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ajaykumarta-Unit 5 promotion & place mix
- 1. Designing and Managing Integrated Marketing Communications
- 2. Communication Definition Marketing communications represent the voice of the company and its brands and are means by which it can establish a dialogue and build relationships with consumers. Communication can be defined as the sharing of a common thing
- 3. Elements in the Communications Process
- 4. Marketing Communications Mix Advertising Public Relations and Sales Force Direct and Interactive Marketing Word-of- Mouth Events and Experiences Sales Promotion
- 5. Promotion Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing this is commonly known as “promotions”.
- 6. OBJECTIVES FOR PROMOTION Build awareness. Create interest. Provide information. Stimulate demand. Reinforce the brand
- 7. ADVERTISING Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor Advantages The most visible element of the promotional mix Disadvantages Actual cost of advertisement is quite high. Since many people receive the message, the per contact cost is very low.
- 9. Advertising Messages can be delivered by: Television Radio Newspapers Magazines Direct mail Outdoor advertisements Directories The Internet
- 11. Sales Promotion Short term Stimulate Sales Demand-stimulating activity designed to supplement advertising and facilitate personal selling. A variety of short term incentives to encourage trial or purchase of a product or service
- 13. Sales Promotion Promotional activities other than advertising, personal selling, and publicity which stimulate purchases Sales promotion activities include: Visual merchandising or displaysCouponsProduct demonstrationsInstant rebatesFree samplesFashion showsContestsNovelty itemsTrade showsExhibits
- 14. Public Relations Monitors attitudes Five Functions of PR 1. Press relations 2. Product publicity 3. Corporate communications 4. Lobbying 5. Counseling Promote Protect Image
- 15. Direct Marketing The use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Telemarketing Interactive TV Mobile Devices Web Sites Direct Mail
- 16. Benefits of Direct Marketing Consumers Market Demassification Selective targeting Personalized messages Measure effectiveness
- 17. Telemarketing Attract prospects Sell to existing customers Take orders Answer questions Inbound Outbound
- 18. Public and Ethical Issues Irritation Unfairness Deception and Fraud Invasion of Privacy
- 19. Interactive Marketing The newest and fastest-growing channels for communicating and selling directly to customers are electronic
- 20. Advantages and Disadvantages Online Communities Contextual Placement Measureable Screen out message Loss of control
- 21. Buzz and Viral Marketing Buzz Marketing Viral Marketing Conveys new relevant brand-related information through unexpected or even outrageous means another form of word of mouth, or “word of mouse,”
- 22. Identify target audience Determine objectives Design communications Select channelsEstablish budget Decide on media mix Measure results Manage IMC Steps in Developing Effective Communications
- 23. Identify the Target Audience Potential Buyers Current Users Deciders or Influencers
- 25. Design Communications How to say it? (Creative Strategy) What to say? (Message Strategy) Who should say it? (Message source)
- 29. Factors in Setting the Mix Product Life-Cycle Stage Buyer-Readiness Stage Type of Product Market
- 32. Marketing Channels Sets of interdependent organizations participating in the process of making a product or service available for use or consumption
- 33. Intermediaries Merchants Agents Facilitators buy, take title to, and resell negotiate on the producers behalf, but do not take title to the goods. assist in distribution
- 34. Importance of Channels Push strategy Pull strategy
- 35. Multichannel Marketing (Hybrid) Sales Force Internet Telemarketing Direct Mail
- 36. Role of Marketing Channels Contacts Experience Specialization Scale of operation Facilitators Merchants Agents
- 37. Channel Functions and Flows Time Place Possession Transportation, communication Ordering, payment Forward Flow Backward Flow Information, negotiation, finance, risk taking
- 38. By channel level we mean how many intermediaries are there between the producer and consumer. Distribution channels are usually of two types, namely zero level channel or direct marketing channel and indirect marketing channel. Levels of Channels
- 39. Channel Levels Zero-level (Direct marketing) channel Telemarketing Direct mail Door-to-Door TV selling
- 40. Channel Levels – Consumer
- 41. Channel Levels – B2B
- 42. Apple Computer Products Mac mini iPod iMac G5
- 43. Apple Computer Marketing Channel Structure: Online Apple Store - Direct Channel CustomersConsumer Producer
- 44. Apple Computer Marketing Channel Structure: Apple Retail Store - Direct Channel CustomersConsumer Producer
- 45. Apple Computer Marketing Channel Structure: Ingram Micro/Best Buy - Indirect Channel CustomersConsumer Wholesaler Retailer Producer Best Buy Ingram Micro
- 46. Apple Computer Marketing Channel Structure: MacMall Online/Catalog Sales - Indirect Channel CustomersConsumer Retailer Producer MacMall
- 47. Apple Computer Marketing Channel Structure: CompUSA - Direct Channel/Strategic Channel Alliance CustomersConsumer Retailer Producer Apple Employees Staff CompUSA Store-Within- A-Store CompUSA
- 48. Identify Channel Alternatives Sales Force Distributors Direct Mail Telemarketing Channel Alternatives • Type of Intermediaries • Number of Intermediaries • Terms and Responsibilities
- 50. Evaluating Channel Alternatives Economic Criteria 500 (Face-to-Face Transaction) 180 (Phone Transaction) 250 (ATM Transaction) 120 (Online Transaction)
- 51. Value-Adds vs. Costs of Different Channels
- 52. Channel-Management Decisions Selecting Channel Members Training and Motivating Evaluating Modifying
- 53. Conflict, Cooperation & Competition Channel Conflict Channel Coordination Goal Incompatibility Unclear roles and rights Differences in perception dependence on the manufacturer
- 54. Managing Channel Conflict Employee Exchange Mediation Dual Compensation Legal Recourse
- 55. The Future of Marketing
- 56. Channels for future E & M-Commerce Text Promotions M-Commerce GPS Features B2B E-Commerce Pure-Click Firms