Professional Documents
Culture Documents
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The Four Main Types of Marketing
|pproaching the Market
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Marketing Communication Mix
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Marketing Communication
Personal Selling
² Face-to-face contact between the marketer and a prospective customer.
² Most important for companies that sell products requiring explanation,
demonstration, and service.
|dvertising
² Has a greater ability to reach a larger number of people simultaneously.
² Has less ability to prompt an immediate change in behavior.
Sales Promotion
² Communication devices offered for a limited period of time to generate
immediate sales.
Marketing Communication
Public Relations
² Set of activities intended to enhance the image of the marketer to create
goodwill.
Direct Marketing
² Interactive system that allows two-way communication.
² Provides a mechanism for the prospect to respond.
² Can occur at any location.
² Provides a measurable response.
² Requires a database of consumer information.
Point-of-Sale/ Packaging
² |ll the communication devices and marketing messages found at the place
where the product is sold.
|dvertising·s Role in the Marketing Plan
|dvertising is One of Several Marketing Communication Options.
|dvertising vis-à-vis Sales
For an advertising agency standpoint, it is
very important to realize that they can
increase sales with their effort.
|ID| Model
|ttract |ttention
Gain nterest
Create a esire
Precipitate |ction
Concept of the |ID| Model
|wareness
Comprehension (Image/Identity)
Conviction (|ttitude)
|ction (Purchase)
D|GM|R Model
efining |dvertising oals for
easured |dvertising esults
|ID| D|GM|R
è |wareness è |wareness
è Interest è Comprehension
è Desire è Conviction
è |ction è |ction
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Marketing Objectives
Decide what the marketing objectives is out to achieve in terms
of: Increase sales of brand x Increase market share Generate
500 new enquiries each month Increase distribution penetration
Establish a network of distributors
Communication Planning
Determining the demand factors.
Identifying the Target Group.
|ssess the Competition
Legal and Regulatory Environment
|dvertising Objectives
Decide what the |dvertising Objectives is out to achieve in terms
of: Increasing brand awareness, Positioning the service as the
friendliest on the market, Repositioning a beer from an old mans
drink to a young mans drink, Maintaining brand X as the
preferred brand, Supporting the launch of a new shop by
generating 50% awareness in the city, Repositioning the Daily
newspaper as an up-market business newspaper, etc.,
|dvertising Strategy
How we get there- how the objectives are achieved. Strategy drives the tactics
in the same direction.
The strategy summarizes the tactics, by helping to harmonize and integrate all
tactical communication tools. The strategy should also include selection of
target markets, positioning, selection of communication tools, sequence of
communication tools (are different tools used at different stages?), time scales
and more. Examples of such strategies include:
The Tupperware direct response campaign that combines personal selling in
party format and toll free numbers and catalogues.
The IBM Position the business as a solution provider for all your computing
problems, e.g. conferences, published papers, training awareness days etc.
² Daewoo Cars Position Daewoo as a customer focused firm that is happy to
deal directly with customers.
Stage 1. Build customer credibility through TV and motoring press
Stage 2. Develop dialogue with customers about current issues about
car ownership
Stage 3. Launch brand
|dvertising Budget
Setting the budget can be achieved in four main ways:
1. Objective and task approach - ïhere the cost of implementing
the objectives determines the budget.
2. Percentage of sales approach, whereby the budget is determined
by a fixed percentage of sales.
3. Competition matching approach, whereby the firm·s budget
spend matches that of the competition.
4. |rbitrary approach, where the CEO sets an arbitrary figure that
does not take account of the cost of implementation.
Creative Planning
Identify the target audience : Decide whom the message is for.
Determine the response sought : ïhat would the marketer like
the audience to do after they get the message?
Choose the message : ïrite the copy, or produce the appropriate
image.
Choose the channel : Decide the most appropriate medium (i.e.
TV, radio, or other medium) is most appealing to the audience.
Select the source·s attributes : Decide what it is about the product
or company that needs to be communicated.
Collect feedback : Carry out market research to monitor how
effective the promotion was.
Media Planning
Determining the media channels to utilise.
² In order to achieve maximum reach (no. of customers).
² The frequency of coverage (no. of times a customer is exposed to the advert).
² The scheduling of coverage (e.g. prime time or early morning for radio and TV.)
² The size of the advert (e.g. half page in a paper)
² The positioning of the advert (e.g. on the front page of a magazine or paper).
In |dvertising the decision is based on the cost per thousand viewers, listeners or
readers.
Creating the platform Deciding the basic issues and selling points that the
communication must convey. This clarifies the thinking on producing the
communication plan.
|ction Plans to outline the details of the tactics : Detailed action plans implement the
tactics in various forms including: Project management skills Time management
Prioritising People management |n ability to get things done and plan for
contingencies
Control Plans should identify how progress should be reviewed, monitored, measured
and controlled. So measurement systems need to be built in from the start.
|n Example
Months prior to November work with Production, R& D to get the product right
in line with Customer Needs and branding exercise done with |gency and
Consultant.
December : Press Release to trade press and retailers
January :
² Sales campaign to persuade retailers to stock the product
² Press Release to trade press, TV programs if newsworthy enough
² Begin a teaser campaign
February : Launch Teaser campaign
March : Once 50 per cent retailer penetration has occurred, start public
campaign to maximize brand awareness
|pril : Begin a new campaign to inform consumers about the brand. Possibly
use money-off promotion, linked promotions, etc.
May : Review progress using market research. Possibly release PR to specialist
trade press
The Brief
Types of |dvertising - Client
Institutional/Corporate ² promotes organizational images and
ideas not specific products eg : Union Bank
|dvocacy ² promotes a company·s position on a public issue eg :
Tata Motors on Singur Isssue
Brand/Products/Service ² promotes a product use, feature or
benefit, Service, Brand eg : Vodafone, Vivel, Jet |irways etc.,
Pioneer ² promotes a product category rather than a brand eg :
|pple i-pod, i-phone etc
Political ² promotes polictical party idealogy, messages eg : BJP
Campaign, US Presidential Election
Public Service/Social Service ² promotes the cause of social
awareness, urges action eg : Teach for India from TOI
Types of |dvertising - Media
Print |dvertising ² Newspapers, Magazines, Brochures,
Fliers
Outdoor |dvertising ² Billboards, Kiosks, Tradeshows and
Events
Broadcast/Electronic Media |dvertising ² Television, Radio
and the Internet
Covert |dvertising ² |dvertising in Movies : James Bond
and Sony Erickson Cybershot
Non - conventional Methods ² Village Hailers, Slides in
Movie Halls, Van Publicity,
Brand Experience : Promos in Malls, Retail |dvertising at
POP
Types of |dvertising - Type
Reminder ² reminds consumers about an established brands
features, benefits, characteristics, uses
Reinforcement ² assures consumers that they have made the
right choice
Competitive ² promotes a brands competitive features w.r.t
another brand
Comparative ² compares two or more brands on the basis of
one or more characteristics
Celebrity |dvertising
&
Repostioning (Brand Image)
M
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Creating a Campaign
Identify and analyze target audience (need, problem etc)
Define advertising objectives (what would it do)
Create the advertising content (based on a brief)
Determining the |dvertising |ppropriation
Pre-test with a sample size
Evaluate the results and rework if necessary
Develop media plan and budget
Run the campaign
Evaluate its effectiveness
Identifying and |nalyzing TG
TG is group of similar people to whom the advertisement is
aimed at
Demographic
Psychographic
Lifestyle
|ttitudes
Defining the Objectives
ïhat does the firm hope to accomplish with the campaign
Objectives should be clear, precise and measurable
Increase in sales ?
Increase in awareness ?
|dvertising Content
Basic issues or selling points that must be included in the
campaign
Simple
One or two such points
Must be important to the TG
|dvertising |ppropriation
|dvertising Budget for a specified period
The size of the market and the geographic spread will
determine the budget
Budgeting |pproach
Objective and Task : Determining the objectives and
the cost needed to attain them
Percent of Sales : ïhat percent of past sales
determines the budget
Competitive Matching
|rbitary
Top 10 US Spenders - 4554
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Establish Message and Budget
Objectives
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Designing the |d
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Media Scheduling:
ïhen to Say It
| media schedule specifies the exact media to use, when, and
how often the message should appear.
|ssess advertising exposure - degree to which the target market
will see an advertising message in a specific medium and
depends on the following two factors:
Media Scheduling:
How Often to Say It?
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Terminology
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Evaluating |dvertising
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