ABM SESSION 16

Best ideas come as a joke. Make your thinking as funny as possible –

David Ogilvy
Components of Marketing communication mix

Product Price Promotion Distribution

Advertising Sales Promotions Personal Selling

Direct Sponsorship Digital Alternative Public

Marketing Marketing Marketing Marketing Relations

Most reliable ?
Common Communication Platforms

Which communication platform more suitable ?

 Sales Promotion
• Stimulationin sales achieved by providing additional incentive to
consumers or trade partners.

• Incremental sales is the primary objective of sales promotions

• Consumer promotions are incentives directed to end customers

• Trade promotions are directed to channel members to push products

 • Coupons – price reduction
in the next purchase
• Premiums – gift on
purchasing, payment is full
• Contests and sweepstakes-
lucky draws
Consumer Promotion • Refunds and rebates- cash
returns
(Pull Strategy)
• Sampling – free trial or
delivery of product
• Bonus packs- additional
product given on same
price
• Price-offs
 • Trade Allowances
• Trade Incentives
Trade Promotion (Push • Trade Contests
Strategy) • Trade Shows
 Sales
Sales
Promotion
Sales promotion evaluation
• Consumer economic evaluation – direct and indirect

• Consumer informational value evaluation

• Consumer affective evaluation

Sales Promotion Profitability
Negative Carryover Effects ?

• - Stock piling at consumer’s end

• - Adding price sensitive customers to the base

• - Leads to price wars – organizations with deeper pockets

will always win

• - Eroding perceived brand value

Public Relations

PR is the management of the spread of information between

organization/ individuals and public.

It involves management of public opinion and analyzing

public attitudes in order to gain public appreciation and
acceptance (Shah, 2014)
PUBLICS OF PR
COMMUNITY

MEDIA CUSTOMERS

PR
GOVERNMENT EMPLOYEES

SHAREHOLDERS
 PR VS. PUBLICITY
PR Publicity
• Main discipline • Sub-discipline

• Organized and controlled • Uncontrolled

• Typically long-term • Earned communication-

communication by third-
• Owned communication party sources regarding an
organization

• Typically short-term
Challenges of Traditional MarComm
• Difficulty in identifying the “average consumer”
and difficult to track down
potential customers – audience more and more fragmented

• Personal television recorder – TiVo – ad skipping ability. Subscription based

content is rising. Consumers are becoming more and more promotion-
agnostic

• More and more traditional marcomm is becoming predictable, losing

novelty , surprise factor
Alternative Marketing or Stealth
Marketing

• Identifies intersects to reach consumers unexpectedly ,

where there is less competition and consumers attention
can be diverted to branded communication

• Product placements & Branded entertainment, Inorganic

WOM- Buzz marketing, Stealth on ground activations –
Flash mobs, Dead space advertising etc.
Direct Response Marketing
Direct response marketing or Direct Marketing is the targeting of
marketing communication efforts directly to the customer without the
use of any mediated channels.
• One-to-one approach; interactive ; opportunity for personalization
• Common methods of direct marketing:
• Direct mail to customers
• Statement stuffers
• Catalogs
• Direct response TV Programs
• Inbound or Outbound Telemarketing
• Personal Selling
Land Rover used a balloon in a box to invite customers to the opening
of their Liverpool showroom
Create awareness about new tours operated by Voyanga. A tiny player was placed inside the shell with pre-
recorded sound of ocean
Essentials of Direct Marketing Campaign
• The list – crisp targeted customer set
• The offer / clear communication
• Clutter breaking message/idea/creative concept
• Call to action
• Design a Direct Marketing/ Direct Response campaign for promoting
the Post Graduate Programme for Working Professionals
• Communication objective is – Brand comprehension and Lead
generation