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PROMOTIONS STRATEGY I

Integrated Marketing Communications


Strategy
Advertising and Public Relations

February 21, 2016


Engr. Astrid Marie V. Ventura

MARKETING COMMUNICATIONS MIX


The specific mix of advertising, personal selling, sales promotion and
public relations a company uses to pursue its advertising and
marketing objectives.
THE FIVE TYPES OF PROMOTION ARE:
1. Advertising - Any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor.
2. Personal Selling - Personal presentation by the firm's sales force to make
sales and build customers relationships.
3. Sales Promotion - Short-term incentives to encourage the purchase of sale
of a product or service
4. Public Relations - Building good relations with the company's publics by
obtaining favourable publicity, building up a good "corporate image", and handling
or heading off unfavourable rumours, stories and events
5. Direct Marketing - Direct communications with carefully targeted individual
consumbers to obtain an immediate respons

THE CHANGING COMMUNICATIONS ENVIRONMENT


Factors changing the face of today's marketing communications
1. Mass Marketers have fragmented, marketers are shifting away from mass
marketing and developing focused marketing programs, designed to build closer
relationships with customers in more narrowly defined micromarkets.
Market fragmentation has resulted in media fragmentation into more focused
media that better match today's targeting strategies.
Example 1: In 1975 the top US TV networks ( ABC, CBS, NBC) attracted 82% of
the 24 hour viewing audience by 1995 this dropped to 35%.
Example 2: Mass magazines in the 1940's and 50's have been replaced by
more special interest magazines.
2. Vast improvements in information technology are speeding the movement toward
segmented marketing.
Example: In the glory days of mass marketing, consumer product companies
spent the lion's share of their promotions budget on mass media advertising.
Todays media advertising captures only about 26 percent of total promotion
spending.

INTEGRATED MARKETING COMMUNICATIONS STRATEGY


Defined as a concept under which a company carefully integrates and coordinates
its many communications channels to deliver a clear, consistent, and compelling
message about the organizaton and its products.
HOW CAN A COMPANY REACH US?
To start off the communication process it should start with an audit of all the
potential interactions that target customers may have with the product and
company.
Example 4. Someone purchasing a computer may talk with others, watch
television, read newspaper and magazinges and try out computers in the store.
Marketers then must assess the influence that each of these communications
experiences will have at different stages of the buying process. This understanding
will help them allocate their communication money more efficiently and effectively.

INTEGRATED MARKETING COMMUNICATIONS STRATEGY


NINE ELEMENTS OF COMMUNICATION
Major Parties in Communication - 1) Sender and 2) Receiver
Major Communication Tools - 3) The Message and 4) The Media
Major Communication Functions - 5) Encoding, 6) Decoding, 7) Response, 8)
Feedback
9) Noise
Example 5.
Sender: The party sending the messge to another party - Politician running for
public office
Encoding: The process of putting into symbolic form - Party will words, pictures and
illustrations into an advertising that will convey the intended message
Message: The set of symbols that the sender transmits

INTEGRATED MARKETING COMMUNICATIONS STRATEGY


NINE ELEMENTS OF COMMUNICATION
Media: The communication channels through which the message moves from
sender to buyer. - Television
Decoding : The process by which the receiver assigns meaning to the symbols
encoded by the sender
Receiver: The party receiveing the message sent by another party
Response: The reactions of the receiver after being exposed to the message
Feedback: The part of the receiver's response communicated back to the sender
Noise: The unplanned static or distortion during the communication process, which
results in the receiver's getting a different message than the one the sendersent.
For a message to be effective, the serders encoding process must mesh with
the receiver's decoding process.

INTEGRATED MARKETING COMMUNICATIONS STRATEGY


STEPS IN DEVELOPING EFFECTIVE COMMUNICATION
Identifying the Target Audience
The audience may be potential buyers or current users, those who make the buying
decision or those who influence it. The target audience will affect the
communicators decision on what will be said, how it will be said, when it will be
said, where it will be said and who will say it.
Determining the Desired Response
In most cases it is purchase, but purchase is the results of a long process of
cosumer decision making and be in any of the six buyer readiness stages,
awareness, knowledge, liking, preference, conviction and purchase.
Designinga message
AIDA model - ideally message must be able to get ATTENTION, hold INTEREST,
arouse DESIRE and obtain ACTION

INTEGRATED MARKETING COMMUNICATIONS STRATEGY


STEPS IN DEVELOPING EFFECTIVE COMMUNICATION
Choosing Media
The communicator must select channels of commications, There are two broad
types of communication channels - personal and non-personal
Selecting the Mesage Source
In wither personal or non-personal communication, the message's impact on the
target audience is affected by how the audience views the communicator.
Collecting the Feedback
After sending the message, the communicator must research its effect on the target
audience.

ADVERTISING

Advertising - any paid form of non personal presentation and promotion of ideas,
goods, or services by an identified sponsor. It includes print, broadcast, outdoorr
and other forms.
POSITIVE
Advertising can reach masses of geograhically dispersed buyers at a low cost per
exposure and enables the seller to repeat a message many times. Beyond its
reach, large-scale advertising says somehing positive about the seller's size,
popularity and success. Consumers tend to view advertised products as more
legitimate.
It is also very expressive. It allows the company to dramatize its prooducts through
visuals, print, sound, and colour.
NEGATIVE
It is impersonal and cannot be as persuasive as company salespeople. It carries
only one--way communication and can be very costly.

PUBLIC RELATIONS

Public relations offers several benefits, It is very believable: news stories, features,
and events seem more real and believable to readers than ads do. Public relations
also can reach many prospects who avoid salespeople and advertisements - the
message gets to the buyers as "news" rather than as a sales-directed
communication.
Like advertising, public relations can dramatize a company or product. Marketers
tend to underuse public relations or to use it as an afterthought. Yet a well-planned
public relations campaign used with other promortion mix elements can be very
effective and ecnomical.