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42_19701_2_Lecture 11

Marketing slides BBA

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12 views

42_19701_2_Lecture 11

Marketing slides BBA

Uploaded by

hmmm23
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 63

Engaging Consumers and Communicating Customer

Value:
Integrating Marketing Communications Strategy
Maira Junejo
Advertising and Marketing defined
What is Marketing Communication?
• Efforts and tools used to communicate
with customers
– Newspaper ads, telemarketing and digital
ads, event sponsorship, and coupons

Integrated marketing communication


– Coordination and integration of messages
from a variety of sources
Promotional mix
Tool Usage

Advertising Reach many buyers, Repeat message many times, Impersonal, Expensive

Personal Selling Personal Interaction, Relationship building, Most expensive promo tool

Sales Promotion Wide assortment of tools, rewards. Quick response, efforts short lived.

Public Relations Very believable, dramatize a company or product

Direct Marketing Non public, Immediate, Customized, Interactive


Sponsorship and Events
Builds Brand image
Advertising is part of Promotional
mix lets make it more clear…
What is advertising?
“Structured and composed non-personal communication of
information that are paid for and persuasive in nature”

About products by identified sponsors through various media


They key of advertising is to hit the
bulls eye at
Right time | Right Place | Right person
What is the function of
advertising?
Inform | Persuade | Remind
Correlation between advertising and marketing
How advertising and marketing work together?
Depends on
fulfillment of ad communication
Brand promise

Role of Marketing
Role of Advertising
Advertising and the Marketing
Process
Marketing strategy Advertising strategy
• Statement of how the company will accomplish • Describes how to achieve the advertising
its marketing objectives objectives
• Directs the company in formulating the • Sub strategies
marketing plan • Creative strategy
• Determined by the blending of the marketing • Media strategy
mix elements
Classifications of
advertising
Product Advertising
Retail Advertising
Corporate Advertising
Business to Business Advertising
Direct Response Advertising
Political Advertising
Public Service Message
Advertising Classification

Product Advertising
The persuasion and promotion of new products, existing ones and revised products.
Business to consumer ad via ad / research agency
Advertising Classification

Retail Advertising
Focus on store where a variety of products can be purchased or where a

service is offered. Local, Emphasize price, availability, Location.


Retail advertisement – Made by superstore to sell their offers/products
Advertising Classification

Corporate Advertising
Focus is on establishing a corporate identity or on
winning the public over to the organization’s point of
view
Corporate advertisement
Advertising Classification

Business to Business Advertising


Focus is directed to industrial users
B2B advertising
Political Advertising
Used by Politician

Persuading people to vote for them

Critics – creating image instead of issues, Campaign

spending
Political consumer generated ad
Direct Response Advertising
Involve two way communication between advertiser and the consumer.
Can use any medium (mail, television, newspaper, magazine)
Public Service Advertising
Designed to operate in the public’s interest and promote public

welfare.
Public service message, generally by NGOs and Non-profit organisatons
social criticisms of advertising
social criticisms of advertising
Deception in advertising
• Deceptive/Puffery: Exaggerated, subjective
claims that cannot be proven true or false

Subliminal advertising myth


• Subliminal advertising: Advertisements
with messages embedded in illustrations
below the threshold of perception

False Advertising
• Advertising promotes a materialistic way of life
Examples:
Deceptive advertising
Subliminal advertising
False Advertising (Always has a disclaimer)
Social Impact of Advertising
(content focused)
Positive impact and negative impact
Positive social Impact of Advertising
• Encourages development and speeds the acceptance of new products
and technologies
• Fosters employment
• Consumers have a wider variety of choices
• Helps keep prices down through mass production
• Promotes healthy competition between producers
• Promotes a higher standard of living
• Enables freedom of press
• Distributes public information on social issues
Negative Social Impact of
Advertising
• Offensive advertising
• Proliferation of advertising
• Stereotypes in advertising
Stereotypes in advertising

• Insensitivity to minorities, women, immigrants,


persons with disability, elderly, and other
groups
• i.e: caring mother, urban youth, joint family,
fairness creams etc.
Proliferation of advertising
• Too much exposure to advertisements in all
media
Offensive advertising
• Offended consumers can boycott a product
• Marketplace veto power - Campaign will falter
if the ads do not pull in audiences

* TVC OF OLWELL GOT BANNED


Point in case – Freedom of
advertising
Power of digital media
WHATS NEXT?
VIRAL
VIDEOS
Just looking
like a WOW
How to develop advertising
strategies?

Ad
What? When? Where? Who? Why?
strategy
What is the product?

WHAT?
What do you wish to
communicate? (check marketing
strategy for positioning and
perceptual maps)
WHERE?
WHEN?
• Specify when do you want to communicate your idea?
• Season wise, Quarter wise or month wise (Follow PLC)
WHO?
Use segmentations techniques.
WHY?

To increase To increase
To increase sales
awareness marketshare

To deliver a public To create good


To create loyalty
service message will
Creating ideas
Mind mapping
Combine multiple
ideas

+ =
Combine multiple
ideas

+ =
Problem Solution (before after)
technique
Role Reversal
• Reverse the roles and get amazing creative ideas
Exaggeratio
n
FIND BIG IDEAS!

HAPPINESS

DESIGNED ALL PURPOSE


FOR YOU MILK
TASK: CHOOSE A CURRENT VIRAL TREND AND MAKE A VIDEO
CONCEPT OUT OF IT.

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