marketing communications

Marketing Mix

2

Marketing Mix

Product

Price

Place

PromotionPeople

Physical Layout

Process

© 2008 Berlin Asong. All rights reserved. © 2009 Berlin Asong. All rights reserved.

3

Promotion is notall about “selling”.

© 2009 Berlin Asong. All rights reserved.

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Promotion is notall about advertising.


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Promotion

communicatesvalue about...


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Product


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Idea


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Brand | company


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What then is

promotion?


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Describes the activities of communicating value

with existing customers & prospective customers.“

”© 2009 Berlin Asong. All rights reserved.

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withexisting customers & prospective customers.

“”

Describes the activities of communicating value


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Why with?© 2009 Berlin Asong. All rights reserved.


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2

© 2008 Berlin Asong. All rights reserved. 21

An annual issue of Time’s magazine that features and profiles a man, woman, couple, group, idea, place, or machine that "for better or for

worse, ...has done the most to influence the events of the year."

2006


Marketing Mix

22

Marketing Mix

Product

Price

Place

PromotionPeople

Physical Layout

Process

Other MM elements do communicate.



Promotion has the

to communicate...

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Promotion has the

to communicate...

Process


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Tools used for communicating value

and building customer relationships.

“

”© 2009 Berlin Asong. All rights reserved.


Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.

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OutdoorPrintRadioTV

InternetMobile

AdvertisingSales presentation

Trade showsTelemarketing

Samples

Personal Selling

Press ReleasesSpeeches

SponsorshipsNewsletters

Annual Reports

Public Relations

CatalogueInternetE-mailing

TelemarketingMobile

Direct Marketing

DiscountsDisplaysCoupons

Sales Promotion


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Personal presentation by the firm’s sales

force for the purpose of making sales and

building customer relationships.

“”



3,500An average consumer is bombarded with

marketing communication messages per day.

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In this lot, marketing messages get

“l o s t ”© 2009 Berlin Asong. All rights reserved.

61

contradicteach other.

Marketing messages


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You saw an advert on TV about a product. It ends with the message:

“available in all our stores”. You visited the company’s shop, only to find that

the product is unavailable. Even worst, sales assistant is unaware of it.


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Does your outdoor ad

“understand” your radio ad?



Would your message be more | less effective if more

than two marketing communications media are used?


How can I increase the chances that my target

audience receive and understand my messages?

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Promotion mix must be

strategically integratedto communicate a consistent, compelling value.


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Advertising

Public Relations

DirectMarketing

Sales Promotion

Personal Selling

Consistent, clear value


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rules for successful integrated

marketing communications.



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2

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Message! Message! Message!


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4

82

Identify target audience

Determine objectives

Design message

Decide on media mix

Establish IMC budget

Implement IMC

Assess IMC Effectiveness


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Design message

Decide on media mix


Implement IMC




who what how when where

86



Design message

Decide on media mix


Implement IMC



87

Awareness

Knowledge

Liking

Preference

Conviction

Purchase


92

Market Penetration

Market Extension

Product Development Diversification

New MarketExisting Market

Exis

ting

Prod

uct

New

Pro

duct


93

Specific Measurable Achievable Realistic Timed


95



Design message

Decide on media mix


Implement IMC



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Clear, simple, clever message


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Identify a marketing communication content

which you didn’t understand. What factors

could account for the misunderstanding.


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What to say?

How to say it?


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Get Attention

Hold Interest

Arouse Desire

Obtain Action

AIDA Model


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Rational Appeal

Emotional Appeal

MoralAppeal


HumourAppeal

101

Emotional Appeal

Rational Appeal

Emotional Appeal

MoralAppeal


HumourAppeal

106

Rational Appeal

Emotional Appeal

MoralAppeal


HumourAppeal

109

Rational Appeal

Emotional Appeal

MoralAppeal


HumourAppeal

110

Rational Appeal

Emotional Appeal


HumourAppeal

MoralAppeal

111



Design message

Decide on media mix

Establish budget

Implement IMC



112

OutdoorPrintRadioTV

InternetMobile

AdvertisingSales presentation

Trade showsTelemarketing

Samples

Personal Selling

Press ReleasesSpeeches

SponsorshipsNewsletters

Annual Reports

Public Relations

CatalogueInternetE-mailing

TelemarketingMobile

Direct Marketing

DiscountsDisplaysCoupons

Sales Promotion


113



Design message

Decide on media mix


Implement IMC



115



Design message

Decide on media mix


Implement IMC



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