MM Ppt Quiz3

8/11/2019 MM Ppt Quiz3

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Integrated Marketing

Communication


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Advertising Industry in India

!

Indias entertainment and media sector is expected acompound annual growth rate (CAGR) of 17 per cent,according to a report by CII and PWC.

! The industry is also the fastest growing among the top 15

markets in the world, followed by China, Russia and Brazil.! game changers in this area are going to be advertising

spends, consumer spends, infrastructure and policysupport.


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Communications Objectives

!

Category need! For example: electric car, Men hair care

! http://www.youtube.com/watch?v=eeH5MHMuTuY

! Brand awareness

!

Recognition!Recall

! Brand attitude

! Evaluating brands ability to address need

! Purchase intention

! Measure their mental commitment to buy when the needarises


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Communication Vehicles(Media)

!

PR Campaigns! Word-of-Mouth

! Television and Radio

! Print Media

! Digital and Social Media

! Personal Communication


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Designing the Communications

!

Message strategy! Rational (learn-feel-do)

! Emotional

! Creative Strategy

! Informational vs. Transformation Appeals

! Use of emotion (Fear/ Guilt vs. Excitement/Inspiration)

! Message Source

! Characteristics: Expertise/Trustworthiness/likeability)

! Congruity: Source/Message


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Movie Budget BO: Wknd BO: Wk 1 BO: Total

1920 Evil Returns 15 Cr 11.5 20.5

Hate Story 15 6.5 11 14.9 (1+2)

Ashiqui 2 10.5 78.42

No One Killed Jessica 17+ 7

satellite

12.2 19 29 + 7

satellite

Bhaag Milkha Bhaag 52 109.18

Kahaani 8 + 8 Satellite 24 75 Cr

Queen 24 9.5 18 60 Cr

Chennai Express 130 208.44


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Failures at the Box Office

Movie Budget BO: Wknd BO: Wk

1

BO: Total

Lajja 28 Cr 11.5 15.2Cr(overseas

success)

Aamir 2 Cr 0.4 Cr 1.8 Cr

Gulab Gang 10.5 1.33 Cr


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The Traditional Funnel

!

Acquisition! Maximization

! Retention


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The New-Age Funnel

AIDA

Steve Banks: The Start-Up Owners Manual

AIDA


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Business Lessons from Social Movements


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1.Point of View that is Designed to Inspire

!

IDEO + NCPTUP against teen and unplanned pregnancy! Overcome the stigma associated with the discussions (women

thought of it as a chore and a bore to discuss with doctors)

! Bedsider an information resource

!

Learnt that edgiest messages get tweeted and re-tweeted &discussed

! Balanced with other supportive and reminder services

! Resulted in discussions with friends and peer groups

!

The message engineering is a tight rope walk

What BusinessCan Learn From Social Movements. RotmanMagazine. By Paula Goldman and Suzanne Gibbs Howard.


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2. Emphasize Community over Virality

!

Nike+ and Fitbit! A lot of content goes viral but not all inspires meaningful

action (for example, cute dogs, cats, babies etc.)

! Nike invested in fitbit, a community with relevant passions

!

Nike+ among the worlds largest running club.! Fitbit: a product that makes fitness statistics accessible and

available, grew from grassroots with families and corporatesadopting it.

! Nike and Fitbit grew through each other


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On Viral Marketing

Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance.

Business Horizons, 54(3), 253-263.


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On Viral Marketing


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3.Positive Peer Pressure

!

Dropbox & footbinding in china! Footbinding was not eradicated until people were convinced

that their daughters would get married. Therefore a whole

community had to ban before another could.

! For people to jolt into action they need permission frompeers, not just from an authority above

! Dropbox gained traction with two sided incentives (both peerand self increase storage space when they sign-up)


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4. Customer is your Partner

!

Pinterest, Mayo Clinic! Not just engage customers, a lot of times customer is a co-

producer

! Jason Werths wrist surgery @ Mayo Clinic, the result of a

customer partnership


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Pulse of the public

IN OUT

! Belief

! Purpose

!

Self-organizing

! Inclusive

! Self-actualizing

!

! Belonging

! Purpose

!

Top-down

! Exclusive

! Aspirational


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Business Lessons from Social Movements

!

When an organization is genuinely committed to servingthe authentic passions of a particular community,movement strategies can dramatically increaseperformance


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Creating Value

Market DrivenStrategy

Market DrivingStrategy

Nature of Product /

Service

Incremental Innovation BreakthroughInnovation

Creates New Product, LineExtension

Truly new productplatform, new category

Customer Goal Satisfy / delight currentcustomers

Create customers

Nature of customerneeds

Expressed Latent

Nature of Market

Research

Quantitative Researchmethods (surveys,market tests)

Qualitative ResearchMethods (lead userobservation, focus

groups)


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MM Ppt Quiz3

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