Beruflich Dokumente
Kultur Dokumente
MANAGEMENT [APM]
Birat Shrestha
BBA, KUSOM
August 23, 2016
1. Introduction
Marketing and
Integrated Marketing Communication
IMC
MARKETING
Market segmentation and targeting
Need identification of targeted segments
Process of planning, pricing, distributing, promoting
of goods, services, and ideas
Product/service offering as per the needs of segments
Customer satisfaction
Communicating the offerings
Marketing Communication (Advertising)
Product/brand positioning in selected segments
Promoting the product, brand, or positioning
Integrated Communication
Creating a balance between long term brand image & short term
sales
Noise
Source
Encoding
Message
Channel
Noise
Feedback
Decoding
Receiver
COMMUNICATION SYSTEM
Source
Company
Brand
Spokesperson
Channel
Electronic
TV, Radio
Print
Press Ads
Outdoor
Message
Content
Creative strategy
Way of execution
Outdoor
Receiver
Target audience
Demography, psychography, social
Message
Sponsor
Receiver
Implied consumers
Author
Persona
Literary form
1. Autobiography
2. Narrative
3. Drama
Sponsorial consumers
Actual consumers
Feedback
Source Dimension
Sponsor company/brand
Author copywriter, director, creative team of Ad agency
Persona Voice over
Message Dimension
Autobiographical message I tell a story about myself to you
Narrative message third person tells a story about other to an imaginary
audience
Drama message the characters act out events in front of imagined empathic
audience
Receiver Dimension
Implied consumers imagined by the ad creators to be an ideal consumers,
addressed by the persona & are a part of the drama
Sponsorial consumers gatekeepers at sponsor companys office, who decide if
this Ad message is going to go to persuade the real consumers.
Actual consumers targeted consumers to whom the message is meant
COMMUNICATION/PROMOTION MIX
Advertising
Sales Promotion
Personal Selling
Public Relation
Publicity
ADVERTISING
Advertising is the structured and composed
non-personal communication of information,
usually paid for and usually persuasive in nature,
about products (goods, services, and ideas) by
identified sponsors through various media
Mass communication
Impersonal communication
Sponsor identified
Paid in by the sponsor
Informing & aspiring activity
Media usage
SALES PROMOTION
Demand stimulating activity
Short run
Consumer promotion
Coupons
Sampling
Price Packs
Premiums & Gifts
Sweepstakes & Contests
Subsidized financing
Trade Promotion
Off invoice
Display schemes
Gifts & Frees
Slotting or facing allowances
PERSONNEL SELLING
Door to door selling
Touch & feel advantage
Tailor the communication
message
Product demonstration
and trial
More of convincing and
persuasion
PUBLIC RELATION
News Stories & Media Editorial Content
Event, Programs & Sports Marketing
PUBLIC RELATION
Press Releases/ Press Conferences
Product Placements/ Product Plugs
PUBLICITY
PROMOTION MANAGEMENT
Advertising
Advertising and Publicity
Advertising and Personal Selling
Advertising and Sales Promotion
Advertising and Public Relations
Integrating Marketing Communication
Advertising
Publicity
Personal Selling
Sales Promotion
Public Relations
PROMOTION MANAGEMENT
Direct Marketing
Database
Events & Trade Shows
Package Graphics
Point Of Sale Materials
Poster
Shelf Talker
Dangler
Streamer
Collateral
Brochure
Catalogue
VIPS formula
Simplicity
Easily understandable
Classification of Advertising
BY TARGET AUDIENCE
Consumer
advertising
Business/Industrial advertising
Trade Advertising (to obtain greater
distributions)
Professional Advertising (to convince
professional people, to recommend or
prescribe a product or a service, to buy and
use particular product or equipment)
Agricultural Advertising (agribusiness
products and equipments)
BY GEOGRAPHICAL AREA
Regional
advertising
National
advertising
International
advertising
BY MEDIUM
Print
advertising
Broadcast (electronic)
advertising
Alternative/Ambient Media
Out-of-home (outdoor)
advertising
Direct-mail advertising
Interactive advertising
Transportation advertising
BY PURPOSE
Product
advertising
Nonproduct
(corporate or institutional)
advertising
Commercial
advertising
Non-commercial
Action
advertising
advertising
Awareness
advertising
FUNCTIONS OF ADVERTISING
Economic Function
Demand stimulation
Creates the customer
Product sales
Aspires for better living standard
Social Function
Product information
Product quality promise
Remind about the product
Social awareness
Psychological Function
CORPORATE ADVERTISING
The broad area of non-product
Advertising aimed specifically at
enhancing a companys image and
increasing lagging awareness.
It is promoting the companys desired
image
ADVERTISING
AGENCY
RESEARCH
AGENCY
MEDIA HOUSE
TARGET
CONSUMER/S
2.
3.
4.
5.
The Chinese invented paper and Europe has its first paper mill in 1275
CONTD...
Started around the turn of the twentieth century and lasted well into 1970s
CONTD...
CONTD...
FAMOUS AD AGENCIES
JWT
Ogilvy & Mather
Young & Rubicam
Dentsu
Saatchi & Saatchi
McCann Erickson
Leo Burnett
EURO RSCG
Publicis
BBDO
Wieden & Kennedy
Local Advertisers
Transnational Advertisers
Print focus
Local advertising
Detailed information
Brand information
Brand appeal
TVC focus
National advertising
BRAND MANAGER
Advertiser/ client representative
Link between the advertising company & ad agency
Handles certain brand/brands
Interacts with an account manager of an ad agency
Decides on the advertising plans for the brand
Brand plan
Brand positioning
Advertising Message
Advertising budget
TOP ADVERTISERS
(WITH 2 BILLION PLUS
Unilever
Sears Roebuck
Toyota
General Motors
Coke
Pepsico
Levis
Ford
AT&T
Nestle
Philip Morris
McDonalds
Eastman Kodak
Kellogg
TOP AD AGENCIES
(WITH 18.4 BILLION PLUS OF ANNUAL BILLINGS)
ROLE OF AN AD AGENCY
To stand as an independent entity
To act as an principal
towards client
towards media
Media investments
Media payments
To be in a middle position
to clients
to media houses
Bulk business
TYPES OF AD AGENCIES
Local agencies
Regional, National agencies and International agencies
Full service agencies
Advertising services (creating Ads, research, media planning)
Non advertising functions ( packaging, PR, sales promotion, exhibition)
General consumer agency & B2B agencies
Entrepreneurial agencies limited clients, full fledged service
Specialized Agencies
Creative boutiques
ACCOUNT MANAGEMENT
CREATIVE CONCEPTS
Print Ads
Type selection
Illustrations
Broadcast Commercials
Media services
Media research
Media negotiation
Media bookings
Media scheduling
Media buying
Media verification
Traffic Management
Additional Services
Sales promotion department dealer Ads, window display, pointof- purchase & dealer sales materials
Agency Administration
scope
development
AEs do the creative works like copy writing & media buying
free lancer
Each group will consist of AE, copywriter, art director, media personnel,
headed by the account supervisor.
Account
Department
Creative
Department
Media
Department
Creative Director
Account
Director
- Account
Executives
-Copy
writer
-Visualizer
-Art
director
Media Director
-Media
Planner
-Media
Buyer
Client/Brand I
Client/Brand II
Account
Managemt Service
Client/Brand III
Creative Service
Client/Brand IV
Media Service
MEDIA COMMISSIONS
Calculations
The agency provides design services out of this 15% commission, if the
business volume is huge
MARKUPS
The agencies will add on 17.65% on the suppliers bill as a 15% margin
to the cost
Calculation
FEES
Agencies have the role to solve the business problem of the client
Agencies charge clients with fees for brand plan, concept, design &
strategy recommendations
Referrals
Existing & satisfied clients
Agency review consultants
Suppliers (art studios, web designers, research
agencies, printers, production houses, media houses)
Other agencies with conflicting/competing accounts
Presentations
Agency philosophy, experience, track record, personal,
works (Agency profile)
Speculative presentation what the agency can do
(capabilities, ideas, strategy for new campaign)
Account Reviews (to change the agency)
Maintenance Stage
Length of relationship
Foote, Cone & Belding-Sunkist (100yrs)
JWT-Unilever
BBDO-Hammermill Paper
McCann-Erickson-Exxon (80 yrs)
Average relationship- 5 to 6 years
Termination Stage
If the agency handles competing or conflicting
account
Monotonous creative works
Chemistry
2.
Communication
3.
Poor communication
Misunderstanding about objective, strategies, roles, expectations
Poor advertising
Constant communication develops mutual good relationship
Conduct
4.
Change
Credibility
Strengths
Core
Supportive
Rates
MARKETING PLAN
A marketing plan is a document that serves as a
guide for present and future marketing activities
of an organization
Marketing plan execution
1.
2.
3.
4.
5.
6.
7.
consumers
SITUATION ANALYSIS
SWOT analysis
MARKETING OBJECTIVES
Determination of marketing and advertising budget
Corporate objectives profit, ROI, net worth, reputation
Marketing objectives derived from corporate
objectives
Sales-target objectives
What are we planning to do for ourselves? specific, quantitative
goals
Sales volume product wise, market segment wise, category wise,
product line wise
MARKETING OBJECTIVES
A traditional model for setting objectives: DAGMAR its is
Defining Advertising Goals for Measured Advertising
Results - developed by Russel Colley
The DAGMAR system emphasized communication
objectives it believed that the proper way to evaluate a
campaign is to determine how well it communicates
information within a given budget, to the target audience
DAGMAR formulation of the objective for market planners
MARKETING STRATEGY
Positioning the product (Al Ries & Jack Trout; David Ogilvy of Ogilvy & Mather)
How do we want the consumers to perceive the brand
The place a brand occupies competitively in consumer minds
The choice depends upon target market, market position, and product life cycle
MARKETING TACTICS
Objective (where it wants to go), strategy (intended route),
tactics (the action plan or action program)
It is the short-term actions to be taken to execute the
strategy
It is a way devised to fulfill the marketing objectives
Its kind of by whom? and when? kind of things
A tactic is a singular, competitive mental angle
It is planning from the bottom-up
Advertisers can focus all the elements of the marketing mix
on the tactic
Advertising campaigns live in the world of marketing tactics
Tactics are the key to bottom up marketing
Marketing
Strategy
Marketing
Tactics
When day to day details come first and there is no time for formal planning
Focus on indigenous tactic and develop a strategy (Jack Trout & Al Ries)
When Vicks discovered it put people to sleep, the startegy became to position
NyQuil as a nighttime cold remedy
A home delivery tactic of pizza to a customer who could not collect it became the
strategy of Dominos
RELATIONSHIP MARKETING
Transactional to relationship marketing
Market driven conception managing strategic
partnership
Delivering value perceived benefits
The importance of relationships
LEVEL OF RELATIONSHIP
Outside-in perspective
Sees customers as partners in an ongoing relationship
Recognizes the reference they use
Acknowledges the whole of the communication system
Accepts the many ways they come into contact with the company or the brand
Planned messages
1.
2.
3.
2.
Product messages
1.
2.
3.
3.
4.
Confirm
Do
Unplanned
messages
Product,
service
messages
Slide Note
2.
3.
4.
Identifies, what brand contacts and what change in attitude are required to
support consumers continuance or change of purchase behavior
5.
6.
7.
ADVERTISING PLAN
SMART
(Specific, Measurable, Achievable, Realistic, Time-bound)
Understanding what advertising can do
Advertising should inform, persuade, and remind the consumers
Advertising objectives should be related to communications
effects
Marketing sells, advertising tells
Action
Desire
Conviction
Comprehension
Awareness
Slide Note
Inform 70% of this people regarding its fuel efficiency & environment friendly
aspects, design, safety, service, image, position & value
Convince the informed group that Prius is a high-quality car, reliable,
economical, status oriented, and fun to drive.
Desire - Make them move towards the product (good reviews, media Ads,
brochure, sales promotions)
IMC Model
Information
Consumer
attitudes /
motivators
Consumer
behavior
Information
Contact points
Slide Note
Creative Mix
Target audience
Product concept
Communication media
Advertising message
College
High
Video Camera
Motor Oil
Laundry Detergent
Low
Paper Towels
High
Car
Shampoo
Skin Lotion
Greeting Card
Pizza
Bread
Product Concept
Integrated communication
programs Internet, video game
characters, product sampling,
special events, endorsement
deals, public relations, personal
selling, sales promotion, direct
marketing and alternative and
ambient media
Balancing on both ends grassroots and mass-appeal
Slide Note
Slide Note
ADVERTISING BUDGET
METHODS OF ALLOCATING
ADVERTISING BUDGETS
Percentage of Sales
Percentage of Profit
Percentage
Unit of Sale
It is also called case-rate method
A specific dollar is set for each sale of case, barrel, carton, bottle, pack
It is used by traders
METHODS OF ALLOCATING
ADVERTISING BUDGETS
Competitive Parity
METHODS OF ALLOCATING
ADVERTISING BUDGETS
Objective/Task
Defining objectives
Determining strategy
METHODS OF ALLOCATING
ADVERTISING BUDGETS
Empirical Research
Go-for-broke technique
Great Ad copies
Informational Ad Copy
Transformational Ad Copy
Advertising Strategy
Target Audience
(primary market, secondary target audience, key influencers)
Product Concept
(positioning and image association)
Communication Media
(TV, radio, press, outdoor, digital best way to reach the
target audience)
Advertising Message
(what a company wants to say and how it wants to say it)
An Objective Statement
a specific, concise description of what the advertisement is
supposed to accomplish or what problem an advertising is
supposed to solve. It includes the brand name and target
consumer description
2.
A support Statement:
a brief description of evidence that backs up the product
promise; the reason for the benefit
3.
Technical - Execution
Execution approach
Mechanical outcome (budget and scheduling)
Mandatory (addresses, slogan, logo)
STYLES OF THINKING
3.
4.
Brainstorm
The flash of insight; a bold, creative initiative that builds on the strategy
Joins the product benefit with consumer desire with fresh, involving way
Brings subject to life; makes the audience stop, look and listen
Strategy describes the direction the message should take, the BIG IDEA
gives it a life
Strategy requires information, dedication, BIG IDEA requires inspiration
Creative Pyramid
Action
Action
Desire
Desire
Conviction
Credibility
Comprehension
Interest
Awareness
Attention
Refer Exhibit 12-3 (pg 395) Leo Burnett Global Committees rating scale
The warrior overcomes excuses, idea killers, setbacks, & obstacles to bring
The warrior carriers the concept into action (approved, produced, released)
components:
1.
Strategic precision: The strategy should lead the creative approach (selling idea)
2.
Savvy psychology: The idea has to meet the clients needs (receiver-driven)
3.
4.
5.
BALANCE
MOVEMENT/ SEQUENCE
PROPORTION
UNITY
EMPHASIS/CONTRAST
Designing Print
Advertising
USE OF LAYOUTS
Visuals
Headline
Subheads
Body copy
Slogan
LAYOUT STYLES (
Picture Window Layout/Poster-Style: Single large visuals occupy about twothirds of the Ad. The headline & copy may appear above or below the window
Mondrian Grid Layout: Series of vertical & horizontal lines, rectangles, & squares
within a predetermined grid to give a geometric proportion to the Ad.
Circus Layout: Filled with multiple illustrations, oversized type, reverse blacks, tilts,
or other gimmicks to bring the Ad alive & make it interesting
Picture Frame Layout: The copy is surrounded by the visual. Or, in some cases
the visual may be surrounded by the copy.
Copy-Heavy Layout: When you have lot to say use text. The headline & subhead
is interesting. The copy frames the headline & visuals.
PICTURE WINDOW
COPY HEAVY
CIRCUS
Till Here
USE OF VISUALS
Headlines
Subheads
Body Copy
Slogans
HEADLINES
Attract attention
Engage the audience
Explain the visual
Lead the audience into the body of the Ad
Present the selling message
Present the product news
Just do it Nike
At 60 miles an hour, the loudest noise in the new Roll-Royce comes from the
electric clock David Ogilvy, O&M
TYPES OF HEADLINES
SUBHEADS
It is smaller than the headline & larger than the body copy in type
BODY COPY
Avoid bragging (self - important), boasting. Use you & avoid clichs
Straight-Sell Copy
Narrative Copy sets up a situation & resolves the problem through the product
Lead-In-Paragraph
Interior Paragraphs
SLOGANS
Examples:
Thumbnail sketches
Rough, rapidly produced basic designs
Artists uses to visualize layout approaches
Rough layout
The artist draws to the actual Ad size
Headlines & subheads suggest the final type style,
illustrations & photos are sketched in
Body copy simulated with dashed lines ------ ------ The agency presents it to the client for layout approval
Comprehensive
THUMBNAIL SKETCH
Dummy
Presents the handheld look & feel of brochures, POPs
It will be constructed replica of the to-be-finished materials
Mechanical (pasteup)
The type & visuals placed in exact position for reproduction
by printer
Its print setup or to make print ready format
The final size, color tone is checked as per the print media
Approval
The work of copywriter & art director is subject to approval
First approved by the agencys creative director
Next the clients product manager & the marketing & sales
staff review it
Finally the companys top executives review the final
concept & text
MEDIA PLANNING
Audience Objective
(geo-demographic classification of target group)
Potential consumers
Message weight
Advertising impression exposure of Ad message to one audience member referred to as Opportunity To See (OTS)
Schedule delivering 180 GRPs, means the gross impressions generated by our
schedule equaled 180 percent of the target market population
Target
Audience
Message
Used
Gross
Impression
TV Ch. 6 News
140,000
15
2,100,000
Daily newspaper
250,000
1,750,000
Spot radio
10,000
55
550,000
Total gross
impressions
4,400,000
Adult rating
Mkt Sz 1m
Message
Used
Gross Rating
Points
TV Ch. 6 News
14
15
210
Daily newspaper
25
175
Spot radio
55
55
Total Gross
Rating Points
440
Exposure Frequency
Continuity
It is spreading the marketing efforts through longer period
As frequency is to create memory, continuity is to sustain it
Markets: targets of media plan; trade and consumer, global, national, or regional
audiences & socioeconomic groups; need to find motivation or reason of purchase
2.
Money: how much to budget & where to allocate; media type; area
3.
4.
Mechanics: time units of T.V. and radio; size & styles of print media
5.
Methodology:
channels, newspapers, magazines) for desired message weight, reach, frequency, &
continuity; Creativity in planning, buying & negotiating
Domestic markets
International markets
Low BDI raises red flag, high CDI indicates the potential to
grow the sales of that brand
High BDI
Targeted 15 to 22 years
Included posters in dance clubs; sponsored DJs & VJs, had t-shirts,
hats, stickers; Ads in music channels; cross promotion with a new CD
release; interactive web media
Full page, quarter page, color, b/w, page & position of the Ad (front
page, back page, third page right side)
If the marketing objective is to gain greater distribution, the planner should select
media that influence potential dealers
Data on target audience profile: age, income, occupational status, and other
demographic and psychographic data
Exposure
Motivation
Attention
Example
The paper can be more cost efficient if 60% of its readers (180,000) belong to the
target audience: CPM = $5,000/180,000 1,000 = $ 27.78 per thousand
CONTINUOUS SCHEDULE
FLIGHTING SCHEDULE
PULSING SCHEDULE
Methods for Scheduling Media
CONTINUOUS SCHEDULE
Advertising runs steadily and varies little over the campaign period
100 GRPs/week
12 weeks
FLIGHTING SCHEDULE
Certain week flight then schedule additional week flight during season
0 GRPs
150
GRPs/
week
4 weeks
4 weeks
4 weeks
PULSING SCHEDULE
As the consumers purchasing cycle gets longer, pulsing becomes more appropriate
The advertiser maintains a low level of advertising all year, but uses periodic pulses to
heavy up during peak selling periods
This strategy is appropriate for products like soft drinks, which are consumed all year,
but more heavily in the summer.
110
GRPs/
week
4 weeks
80
GRPs/
week
4 weeks
110
GRPs/
week
4 weeks
MEDIA SCHEDULING
Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Method
Nepal TV
Continuous
Image Ch
Flighting
KTV
Pulsing
THT
Pulsing
TKP
Flighting
NP
Flighting
KNP
Continuous
Media
Pros/Advantages
Cons/Disadvantages
Print/
Newspapers
Print/
Magazines
Segmented audience
Quality reproduction; longevity
High information content
Multiple readers
Television
Low selectivity
Short message life
High absolute/ production cost
Clutter
Radio
Media
Pros/Advantages
Cons/Disadvantages
Out of
home/Exhibitive
Direct Mail
Internet/
digital/Interactive/
Supplementary
Media
EVALUATING PROMOTIONAL
PROGRAMS
Arguments For and Against Measuring
Advertising Effectiveness
Brief Concepts of Pre-Testing and Post
Testing
Methods of Testing
Pre Testing - before the Ad campaign execution
Post Testing - after the Ad campaign execution
PHYSIOLOGICAL TESTING
2.
3.
4.
5.
Questions/Answers/Discussions
Thank You/Best Wishes