Communication Mix [Compatibility Mode]

7/31/2019 Communication Mix [Compatibility Mode]

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Communication Mix


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Advertising

Any paid form of nonpersonal presentationand promotion of ideas, goods, orservices by an identified sponsor.

Dr.K.Chitra, Professor & Head, Department of Management Studies, Sri Ramakrishna Engineering College, Coimbatore - 22


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The Five Ms of Advertising

Mission

Money Message

Media

Measurement



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Advertising Objectives

Informative advertising

Persuasive advertising Reminder advertising

Reinforcement advertising



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Factors to Consider in Setting

an Advertising Budget Stage in the product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability



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Creative Brief

Positioning

statement Key message

Target market

Objectives

Key brand benefits

Brand promise

Evidence of promise Media

Background

Creative

considerations



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TelevisionAdvantages Reaches broad

spectrum of

consumers Low cost per

exposure

Ability to demonstrate

product use Ability to portray

image and brandpersonality

Disadvantages

Brief

Clutter

High cost ofproduction

High cost ofplacement

Lack of attention byviewers



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Print AdsAdvantages

Detailed productinformation

Ability tocommunicate userimagery

Flexibility

Ability to segment

Disadvantages

Passive medium

Clutter

Unable todemonstrate product

use



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Print Ad Evaluation Criteria Is the message clear at a glance?

Is the benefit in the headline?

Des the illustration support the headline? Does the first line of the copy support or explain the

headline and illustration?

Is the ad easy to read and follow?

Is the product easily identified? Is the brand or sponsor clearly identified?



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Media Selection

Reach

Frequency

Impact

Exposure



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Choosing Among Major Media

Types

Target audience and media habits

Product characteristics Message characteristics

Cost



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Major Media Types Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow pages

Newsletters

Brochures

Telephone

Internet



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Place Advertising

Billboards

Public spaces Product placement

Point-of-purchase



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Measures of Audience Size Circulation

Audience

Effective audience Effective ad-exposed audience



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Factors Affecting Timing

Patterns

Buyer turnover

Purchase frequency

Forgetting rate



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Media Schedule Patterns

Continuity

Concentration Flighting

Pulsing



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Evaluating Advertising

Effectiveness

Communication Effect Research

Consumer feedback method Portfolio tests

Laboratory tests

Sales-Effect Research



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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.



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Growth of sales promotion-

why?

Greater pressure to increase sales

More competitionAd efficiency has declined due to rising

cost, media clutter, legal constraints etc

Consumers are more deal oreinted



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Sales Promotion TacticsConsumer-directed

Samples

Coupons

Cash refund offers Price offs

Premiums

Prizes

Patronage rewards

Free trials Tie-in promotions

Contest, sweepstakes andgames

Trade-directed

Price offs

Allowances

Free goods

Sales contests

Trade shows

Specialty advertising



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Using Sales PromotionsEstablish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results



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Public Relations

Investor relations

Building good relationships with companys variouspublics by obtaining favorable publicity, building good

corporate image and handling or heading off unfavorable

rumors, stories and events.

Public affairs Lobbying

Product Publicity Press relations



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Mobile tour/ web sitesMobile tour/ web sites

Public RelationsMajor Public Relations Tools

PublicPublic--service Activitiesservice Activities

corporate Identity Materialscorporate Identity MaterialsSponsorshipsSponsorships

PublicationsPublications

SpeechesSpeeches

EventsEvents

NewsNews



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Public Relations Marketing Public Relations (MPR)

Plays an important role in

New product launches Repositioning of mature brand

Building interest in product category

Influencing specific target groups

Defending products with public problems Building the corporate image



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Steps in Marketing PREstablish objectives

Choose messages

Choose vehicles

Implement and control

Measure effectiveness



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Events To identify with a particular target market or life style

To increase brand awareness

To create or reinforce consumer perceptions of keybrand image associations

To enhance corporate image

To create experiences and evoke feelings

To express commitment to community

To entertain key clients or reward employees To permit merchandising or promotional

opportunities



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Ideal EventsAudience closely matches target market

Event generates media attention

Event is unique with few sponsors

Event lends itself to ancillary activities

Event enhances brand image of sponsor



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Personal selling Interpersonal interactions with customers

and prospects to makes sales and maintain

customer relationships. Order getters and order takers

Critical link between company and customers



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Designing the sales force Sales force objectives and strategy

Prospecting, targeting, communicating

Selling, servicing, information gathering,allocating

Sales force structure

Product wise Geographical

Complex structure



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Sales force size

Sales force compensation

Fixed

Variable

Expenses allowances



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Managing the Sales Force



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Personal Selling Principles

Major Steps in Effective personal Selling


Documents

Communication Mix [Compatibility Mode]