1. How to communicate your product Part I

2. Current Terminology IBP: Integrated Brand Promotion
IMC: Integrated Marketing Communications
Often used interchangeably
Here we use IMC

3. What does IMC mean? Coordination of all promotional messages
Telling the same story every time
Consistency and synergy
Maintain positioning
Essential for branding

4. Categories of Communication
Interpersonal
Mass

5. The Communication Process

6. The Communication Process

7. What does Encoding mean?

8. The AIDA Model

9. Objectives of IMC PLC Stages: Informing Reminding Persuading Target
Audience
PLC Stages:
Introduction
Early Growth
Growth
Maturity

10. Inform
Increase awareness
How product works
New uses
Company Image

11. Informative Ad

13. Persuade Encourage brand switching Change customer’s perceptions
Influence immediate buying decision
Persuade customers to call

16. Remind Product is still needed Where it is sold
Maintain brand awareness

17. The Lagged Effect Consumers don’t act immediately
Advertising effect can build over time
Be top of mind at time of need
Several exposures

18. The Promotional Mix Advertising Public Relations Sales Promotions
Personal Selling
Direct Marketing
Digital Marketing
Online Marketing
Social Media
Mobile Marketing

19. AIDA & the Promo Mix Attention Interest Desire Action Advertising
Public Relations
Sales Promotion
Personal Selling
Social Media
Very Effective
Somewhat Effective
Not Effective

20. How to choose promotional mix?
Nature of the product
Stage in PLC
Target market characteristics
Type of buying decision
Promotion funds
Push or pull strategy

21. Product Life Cycle and Promo Mix
Light
Advertising;
Pre-introduction
publicity
Heavy
Advertising;
PR for
awareness;
sales
promotion
for trial
Advertising,
PR, brand
loyalty;
personal
selling for
distribution
Ads decrease;
sales promotion;
personal selling; reminder &
persuasive
AD/PR decrease; limited sales promotion; personal selling for distribution

22. Buying Decision & Promo Mix
Advertising
Sales Promotion
Routine
Personal Selling
Neither Routine
nor Complex
Public Relations
Print Advertising
Complex

23. Push vs. Pull Strategy

24. Advertising Most visible IMC element Effective to build awareness Paid
Mass Audience

25. Digital Marketing Traditional Online Ads Websites Blogs Social Media
#SocialTV
SEM
SEO
Mobile/SoLoMo

26. Digital Trends Social Shopping SocialTV Social Media Mobile
FB Want Button
SocialTV
Social Media
Twitter
Pinterest
Mobile
Location Based

27. Establishing a Budget Method Definition Limitations Competitive Parity
Budget = Market Share
Does not stimulate growth
No adjustments
Percentage of sales
Budget = %(past sales)
Budget = %(future sales)
Doesn’t consider new plans
Ties to sales
Available Budget
Budget = Leftover
Assumes no connection to sales or profit
Objective & Task
Budget = cost of achieving objectives
Requires accurate estimation
Lengthy

28. Marketing Metrics = Success or Failure
Traditional Media
Frequency of exposure
Reach of exposure
GRP (reach x frequency)
House holds watching the tv program %
Web-Based Media
SEM
Impressions
CTR
ROI = (sales revenue – advertising cost)/Advertising Cost