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Advertising and Integrated Brand communication M.R Mahmooth MBA, MSc, Chartered Marketer

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Advertising and Integrated Brand communication

Advertising and Integrated Brand communication M.R MahmoothMBA, MSc, Chartered Marketer Contents What is advertisingWhy advertising What is IBCThe key characteristics of advertising Key characteristic of IBC

Advertising Definition A Paid mass-mediated attempt to persuade (disseminate information)The company who pays Client/Sponsor Is Publicity an mode of Advertising???For Example -

Marketing Communications mixAdvertisingDirect marketingSales PromotionPersonal sellingPR and Publicity Each of these has its own uses and limitations and hence a judicious mix is employed by most companies.Integrated Marketing CommunicationsThis brings about synergy and better use of communication fundsBalancing the push and pull strategiesImproves the companys ability to reach the right consumer at the right place at the right time with the right message.So what are the key characteristics for a good communication/Advert Different methods of Advertising

What is Marketing

You see a gorgeous girl at a party. You go up to her and say, "I am very rich. Marry me!"

That's

=Direct Marketing=

You're at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to

her and pointing at you says,

"He's very rich. Marry him."

That's

=Advertising=

You see a gorgeous girl at a party.

You go up to her and get her telephone number.

The next day you call and say, "Hi, I'm very rich. Marry me."

That's

=Tele Marketing=

You're at a party and see a gorgeous girl. You get up and straightenyour tie; you walk up to her and pour her a

drink.

You open the door for her, pick up her bag after she drops it, offer hera ride, and then say, "By the way, I'm very rich "Will you marry me?"That's

=Public Relations=

You're at a party and see a gorgeous girl. She walks up to you and says,"You are very rich, I want to marry you."

That's

=Brand Recognition=

You see a gorgeous girl at a party.

You go up to her and say, "I'm rich. Marry me"

She gives you a nice hard slap on your face. That's

=Customer Feedback=

The Communications ProcessSenderEncodingMessage MediaDecodingReceiverResponseFeedbackNoiseMarketing Communications mixAdvertisingDirect marketingSales PromotionPersonal sellingPR and Publicity Each of these has its own uses and limitations and hence a judicious mix is employed by most companies.Integrated Marketing CommunicationsThis brings about synergy and better use of communication fundsBalancing the push and pull strategiesImproves the companys ability to reach the right consumer at the right place at the right time with the right message.Distortions in CommunicationSelective attentionSelective distortionSelective retentionFactors influencing effectiveness of communicationswhen the recipients source of communication is singleWhen message is in line with recipients opinions and beliefsWhen issues are unfamiliar or peripheral issuesWhen the source is an expert, of high status, likeable, has power and can be identified withWhen social context or reference group will mediate the communication and influence acceptability

Communications modelAIDA modelThe hierarchy of effects modelThe innovation adoption modelAIDA ModelAttentionInterestDesireActionMarketing CommunicationFactors influence Marketing Communications

Changing ConsumersThe availability of information and increased resistance in mass-market broadcasting

Changing Marketing Strategies Fragmented market and more personalised marketing strategies

Changes in Technology e.g. Internet, Mobile, Ipod, Satellite & CableArmstrong and Kotler (2009) Chpt 12IMC: Mix and Match Integrated Marketing Communication

A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organisation are relevant to that person and consistent over time American Marketing Association Communication Mix StrategiesTwo basic strategies

Push Strategy

Pushing the product through marketing channels to final consumersPersonal selling and trade promotion are relatively emphasised ProducerRetailers and WholesalersCustomersMarketing ActivitiesMarketing ActivitiesCommunication Mix StrategiesTwo basic strategies

Pull Strategy

Producer direct its marketing activities directly to consumers to induce their demand for the productAdvertising and promotion are relatively emphasised

ProducerRetailers and WholesalersCustomersMarketing Activities38Marketing Communications at the Brand Level

This is the key means for differentiating one companys offering from anothersA well-known and respected brand is an invaluable assetBrandA successful brand can create barriers to entry for competitorsFactors influencing effectiveness of communicationswhen the recipients source of communication is singleWhen message is in line with recipients opinions and beliefsWhen issues are unfamiliar or peripheral issuesWhen the source is an expert, of high status, likeable, has power and can be identified withWhen social context or reference group will mediate the communication and influence acceptability

2010 South-Western, a part of Cengage Learning. All rights reserved.140Introduction to Marketing Communications (Marcom)

Business-to-Consumer(B2C)

Business-to-Business(B2B)

Integrated MarcomB2C&B

Integrated Marketing Communication (IMC) Programs4040 2010 South-Western, a part of Cengage Learning. All rights reserved.141The Tools of Marketing CommunicationsTable 1.1Source: Adapted from Figure 1.1 in Kevin Lane Keller, Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs, Journal of Marketing Management 17 (August, 2001), 823851.1.Media Advertising TV Radio Magazines Newspapers2.Direct Response and Interactive Advertising Direct mail Telephone solicitation Online advertising3.Place Advertising Billboards and bulletins Posters Transit ads Cinema ads4.Store Signage and Point-of-Purchase Advertising External store signs In-store shelf signs Shopping cart ads In-store radio and TV5.Trade- and Consumer-Oriented Promotions Trade deals and buying allowances Display and advertising allowances Trade shows Cooperative advertising Samples Coupons Premiums Refunds/rebates Contests/sweepstakes Promotional games Bonus packs Price-off deals6.Event Marketing and Sponsorships Sponsorship of sporting events Sponsorship of arts, fairs, and festivals Sponsorship of causes7.Marketing-Oriented Public Relations and Publicity8.Personal Selling4141 2010 South-Western, a part of Cengage Learning. All rights reserved.142The Integration of Marketing CommunicationsWhy Not Integrated?Tradition of separation communication toolsInfluence of specialized outside suppliersManagerial perceptionFear of budget cutbacksResistance of outside suppliers to broadening their functions4242 2010 South-Western, a part of Cengage Learning. All rights reserved.143The Integration of Marketing Communications (contd)IMC and SynergyUsing multiple communication tools in conjunction with one another can produce greater results (synergistic effects) than tools used individually and in an uncoordinated fashion.

4343

45MarCom OutcomesEnhancing Brand EquityAffecting BehaviorOutcomes 2010 South-Western, a part of Cengage Learning. All rights reserved.146Five Key Features of IMCTable 1.2Start with the customer or prospect.Use any form of relevant contact or touch point.Speak with a single voice.Build relationships.Affect behavior.4646 2010 South-Western, a part of Cengage Learning. All rights reserved.147Key IMC Feature # 1The Consumer or Business Customer Must Represent the Starting Point for All Marketing Communications ActivitiesConsumers in ControlOutside-in approach: learn the media preferences and lifestyles of customers/prospects to know the best contexts to reach them with brand messages.Reduced Dependence on Mass MediaConsumers are increasingly in control of their media choices for acquiring information about brands.4747 2010 South-Western, a part of Cengage Learning. All rights reserved.148Selecting the Appropriate Marcom Tools

Identify Marcom Program Goals

Determine Best Way to Allocate Marketing Budget

Media-Neutral Approach

Courtesy of WISK, Unilever United States, Inc.4848 2010 South-Western, a part of Cengage Learning. All rights reserved.149Key IMC Feature # 2Use Any and All Marcom Tools That Are Up to the Task360-Degree BrandingA brands touch points should be everywhere the target audience is.Not All Touch Points Are Equally EngagingSurround customers/prospects with the message, but not to the point of being irritatingly present.

4949 2010 South-Western, a part of Cengage Learning. All rights reserved.150Key IMC Feature # 3Multiple Messages Must Speak with a Single VoiceA brands positioning statement must:Present a clear idea of the brand in its target markets mindConsistently deliver the same unified message across all media channels on all occasions.

Richard B. Levine / Newscom5050 2010 South-Western, a part of Cengage Learning. All rights reserved.151Key IMC Feature # 4Build Relationships Rather Than one off engagementLoyalty programs promote long-term relationships between customers and brands that lead to customer retention.Experiential marketing programs can create brand experiences that make positive and lasting impressions on customers.

5151 2010 South-Western, a part of Cengage Learning. All rights reserved.152Key IMC Feature # 5Dont Lose Focus of the Ultimate Objective: Affect BehaviorThe goal of IMC is to influence the target audience in such a way that the audience engages in a specific desired behavior.The effectiveness of an IMC program is judged by its success in terms of its ultimate influence on behavior.5252 2010 South-Western, a part of Cengage Learning. All rights reserved.153Obstacles to Implementing IMCIntegration requires tight coordination among all elements of a marcom program.Few providers of marketing communication services have the diversity of skills required to execute an IMC program.Direct-to-customer advertising is more difficult than a mass media campaign.The greatest challenge is making sure that all marcom tools are consistently executed.5353 2010 South-Western, a part of Cengage Learning. All rights reserved.154Marketing CommunicationsMarketing Communications ObjectiveTo enhance brand equity by moving customers to favorable action toward the brandtrying it, repeat purchasing it, and becoming loyal toward the brand.Brand EquityThe degree to which consumers favorably perceive the brands features and benefits as compared to competitive brands and how strongly these views are held in memory5454 2010 South-Western, a part of Cengage Learning. All rights reserved.155Making Brand-Level Marcom Decisions and Achieving Desired OutcomesFigure 1.1

5555 2010 South-Western, a part of Cengage Learning. All rights reserved.156Fundamental Marcom Decisions

Targeting

Positioning

Setting Objectives

Budgeting

Fundamental Marcom Program Decisions5656 2010 South-Western, a part of Cengage Learning. All rights reserved.157Fundamental Marcom Decisions (contd)

Top-down(TD)

Bottom-up/Top-down(BU/TD)

Top-down/Bottom-up(TD/BU)

Bottom-up(BU)

Budgeting Procedures5757 2010 South-Western, a part of Cengage Learning. All rights reserved.158Fundamental Marcom Decisions: Commit-to-Memory Mantra

1.Directed to a specifictarget market

2.Clearly positioned

3.Created to achieve a specific objective

4.Undertaken within budget constraintsAll marketing communications should be:5858 2010 South-Western, a part of Cengage Learning. All rights reserved.159Marcom Implementation Decisions

MixingElements

CreatingMessages

SelectingMedia

EstablishingMomentum

Marcom ProgramImplementation Decisions5959 2010 South-Western, a part of Cengage Learning. All rights reserved.160A Buy-One-Get-One-Free PromotionFigure 1.2

6060 2010 South-Western, a part of Cengage Learning. All rights reserved.161Marcom Outcomes

Enhancing Brand Equity

Affecting Behavior

Marcom Outcomes6161 2010 South-Western, a part of Cengage Learning. All rights reserved.162Marcom Program Evaluation

Measuring Resultsfor AccountabilityBehavioralImpactCommunication Outcomes

Providing Feedback

Taking Corrective ActionGreater InvestmentDifferent Communication CombinationsRevised StrategyRevised Allocations

Marcom Program Implementation6262

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