Lession 11 - Inter Grated Communication
-
Upload
irenemwongera -
Category
Documents
-
view
227 -
download
0
Transcript of Lession 11 - Inter Grated Communication
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 1/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 2/89
` This is a concept under which the company
integrates and coordinates its many
communication tools also known as promotional
tools(advertising, personal selling, salespromotion, public relations, direct marketing) to
deliver clear, consistent and compelling messages
about the organization and its products.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 3/89
` Provides an opportunity to cut communication
costs. Since IMC emphasizes operational
efficiency it becomes easy to avoid unnecessary
and hence save on communication costs.. Has the potential to produce synergistic and more
effective communications. This often is a result of
clear an communication consistency
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 4/89
` Can deliver competitive advantage through clearer
positioning. IMC attempts to unify the company¶s
image as it is shaped by thousands of company
activities hence positioning much clearer.
` Provides for increased employee participation and
motivation. Since IMC Involves everyone in the
organization including employees in the development
and implementation of marketing communication
programs, participation and motivation of employees isenhanced.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 5/89
` Causes management to review its communication
strategy. IMC emphasizes attainment of results
for every marketing communication effort.
Therefore at the end of every communicationeffort management is forced to review the impact
of their communication effort.
` Helps foster focus on the customer. IMC has the
interest of the customer at heart and all messagesare tailored to customer needs.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 6/89
` Provides a benchmark for the development of
communication activities. IMC normally sets
standards that form the bases for the development
of marketing communication activities.` Through IMC the company is able to work out the
roles that the various promotional tools will play
and the extent to which they will be used.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 7/89
` Enables coordination of marketing communication
activities. IMC carefully coordinates the
promotional activities and the timing of when
major campaigns take place.` Has led to increased accountability. IMC places
responsibility in someone¶s hands where none
existed before.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 8/89
` Encourages centralization and formal/bureaucratic
procedures. IMC requires that all marketing
communication activities be centralized or
coordinated from a central place, which leads tounnecessary bureaucracy,
` Time wastage. IMC requires increased
management time seeking agreement from all
parties involved.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 9/89
` Kills creativity in marketing activities. The
tendency to standardization might negate or dilute
creative opportunities
` Can lead to resistance to change. IMC requirescultural change from employees and encourages
resistance.
` Damage to brand reputation. IMC has the
potential to severely damage a brand¶s reputationif incorrectly managed.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 10/89
` Sometimes it is impractical to implement. IMC
suggests uniformity and single message that may
not be possible in some situations.
` It is not possible with global brands. There isneed to adopt global brands and messages to
local conditions which poses a big challenge as
getting a uniform message for all consumers in the
globe is not an easy task.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 11/89
` ADVERTISING
` -Advertising is any paid form of non-personal presentationand promotion of ideas, goods, or services by an identifiedsponsor.
` -Advertising is used mostly by business firms, by a widerange of not-for -profit organizations, professionals andsocial agencies. Advertising is a good way to inform andpersuade the target audience.
` Important decisions when developing an advertisingprogram
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 12/89
` Setting Advertising Objectives
`
` These objectives should be based on past decisions
about the target market, positioning and marketingmix. An advertising objective is a specific
communication task to be accomplished with a
specific target audience during a specific period of
time. Advertising objectives can be classified by
primary purpose whether the aim is to inform,persuade or remind.
`
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 13/89
` Informative advertising: Is used heavily when
introducing a new product category. In this case,
the objective is to build primary demand.
` Persuasive advertising: This advertising becomesmore important as competition increases. Here
the company¶s objective is to build selective
demand.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 14/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 15/89
` Building brandpreference
` Encouragingswitching to your brand
` Changing customersperception of product
attributes
` Persuadingcustomers topurchase now
` Persuadingcustomers to receivea sales call
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 16/89
Reminder Advertising
Reminding consumersthat the product may
customers that theproduct may be neededin the near future
Reminding consumers
where to buy it
Keeping it in customersmind during off season
Maintaining its top-of-mind-awareness
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 17/89
Setting the advertising budget
A brands advertising budget often depends on its stage in
the product life cycle. For example new products typicallyneed large advertising budgets to build awareness and togain consumer trial. While mature brands on the otherhand usually require lower budgets as a ratio to sales.
-Market share also impacts the amount of advertisingneeded. Building the market or taking share from
competitors requires large advertising spending than doessimply maintaining current share. Low-share brandsusually need more advertising spending as a percentage of sales.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 18/89
Brands in a market with many competitors
and high advertising clutter must be
advertised more heavily to be noticed abovethe noise in the market.
-Undifferentiated brands those that closely
resemble other brands in their product class
may require h
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 19/89
heavy advertising to set them apart.
When the product differs greatly from
competitors, advertising can be used to point outthe differences to consumers.
No matter what method is used, setting theadvertising budget is no easy task. So many
factors affect advertising effectiveness, somecontrollable and others not. Most managers relyon judgment along with more quantitativeanalysis when setting advertising budgets.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 20/89
Developing Advertising Strategy
Advertising strategy consists of two major
elements:
Creating advertising messages
Selecting advertising media.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 21/89
Creating the advertising
message In the past creative department first created good
advertisements and then the media departmentselected the best media for carrying these
advertisements to the desired target audiences. Thisoften caused friction between creatives & mediaplanners. Today however, media fragmentation,soaring media costs, and more-focused targetmarketing strategies have promoted the importance
of the media-planning function. More & moreadvertisers are cultivating a closer harmony betweentheir messages and the media that deliver them.
-
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 22/89
No matter how big the budget, advertising canonly succeed if advertisements gain attentionand communicate well.
-Good advertising messages are especiallyimportant in todays costly and clutteredadvertising environment
-To gain and hold attention, todays advertisingmessages must be better planned, moreimaginative more entertaining, and morerewarding to consumers.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 23/89
Message Strategy
The first step in creating effective advertisingmessages is to plan a message strategy i.e. to decidewhat general message will be communicated toconsumers, the purpose of advertising is to getconsumers to think about or react to the product or
company in a certain way. People will react only if they believe that they will benefit from doing so.Thus developing an effective message strategybegins with identifying customers benefits that canbe used as an advertising appeal.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 24/89
Message strategy statements tend to beplain, straightforward outlines of benefits andpositioning points that the advertiser want tostress. The advertiser must next develop acompelling creative concept or big idea thatwill bring the message strategy to life in adistinctive and memorable way. The creative
concept will guide the choice of specificappeals to be used in an advertisingcampaign.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 25/89
Advertising appeals should have threecharacteristics:
1). They should be meaningful, pointing outbenefits that make the product more desirableor interesting
2. The appeals must be believeable consumers
must believe that the product or service willdeliver the promised benefits. 3. Lastly appeals should also be distinctive
they should tell how the product is better thanthe competing brands.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 26/89
Message execution
This is where the advertiser now turns the bigidea into an actual ad execution that willcapture markets attention and interest. Thecreative people must find the best style, tone,words, and format for executing themessage. Example of execution styles are:Lifestyle: This style shows how a product fits
in with a particular lifestyle. Fantasy; This style creates a fantasy around
the product, or its use.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 27/89
Mood or image: This style builds a mood or image aroundthe product such as beauty, love or serenity.
Musical: This style shows one or more people or cartooncharacters singing about the product.
Personality symbol: This style creates a character thatrepresents the product.
Technical expertise: This style presents shows thecompanys expertise in making the product.
Scientific evidence: This style presents survey or scientific
evidence that the brand is better or better liked than one ormore other brands.
-Testimonial evidence or endorsement; This style featuresa highly believable or likable source endorsing the product.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 28/89
The advertiser also must choose a tone for the ad, he/shemust use memorable and attention-getting words.
Finally format elements make a difference in an ads impactas well as in its costs.
The illustration is the first thing the reader notices- it mustbe strong enough to draw attention. The headline musteffectively entice the right people to read the copy.
Finally the copy the main block of text in the ad must besimple but strong & convincing. These three elementsmust effectively work together.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 29/89
Selecting AdvertisingMedia
The major steps in media selection are:
Deciding on reach, frequency, and impact
Choosing among major media types Selecting specific media vehicles
Deciding on media timing
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 30/89
Deciding on Reach, frequency & Impact
To select media, the advertiser must decide on the reach &frequency needed to achieve advertising objectives.
- Reach is a measure of the percentage of people in thetarget market who are exposed to the ad. Campaign duringa given period of time. (For example the advertiser mighttry to reach 70% of the target market during the first 3months of the campaign.
Frequency is a measure of how many times the averageperson in the target market is exposed to the message.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 31/89
The advertiser also must decide on the desired mediaimpact- the qualitative value of the message exposurethrough a given medium. The advertiser also must decideon the desired media impact- the qualitative value of the
message exposure through a given medium. The advertiser also must decide on the desired media
impact- the qualitative value of a message exposurethrough a given medium. For example, for products thatneed to be demonstrated, message on television may havemore impact than messages on radio because television
uses sight and sound. It is important to know that the advertiser seeks , the
higher the advertising budget will have to be.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 32/89
For example, for products that need to be
demonstrated, message on television may
have more impact than messages on radiobecause television uses sight and sound.
It is important to know that the advertiser
seeks , the higher the advertising budget will
have to be.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 33/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 34/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 35/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 36/89
The media planner looks both at the total
costs of using a medium and, at the costs per
exposure of reaching specific targetcustomers. Recently the network television
costs have gone up and audiences too have
shrunk thus we see many advertisers are
looking for new ways of reaching consumers.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 37/89
Profiles of Major Media Types
Medium Advantages Limitations
Newspapers Flexibility, timeliness, good local market Short life, poor reproduction
coverage broad acceptability high
believability quality, small pass-along
audience
Television Good Mass-market coverage: low cost per High absolute costs, high
Exposure, combined sight, sound and clutter, fleeting exposure
Motion; appealing to the senses less audience selectivity
Direct Mail High audience selectivity; flexibility Relatively high cost per
no ad competition within the same per exposure, junk mail image
Radio Good local acceptance; high Audio only, fleeting exposure,
geographic & demographic selectivity fragmented audiences
low cost low attention (³the half-heard´Medium)
Magazines High geographic & demographic selectivity Long ad purchase lead time
Credibility & prestige; high quality high costs, no guarantee of
reproduction, long life and good position
pass-along readership
Outdoor Flexibility; high repeat exposure; low cost Little audience selectivity
Low message competition; good creative limitations
Positional selectivity
Internet High selectivity; low cost; immediacy; Small, demographically
Interactive capabilities skewed audience;
relatively low
impact, audience controls
exposure
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 38/89
Selecting SpecificMedia Vehicles
The media planner must choose the best media vehicles specific media within each general media type e. broadcastconsider, KTN, CITIZEN, KBC, K 24, NATION.
-The media planner must consider the costs of producingads for different media. They also must compute the costper thousand persons reached by a vehicle. For example if
a full-page, four-colour advertisement in Nation costs $200,000 and Nations readership is 3.1 million people, thecost of reading each group of 1000 persons is about 864.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 39/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 40/89
Deciding onMedia Timing
The advertiser must also decide how to schedule
the advertising over the course of a year.Suppose sales of a product peak in Decemberand drops in March. The firm can vary itsadvertising to follow the seasonal patternOr.
The advertiser also has to choose the pattern of the ads. Continuity means scheduling ads evenlywithin a given period, while pulsing meansscheduling ads unevenly over a give time period.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 41/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 42/89
-Sale effects of advertising are often harder to measure than thecommunication effects. Sales are affected by many factorsbesides advertising such as product features, price, andavailability.
-O
ne way to measure the sales effect of advertising is tocompare past sales with past advertising expenditures.
-Another way is through experiments. For example to test theeffect of different advertising spending levels, Coca-Cola couldvary the amount it spends on advertising in different marketarea, half the normal amount in a third area. If the three marketareas are similar and if all other Marketing efforts in the area arethe same, then differences in sales in the three areas could berelated to advertising level.
-It is important to know that more complex experiments could bedesigned to include other variables, such as difference in the adsor media used.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 43/89
Sales Promotion
Role of sales promotion
1. Gain customers and convert them into
regular users particularly for new andimproved products
2. Widen the distribution of a product
3. Create a new interest in an established
products
4. Identify and attract new customers
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 44/89
6. Increase the total number of users for an
established brand.
7. Educate customers regarding productsimprovements
8. Boost sales during low seasons
9. To combat or offset competition
10. Improve the public image of the firm
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 45/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 46/89
3. Advertising efficiency has declined this is
because of rising costs, media clutter, and
legal restraints4. Growing power of retailers retailers are
demanding more deals from manufacturers.
5. Declining brand loyalty consumers have
become less loyal and are purchasing moreon the basis of price, value and convenience.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 47/89
Increased promotion sensitivity marketers
are making greater use of sales promotion
because consumers respond favourable tothe incentives it provides.
7. Brand proliferation a major aspect of many
firms marketing strategies over the past
decade has been the development of newproducts.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 48/89
8. Short term focus many business people believe theincrease in sales promotion is motivated by marketingplans and reward systems geared to short termperformance and immediate generation of sales volume.
9. Increased accountability in addition to pressuring theirmarketing or brand managers and sales force to productshort-term results, many companies are demanding toknow what they are getting for their promotionalexpenditures. Sales promotion is more economicallyaccountable than advertising.
10. Clutter a promotional offer in an ad can break throughthe clutter that is prevalent in most media today. A premium offer may help attract consumers attention to anad as will a contest or sweepstakes
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 49/89
Sales promotion tools
Consumer promotion tools
Samples offers to consumers of a trial
amount of a product. Some samples are freewhile for others the company charges a smallamount to offset the cost
Coupons certificates that give buyers a
saving when they purchase a specifiedproduct.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 50/89
Cash refund offers (rebates) offers to refundpart of the purchase a specified product.
Price packs (cents-off-deals) reduced pricesthat are directly marked by the producerdirectly on the label or package.
Premiums are goods offered either free or
at a low cost as an incentive to buy a product Advertising specialties are useful articles
imprinted with an advertisers name given asgifts to consumers i.e. calendars, caps.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 51/89
Patronage rewards - are cash or otherrewards for the regular use of a certaincompanys products or services.
Point of purchase (POP) promotions theseinclude displays and demonstrations thattake place at the point of purchase of sale.
Contests, sweepstakes and games arepromotional events that give consumers thechance to win something such as cash, tripsor goods by luck or through extra efforts.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 52/89
Trade promotion tools
Contests & incentives these are aimed at
stimulating greater selling effort and supportfrom resellers management or salespersonnel.
Sales training programs manufacturers
provide sales training to retail sales people tomake them more knowledgeable on the
products.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 53/89
Cooperative advertising this is where the
cost of advertising is shared by more than
one party i.e. retailers may advertiser amanufacturers product and the individual
manufacturers reimburse the retailers for
their portion of the ad.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 54/89
Advantages of sales
promotion 1. It stimulates positive attitudes towards the
product
It gives extra incentive to the customers tomake a purchase
It gives direct inducement to immediate
action now rather than later
It has flexibility and can be used at any stageof a new product introduction
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 55/89
Disadvantages of sales
promotion Sales promotion has temporary and short life
not exceeding three months. Sales
promotion alone cannot build brand loyalty
Sales promotion are only supplementarydevices to supplement selling efforts of other
promotion tools.
They are non-recurring in their use. Theyhave seldom re-use values
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 56/89
Too many sales promotions may affect
adversely the brand image, suggesting its
lack of popularity or overstocking by acompany.
Advertising agencies accord low status to
sales promotion and usually employ junior
staff for sales promotion so that they may betrained for creative jobs.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 57/89
Public Relations
Role played by public relations
1. Makes people aware of the companys
products, brands and activities2.Maintains a certain level of visibility with
the public
3. Promotes a particular image such as a
sporting company a progressive companyetc.
4.To overcome negative images.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 58/89
Functions of public
relations1. Press relations on press a gentry creating
and placing newsworthy information in the
media to attract attention to a person,product or service.
2. Product publicity publicizing specific
products
3. Public affairs building and maintainingnational or local community relations
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 59/89
4. Lobbying building and maintaining relationswith legislators and government officials toinfluence legislations and regulation
5. Investor relations maintaining relationshipswith shareholders and other in the financialcommunity
6. Development this is public relations withdonors or members of non-profit organizationto gain financial or volunteer support.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 60/89
Public relations tools
PR professionals use several tools thatinclude
1. News PR professional find and createfavourable news about the company, itsor people
2. Speeches - company executives mustfield questions from the media or givetalks at trade associations or salesmeetings.
Introducing a product with little or no
advertising
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 61/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 62/89
Audio visual materials such as films, slide
and sound programs, video and video and
audio cassettes.
Corporate identify materials include logos,stationary, brochures, signs, business forms,
business forms, business cards, buildings,
uniforms, company cars and trucks Social responsibility activities improve
public goodwill by contributing money and
time to public service activities
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 63/89
PR process
The PR process has four major component.
These are:
1. Research Gathers and interprets information. This
component includes every activity that
provides information pertinent to the
organizations relations with the public
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 64/89
2. Planning: Defines the PR problem anddetermines how to solve it. This componentinvolves deciding what should be done, justhow it should be done, where and when andwhy it should be done. Planning involvesdetermining the objectives to be attained.
3. Communication: Carries out messages to thepublics involved. This component involves
selection and proper use of thecommunication channels; deciding what tosay how to say it, when and where to say it,
to whom it should be said and, and finallymaking the statement.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 65/89
Evaluation: Examines what is beingaccomplished. It is the process of checkingthe PR program and all its parts to learn
whether it is worth what is costs, whichthings are effective and which are not.
Advantages of Public relations
1. Credibility the fact that media are notcompensated for providing the informationmay lead receivers to consider news aboutorganizations and products more truthfuland credible.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 66/89
2. Cost in both absolute and relative terms, thecost of PR is very low, especially the possibleeffects are considered.
3. Avoidance of clutter because they aretypically perceived as news items, publicrelations messages are not subject to theclutter of ads.
4. Ability to reach specific groups becausesome products appeal to only small marketsegments, the best way to communicate to
these groups is through public relations.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 67/89
5. Image building effective public relations helpdevelop a positive image for the organization.
6. Lead generation information about technologicalinnovations, medical break through, and the like
results almost immediately in a multitude of inquiries.
Disadvantages of public relations
1. Public relations have the potential for notcompleting the communication process. Publicrelations efforts are never associated with
their sponsors in the public mind. WhilePR messages can break through the clutter of
commercials, the receiver may not makethe connection to the source.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 68/89
2. Inconsistent communications when PR
and marketing departments operate
independently, there is danger of inconsistent communications,
redundancies in efforts and so on.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 69/89
Differences between publicity
and public relations1. Publicity is typically a short-term strategy,
while PR is a concerted long-term programextending over a period of time.
2. Public relations is designed to provide positiveinformation about the firm or its agent. Whilepublicity, on the other land, is not always
positive and is not always under the control of,or paid for by the organization. Bothpositive and negative publicity often originatesfrom sources other than the firm.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 70/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 71/89
2. When a product is tailored to meet
customers specification. It helps attend
to individual customer tastes andpreferences.
3. When demonstration is required. This can
be made possible through personal selling
4. When the value of the product is high, theseller may want to use personal selling to
avoid the risk of loosing the item if it were
to use other methods.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 72/89
When the organization can afford to finance
the sales force then personal selling is
appropriate.
When the market is concentrated in one area,the cost involved in accessing the market is
reduced.
Role played by personal selling
1. Creates demand in such a way that is
precedes supply.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 73/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 74/89
Tasks performed by personal
selling 1. Prospecting finding new customers
2. Communication providing information
to customers 3. Selling the art of influencing customers
to buy
4. Information gathering reporting
information about the market
5. Servicing handling customer complaints
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 75/89
6. Allocating availing products during ashortage
7. Shaping developing relationships with majorcustomers
Advantages of personal selling
1. Allowing for the two way interaction the abilityto interact with the receiver allows the sender todetermine the impact of the message
2. Tailoring the message because of the directinteraction, messages can be tailored to thereceiver.
3. Lack of distraction in personal selling since a one-to-one presentation is conducted, the likehood of
distractions is minimized and buyer is paying close
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 76/89
4. Involvement in the decision process through consultative selling andrelationship marketing, the sellerbecomes more of a partner in the buyingdecision process, acting in conjunction withthe buyer to solve problems.
5. Source of research information salesrepresentatives can collect information on
competitors products and services,promotions, pricing and so on firsthand.In addition, they can learn about the buying
needs and wants of customers andpotential customers.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 77/89
Opportunity for actual demonstration of the
product or its use is recognized as the most
powerful means of convincing and onlypersonal selling provides this opportunity
Disadvantages of personal selling
1. Inconsistent messages there is lack of standardized message as the salespeople
may alter the marketing message in ways
the marketer did not intend.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 78/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 79/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 80/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 81/89
Forms of Direct Marketing
DirectMail Marketing
Direct mail marketing involves sending an offer,
announcement, reminder, or other item to aannouncement, reminder, or other item to a
person at a particular address. Using highly
selective mailing lists, direct marketers send outmillions of mail pieces each year letters,catalogues, ads, brochures, samples and CDs
and DVDs.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 82/89
Direct mail is well suited to direct, one-to-onecommunication. It permits high target-marketselectivity, can be personalized, is flexible and
allows easy measurement of results. Althoughdirect mail costs more than mass media such astelevision or magazines, per thousand peoplereached, the people it reaches are much betterprospects. Direct mail has proved successful inpromoting all kinds of products, from books,music, DVDs, magazine subscriptions toinsurance, gift items, clothing, gourmet foodsand industrial products.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 83/89
Charities also use direct mail heavily to raise
billions of dollars each year. Direct mail
industry constantly seeks new methods andapproaches. For example CDs and DVDs are
now among the fastest-growing direct mail
media. Other forms of delivery have also
become popular such as fax mail, voice mail,and email.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 84/89
CatalogMarketing
This is direct marketing/communication throughprint, video or electronic catalogs that aremailed to select customers and are made
available in stores or presented online. Theinternet age has enabled more and morecatalogs to go digital. Web-based catalogspresent a number of benefits versus printed
catalogs. They save on production, printing andmailing costs. Whereas with print-catalog spaceis limited, online catalogs can offer an almostunlimited amount of merchandise.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 85/89
TelephoneMarketing.
This is where telephones are used to selling
directly to customers. Properly designed andtargeted telemarketing has its benefits.
Including purchasing convenience and
increased product and service information.
Mobile PhoneMarketing With many people subscribing to wireless
services many marketers view mobile phones
as the next big direct marketing medium.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 86/89
Marketers of all kinds are now integratingmobile phones into their direct marketing cellphone promotions include everything from ring-
tone, give always, mobile games and ad-supported content to text-in contests andsweepstakes.
OnlineMarketing
Online Marketing is the fastest-growing form of direct marketing. Widespread use of the internetand other powerful new technologies have had adramatic impact on both buyers and themarketers who serve them.
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 87/89
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 88/89
OnlineMarketingDomains:
There are four major online marketing domains:
a). The Business toConsumer online
Marketing (B2C): This involves sellinggoods and services online to finalconsumers.
b) Business to Business online marketing
(B2B)Using B 2 B websites, email, online productcatalogs, online trading networks and otheronline resources to reach new business
customers, serve current customers more
8/3/2019 Lession 11 - Inter Grated Communication
http://slidepdf.com/reader/full/lession-11-inter-grated-communication 89/89
c)Consumer-to-consumer (C2C) online
marketing. Online exchanges of goods
and information between finalconsumers.
d)Consumer-to-business (C2B) online
marketing
Exchanges in which consumers search outsellers, learn about their offers and initiate
purchases sometimes even driving
t ti t