Description
This presnetation about role of marketing communications and includes major steps in developing effective communications, communications mix and how should it be set, 6M framework.
INTEGRATED MARKETING COMMUNICATIONS
P = Promotion (IMC)
Discussion
• 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 is an integrated marketing communications
program? – 6 M Framework • Example of designing a creative for an advertisement
Marketing Communications
The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
IMC Builds Brands
Response Hierarchy Models
Steps in Developing Effective Communications
Balbir Pasha
Identify target audience Determine objectives
18-34 yrs of men, migrant workers…. Attitudinal change, change in social norms, behavioral change Unobtrusive, yet aggressive. Making TG realize ‘it could be me!’
Design communications
Mass Media vis-à-vis IPCs Usage of the grant, but calculation of the opportunity cost TV, Radio, Newspaper, Outdoors, IPC etc Consistency, seamless.. etc
Select channels Establish budget Decide on media mix Manage IMC
Designing the Communications
? Message strategy ? Creative strategy ? Message source ? Channels
• Personal communication channels
IPCs
• Non-personal communication
Mass Media Campaign
Integration
Mass Media Message ?---? IPC’s Communication
Stimulating Personal Influence Channels
? Direct and Interactive Marketing
? Identify influential individuals and devote extra
?
?
? ? ? ?
attention to them Create opinion leaders Use community influentials in testimonial advertising Develop advertising with high “conversation value” Develop WOM referral channels Establish an electronic forum Use viral marketing
Non-personal Communication Channels
Media
Sales Promotion Events and Experiences
Public Relations
Establish the Budget
Affordable
Percentage-of-Sales Competitive Parity
Objective-and-Task
IMC
Communication Platforms
Advertising ? Print and broadcast ads ? Packaging inserts ? Motion pictures ? Brochures and booklets ? Posters ? Billboards ? POP displays ? Logos ? Videotapes
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Major Media Types
? Newspapers ? Outdoor
? Television
? Direct mail
? Yellow pages
? Newsletters
? Radio
? Magazines
? Brochures
? Telephone
? Internet
Communication Platforms
Sales Promotion
Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Communication Platforms
Sales Promotion Tactics
Consumer-directed ? Samples ? Coupons ? Cash refund offers ? Price offs ? Premiums ? Prizes ? Patronage rewards ? Free trials ? Tie-in promotions Trade-directed ? Price offs ? Allowances ? Free goods ? Sales contests ? Trade shows
Communication Platforms
Events/ Experiences
? Sports ? Entertainment ? Festivals ? Arts ? Causes ? Factory tours
Public Relations
? Press kits ? Speeches ? Seminars
? Annual reports
? Charitable donations ? Publications ? Community relations ? Lobbying
? Company museums
? Street activities
The Six ‘M’ Framework for Communication
Market
• Target Audience
Message
• Msg. generation • Msg. Evaluation & selection • Social responsibility review
Money Mission
• Sales Goals • Advertising Objectives
Factors to consider:
Measurement
• Against objectives set initially • Comm. impact • Sales impact
• Stage in PLC • Mkt share and cons. base • Compt. • Advtg. frequency • Product substitutability
Media
• Reach, freq., impact • Major media types • Media vehicles • Media timing • Geog. Media allocation
IMC
Cost Effectiveness by Buyer Readiness Stage
Developing creatives for effective communication..some e.gs.
Lalitaji Do the Dew!
Falling Shirt
Kuchh Khaas
Integrated Marketing Communications
• 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 is an integrated marketing communications
program? – 6 M Framework • Example of designing a creative for an advertisement
doc_606354763.pptx
This presnetation about role of marketing communications and includes major steps in developing effective communications, communications mix and how should it be set, 6M framework.
INTEGRATED MARKETING COMMUNICATIONS
P = Promotion (IMC)
Discussion
• 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 is an integrated marketing communications
program? – 6 M Framework • Example of designing a creative for an advertisement
Marketing Communications
The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
IMC Builds Brands
Response Hierarchy Models
Steps in Developing Effective Communications
Balbir Pasha
Identify target audience Determine objectives
18-34 yrs of men, migrant workers…. Attitudinal change, change in social norms, behavioral change Unobtrusive, yet aggressive. Making TG realize ‘it could be me!’
Design communications
Mass Media vis-à-vis IPCs Usage of the grant, but calculation of the opportunity cost TV, Radio, Newspaper, Outdoors, IPC etc Consistency, seamless.. etc
Select channels Establish budget Decide on media mix Manage IMC
Designing the Communications
? Message strategy ? Creative strategy ? Message source ? Channels
• Personal communication channels
IPCs
• Non-personal communication
Mass Media Campaign
Integration
Mass Media Message ?---? IPC’s Communication
Stimulating Personal Influence Channels
? Direct and Interactive Marketing
? Identify influential individuals and devote extra
?
?
? ? ? ?
attention to them Create opinion leaders Use community influentials in testimonial advertising Develop advertising with high “conversation value” Develop WOM referral channels Establish an electronic forum Use viral marketing
Non-personal Communication Channels
Media
Sales Promotion Events and Experiences
Public Relations
Establish the Budget
Affordable
Percentage-of-Sales Competitive Parity
Objective-and-Task
IMC
Communication Platforms
Advertising ? Print and broadcast ads ? Packaging inserts ? Motion pictures ? Brochures and booklets ? Posters ? Billboards ? POP displays ? Logos ? Videotapes
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Major Media Types
? Newspapers ? Outdoor
? Television
? Direct mail
? Yellow pages
? Newsletters
? Radio
? Magazines
? Brochures
? Telephone
? Internet
Communication Platforms
Sales Promotion
Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Communication Platforms
Sales Promotion Tactics
Consumer-directed ? Samples ? Coupons ? Cash refund offers ? Price offs ? Premiums ? Prizes ? Patronage rewards ? Free trials ? Tie-in promotions Trade-directed ? Price offs ? Allowances ? Free goods ? Sales contests ? Trade shows
Communication Platforms
Events/ Experiences
? Sports ? Entertainment ? Festivals ? Arts ? Causes ? Factory tours
Public Relations
? Press kits ? Speeches ? Seminars
? Annual reports
? Charitable donations ? Publications ? Community relations ? Lobbying
? Company museums
? Street activities
The Six ‘M’ Framework for Communication
Market
• Target Audience
Message
• Msg. generation • Msg. Evaluation & selection • Social responsibility review
Money Mission
• Sales Goals • Advertising Objectives
Factors to consider:
Measurement
• Against objectives set initially • Comm. impact • Sales impact
• Stage in PLC • Mkt share and cons. base • Compt. • Advtg. frequency • Product substitutability
Media
• Reach, freq., impact • Major media types • Media vehicles • Media timing • Geog. Media allocation
IMC
Cost Effectiveness by Buyer Readiness Stage
Developing creatives for effective communication..some e.gs.
Lalitaji Do the Dew!
Falling Shirt
Kuchh Khaas
Integrated Marketing Communications
• 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 is an integrated marketing communications
program? – 6 M Framework • Example of designing a creative for an advertisement
doc_606354763.pptx