PowerPoint Presentation by Sixit Bhatta

PowerPoint Presentation by Sixit Bhatta

Integrated Marketing CommunicationIntegrated Marketing Communication

Session-9

Why CommunicationWhy Communication

Communication of Value. Create Awareness about products and

services. Inform your customers about the benefits. Persuade people to buy. Create Dissonance Many more

Communication Landscape is changingCommunication Landscape is changing

TV ads Internet Ads. Mobile Ads. Billboards. Human Behavior and Time Factor. Too many channels. Sporting Events. Sponsorships etc.

Effect of Marketing CommunicationEffect of Marketing Communication

Brand EquityBrand Equity

Brand Awareness

Brand Awareness

Brand ImageBrand Image

Brand Response

Brand Response

Brand Relationshi

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Brand Relationshi

p

Marketing Communication MixMarketing Communication Mix

Advertising

Promotion Events PR Direct Marketing

Word of Mouth

Personal Selling

Print Ads Gifts Sports Press Telemarketing

P2P Sales Presentation

TVCs Discounts Entertainment Seminars

TV Shopping

Chat Sales Meetings

Billboards Entertainment Activities Annual Reports

Websites, Catalogues

Blogs

Why CommunicationWhy Communication

Familiarity-FavorabilityFamiliarity-Favorability

The Communication ProcessThe Communication Process

Understand the SequenceUnderstand the Sequence

Micro modelMicro model

Hierarchy of EffectsHierarchy of Effects

Imagine the Probability of each step is 0.5, then the total probability of Purchase is 1.5%

Designing Effective CommunicationDesigning Effective Communication

Identify Target AudienceIdentify Target Audience

Where in the Hierarchy they fall. Are they familiar with the products and

services? What is their attitude towards the

Products and services? What Segment?

Determine ObjectiveDetermine Objective

What response you want to get from the target audience?

Make them aware? Engage them to Purchase? Switch their Products? Comes from the needs

Design the CommunicationDesign the Communication

Message Strategy:– What message you want to deliver.– EMBA: Upgrades Your Career, You become

Smarter– AIM: Help you take a giant step in your career– Mero Mobile: Brand Change

Creative StrategyCreative Strategy

Red is Becoming Purple

Red is Becoming Purple

Design the communicationDesign the communication

Message Source– Referent Skills– Models

Global Adaptation– Symbols means different in different countries– Would you promote liquor in Pakistan

Select ChannelsSelect Channels

Personal Communication Channel (Business Market)

Non Personal Communication Channel (Consumer Markets)

Integrated Communication

Establish BudgetEstablish Budget

Affordable Method Percent of Sales Method Competitive Parity

Media MixMedia Mix

The Promotional tools– Advertising

• General Qualities:– Public presentation: Wide Reach– Pervasiveness: Message Repetition– Amplified expressiveness: Dramatization– Impersonality: No obligation on customers to pay

attention– Sales Promotion

• Benefits:– Communication: Gain attention, may lead

customer to purchase– Incentive: Discounts, rebates etc.– Invitation: Quick Transaction

Media MixMedia Mix

– Public Relations and Publicity• Distinctive qualities:

– High credibility– Ability to catch buyers off guard– Dramatization

– Personal Selling• Distinctive qualities:

– Personal confrontation– Cultivation– Response

Media MixMedia Mix

– Direct Marketing• Customized• Up-to-date• Interactive

– Event and Experiences• Relevant• Involvement

– Word of Mouth• Viral• Credible

Media MixMedia Mix

Personal Selling– Personal Interaction– Persuasive.– Response

Important Factors for Marketing Communication MixImportant Factors for Marketing Communication Mix Product/ Market

– Business/ Consumer– Awareness/ Reminder

Buyer Readiness Stage:– Is the customer aware?– Have they tried the product?– Are they satisfied?– One can build conviction by personal selling.

PLC Stage– Different stages in PLC requires different media mix

and its intensity.

Measuring Communication ResultsMeasuring Communication Results

ROI Measure results against objectives?