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

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

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    Advertising Objectives

    Informative advertising

    Persuasive advertising Reminder advertising

    Reinforcement advertising

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

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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

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

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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

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

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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

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

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    Print AdsAdvantages

    Detailed productinformation

    Ability tocommunicate userimagery

    Flexibility

    Ability to segment

    Disadvantages

    Passive medium

    Clutter

    Unable todemonstrate product

    use

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

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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?

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

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    Media Selection

    Reach

    Frequency

    Impact

    Exposure

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

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    Choosing Among Major Media

    Types

    Target audience and media habits

    Product characteristics Message characteristics

    Cost

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

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    Major Media Types Newspapers

    Television

    Direct mail

    Radio

    Magazines

    Outdoor

    Yellow pages

    Newsletters

    Brochures

    Telephone

    Internet

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

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    Place Advertising

    Billboards

    Public spaces Product placement

    Point-of-purchase

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

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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

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

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    Media Schedule Patterns

    Continuity

    Concentration Flighting

    Pulsing

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

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    Evaluating Advertising

    Effectiveness

    Communication Effect Research

    Consumer feedback method Portfolio tests

    Laboratory tests

    Sales-Effect Research

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

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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.

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

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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

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

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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

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

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    Using Sales PromotionsEstablish objectives

    Select tools

    Develop program

    Pretest

    Implement and control

    Evaluate results

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

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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

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

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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

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

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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

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

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    Steps in Marketing PREstablish objectives

    Choose messages

    Choose vehicles

    Implement and control

    Measure effectiveness

    Dr.K.Chitra, Professor & Head, Department of Managem

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