Lesson 9: Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)
Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)
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Transcript of Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)
Lesson 9: Intergrated Marketing Communication (IMC)
(chapter 18, 19, 20)
Content
I. Marketing communication toolsII. Develop an IMC program
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
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
• The process of conveying a message to others
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
Elements of communication
Advertising
Sales promotion
Direct Marketing
Personal selling
Communication tools
• Any paid form of nonpersonal communication about an organization, good, service
Advertising
1. Pioneering (informational)
2. Competitve (persuasive)3. Reminder
Your own footer Your Logo
Type of advertisement
Product advertiseme
nt
Institutional advertiseme
nt
Pioneering - What a product is?- What it can do?- Where it can be found?
Competitive advertisement- Promotes a specific brand’s benefit
- Persuade the target market to select the firm’s brand/product
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Reminder advertisement
Reinforce previous knowledge of a product
Media alternatives
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Television
Outdoor
Magazine
Newspaper
Radio
Yellow pages
Internet
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Your own footer Your Logo
Basic terms
Reach: The number of people or household exposed to an ad
Frequency: average number times a person in the target audience is exposed to an ad
Cost per thousand (CPM – means 1000 in Roman): Cost of reaching 1000 person or household
Rating: percentage of household or people turned to particular TV show or radio station
Gross rating points (GRPs) = reach x frequency
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Media Cost Reach Frequency TV-VTV3 50.000.000 1.500.000 4Magazine– Sai gon tiep thi (whole page- colored)
40.000.000 100.000 3
Thanhnien news (whole page-colored)
54.000.000 462.000 7
Radio 2.600.000 215.506 7Market size 2.500.000 customers
Media alternatives
Tính toán Ratings, CPM, Tần số
Media Rating frequency CPMTV-VTV3 60% 4 33.333Magazine– Sai gon tiep thi (whole page- colored) 8% 3 400.000
Thanhnien news (whole page-colored) 18,5% 7 116.883
Radio 8,6% 7 12.064Market size 2.500.000 customers
TV75%
Newspaper14%
Tạp chí, 8%
Radio1% Online, 0.4%
Others2%
Advertisting expenditure in Vietnam
Source: TNS-2009
TV; 23%
Direct mail; 21%
Internet; 4%
Outdoor; 2%
Newspaper; 17%
Magazine; 6%
Radio; 7%
Other; 20%
Advertising expenditure in the US
• Form of communication that influence the feeling, opinions or beliefs held by stakeholders
PR
• Building goodwill• Promoting goods, service• Building internal communication• Controlling crisis• Doing lobby
Function of PR
• Press release• Press conference/interview• Event sponsorship• Publicity• Company story• Newsletter
Tools of PR
• Face – to – face communication between buyer and seller, designed to influence a person’s or group’s purchase decision
Personal selling
• Choosing target customer• Modifying message• Persuading consumer• Building relationship with consumer• Doing Marketing research
Role of personal selling
• Prospecting• Pre-approach• Approach• Presentation• Close• Follow - up
Personal selling process
• Search qualified prospects by: Tradeshow, professional meeting, conferences,
cold calling
Step 1: Prospecting
• 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)
Step 2: pre-approach
Handling objection• Acknowledge and convert the objection• Postpone• Agree and neutralize• Denial• Ignore the objection
Step 3: Presentation
• 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
Step 4: Close
• Making certain the customer’s purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed
Step 5: Follow up
• Stimulate trial purchase• Stimulate repeat purchase• Stimulate larger purchase• Introduce a new brand• Disrupt competitor’s strategy
SALES PROMOTION
Slide 19-76
Consumer-Oriented Sales Promotion – elicit an immediate purchase
Sales promotion techniques
Coupons
Price–off deals
Premiums Contests
Sweepstakes
Samples
Loyalty Programs
Rebates
Slide 19-77
FIGURE 19-6 Sales promotion alternatives
SALES PROMOTION
Trade-Oriented Sales Promotion
Allowances and Discounts
Cooperative Advertising
Training of Distributors’ Salesforces
DIRECT MARKETING
Direct communi
cation
Telephone
Catalogs Direct mail
Face to face selling
Online marketing
The value of direct marketing
Direct mail E-mail Catalogs Tele-marketing0
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Business usageResponse rate
Developing an IMC program
Target audience
Promotion objectives
Promotion budget
Promotional tools
Designing the promotion
• How to identify the target audience?
Step 1: Identifying the target audience
Step 2: Specifying promotion objective
Awareness
Interest
Evaluation
Trial Adoption
Step 3: Setting the promotion budget
All you can afford
Percentage of sales
Competitive parity
Objective and task
Step 4: Choosing promotional tools - Integrated Marketing Communications
(IMC)
Slide 18-80
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.
IMC
Advertising
PR
Sales promotion
Personal selling
Direct marketing
Slide 18-23
Factors that influence the use of promotional tools
Slide 18-28
Promotional tools used over the product life cycle
Slide 18-33
How the importance of promotional elements varies during the stages of consumer’s purchase decision
Slide 18-35
A comparison of push and pull promotional strategies
Step 5 & 6: Design and assess promotion program
• “50% ngân sách quảng cáo là ném tiền qua cửa sổ nhưng không biết đó là 50% nào”
Review question
• 1. What is the difference between pioneering and competitive ads?
• 2. What is the purpose of an institutional advertisement?
• 3. What is the difference of personal selling and direct Marketing?
• 4. What are the six stages in the personal selling?
• In terms of the communication process, the _____ for the information in the Visible Lift makeup advertisement is L'Oréal, its manufacturer.
• A)communication channel• B)message• C)decoder• D)source• E)feedback
Quiz 1
• Which of the following is a public relations tool?• A)image management• B)lobbying efforts• C)annual reports• D)publicity• E)all of the above
Quiz 2
• Reminder product and brand advertising is typically used to:
• A)inform the target market.• B)state the position of the advertiser on an issue.• C)persuade the target market.• D)identify the target market.• E)reinforce previous knowledge.
Quiz 3