advertising, pr and direct mktg
TRANSCRIPT
IMC functions
IMC
Advertising
Electronic Print
Public Relations
Direct Marketing
Traditional
Digital
Personal sales
Sales Promo
Support Media
Outdoor Events Sponsorships Cust SVC Others
IMC, Its roles & Golden triangle
IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting
IMC monitoring & evaluation
Media costing
IMC functions
IMC
Advertising
Electronic Print
Public Relations
Direct Marketing
Traditional
Digital
Personal sales
Sales Promo
Support Media
Outdoor Events Sponsorships Cust SVC Others
IMC, Its roles & Golden triangle
IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting
IMC monitoring & evaluation
Media costing
Advertising defined Characteristics…
Impersonal no person specific, towards a group One-way usually directed towards TG Planned careful pre-planning based Sponsored spender/brand identifies itself Paid comes with a cost to the sponsor Influence attitude/behavior motivates TG towards an
action
Types of advertisingAdvertising
Target audience
Consumer (B2C)
Business (B2B)
Media
Electronic
Direct
Geography
International
National
Regional
Local
Pros and Cons: Advertising
Strengths Limitations
Awareness generation Creative expressions Information Brand positioning Cost effectiveness Control IMC related
Self-selection Stake-holder comm.
Waste One-way comm. Low credibility Clutter
IMC functions
IMC
Advertising
Electronic Print
Public Relations
Direct Marketing
Traditional
Digital
Personal sales
Sales Promo
Support Media
Outdoor Events Sponsorships Cust SVC Others
IMC, Its roles & Golden triangle
IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting
IMC monitoring & evaluation
Media costing
Types of PRPR
Corp relations
Issues mgt
Community relations
Govt relations
Industry relations
Crisis mgt
Mktg PR
Media relations
Employee relations
Investor relations
Pros and Cons: PR
Strengths Limitations
Brand awareness Acceptance + Credibility Cost effectiveness Clutter breaking Reaching the hard to reach Additional:
Word of mouth Social marketing
Lack of control Not easily measurable Limited occurances
IMC functions
IMC
Advertising
Electronic Print
Public Relations
Direct Marketing
Traditional
Digital
Personal sales
Sales Promo
Support Media
Outdoor Events Sponsorships Cust SVC Others
IMC, Its roles & Golden triangle
IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting
IMC monitoring & evaluation
Media costing
Direct Marketing (DM) explained Closed group Interactive Database driven
Uses broad range of media
Generates behavioral response
Types of direct response
DM
Tele-marketing
Call center
Direct mail
Catalog
Infomercials
Emerging*
EmailsMobile mktgSNS – Social network servicesDigital media
Pros and Cons: Direct Marketing
Strengths Limitations
Current customer based (mainly)
Tightly targeted Flexible Immediate response
getting Accountable (Manager) Reduced media waste
High cost per contact Clutter Not experiential
Demo on Demand