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    Marketing 9

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    Ali
    Marketing communications aim to inform, persuade, and remind consumers about products and brands. They include advertising, sales promotion, public relations, publicity, and direct marketing. When developing marketing communications, companies must select appropriate channels, set budgets, develop messaging, choose media, and establish measurement plans. The goal is to efficiently expose the right consumers to messages at the right time and place to drive brand awareness, preference, and purchase.

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    Marketing 9

    Uploaded by

    Ali
    23 views30 pages
    Marketing communications aim to inform, persuade, and remind consumers about products and brands. They include advertising, sales promotion, public relations, publicity, and direct marketing. When developing marketing communications, companies must select appropriate channels, set budgets, develop messaging, choose media, and establish measurement plans. The goal is to efficiently expose the right consumers to messages at the right time and place to drive brand awareness, preference, and purchase.

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    Marketing communications aim to inform, persuade, and remind consumers about products and brands. They include advertising, sales promotion, public relations, publicity, and direct marketing. When developing marketing communications, companies must select appropriate channels, set budgets, develop messaging, choose media, and establish measurement plans. The goal is to efficiently expose the right consumers to messages at the right time and place to drive brand awareness, preference, and purchase.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    23 views30 pages

    Marketing 9

    Uploaded by

    Ali
    Marketing communications aim to inform, persuade, and remind consumers about products and brands. They include advertising, sales promotion, public relations, publicity, and direct marketing. When developing marketing communications, companies must select appropriate channels, set budgets, develop messaging, choose media, and establish measurement plans. The goal is to efficiently expose the right consumers to messages at the right time and place to drive brand awareness, preference, and purchase.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 30

    Business Marketing

    Topic 9:
    Promotional strategies
    and processes
    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.
    Modes of Marketing Communications
    1. Advertising is any paid form of non-personal
    presentation and promotion of ideas, goods, or
    services by an identified sponsor.
    2. Sales promotion is any variety of short-term
    incentives to encourage trial or purchase of a product
    or service.
    3. Public relations and publicity are a variety of
    programs directed internally to employees of the
    company or externally to consumers, other firms, the
    government, and media
    4. Direct marketing is the use of mail, telephone, fax,
    e-mail, or face-to-face interaction, Internet to
    communicate directly with or solicit response or
    dialogue from specific customers and prospects.
    Elements in the Communications Process
    An Ideal Ad Campaign
    • The right consumer is exposed to the message at the
    right time and place
    • The ad causes consumer to pay attention
    • The ad reflects consumer’s level of understanding
    and behaviors with product
    • The ad correctly positions brand in terms of points-
    of-difference and points-of-parity
    • The ad motivates consumer to consider purchase of
    the brand
    • The ad creates strong brand associations
    Select Communication Channels

    Personal communications channels let two or


    more persons communicate face-to-face or
    person-to-audience through a phone, surface
    mail, or e-mail.

    Non-personal channels are communications


    directed to more than one person and include
    advertising, sales promotions, events and
    experiences, and public relations.
    Establish the Budget
    • Affordable: The affordable method completely ignores the
    role of promotion as an investment and the immediate
    impact of promotion on sales volume.
    • Percentage-of-sales: Some companies set communication
    expenditures at a specified percentage of current or
    anticipated sales or of the sales price.
    • Competitive parity: Some companies set their
    communication budget to achieve share-of-voice parity with
    competitors
    • Objective-and-task: The objective-and-task method calls
    upon marketers to develop communication budgets by
    defining specific objectives, determining the tasks that must
    be performed to achieve these objectives, and estimating
    the costs of performing them. The sum of these costs is the
    proposed communication budget.
    Factors in Settin Communications Mix

    • Type of product market

    • Buyer readiness stage

    • Product life cycle stage


    The Five M’s of Advertising
    Developing an Advertising Program

    Setting Objectives

    Deciding on the Budget

    Developing the Campaign

    Deciding on Media

    Making Measurement Plans


    Advertising Objectives
    Informative advertising aims to create brand awareness and
    knowledge of new products or new features of existing
    products.

    Persuasive advertising aims to create liking, preference,


    conviction, and purchase of a product or service.

    Reminder advertising aims to stimulate repeat purchase of


    products and services.

    Reinforcement advertising aims to convince current


    purchasers that they made the right choice.
    Factors to Consider in Setting an Advertising Budget
    1. Stage in the product life cycle. New products typically merit large
    advertising budgets to build awareness and to gain consumer trial.
    Established brands usually are supported with lower advertising
    budgets, measured as a ratio to sales.
    2. Market share and consumer base. High-market-share brands
    usually require less advertising expenditure as a percentage of
    sales to maintain share. To build share by increasing market size
    requires larger expenditures.
    3. Competition and clutter. In a market with a large number of
    competitors and high advertising spending, a brand must advertise
    more heavily to be heard. Even simple clutter from advertisements
    not directly competitive to the brand creates a need for heavier
    advertising.
    4. Advertising frequency. The number of repetitions needed to put the
    brand’s message across to consumers has an obvious impact on
    the advertising budget.
    5. Product substitutability. Brands in less-differentiated or commodity-
    like product classes (soft drinks, banks, and airlines) require heavy
    advertising to establish a unique image.
    Viral Power of Advertising
    Television

    Advantages Disadvantages
    • Reaches broad spectrum of • Brief
    consumers • Clutter
    • Low cost per exposure • High cost of production
    • Ability to demonstrate • High cost of placement
    product use
    • Lack of attention by viewers
    • Ability to portray image and
    brand personality
    Print Ads
    Advantages Disadvantages
    • Detailed product • Passive medium
    information • Clutter
    • Ability to communicate • Unable to demonstrate
    user imagery product use
    • Flexibility
    • Ability to segment
    Variables in Media Selection
    Reach is the number of different persons or households
    exposed to a particular media schedule at least once during a
    specified time period

    Frequency is the number of times within the specified time


    period that an average person or household is exposed to
    the message

    Impact is the exposure to the ad message. Exposure depends


    upon Reach, Frequency, and Impact.

    Exposure to the ad message. Exposure depends upon Reach,


    Frequency, and Impact.
    Choosing Among Major Media Types

    • Target audience and media habits


    • Product characteristics
    • Message characteristics
    • Cost
    Major Media Types

    • Newspapers • Outdoor
    • Television • Yellow Pages
    • Direct mail • Newsletters
    • Radio • Brochures
    • Magazines • Telephone
    • Internet
    Place Advertising
    Measuring Sales Impact of Advertising
    Share of Expenditures

    Share of Voice

    Share of Mind and Heart

    Share of Market
    Sales Promotion

    Sales promotion consists of a collection of incentive tools,


    mostly short term, designed to stimulate quicker or greater
    purchase of particular products or services by consumers or
    the trade.
    Consumer-Directed Sales Promotion Tactics

    • Samples • Premiums
    • Coupons • Prizes
    • Cash refund offers • Patronage rewards
    • Price offs • Free trials
    • Tie-in promotions
    Trade-Directed Sales Promotion Tactics

    • Price offs • Spiffs


    • Allowances • Trade shows
    • Free goods • Specialty advertising
    • Sales contests
    Why Sponsor Events?

    • To identify with a particular target market or life style


    • To increase brand awareness
    • To create or reinforce consumer perceptions of key brand
    image associations
    • To enhance corporate image
    • To create experiences and evoke feelings
    • To express commitment to community
    • To entertain key clients or reward employees
    • To permit merchandising or promotional opportunities
    Public Relations Functions

    • Press relations
    • Product publicity
    • Corporate communications
    • Lobbying
    • Counseling
    Major Tools in Marketing PR

    • Publications
    • Events
    • Sponsorships
    • News
    • Speeches
    • Public Service Activities
    • Identity Media
    Tutorial Questions
    • What is the role of marketing communications?
    • How do marketing communications work?
    • What are the major steps in developing effective communications?
    • What is the communications mix and how should it be set?
    • What steps are required in developing an advertising program?
    • How should sales promotion decisions be made?
    • How can companies exploit the potential of public relations and
    publicity?
    END

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