Group 4

PROGRAMME
Advance Marketing
January 21, 2016

Doxology

Philippine National Anthem

Welcome Remarks

Communicating Value

I. Communicating Customer Value: Integrated Marketing

Communications

Presenter: Maria Sela Cenar

II. Reach and Influence

Presenter: Joseph C. Mallari

III. Designing and Managing Integrated Marketing Communication

Presenter: Karen Kaye Sales

IV. Managing Mass Communication

Presenter : Christine Paular

V. How Direct Marketing Evolve in Millennial Ways

Presenter: Diana Rose Ronabio

Communicating Customer Value: Integrated Marketing
Communications

The Promotion Mix

is the specific blend of advertising, public relations, personal selling,
sales promotion and direct-marketing tools that the company uses to
persuasively communicate customer value and build customer
relationships

Integrated Marketing Communications (IMC)

is an expansion of modern and traditional marketing strategies, to
optimize the communication of a consistent message conveying the
company's brands to stakeholders.

Reach and Influence

Engaging people (REACH area) is a good idea

its very hard to build a relationship without sponsorship money

the authenticity of your campaign will be impacted.

Ex. Sponsoring events.

Personal Brands/ Influencers/Bloggers

Dont have the enormous reach of a celebrity,

they are respected and connected within specific contexts

can drive action within their social circle.
Take into account their high impact on purchasing decisions and
opinions.

Its brilliant to get your brand mentioned by a Celebrity but they dont
necessarily carry influence where it matters? (Driving customers to purchase
or recommend products to peers).

"Social media is a tool for allowing brands to interact with their customers
directly, rather than through a middle man (the journalist) and it is often on
social media that reputations are now built (and lost)." Anne Cantelo
Managing Director of Onyx

Content (communicating with customers and prospects. Providing relevant

information) is fire, and social media is gasoline Kunle Campbell, Digital
Marketing and eCommerce Strategist
"When you make people feel good, theyre much more likely to recommend
your business to their friends, like you on Facebook and generally give all
those positive signals which lead to an outstanding online presence." Andrew
AtallaFounder of Atom42

Positive image? then Listen to understand, Create empathy and Engage in

truthfulness and responsibility

Customers attention must be geared to what makes them feel that they are
receiving a personal attention and that what was promised was kept.

Connect with people on an emotional level and provide customers with an

experience that they will remember. Chris Searson Chair of Smart Cookie
(formely MediaStation).

15,000 stores in 50 countries

Over 705,000 followers on Twitter answering questions
Over 5,000,000 fans on Facebook
50,000 people subscribe to Starbucks YouTube Channel
MSI -customers have some role in the decision making process of
the company. Gives users the ability to see what others are
suggesting, vote on ideas and check out the results.
Blog entitled Ideas in Action. This blog talks about what Starbucks is
doing with the ideas given by users on the My Starbucks Idea site. The
blog keeps customers in the loop and in the know regarding whats
happening with their ideas and increases their sense of loyalty to the
brand.
In 1982 Johnson and Johnson pulled out Tylenol Capsules from the market
amounting to a loss of $ 100Million when someone contaminated some of its
Capsules. "The company is candid, contrite and compassionate,
committed to solving the murders and protecting the public."-J&J
CEO Jim Burke

"An unhappy customer starts a blog, writes about how unhappy he is, takes
out an ad on search engines to let people who are looking for the product
know how mad he is, starts an email forwarding chain asking people to
boycott the product, does a YouTube video about it and games YouTube to
make it one of the Top 10 most-viewed videos ... "Mark Cuban

DESIGNING AND MANAGING INTEGRATED MARKETING

COMMUNICATION
THE ROLE OF MARKETING COMMUNICATION

Are the means by which firms attempt to inform, persuade,

and remind consumers directly or indirectly about the products
and brands they sell

Represent the voice of the company and its brands

Means by which the firm can establish a dialogue and build

relationships with consumers.
Works for consumers when they show how and why a product
is used by whom, where and when.

COMMENTS ON GLOBE ADVERTISEMENT

COMMENTS ON SMART ADVERTISEMENT
 Managing Mass Communications:
Advertising

Any paid form of non-personal presentation and promotion of ideas, goods,

or services by an identified sponsor via print media (newspapers and
magazines), broadcast media (radio and television), network media
(telephone, cable, satellite, wireless), electronic media (audiotape,
videotape, videodisk, CD-ROM, Web page), and display media (billboards,
signs, posters)

Mission (objectives)
Ads to inform you.

Ads to persuade you.

Ads to remind you.

Ads crafted to reinforce you.

Money

How much do we spend? How would we allocate the funds across all media
types?
How Direct Marketing evolve in Millennial Ways

Influencers of New Generation to Direct Marketing

Social Media
Facebook, Twitter, Instagram

These top three social media accounts made direct marketing catch
attention rapidly. Most especially to our millennial todays, were in huge part
of the population uses social media.

Marketers targeted millennial due to their quick response by using social

media. Some celebrity artist uses these accounts as their personal marketing
for themselves or these serves are their free media. They can drew fanatics
easily and make issues that can make them the talk of the town.

For the online Entrepreneur this could be the easiest way to reach future
customer wherein they were not required to meet personally, no need to go
to mall, to search for something to buy, no need to bring your cash it is just
simply by clicking on your mobile phone and pc.

Some Business uses linked in to get information of perspective customers

that has the ability to buy, for all we know this is a professional networking
site.

Spotify and Youtube are example of application that displays ads every now
and then and promote their own product offering.
Lazada and Jobstreet are example of online catalog in which the end user has
the control for the options of the site display.
Text Message

Your Telecom provider always has their direct marketer to its subscriber by
sending them a message of their promo that can persuade you to subscribe