Group 5
Jun 29, 2015
Group 5
The new media environment
Challenges in designing brand-building communications
Information processing model of communication
1. Exposure
2. Attetion
3. Comprehention
4. Yielding
5. Intentions
6. Behavior
Role of multiple communication
• How much and what kinds of marketing communications are necessary?
• Understand how each communication option works and how to assemble and integrate the best set of choices.
Overview of marketing communication options
Advertising
Demonstrating product attributes
Dramatically portraying user and usage imagery, brand
personality…
Drawbacks
Easy to ignore
High cost
VTV1 Phim chiều 82 7.3 Suốt
VTV3Gameshow
(Chiến nón kỳ C13 20.2
Trước/
Sau
Phim trưa - Việt 782 - G 2.7 Suốt
Phim tối 7P4-G1/2/3 8.2 Suốt
Vượt lên chính mình7T6VL-G2 3.5 Suốt
Phim chiều 9A7-G1 2.8 Suốt
Phim tối 9B4-G2 3.5 Suốt
Phim trưa TR2 24.9 Suốt
Phim tối T3A 14.8 Suốt
Phim trưa 1D7 25.4 Suốt
Phim tối 183 26.2 Suốt
CT43 Phim tối 4.5 Suốt
KTV Phim tối 12.2 Suốt
BTV1 Phim chiều . 16.8 Suốt
Chương trình Vị trí
HTV7
HTV9
DVTV
VL31
Kênh Mã số Rating
Highly targeted, inexpensive to produce
and place.
Achieve a balance between broad and
localized market coverage
Lack of visual image
Advantages:
Detailed product information
Disadvantages:
Difficult to provide dynamic presentations
Fairly passive medium
Magazines
Advantages:
Effective at building user and usage imagery
Highly engaged
Less multitask while reading
Disadvantages:
Long lead time
Newspaper
Advantages:
Timely and pervasive
High coverage
Flexibility in designing
Disadvantages:
Poor reproduction quality
Short life
Effective print ad
Clarity
Consistent Branding
DIRECT RESPONSE
Advantages:
Highly selective
Detailed information
Vary in tools
Diisadvantages:
Poor image
Causing annoying
Interactive
• Websites
• Onl Ads
• Mobile Marketing
Website
Advantages
Low cost
Detailed information
Degree of customization
To entertain but still communicate desired
information
Online Ads
Advantages:
Accountable
Nondisruptive
Target customer
Disadvantages:
Easy to ignore
Causing annoying
Infuriating customer
Mobile Marketing
Advantages:
Focus on right person, right time
Detailed information
Disadvantages:
Causing annoying
OUTDOOR
Non-traditional, alternative or supportive form of advertising
Idea behind it is to give marketers an alternative environment in which to promote their products.
Examples: Billboards and poster Movies, airlines, lounges, and other places Product placement Point-of-purchase
• Advantages
Location specific
High repetition
Easily noticed
• Disadvantages
Short exposure time
Local restrictions
SALES PROMOTION
• Short term incentives to encourage trail & usage of a product or service
• Trade consumers – Financial incentives/discounts given to retailers, distributors, etc
– Slotting allowances, POP displays, contests, cooperative ads
• End consumers – Designed to change the choices, quantity or timing of consumer
product purchases
• Advantages • Incentive to buy • Manufacturers can price discriminate • Traders can maintain full stocks • Disadvantages • Decrease brand loyalty • More brand switching • Decreased quality perceptions • Increased price sensitivity
Event Marketing and
Sponsorship
Event Sponsorship
(Là một cách truyền thông, giúp mở rộng và làm tăng mối quan hệ sâu sắc với khách hàng tại những sự kiện đặc biệt - thường tự tổ chức hoặc liên quan
nhiều đến công ty)
Event Marketing is public sponsorship of events or activities
(Nâng cao vị thế và uy tín của công ty, ảnh hưởng mạnh mẽ đến thương hiệu)
Sports
Art
Entertainment
Social causes
Hoạt động tài trợ có những điểm rất khác biệt so với những hoạt động truyền thông.
Những giá trị đặc biệt cho một thương hiệu.
Đến đúng đối tượng mục tiêu
Thiết lập liên kết thương hiệu
Mang tính tương tác cao
Giúp công ty vượt những giới hạn
Public Relations and
Publicity
Vai trò của PR là giúp công ty truyền tải những thông điệp đến khách hàng và những nhóm công chúng quan tâm.
PR giúp sản phẩm dễ đi vào nhận thức khách hàng.
Buzz Marketing
- 170 kênh
truyền hình
- 30000 lượt
chia sẻ trên
Personal Selling
The keys to better selling: Training Get everyone involved Inspire Motivation Forge electronic links Talk to your customer
IMC
Program
Complementarity
Versality
Contribution
Commonality
Coverage
Cost
COVERAGE
• The proportion of the audience reached by
each communication option
• How much exists among communication
options
CONTRIBUTION
• The inherent ability of a marketing
communication to create the desired
response and communication effects from
consumers in the absence of exposure to
any other communication option
COMMONALITY
• The extent to which common information
conveyed by different communication
options shares meaning across
communication options
COMPLEMENTARITY
• Describes the extent to which different
association and linkpages are emphasized
across communication options
VERSALITY
• The extent that a marketing
communication option is robust and
effective for different groups of consumers
• There are two types
Communication
Consumer
COST
Using IMC choice criteria
1 • Evaluating communication option
2 • Establishing priorities and tradeoffs
3 • Executing the final design and
implementation
Thanks for listening