1. 17 Designing and Integrating Marketing Communications 1

2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-2 Marketing Communications

3. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-3 Modes of Marketing Communications  Advertising  Sales promotion  Events and experiences  Public relations and publicity  Direct marketing  Interactive marketing  Word-of-mouth marketing  Personal selling

4. Figure 17.1 Elements in the Communications Process Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-4

5. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-5 An Ideal Ad Campaign  The right consumer is exposed to the message at the right time and place  The ad causes consumer to pay attention  The ad reflects consumer’s level of understanding and behaviors with product  The ad correctly positions brand in terms of points-of-difference and points-of-parity  The ad motivates consumer to consider purchase of the brand  The ad creates strong brand associations

6. Basic Media Concept  Media Mix  Media Vehicle  Media Plan  Reach  Frequency  Impression/Exposure/View  Ratings  Circulations  Media Salespeople or Media Reps

7. QUESTION Maximize Reach or Frequency?

8. PRINT MEDIA  Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards  Print provides more detailed information, rich imagery, and a longer message life

9. Newspaper Advertising  Classifieds…advertising by the individuals or local businesses and counts about approx 40% of all advertising revenue of newspapers

10. Newspaper Advertising  Display… the most dominant form of newspaper advertising, some time further divided in to Local (retail) and National (General)  ROP Rate and PP Rate

11.  Supplements… are syndicated, which means an independent publisher sells its publications to newspapers throughout a country.  Advertising inserts, small sized magazines or booklets that mostly appear in Sunday editions.  FSI Ads Newspaper Advertising

12. MAGAZINES  Most magazines today are special interest publications aimed at narrower target markets  Specialty magazines seem to have an edge over more general publications in terms of maintaining growth  Upscale magazines provide an ideal place for the image advertising of luxury products  Consumer Magazines  Business Magazines  Geography  Demographics  Editorial Contents etc…

13. Magazine Advertising Magazine must fill a niche with unique editorial content to satisfy specific group of readers. Quality of reproduction and readers spending more time reading a magazine are the two biggest strengths.

14. Out-of-Home Advertising Billboards (Printed Posters and Painted Bulletin, Cutouts or Extensions) Billboards (Printed Posters and Painted Bulletin, Cutouts or Extensions) Hot Air Balloons Hot Air Balloons Ads on Buses Ads on Buses Posters on Walls Posters on Walls Telephone Kiosks Telephone Kiosks Painted semi trucks Painted semi trucks Posters in the public locations Posters in the public locations The Industry use a system based on showings (based on traffic count)

15. USING PRINT Use Newspapers If… You are a local business Desire extensive market coverage Product is consumed in a predictable manner No need to demonstrate the product Moderate to large budget Use Magazines If… Well-defined target audience Want to reinforce or remind audience Product must be shown accurately and beautifully Need to relate moderate to extensive information Moderate to large budget

16. Using Print Advertising Use Out-of-Home If… Local business that wants to sell locally Regional or national business that wants to remind or reinforce Product requires little information and little demonstration Small to moderate budget

17. 9 - 17 Broadcast Media  Transmit sounds or images electronically  Include radio and television  Broadcast engages more senses than reading and adds audio as well as motion for television

18. 9 - 18 Using Broadcast Advertising Use Radio If…  Local business  Highly targeted audience  Small budget  Timing consideration  Align interests with program  Personal message with human voice  Works in musical form or strong in mental imagery  Need reminder message Use Television If…  Want wider mass audience  Align interests with program  Good budget  Product needs both sight and sound  Prove something to audience  Halo effect  Create or reinforce brand image and personality

19. 9 - 19 Using Broadcast Advertising Use Movie Ads If…  National brand  Have budget to do high-quality commercials  Want to associate brand with movie stars  Movie audience matches brand’s target audience  Substantial visual impact and quality production Use Placement If…  Want to associate brand with stars and story  Viewing audience matches brand’s target audience  Natural fit between product and storyline  Opportunity for brand as star  Supporting ad campaign

20. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-20 Steps in Developing Effective Communications  Identify target audience  Determine objectives  Design communications  Select channels  Establish budget  Decide on media mix  Measure results/manage IMC

21. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-21 Communications Objectives  Category need  Brand awareness  Brand attitude  Purchase intention

22. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-22 Designing the Communications  Message strategy  Creative strategy  Message source

23. Message Strategy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-23

24. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-24 Creative Strategy  Informational and transformational appeals

25. Positive and Negative Appeals Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-25

26. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-26 Message Source

27. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-27 Select Communication Channels Personal Nonpersonal

28. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-28 Factors in Setting Communications Mix  Type of product market  Buyer readiness stage  Product life cycle stage