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MODULE 5
TOPICS COVERED
• MEANING OF PROMOTION
• IMC
• PROMOTION MIX OR COMMUNICATION MIX
• AIDA MODEL AND L AND S MODEL
• DAGMAR APPROACH
• ESSENTIALS FOR MESSAGE
• NOISE, ATMOSPHERICS AND EVENT
MANAGEMENT
• Description of all Promotional Tools
PROMOTION
• Promotion is that marketing
communication activity that attempts to
inform and remind individuals and
persuade them to accept, resell,
recommend or use a product, service, idea
or institution.
• Promotional communication has the triple
purpose to perform. To inform, to
persuade and to remind.
Integrated Marketing
Communication (IMC)
• Integrated Marketing Communications (IMC),
according to The American Marketing Association
, is “ a concept of marketing communication’s
planning that recognises the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines –
for example, general advertising, direct response,
sales promotion, public relations and publicity,
word of mouth , event management, direct
marketing- and combines these disciplines to
provide clarity, consistency and maximum
communications effect.”
• Integrated marketing communication can be
defined as a holistic approach to promote buying
and selling in the digital economy. This concept
includes many online and offline marketing
channels. Online marketing channels include any
e-marketing campaigns or programs, from pay-
per-click, affiliate, email, banner to latest web
related channels , blog, and Internet TV. Offline
marketing channels are traditional print
(newspaper, magazine), mail order, public
relations, industry analyst relations billboard,
radio, and television
• Integrated Marketing Communications is a simple concept.
It ensures that all forms of communications and messages
are carefully linked together.
• At its most basic level, Integrated Marketing
Communications, or IMC, as we'll call it, means integrating
all the promotional tools, so that they work together in
harmony.
• Promotion is one of the Ps in the marketing mix. Promotions
has its own mix of communications tools.
• All of these communications tools work better if they work
together in harmony rather than in isolation. Their sum is
greater than their parts - providing they speak consistently
with one voice all the time, every time.
• A planning process designed to assure that all brand
contacts received by a customer or prospect for a product,
service, or organization are relevant to that person and
consistent over time.
Reasons For The Growing
Importance of IMC
• From media advertising to multiple forms of communication
(including promotions, product placements, mailers...)
• From mass media to more specialized media, which are centered
around specific target audiences.
• From a manufacturer-dominated market to a retailer-dominated
market. The market control has transferred into the consumer's
hands.
• From general-focus advertising and marketing to data-based
marketing.
• From low agency accountability to greater agency accountability.
Agencies now play a larger role in advertising than ever before.
• From traditional compensation to performance-based
compensation. This encourages people to do better because they
are rewarded for the increase sales or benefits they cause to the
company.
• From limited Internet access to widespread Internet availability.
This means that people can not only have 24/7 access to what
they want, but that advertisers can also target potential buyers
just as much.
Disadvantages of IMC
• 1. Prospecting
• 2. Qualifying the Prospect
• 3. Approaching
• 4. Sales Presentation
• 5. Handling objections
• 6. Closing the Sales
• 7. Follow up
4. PUBLIC RELATIONS and
PUBLICITY
• Public Relations: Communication function that seeks to
build good relationships with an organisations publics
including consumers, stockholders, and legislators.
• Publicity: unpaid communication appearing in the mass
media about an organisation
• The advantages of publicity are low cost, and credibility
(particularly if the publicity is aired in between news stories
like on evening TV news casts). New technologies such as
weblogs, web cameras, web affiliates, and convergence
(phone-camera posting of pictures and videos to websites)
are changing the cost-structure. The disadvantages are lack
of control over how your releases will be used, and
frustration over the low percentage of releases that are
taken up by the media.
But the publicist cannot wait around for the news to present opportunities.
They must also try to create their own news.
• Contest
• Art exhibitions
• Event sponsorship
• Arrange a speech or talk
• Make an analysis or prediction
• Conduct a poll or survey
• Issue a report
• Take a stand on a controversial subject
• Arrange for a testimonial
• Announce an appointment
• Invent then present an award
• Stage a debate
• Press kits
• Issue a commendation
• The following section lists numerous means by which you
can publicize events. Some of these ideas will be familiar
to you, while others will hopefully provide you with some
innovative and more creative ways of effectively
publicizing activities.
Inexpensive Publicity Techniques
• POSTERS: The essential purpose of a poster is the rapid
telling of a single message using a limited number of
elements. Posters are viewed more rapidly than are other
methods of advertisement; hence, their message must be
strong, simple, and brief.
• FLYERS: A smaller version of the poster is the flyer.
They are usually made on 8 ½” x 11 or 8 ½” x 14 paper.
An advantage is that they can be reproduced easily at
minimal cost.
• TABLE Tents: Table tents should be made of a thick or
heavy grade of paper that shall stand firm. Table tents
can be placed in visible locations including the lounge,
lobby, dining hall, and on desk tops.
• CALENDAR: A large calendar of activities located in a
central location is a particularly effective technique.
• BALLOONS:You can write a message on the balloon or put
the message on a piece of paper inside the balloon.
Balloons can be tied with string to door knobs, handed out
at the entrance of the building, or handed out in dining
hall lines.
• BANNERS: A large extension of the poster, these can be
hung outside your residence hall or in your main lobby. A
bedsheet or old shower curtain will make a good size
banner.
• WORD OF Mouth: And of course, there is the time-honored
word-of-mouth perhaps the oldest, yet most effective way
to get the word out. Go door to door and personally inform
people of the activity; and remind them frequently, so that
they don’t forget.
5. Events and Experiences
• Sports
• Entertainment
• Festivals
• Arts
• Causes
• Company Museums
• Social campaigns
6. Direct Marketing