IMC DA-2-2 MarCom-mix - Marketing Plan No...Sales Promotion Publicity/Public Relations Personal Selling 2. MarCom4CommunicationTools 4 MarCom-2 Sale Promotions-value (price)-related

2-MarComwww.marketingPlanNOW.com1

MarketingCommunication

Marketing Communication-mixPart TWO out of Four (2.2)

Danny AbramovichMarketing Plan Specialist

http://www.marketingPlanNOW.com


Course Introduction, Main Topics

Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC

üü



Marketing Communication Tools

AdvertisingDirect

MarketingInteractive/

Internet Marketing

SalesPromotion

Publicity/PublicRelations

PersonalSelling

2. MarCom4Communication Tools



Sale Promotions - value (price)-related activities to generate short-term sales.

Direct Marketing - reaching customers directly.Personal Selling - develop relationships, persuade and create leads into sales.

2. MarCom4Communication Tools

Interactive/ Internet - interactive media whichallows a two-way flow of information in real ¿

Publicity/ Public Relations - non-paid com.Advertising - paid mass communication.



2. MarCom4Intermediate Summary

Models& Tools



2. MarCom4Sale Promotions



2. MarCom4Sale Promotions

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2. MarCom4Direct MKTDemassification – Focus is

Toward Micro-marketsDemassification – Focus is

Toward Micro-markets

Higher Costs of Driving, Traffic and Parking Congestion

Higher Costs of Driving, Traffic and Parking Congestion

Consumers Lack of TimeConsumers Lack of Time

Convenience of Ordering From Direct Marketers

Convenience of Ordering From Direct Marketers

Growth of Customer DatabasesGrowth of Customer Databases

The Growth of Direct Marketing



2. MarCom4Direct MKT

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2. MarCom4Ä Selling

Prospecting and Qualifying

Pre-approach

Approach

Presentation and Demonstration

Handling objections

Closing

Follow-up

Basic Stepsin Personal Selling Process



2. MarCom4Ä Selling

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2. MarCom4 Interactivewww

March 2006, NBC Universal acquired www.ivillage.comfor $600M

Web1.0


http://www.ivillage.com



Web2.0




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News

Speeches

Special Events

Written MaterialsAudiovisual

Materials

Corporate Identity Materials

Public Service

Activities

Web Site

2. MarCom4 Major PR Tools



2. MarCom4 Publicity-PR

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2. MarCom4 Exhibitions



2. MarCom4 Exhibitions

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2. MarCom4 Sponsorships







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Definition:Advertising is any paid form of non-personal presentation and promotionof ideas, goods, or services byan identified sponsor.

2. MarCom4 ADVERTISING



2. MarCom4 ADVERTISINGInformative Advertising

Inform consumers or build primary demand

Comparison AdvertisingCompares one brand

to another

Persuasive AdvertisingBuild selective demand

Reminder AdvertisingKeeps consumers thinking

about a product

Advertising ObjectiveSpecific Communication Task Accomplished with a Specific

Target Audience During a Specific Period of Time




Controversial?




Advertising Objective:Specific communication Taskaccomplished with a Specific TargetAudience During a Specific Period of Time







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2. MarCom!

Next Issue: Creativity



MarketingCommunication

Marketing Communication-mixPart TWO out of Four (2.2)

Danny AbramovichMarketing Plan Specialist


Chapter 3

Integrated

marketing

communication

IMC DA-2-2 MarCom-mix - Marketing Plan No...Sales Promotion Publicity/Public Relations Personal Selling 2. MarCom4CommunicationTools 4 MarCom-2 Sale Promotions-value (price)-related

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