15

Integrated Brand Communication

Programs: PR, Personal Selling,
Measuring the Effectiveness
 Last Lecture

• Direct Marketing
• The Internet
• Sales Promotion
 Marketing Public Relations (MPR) Functions

Building marketplace excitement before media advertising breaks

Improving ROI

Creating advertising news where there is no product news

Introducing a product with little or no advertising

Providing a value-added customer service

Building brand-to-customer bonds

Influencing influentials, providing information to opinion leaders

Defending products at risk, giving consumers a reason to buy

 Benefits of Marketing Public Relations (MPR)
Advantages Disadvantages
A cost-effective way to
reach the market Lack of control over media
Endorsements by
independent third parties Difficult to tie in slogans or
other advertising devices
Achievement of credibility Media time and space
aren’t guaranteed
Makes advertising
messages more credible No standards for effective
measurement
Breaks though the clutter

Improved media
involvement w/customers
Creates influence among
opinion leaders

Improved ROI
 Implementing the PR Program

Press
Releases

Press
Interviews
Conferences

PR Tools

The Internet Exclusives

Community
Involvement
Personal Selling
 Personal Selling: When the Sales Force is a Major
Part of IMC

Product or
Price Channels Advertising
Service

• Complex goods • Final price • Channel short • Media do not

or services negotiable and direct provide an
• Major purchase • Price provides • Training needed effective link
decisions adequate margin by • Information can
• Personal intermediaries not be provided
demonstration • Selling needed by media
required to push product • Sparse market
through reduce
• Intermediaries advertising
can provide economies
personal selling
10 Traits of Effective Salespeople

1. Ego strength: a healthy self-esteem that

allows one to bounce back from rejection.
2. Sense of urgency: wanting to get it done
now.
3. Ego drive: a combination of
competitiveness and self esteem.
4. Assertiveness: the ability to be firm, lead
the sales process, and get one’s point
across confidently.
5. Risk-taking: willing to innovate and take a
chance.
10 Traits of Effective Salespeople

6. Sociable: outgoing, friendly, talkative, and

interested in others.
7. Abstract reasoning: ability to understand
concepts and ideas.
8. Skepticism: a slight lack of trust and
suspicion of others.
9. Creativity: the ability to think differently.
10. Empathy: the ability to place oneself in
someone else’s shoes.
Measuring the Effectiveness
of the Promotional Program
 Measuring Advertising Effectiveness

What to test Where to test

• Source factors • Laboratory tests
• Message variables • Field tests
• Media strategies
• Budget decisions

How to test When to test

• Testing guidelines • Pretesting
• Appropriate tests • Posttesting
 The Testing Process

1.Concept Testing

2.Rough Testing
Occurs at
Various Stages
3.Finished Art or
Commercial Testing

4.Market Testing (Post-

testing)
Ad concepts and rough ads
 Essentials of Effective Testing

Use a consumer
response model

Establish
Use pretests and
communications
posttests
objectives
Testing

Understand and
Use multiple
implement
measures
proper research
 Presentations

• Have your presentation ready by tonight

• 20 slides max
• Presentation rehearsal!
– Who
– Hand-over
– The other members
– Hand-out
– Q&A (anticipate, enhance)
 Examination

• Readings
• Slides
• Lecture notes
• Key models
• Some definitions
• Exam (60%):
– Approx. 20 multiple choice questions
– Fill-in the blank
– Key models
– Analyse an ad
 Thank you for your attention

It has been great teaching you

Good luck!

E-mail: d.j.o.p.bakker@pl.hanze.nl