MARKETING

MANAGEMENT

Integrated
Marketing
Communication
Function of Communication
To inform
To persuade
To remind consumers
The Traditional
Marketing Communications Mix
Any
Any Paid
Paid Form
Form of
of Nonpersonal
Nonpersonal
Advertising
Advertising Presentation by an Identified
Sponsor.
Sponsor.

Sales Short-term
Short-term Incentives
Incentives to
Sales Promotion
Promotion to
Encourage Trial or Purchase.

Protect
Protect and/or
and/or Promote
Promote
Public
Public Relations
Relations Company’s Image/products.

Personal
Personal Selling
Selling Personal Presentations.

Direct Communications
Direct
Direct Marketing
Marketing With Individuals to Obtain
an Immediate Response.
Factors in Marcomm Mix

 Buyer readiness stage

 Product life cycle stage
Buyer Readiness Stage
Advertising, events, WOM, Advertising, event, Sales
experience, publicity, interactive experience, promotion
personal selling marketing personal selling
Integration of Marketing
Communication Program & Brand
Equity

Marketing Programs (Advertising, Brand Equity

Sales Promotion,
Events & experiences,
Public relations & Publicity,
Personal Selling,
Direct Marketing,WOM)
(Brand Awareness,
Brand Image,
Brand Response,
Brand Relationship)
Elements in the
Communications Process
Micromodels of
Communications
Hirarki Holcim
 Effective Communication
Design Communication Select
(Informational Channel:
Determine Objective problem solution,
Identify ( brand awareness, Personal
product demonstration,
target brand attitude,
product comparison; (telemarketing).
brand purchase intention) &
audience Transformational
appeal Non-personal
fear appeal, (mass
humor, love, joy) communcation-)

Decide Measure
Establish Budget Marketing Result
Mix

Manage
Integrated Marketing
Integrated Marketing
Communication
Trends Affecting Integrated
Marketing Communication
 Emphasizing on accountability and measurable
results.

 Explosion of the digital arena.

 Integration of media platform.

 Shift in channel power.

 Increase in global competition.

 Increase in brand parity

 Emphasis on customer engagement.

 Managing
Personal
Communication:
Direct and Interactive
Marketing, Word of
Mouth, and Personal
Selling
Personal Communication

Direct Marketing Interactive Marketing Word of Mouth

Direct Mail Websites Social Media
Catalogue Marketing Search Ads Online communities &
Telemarketing Display Ads forum
E-Mail Blog
Mobile Marketing Social Networks
Buzz Marketing
Opinion Leader
Personal Selling
Direct Marketing
Direct Mail
Catalogue
Telemarketing
Interactive
Website
Search Ads
Display Ads
Mobile Marketing
Word of Mouth
Word-of-Mouth
Communication
WOM: product information transmitted by individuals to
individuals

 More reliable form of marketing

 Social pressure to conform

 Influences two-thirds of all sales

 We rely upon WOM in later stages of product adoption

 Powerful when we are unfamiliar with product category

Personal Selling
Personal Selling
 Personal selling offers a face to face opportunity
to build relationship with consumers. It takes
place in both consumer and business to business
transaction.

 Personal selling may result in the acquisition of

new customers in addition to influencing current
customers to increase levels of purchase.
Steps in the Personal Selling
 Generating leads.

 Qualifying prospect.

 Knowledge acquisition.

 Sales presentation.

 Handling objections.

 Sales closing.

 Follow-up.
Media
Television Advertising
Advantages Disadvantages

 High reach  High level of clutter

 High frequency potential  Low recall due to clutter

 Low cost per contact  Channel surfing during ads

 High intrusion values  DVR skipping ads

 Quality creative  Short amount per day

opportunities
 High cost per ad
 Segmentation through
cable
Radio Advertising
Advantages
Disadvantages
 Recall promoted
 Short exposure s time
 Narrower target market
 Low attention
 Ad music can match audience
 Difficult to reach national
 High segmentation potential audiences.

 Flexibility in making ads  Target duplication with several

stations using the same format.
 Modify ad to local condition.
 Information overload.
 Intimacy with DJs

 Mobile-listen anywhere

 Creative opportunities with sound

and music
Out of Home Advertising
Advantages
Disadvantages
 Select key geographic areas
 Short exposure time
 Accessible for local ads
 Brief message
 Low cost per impression.
 Little segmentation possible
 Broad reach
 Clutter
 High frequency on major
commuter routes

 Large visual possible

 Digital capabilities
Magazine Advertising
Advantages Disadvantages

 High market segmentation  Declining readership

 Targeted audience by  Clutter

magazine
 Long lead time
 Direct response technique
 Little flexibility
 High color quality
 High cost
 Long life

 Read during leisure

 Availability of special lectures

Newspaper Advertising
Advantages Disadvantage

 Geographic selectivity  Poor buying procedures

 High flexibility  Short life span

 High credibility  Clutter

 Strong audience interest  Poor quality reproduction

 Longer copy  Internet competition

 Cumulative volume discount  Aging readership

 Coupons and special

response features
 Digital
Marketing
Digital Marketing
 It combines all of the components of e-
commerce, internet marketing, and mobile
marketing.

 It includes anything with a digital footprint.

E-Commerce
E-Commerce
 If focuses on selling goods and services over the
internet.

 It involves both business selling to consumer B2C

and business selling to business B2B.
Characteristic of Successful
E-Commerce Site
 Consumer centric design

 Consistent customer experience

 Drill down search

 Channel integration

 Brand engagement

 Customer interaction

 Customization and personalization

 Online and offline marketing

 Search engine optimization

 Shopping cart abandonment strategies

Consumer centric design
Consistent customer
experience
Drill down search
Channel integration
Brand engagement
Customer interaction
Customization and
personalization
Online and offline marketing
Shopping cart
abandonment strategies
 Mobile
Marketing
Mobile Marketing
 It involves various forms of marketing on all
mobile cell phone devices, although the
movement is toward smartphone and tablets.
Types of Mobile Marketing
 Display ads

 Search ads

 Video advertising

 Text message

 In-app advertising

 QR codes

 Geo-targeting
Digital Strategies
 Interactive marketing

 Content marketing

 Location based advertising

 Behavioral targeting

 Video tactics

 Blogs and newsletter

 Email marketing
Interactive marketing
The development of marketing program that creates interplay
between consumers and business. The programs feature two
way communication and customer involvement including
award prize, branding, build loyalty, collect personal data,
generate sales, offer incentive.
Content Marketing
It tries to cultivate an attitude of giving, gain trust, identify your one
word brand, define your ultimate vision, choose the communication
channel.
Content marketing includes information and solution, authentic,
shareable content, integrate content, update consistently.
Location Based
Advertising
Geo targeting involves reaching customers
where they are located by contacting their
mobile communication devices.
Behavioral Targeting
It utilizes web data to identify the potential customers based on
pages a person visits on the internet, keywords searches or
content read, and past visitors to a site.
Video Tactic
Advertising on video, posting broadcast video ads, producing
informational video, product review
Blog and Newsletter
Online musing that cover a wide range of topics.
Web Advertising
 Banner advertising-widget

 Offline advertising
Banner Advertising
Widget-mini application embedded in a banner ad. It provides
individuals personalized access to web information or functionality
from any device connected to the internet.
 Search Engine
Optimization
The goal of search engine optimization is to increase the
chances a company’s brand will emerge when individuals type
in particular search words.