Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations

1
Integrated Marketing Communication Advertising,
Sales, Promotion, and Public Relations

• Chapters 15, 16

2
Road Map Previewing the Concepts

• Discuss the process and advantages of integrated
  marketing communications.
• Define the five promotion tools and discuss the
  factors that must be considered in shaping the
  overall promotion mix.
• Describe and discuss the major decisions involved
  in developing an advertising program.

3
Road Map Previewing the Concepts

• Explain how sales promotion campaigns are
  developed and implemented.
• Explain how companies use public relations to
  communicate with their publics.

4
Marketing Communications Mix

• Advertising
• Sales Promotion
• Public Relations
• Personal Selling
• Direct Marketing

5
The Need for IMC

• Using IMC, the company carefully integrates and
  coordinates its many communication channels to
  deliver a clear, consistent, and compelling
  message about the organization and its brands

6
Advertising

• Can reach masses of geographically dispersed
  buyers.
• Can repeat a message many times.
• Is impersonal, one-way communication.
• Can be very costly for some media types.

7
Personal Selling

• Involves personal interaction between two or more
  people.
• Allows relationship building.
• Most expensive promotion tool.

8
Sales Promotion

• Wide assortment of tools.
• Attracts consumer attention.
• Offers strong incentives to buy.
• Invites and rewards quick consumer response.
• Effects are short-lived.

9
Public Relations

• Very believable.
• Reaches people who avoid salespeople and ads.
• Can dramatize a company or product.
• Tends to be used as an afterthought.
• Planned use can be effective and economical.

10
Direct Marketing

• Many forms that share four characteristics
• Nonpublic
• Immediate
• Customized
• Interactive
• Well suited to highly targeted marketing.

11
Advertising

• Advertising has been used for centuries.
• U.S. advertisers spend more than 237 billion
  each year worldwide spending approaches 470
  billion.
• Advertising is used by
• Business firms
• Nonprofit organizations
• Professionals
• Social agencies
• Government

12
Setting Advertising Objectives

• An advertising objective is a specific
  communication task to be accomplished with a
  specific target audience during a specific period
  of time.
• Classified by purpose
• Inform
• Persuade
• Compare
• Remind

13
Setting the Advertising Budget

• Affordable
• Percentage-of-Sales
• Competitive-Parity
• Objective-and-Task

14
Developing Advertising Strategy

• Consists of two major elements
• Creating advertising messages
• Selecting advertising media

15
The Message Strategy

• Identify Customer Benefits
• Develop Compelling Creative Conceptthe Big
  Idea
• Advertising Appeals Should Be Meaningful,
  Believable, Distinctive

16
Message Execution

• Slice of Life
• Lifestyle
• Fantasy
• Mood or Image
• Musical

• Personality Symbol
• Technical Expertise
• Scientific Evidence
• Testimonial or Endorsement

17
Message Execution

• Choose a tone
• Use memorable, attention-getting words
• Choose correct format elements
• Illustration
• Headline
• Copy

18
Selecting Advertising Media

• Reach
• Percentage of people exposed to ad
• Frequency
• Number of times a person is exposed to ad
• Media Impact
• The qualitative value of a message exposure
  through a given medium

19
Choosing Media Type

• Factors to consider
• Media habits of target consumers
• Nature of the product
• Type of message
• Cost
• Media vehicles
• Specific media within each general media type

20
Deciding on Media Timing

• Must decide how to schedule the advertising over
  the course of a year.
• Follow seasonal pattern
• Oppose seasonal pattern
• Same coverage all year
• Choose the pattern of the ads
• Continuity
• Pulsing

21
Evaluating Advertising

• Measure the communication effects of an adCopy
  Testing
• Measure the sales effects of an ad
• Is the ad increasing sales?

22
Other Advertising Considerations

• Small Companies
• Large Companies
• Advertising Agency
• International Issues

23
Sales Promotion

• Sales promotion consists of short-term incentives
  to encourage the purchase or sales of a product
  or service.
• The idea behind sales promotion is to generate
  immediate sales.

24
Rapid Growth of Sales Promotion

• Sales promotion can take the form of consumer,
  business, trade, or sales force promotions.
• Rapid growth in the industry has been achieved
  because
• Product managers are facing more pressure to
  increase their current sales
• Companies face more competition
• Advertising efficiency has declined
• Consumers have become more deal oriented

25
Sales Promotion Objectives

• Consumer Promotions
• Trade Promotions
• Sales Force Promotions

26
Consumer Sales Promotion Tools

• Samples
• Coupons
• Rebates
• Cents-off Deals
• Premiums
• Advertising Specialties

• Patronage Rewards
• Point-of-Purchase Promotions
• Contests
• Sweepstakes
• Games

27
Trade Promotion

• Objectives
• Persuade resellers to carry a brand
• Give a brand shelf space
• Promote brand in advertising
• Push brand to customers
• Tools
• Discounts, allowances, free goods, push money,
  specialty advertising items

28
Business Promotion

• Objectives
• Generate business leads
• Stimulate purchases
• Reward customers
• Motivate salespeople
• Tools
• Conventions, trade shows, sales contests

29
Developing the Sales Promotion Program

• Decide on the Size of the Incentive
• Set Conditions for Participation
• Decide How to Promote and Distribute the
  Promotion Program
• Decide the Length of the Program
• Evaluate the Program

30
Public Relations

• Public relations involves building good relations
  with the companys various publics by obtaining
  favorable publicity, building up a good corporate
  image, and handling or heading off unfavorable
  rumors, stories, and events.

31
Public Relations Functions

• Press relations or press agency
• Product publicity
• Public affairs

• Lobbying
• Investor relations
• Development

32
Public Relations Tools

• News
• Speeches
• Special events
• Buzz marketing
• Mobile marketing
• Written materials

• Audiovisual materials
• Corporate identity materials
• Public service activities
• Company Web site

33
Rest Stop Reviewing the Concepts

• Discuss the process and advantages of integrated
  marketing communications.
• Define the five promotion tools and discuss
  factors that must be considered in shaping the
  overall promotion mix.
• Describe and discuss the major decisions involved
  in developing an advertising program.

34
Rest Stop Reviewing the Concepts

• Explain how sales promotion campaigns are
  developed and implemented.
• Explain how companies use public relations to
  communicate with their publics.