Define product advertising and institutional advertising. • Define sales promotion and public relation. • Explain the role of sales promotion and public relations in Marketing communication program • Explain the nature and scope of personal selling and sales management in Marketing

  4. Term • Advertising: quảng cáo • Sales promotion: khuyến mãi • Direct marketing: Marketing trực tiếp • Personal selling: Bán hàng cá nhân • Public relation: Quan hệ công chúng • Media/medium: phương tiện • Intergrated Marketing communication: Truyền thông Marketing tích hợp

  5. Communication • The process of conveying a message to others

  6. Elements of communication • Encoding: transform idea to symbol • Decoding: transform symbol back to idea • Field of experience: similar understanding sender and receiver apply to the message • Response: impact of message had on receiver’s knowledge, attitude and behavior • Feedback: sender’s interpretation of the response • Noise: factors work against effective communication

  7. Communication tools

  8. Advertising • Any paid form of nonpersonal communication about an organization, good, service

  9. Type of advertisement Pioneering (informational) Competitve (persuasive) Reminder Your own footer Your Logo

  10. Pioneering • What a product is? • What it can do? • Where it can be found?

  11. Competitive advertisement • Promotes a specific brand’s benefit • Persuade the target market to select the firm’s brand/product

  12. Reminder advertisement Reinforce previous knowledge of a product Your own footer Your Logo

  13. Media alternatives Television ✓ This is an example text. Go ahead and replace it 1 Radio ✓ This is an example text. Go ahead and replace it 2 Magazine ✓ This is an example text. Go ahead and replace it 3 Newspaper ✓ This is an example text. Go ahead and replace it 4 Yellow pages ✓ This is an example text. Go ahead and replace it 5 ✓ Internet This is an example text. Go ahead and replace it 6 ✓ Outdoor This is an example text. Go ahead and replace it 7 Your own footer Your Logo

  14. Basic terms Reach: The number of people or household exposed to an ad 1 Rating: percentage of household or people turned to particular TV show or radio station 2 Frequency: average number times a person in the target audience is exposed to an ad 3 Gross rating points (GRPs) = reach x frequency 4 Cost per thousand (CPM – means 1000 in Roman): Cost of reaching 1000 person or household 5 Your own footer Your Logo

  15. Media alternatives

  16. Tính toán Ratings, CPM, Tần số

  17. Source: TNS-2009

  18. PR • Form of communication that influence the feeling, opinions or beliefs held by stakeholders

  19. Function of PR • Building goodwill • Promoting goods, service • Building internal communication • Controlling crisis • Doing lobby

  20. Tools of PR • Press release • Press conference/interview • Event sponsorship • Publicity • Company story • Newsletter

  21. Personal selling • Face – to – face communication between buyer and seller, designed to influence a person’s or group’s purchase decision

  22. Role of personal selling • Choosing target customer • Modifying message • Persuading consumer • Building relationship with consumer • Doing Marketing research

  23. Personal selling process • Prospecting • Pre-approach • Approach • Presentation • Close • Follow - up

  24. Step 1: Prospecting • Search qualified prospects by: Tradeshow, professional meeting, conferences, cold calling

  25. Step 2: pre-approach • Involves obtaining further information on the prospect and decide the best method to approach. • Gathering information about: MAN rule (M:money – income, A:authority, N: needs)

  26. Step 3: Presentation Handling objection • Acknowledge and convert the objection • Postpone • Agree and neutralize • Denial • Ignore the objection

  27. Step 4: Close • Obtaining purchase commitment from the prospect with 3 techniques: • Trial close: asking propects to make a decision on some aspects • Assumptive close: asking prospects to consider choices:delivery, warranty • Urgency close

  28. Step 5: Follow up • Making certain the customer’s purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed

  29. SALES PROMOTION • Consumer-Oriented Sales Promotion – elicit an immediate purchase • Stimulate trial purchase • Stimulate repeat purchase • Stimulate larger purchase • Introduce a new brand • Disrupt competitor’s strategy Slide 19-76

  30. Sales promotion techniques • Coupons • Samples • Price–off deals • Loyalty Programs • Rebates • Premiums • Contests • Sweepstakes

  31. FIGURE 19-6 Sales promotion alternatives Slide 19-77

  32. SALES PROMOTION • Trade-Oriented Sales Promotion • Allowances and Discounts • Cooperative Advertising • Training of Distributors’ Salesforces

  33. DIRECT MARKETING

  34. The value of direct marketing

  35. Developing an IMC program

  36. Step 1: Identifying the target audience • How to identify the target audience?

  37. Step 2: Specifying promotion objective

  38. Step 3: Setting the promotion budget

  39. Step 4: Choosing promotional tools - Integrated Marketing Communications (IMC) Integrated marketing communications (IMC) is the concept of designing marketing communications programs that coordinate all promotional tools: advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences. Slide 18-80

  40. IMC

  41. Factors that influence the use of promotional tools Slide 18-23

  42. Promotional tools used over the product life cycle Slide 18-28

More Related