MKTG 407

MARKETING MANAGEMENT

SESSION 11-MANAGING AND DELIVERING MARKETING

PROGRAMMES (PROMOTION DECISIONS)

Lecturer: Prof. Mahmoud A. Mahmoud,UGBS

Contact Information:mamahmoud@[Link]
 Objectives
• The role of marketing communications
• To understand marketing communications work
• To identify major steps in developing effective
communications
• To understand communications mix and how
should it be set
• To understand integrated marketing
communications program
• Steps are involved in developing an advertising
program
 What are
Marketing Communications?
Marketing communications are the
means by which firms attempt to inform,
persuade, and remind consumers, directly
or indirectly, about the products and
brands they sell.
 Modes of Marketing
Communications
• Advertising • Direct marketing
• Sales promotion • Interactive marketing
• Events and • Word-of-mouth
experiences marketing
• Public relations and • Personal selling
publicity
 Communication Platforms
Advertising Sales Promotion
• Print and broadcast ads • Contests, games,
• Packaging inserts sweepstakes
• Motion pictures • Premiums
• Brochures and booklets • Sampling
• Posters • Trade shows, exhibits
• Billboards • Coupons
• POP displays • Rebates
• Logos • Entertainment
• Videotapes • Continuity programs
 Communication Platforms
Events/ Experiences Public Relations
• Sports • Press kits
• Entertainment • Speeches
• Festivals • Seminars
• • Annual reports
Art
• Charitable donations
• Causes
• Publications
• Factory tours
• Community relations
• Company museums
• Lobbying
• Street activities • Identity media
• Company magazine
 Communication Platforms
Personal Selling Direct Marketing
• Catalogs
• Sales presentations
• Mailings
• Sales meetings • Telemarketing
• Incentive programs • Electronic shopping
• Samples • TV shopping
• Fax mail
• Fairs and trade shows
• E-mail
• Voice mail
• Blogs
• Websites
 Word-of-Mouth Marketing
• Person-to-person
• Chat rooms
• Blogs
 Elements in the
Communications Process
• Sender
• Encoding
• Message
• Decoding
• Receiver
• Response
• Noise
• Feedback
 The Communications Process
• Selective attention
• Selective distortion
• Selective retention
 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
 Steps in Developing Effective
Communications
• Identify target audience
• Determine objectives
• Design communications
• Select channels
• Establish budget
• Decide on media mix
• Measure results/manage IMC
 Communications Objectives
• Category need
• Brand awareness
• Brand attitude
• Purchase intention
 Designing the Communications
• Message strategy
• Creative strategy
• Message source
• Global adaptation
 Creative Strategy
• Informational and transformational appeals
• Positive and negative appeals
– Fear
– Guilt
– Shame
– Humor
– Love
– Pride
– Joy
 Message Source

Celebrity Characteristics
– Expertise
– Trustworthiness
– Likeability
 Issues Facing Global
Adaptations
• Is the product restricted in some
countries?
• Are there restrictions on advertising the
product to a specific target market?
• Can comparative ads be used?
• Can the same advertising be used in all
country markets?
 Select Communication
Channels
• Personal channels
• Nonpersonal channels
• Integration of channels
 Personal
Communications Channels
• Advocate channels
• Expert channels
• Social channels
 Stimulating
Personal Influence Channels
• Identify influential individuals and devote extra
attention to them
• Create opinion leaders
• Use community influentials in testimonial
advertising
• Develop advertising with high “conversation value”
• Develop WOM referral channels
• Establish an electronic forum
• Use viral marketing
 Nonpersonal
Communication Channels
• Media
• Sales promotion
• Events and experiences
• Public relations
 Establish the Budget
• Affordable
• Percentage-of-sales
• Competitive parity
• Objective-and-task
 Objective-and-Task Method
• Establish the market share goal.
• Determine the percentage that should be
reached.
• Determine the percentage of aware prospects that
should be persuaded to try the brand.
• Determine the number of advertising impressions
per 1% trial rate.
• Determine the number of gross rating points that
would have to be purchased.
• Determine the necessary advertising budget on
the basis of the average cost of buying a GRP.
 Characteristics of
the Marketing Communications Mix
Advertising Sales Promotion
• Pervasiveness • Communication
• Amplified • Incentive
expressiveness • Invitation
• Impersonality
 Characteristics of
the Marketing Communications Mix
Public Relations Events and
and Publicity Experiences
• High credibility • Relevant
• Ability to catch • Involving
buyers off guard • Implicit
• Dramatization
 Characteristics of
the Marketing Communications Mix
Direct Marketing Personal Selling
• Customized • Personal interaction
• Up-to-date • Cultivation
• Interactive • Response
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
 Factors in Setting
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life cycle stage
 What is Advertising?
Advertising is any paid form of
nonpersonal presentation and promotion
of ideas, goods, or services by an
identified sponsor.
 The Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement
 Advertising Objectives
• Informative
• Persuasive
• Reminder
• Reinforcement
 Factors to Consider in Setting an
Advertising Budget
• Stage in the product life cycle
• Market share and consumer base
• Competition and clutter
• Advertising frequency
• Product substitutability
 Developing the
Advertising Campaign
• Message generation and evaluation
• Creative development and execution
• Legal and social issues
 Creative Brief

• Positioning statement • Brand promise

• Key message • Evidence of promise
• Target market • Media
• Objectives • Background
• Key brand benefits • Creative
considerations
 Television
Advantages Disadvantages
• Reaches broad spectrum • Brief
of consumers • Clutter
• Low cost per exposure • High cost of production
• Ability to demonstrate • High cost of placement
product use • Lack of attention by
• Ability to portray image viewers
and brand personality
 Print Ads
Advantages Disadvantages
• Detailed product • Passive medium
information • Clutter
• Ability to • Unable to
communicate user demonstrate product
imagery use
• Flexibility
• Ability to segment
 Print Ad Evaluation Criteria
• Is the message clear at a glance?
• Is the benefit in the headline?
• Does the illustration support the headline?
• Does the first line of the copy support or explain
the headline and illustration?
• Is the ad easy to read and follow?
• Is the product easily identified?
• Is the brand or sponsor clearly identified?
 Media Selection
• Reach
• Frequency
• Impact
• Exposure
 Choosing Among Major Media
Types
• Target audience and media habits
• Product characteristics
• Message characteristics
• Cost
 Major Media Types
• Newspapers • Outdoor
• Television • Yellow Pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet
 Place Advertising
• Billboards
• Public spaces
• Product placement
• Point-of-purchase
 Measures of Audience Size
• Circulation
• Audience
• Effective audience
• Effective ad-exposed audience
 Factors Affecting Timing Patterns
• Buyer turnover
• Purchase frequency
• Forgetting rate
 Media Schedule Patterns
• Continuity
• Concentration
• Flighting
• Pulsing
 Evaluating Advertising
Effectiveness
• Communication Effect Research
– Consumer feedback method
– Portfolio tests
– Laboratory tests
• Sales-Effect Research
 Measuring Sales Impact of
Advertising
• Share of expenditures
• Share of voice
• Share of mind and heart
• Share of market