advertising, pr and direct mktg

IMC Functions: Advert, PR, DM

Hasan MEHDI

Class 7: 12 Jul ‘13 | ULAB

IMC functions

IMC

Advertising

Electronic Print

Public Relations

Direct Marketing

Traditional

Digital

Personal sales

Sales Promo

Support Media

Outdoor Events Sponsorships Cust SVC Others

IMC, Its roles & Golden triangle

IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting

IMC monitoring & evaluation

Media costing

IMC functions

IMC

Advertising

Electronic Print

Public Relations

Direct Marketing

Traditional

Digital

Personal sales

Sales Promo

Support Media

Outdoor Events Sponsorships Cust SVC Others

IMC, Its roles & Golden triangle

IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting

IMC monitoring & evaluation

Media costing

Advertising defined Characteristics…

Impersonal no person specific, towards a group One-way usually directed towards TG Planned careful pre-planning based Sponsored spender/brand identifies itself Paid comes with a cost to the sponsor Influence attitude/behavior motivates TG towards an

action

Class-work: Explain the definition of advertising

Types of advertisingAdvertising

Target audience

Consumer (B2C)

Business (B2B)

Media

Electronic

Print

Direct

Geography

International

National

Regional

Local

Pros and Cons: Advertising

Strengths Limitations

Awareness generation Creative expressions Information Brand positioning Cost effectiveness Control IMC related

Self-selection Stake-holder comm.

Waste One-way comm. Low credibility Clutter

Class work: Explain these 2 ads (Pros/Cons)

IMC functions

IMC

Advertising

Electronic Print

Public Relations

Direct Marketing

Traditional

Digital

Personal sales

Sales Promo

Support Media

Outdoor Events Sponsorships Cust SVC Others

IMC, Its roles & Golden triangle

IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting

IMC monitoring & evaluation

Media costing

Types of PRPR

Corp relations

Issues mgt

Community relations

Govt relations

Industry relations

Crisis mgt

Mktg PR

Media relations

Employee relations

Investor relations

M-PR explained News releases

Photo captions/clips

Sequential episodes

Editorials

Pros and Cons: PR

Strengths Limitations

Brand awareness Acceptance + Credibility Cost effectiveness Clutter breaking Reaching the hard to reach Additional:

Word of mouth Social marketing

Lack of control Not easily measurable Limited occurances

IMC functions

IMC

Advertising

Electronic Print

Public Relations

Direct Marketing

Traditional

Digital

Personal sales

Sales Promo

Support Media

Outdoor Events Sponsorships Cust SVC Others

IMC, Its roles & Golden triangle

IMC process, Segmentation, Consumer Behavior, IMC Planning & Budgeting

IMC monitoring & evaluation

Media costing

Direct Marketing (DM) explained Closed group Interactive Database driven

Uses broad range of media

Generates behavioral response

4 basic components of direct marketing

Offer Batabase

Response fulfillment

Types of direct response

DM

Tele-marketing

Call center

Direct mail

Catalog

Infomercials

Emerging*

EmailsMobile mktgSNS – Social network servicesDigital media

Pros and Cons: Direct Marketing

Strengths Limitations

Current customer based (mainly)

Tightly targeted Flexible Immediate response

getting Accountable (Manager) Reduced media waste

High cost per contact Clutter Not experiential

Demo on Demand

Thank you!