Lesson 9 : Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)

1. Lesson 9: Intergrated Marketing Communication (IMC) (chapter 18, 19, 20)

2. Content • I. Marketing communication tools • II. Develop an IMC program

3. Objectives • Define product advertising and institutional advertising. • Define sales promotion and public relation. • Explain the role of sales promotion and public relations in Marketing communication program • Explain the nature and scope of personal selling and sales management in Marketing

4. Term • Advertising: quảng cáo • Sales promotion: khuyến mãi • Direct marketing: Marketing trực tiếp • Personal selling: Bán hàng cá nhân • Public relation: Quan hệ công chúng • Media/medium: phương tiện • Intergrated Marketing communication: Truyền thông Marketing tích hợp

5. Communication • The process of conveying a message to others

6. Elements of communication • Encoding: transform idea to symbol • Decoding: transform symbol back to idea • Field of experience: similar understanding sender and receiver apply to the message • Response: impact of message had on receiver’s knowledge, attitude and behavior • Feedback: sender’s interpretation of the response • Noise: factors work against effective communication

7. Communication tools

8. Advertising • Any paid form of nonpersonal communication about an organization, good, service

9. Type of advertisement Pioneering (informational) Competitve (persuasive) Reminder Your own footer Your Logo

10. Pioneering • What a product is? • What it can do? • Where it can be found?

11. Competitive advertisement • Promotes a specific brand’s benefit • Persuade the target market to select the firm’s brand/product

13. Reminder advertisement Reinforce previous knowledge of a product Your own footer Your Logo

14. Media alternatives Television ✓ This is an example text. Go ahead and replace it 1 Radio ✓ This is an example text. Go ahead and replace it 2 Magazine ✓ This is an example text. Go ahead and replace it 3 Newspaper ✓ This is an example text. Go ahead and replace it 4 Yellow pages ✓ This is an example text. Go ahead and replace it 5 ✓ Internet This is an example text. Go ahead and replace it 6 ✓ Outdoor This is an example text. Go ahead and replace it 7 Your own footer Your Logo

15. Basic terms Reach: The number of people or household exposed to an ad 1 Rating: percentage of household or people turned to particular TV show or radio station 2 Frequency: average number times a person in the target audience is exposed to an ad 3 Gross rating points (GRPs) = reach x frequency 4 Cost per thousand (CPM – means 1000 in Roman): Cost of reaching 1000 person or household 5 Your own footer Your Logo

16. Media alternatives

17. Tính toán Ratings, CPM, Tần số

18. Source: TNS-2009

26. PR • Form of communication that influence the feeling, opinions or beliefs held by stakeholders

27. Function of PR • Building goodwill • Promoting goods, service • Building internal communication • Controlling crisis • Doing lobby

28. Tools of PR • Press release • Press conference/interview • Event sponsorship • Publicity • Company story • Newsletter

29. Personal selling • Face – to – face communication between buyer and seller, designed to influence a person’s or group’s purchase decision

30. Role of personal selling • Choosing target customer • Modifying message • Persuading consumer • Building relationship with consumer • Doing Marketing research

31. Personal selling process • Prospecting • Pre-approach • Approach • Presentation • Close • Follow - up

32. Step 1: Prospecting • Search qualified prospects by: Tradeshow, professional meeting, conferences, cold calling

33. Step 2: pre-approach • Involves obtaining further information on the prospect and decide the best method to approach. • Gathering information about: MAN rule (M:money – income, A:authority, N: needs)

34. Step 3: Presentation Handling objection • Acknowledge and convert the objection • Postpone • Agree and neutralize • Denial • Ignore the objection

35. Step 4: Close • Obtaining purchase commitment from the prospect with 3 techniques: • Trial close: asking propects to make a decision on some aspects • Assumptive close: asking prospects to consider choices:delivery, warranty • Urgency close

36. Step 5: Follow up • Making certain the customer’s purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed

37. SALES PROMOTION • Consumer-Oriented Sales Promotion – elicit an immediate purchase • Stimulate trial purchase • Stimulate repeat purchase • Stimulate larger purchase • Introduce a new brand • Disrupt competitor’s strategy Slide 19-76

38. Sales promotion techniques • Coupons • Samples • Price–off deals • Loyalty Programs • Rebates • Premiums • Contests • Sweepstakes

39. FIGURE 19-6 Sales promotion alternatives Slide 19-77

40. SALES PROMOTION • Trade-Oriented Sales Promotion • Allowances and Discounts • Cooperative Advertising • Training of Distributors’ Salesforces

41. DIRECT MARKETING

42. The value of direct marketing

43. Developing an IMC program

44. Step 1: Identifying the target audience • How to identify the target audience?

45. Step 2: Specifying promotion objective

46. Step 3: Setting the promotion budget

47. Step 4: Choosing promotional tools - Integrated Marketing Communications (IMC) Integrated marketing communications (IMC) is the concept of designing marketing communications programs that coordinate all promotional tools: advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences. Slide 18-80

48. IMC

49. Factors that influence the use of promotional tools Slide 18-23

50. Promotional tools used over the product life cycle Slide 18-28