ADVERTISING
Advertising is the activity of attracting
public attention to a product or
business, as by paid announcements
in the print, broadcast, or
electronic media
AMA - Any, paid form of nonpersonal presentation of ideas,
goods and services by an identified
sponsor.
SALES PROMOTION
A short-term incentives (offers) to
encourage the purchase or sale of a
product or service
A direct inducement
(encouragement) that offers an
extra value or incentive for the
product to the sales force,
distributors, or the ultimate consumer
with the primary objective of creating
an immediate sale.
PUBLIC RELATIONS
Building good relations with the
companys various publics by
obtaining favorable publicity,
building up a good corporate image and
handling an unfavorable news
Public Relations evaluates public
attitudes, identifies the policies and
procedures of an organization with the
public interest, and executes a
program of action (and
communication) to earn public
understanding and acceptance.
PERSONAL SELLING
Personal presentation by
the companys sales force
(salesman) for the purpose
of making sales, informing
and building customer
relationships
DIRECT MARKETING
Direct approach or
communications with
targeted consumers with
the help of internet,
mails, fax and other tools
for possible sale
INTERACTIVE/INTERNET
MARKETING
Using the internet as
a targeted means of
communicating
towards a specific
segment or market.
Internet has the
ability to allow the
participation of
consumers
Why IMC?
Promotional function of companies was
dominated by mass-media advertising.
Sales promotion, direct-marketing,
package design were viewed as
auxiliary (supportive) services.
Public relation were not viewed as
integral part in the marketing
communication process.
No co-ordination among promotional
tools.
IMC
IMC
Proper blend of promotional tools:
Noise
Distortions
MARKETING COMMUNICATION
PROCESS
Feedback
(Mktg Research,
Sales Reports)
MARKETING COMMUNICATION
PROCESS
Marketing Manager = Sender of the message.
Ad copy, Publicity material, Sale promo displays =
Encoding
Print Media press & Magazines electronic media =
Channel Media
Consumer Interpretation = Decoding of message
Response = Feedback
STEPS IN DEVELOPING
EFFECTIVE COMMUNICATION
Identify the Target Audience.
Determine the Communication Objectives.
Design a Message
Choose a Media
Select Message Source
Collect Feedback
AFFORDABLE METHOD
Setting the promotion budget at
the level management thinks the
company can afford.
Small business houses tend to use this
method.
Promotion budget is treated the last
remaining expense.
Ignores the importance of advertising.
COMPETITIVE-PARITY METHOD
Setting the promotion budget to
match competitors outlay.
This method depends upon the
amount of competitive spending.
The amount to be spent need not be
precisely the same as that of
competitors.
A major drawback of those method is
that it assumes that competitors
know what they are doing or that
competitors goals are the same as
ones own
Advertising
Its impersonal
Cant directly persuade
One way communication
Might not get the proper
attention
Costly
Personal Selling
Sales promotion
PR
Producer
Personal
Selling,
Trade
Promotion
By producer
Retailers
&
Wholesale
rs
Personal
Selling,
advertising,
sales
Consumer
promotion
By reseller
Producer
Demand
Retailers
&
Wholesale
rs
Demand
Consumer
s