Ch17 marketing concept

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Designing and Managing Integrated

Marketing Communications

Benehlyn Tiu

September 30, 2013


1. Role of Marketing Communications2. 8 modes of Marketing Communication3. Elements in the communication process4. Designing the communication5. Selecting the communication channel 6. Integrated Marketing Communication

Program to build Brand Equity

Outline:

Key Concepts


To inform, persuade, and remind

Consumers —directly or indirectly—

about the products and brands they sell.

Concept 1: Role of Marketing Communications


Example of Concept 1

Marketing Communications


Concept 2: 8 modes of Marketing Communication


Modes of Marketing Communication

Example

Advertising TV commercial, newspaper and magazine, billboards and posters.

Sales Promotion In store sales, gel, perfume and make up trials.

Events and experiences Bench Universe and Bench Body Fashion Shows

PR and publicity Bench sponsored official rugby uniforms of the Philippine Rugby Volcanoes for Hong Kong Sevens tournaments



Modes of Marketing Communication

Example

Direct Marketing Use of mailing list to directly send the customers about upcoming sale events

Interactive Marketing Buyers can do electronic shopping thru their online store http://www.benchtm.com/store/

Personal Selling Bench uses sales people to communicate directly to their prospective customers

Word of Mouth Bench uses tools such as facebook benchtmofficial and twitter #benchtm



Concept 3: Elements in the Communication Process




Concept 4: Designing the Communication

Strategy Definition

Message Strategy What to say?Appeals, themes, or ideas that will tie in to the brand positioning

Creative Strategy How to say it?An informational appeal elaborates on product or service attributes or benefits. A transformational appeal elaborates on a nonproduct-related benefit or image.

Message Source Who should say it?What is important is the spokesperson’s credibility.



Strategy Example

Message Strategy What to say?“Bench is Forever”

Creative Strategy How to say it?Bench uses transformational appeal to create an image. They make use of entertainers to encourage people to buy.

Message Source Who should say it?Among the top endorsers of Bench are Richard Gomez, Richard Gutierrez, Lucy Torres etc


Bench use of celebrity endorsers:





Concept 5: Selecting the communication channel

Communication Chanel

Definition

Personal Channel Two or more persons communicate face-to-face or person-to-audience through a phone, mail, or e-mail.

NonPersonal Channel

Communications directed to more than one person and include advertising, sales promotions, events and experiences, and public relations.

Integration of Channels

Mass communication/Mass media that might be the major means of stimulating personal communication



Communication Chanel

Example

Personal Channel Sales ladies and Promo girls at Bench

NonPersonal Channel

Bench has different billboards, Events and Experiences: Bench Universe and Bench Body Fashion Shows

Integration of Channels

TV advertisements and magazines


a planning process designed to assure

that all brand contacts received

by a customer or prospect

for a product, service, or organization

are relevant to that person and consistent over time.

Concept 6: Integrated Marketing Communication to build Brand Equity



Technology

Ch17 marketing concept