Marketing Management - session 11-Marketing Communication p2.pptx

marketing communication part 2

1. Marketing Management Prepared by Shahin Rasoulian 1 Session 11: C hapter 10 Communication 2 Session 11

2. Objectives Explain the importance of advertising in a company’s marketing management Know the management variables of an advertising program Look at direct marketing as a means of marketing communications, and define its role and importance Determine the place of interactive communication within marketing communications Session 11 2

3. Marketing communications Session 11 3

4. Advertising Session 11 4

5. Advertising Definition: “ The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, non-profit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas. ” 5 Session 11

6. Advertising objectives Helping launching a new product Helping positioning a brand Telling consumers where they can but the product Promoting brand awareness (equity) Helping to stay in touch with satisfied customers and reinforcing the decision they made in buying the product 6 Session 11

7. Advertising objectives Informative advertising: Is used to launch a new product, with the objective being to stimulate demand for the product. Persuasive advertising: Comes into play when competition develops, with the company’s objectives being to create demand for its brand. Reminder advertising: Is important for a product or service that has reached the mature stage 7 Session 11

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9. Factors affecting media plan External variables ( legal , cultural, etc.) The nature of the product ( complexity , lifecycle , etc.) Product price and image Scope of distribution (national, provincial, etc.) Characteristics of target group Session 11 9

10. Media strategic elements Reach: Is the percentage of people in the target market who are exposed to the ad during a given period of time. For example, the advertiser tries to reach 70% of the target market during first 3 month of advertising. Frequency: How many times the average person in the target market is exposed to the message. For example, the advertiser might want a frequency of 3. Continuity: Is the timing schedule and period of time required to ensure that a particular medium will affect a target group. For example, continuous, pulsing, progressive for 3, 6 or 12 months. 10 Session 11

11. Comparative ads A company directly or indirectly compares its brand or product with one or more other brands. Session 11 11

12. Advertising Strengths Weaknesses Most glamorous method Ubiquitous and saturated Persuasive and informational Needs creativity Control of the message and where it should be seen Lack of credibility Proliferation of advertising media Very expensive 12 Strengths and weaknesses Session 11

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15. Direct marketing Session 11 15

16. Direct marketing Definition: “Responsible marketing system that uses one or more media designed to generate responses.” It is an interactive process where responses about or from buyers are entered into databases to build potential customer profiles and provide valuable marketing information for effective targeting 16 Session 11

17. Direct marketing tools Direct mail Fax Catalogues Telesales or telemarketing Advertising in media by giving a telephone number 17 Session 11

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19. Direct marketing Strengths Weaknesses Helps better understand target groups T rain of staffs is difficult Personalized message Coordination of the communications department with the purchasing or production departments Easy to measure the effectiveness Privacy issues 19 Strengths and weaknesses Session 11

20. Interactive communication Session 11 20

21. Interactive marketing Definition: “ Communication via the Internet and new media such as cell phones, video games, interactive television, and interactive displays.” This strategy has some of the characteristics of the other ones. 21 Session 11

22. Advertising and the Internet Banners Island Keywords Video advertising Advergaming 22 Session 11

23. Banner: Advertisement for a product or service that may be animated or not, and may include a hyper link to the advertiser’s website. Session 11 23 Interactive online banners of TD.

24. Session 11 24 Island: An advertising format placed in the center of the content in a box.

25. Hyperlink: Is a word that activates a hypertext link to a webpage and causes another page of information to be displayed. Session 11 25

26. Ad slot 1 Ad slot 2 Keyword Algorithmic search results Keyword: Is a word that entered in a search engine by an Internet user to find relevant information on the Internet. Companies buy links based on these keywords. Session 11 26

27. Organic search results. Can’t pay for a higher ranking. Paid search results based on keyword. Session 11 27

28. Session 11 28 Video advertising: This method involves displaying short films or inserting short message in a banner ad, a pop-up or other online advertising formats.

29. Session 11 29 Advergaming : An advertising technique that involves specifically creating an interactive video game based on a brand or the advertiser`s products in order to capture the attention of consumers online.

30. Public relations and the Internet Interactive company website Online customer service department Games and electronic postcards Online communities and discussion groups 30 Session 11

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32. Sponsorship and the Internet Sponsor a popular site Sponsors a non-profit organization’s website 32 Session 11

33. Sales promotion and the Internet E-coupons Samples Contests 33 Session 11

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37. Integrated marketing communications 37 Session 10

38. Integrated marketing communication plan For the plan to be effective… Weigh the strengths and weaknesses of each communication method Make the most of the human and financial resources and financial resources at their disposal. Ensure all communication programs are integrated into a complete package 38 Session 10