Marketing Communication - PowerPoint PPT Presentation

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Marketing Communication

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It lets the receiver compare the messages of various competitors ... Dramatizes its products through the artful use of print, sound, and color ... – PowerPoint PPT presentation

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Title: Marketing Communication


1
Marketing Communication
  • Promotion

2
Communicating and Promoting
  • Image and brand building
  • Advertising
  • Public relations
  • Sales promotion
  • Direct marketing

3
Image Building and Brand Identity
  • Attracts attention
  • Builds familiarity and trust
  • Conveys a promise
  • Conveys expectation of benefit
  • Attracts people to the museum

4
Advertising
  • Paid form of nonpersonal presentation and
    promotion of
  • products,
  • services,
  • ideas,
  • persons, or
  • organizations
  • by an identified sponsor.

5
Advertising can add value
  • Institutional advertising
  • Product advertising
  • Classified advertising
  • Promotional advertising

6
Advantages
  • High level of control
  • over the message content
  • over the choice of the medium
  • substantial control over the scheduling of the
    message
  • Allows to repeat a message
  • It lets the receiver compare the messages of
    various competitors
  • Says something positive about the advertising
    organization
  • Advertising is expressive,
  • Dramatizes its products through the artful use of
    print, sound, and color
  • Advertising can reach masses of geographically
    spread out people
  • at a relatively low cost per exposure

7
Shortcomings
  • It reaches many people quickly, but it is
    impersonal.
  • It cannot be as persuasive as a personal
    communication
  • It reaches far beyond an organization's targeted
    audiences
  • Advertising carries on only a one-way
    communication
  • Audience does not feel that it has to pay
    attention or respond
  • Advertising also can be costly
  • Difficult to assess the actual impact of paid
    media
  • Feedback is usually delayed
  • Other factors can affect consumer response

8
Steps of Effective Advertising Program
  • Setting the advertising objectives
  • Deciding on the advertising budget
  • Designing the message
  • Deciding on the media
  • Deciding on media timing
  • Evaluating advertising effectiveness

9
Setting the Advertising Objectives
  • The target
  • The position
  • Response desired
  • Time horizon

10
Stages and Objectives
  • Awareness
  • Knowledge
  • Liking
  • Preference
  • Intention
  • Purchase

11
Advertising Budget
  • Objective-and-task approach
  • Affordable method
  • Percentage-of-sales method
  • Competitive-parity method

12
Designing the Message
  • Capture attention
  • Hold interest
  • Arouse desire
  • Elicit action

13
Rules for Effective Ads
  • Strong
  • Single theme
  • Simple language
  • Leave a picture in the viewer's or listener's
    mind
  • End dramatically

14
Formulating the Appeal
  • Appeal
  • Theme
  • Idea
  • Unique selling proposition
  • Capture a person's attention
  • Offer reasons why person should respond
  • Motivate person to respond in desired ways

15
Formulating the Message
  • What to say (message content)
  • How to say it (message structure)
  • How to say it symbolically and imaginatively
    (message format)
  • Who should say it (message source)

16
Appeals
  • Rational (directed at a person's self-interest)
  • Emotional (emphasizing such feelings as desire,
    nostalgia, or pride)
  • Moral (reinforcing a person's sense of what is
    right and proper)

17
Choosing the Execution Style
  • Slice of life
  • Lifestyle
  • Fantasy
  • Mood or image
  • Evidence of expertise
  • Testimonial

18
Designing Print Ads
  • Logo
  • Picture
  • Headline
  • Copy
  • are important, in that order.

19
Designing Radio Ads
  • Name
  • Addressing one person alone
  • Only one message
  • Deadline
  • Repeat
  • Ending

20
Deciding on the Media
  • Choosing media categories
  • newspapers, television, direct mail, radio,
    magazines, and outdoor advertising
  • Choosing specific vehicles
  • Scheduling

21
Media Categoriesshould be examined for their
capacity to deliver
  • Reach is the number of different persons or
    households exposed to a particular message at
    least once during a specified time period.
  • Frequency is the number of times within the
    specified time period that an average person or
    household is exposed to the message.
  • Impact is the qualitative value of an exposure
    and the fit with a target audience.

22
Strengths and Weaknesses of Television
  • Strengths
  • High impact
  • Audience selectivity
  • Schedule when needed
  • Fast awareness
  • Sponsorship availability
  • Merchandising possible
  • Weaknesses
  • High production costs
  • Uneven delivery by market
  • Up-front commitments required

23
Strengths and Weaknesses of Radio
  • Strengths
  • Low cost per contact
  • Cheap transmission
  • Audience selectivity
  • Schedule when needed
  • Length can vary
  • Personalities available
  • Tailor weight to market
  • Address people both nationally and locally
  • Actual
  • Can be changed
  • Weaknesses
  • Nonintrusive medium
  • Audience per spot small
  • No visual impact
  • High total cost for good reach
  • Clutter within spot markets

24
Strengths and Weaknesses of Magazines
  • Strengths
  • Audience selectivity
  • Editorial association
  • Long life
  • Large audience per insert
  • Excellent color
  • Minimal waste
  • Merchandising possible
  • Weaknesses
  • Long lead time needed
  • Readership accumulates slowly
  • Uneven delivery by market
  • Cost premiums for original or demographic
    editions

25
Strengths and Weaknesses of Newspapers
  • Strengths
  • Large audience
  • Immediate reach
  • Short lead time
  • Market flexibility
  • Good upscale coverage
  • Weaknesses
  • Difficult to target narrowly

26
Strengths and Weaknesses of Posters, Billboards
  • Strengths
  • High reach
  • High frequency of exposure
  • Minimal waste
  • Can localize
  • Immediate registration
  • Flexible scheduling
  • Weaknesses
  • Posters have only local impact

27
Media Timing
  • Macroscheduling
  • cyclical
  • seasonal
  • Microscheduling
  • Burst advertising
  • Continuous advertising
  • Intermittent advertising
  • Flighting
  • Pulsing

28
Public Relations
  • Unpaid promotion
  • The task of public relations is to
  • form,
  • maintain, or change public attitudes
  • toward the organization or its products,
  • attitudes that in turn will influence behavior

29
PR Categories
  • Image PR
  • Routine PR
  • Crisis PR

30
Tools of PR - Events
  • Events are planned happenings that aim to
    communicate or deliver something to target
    audiences
  • press conferences
  • grand openings
  • public tours
  • sponsor events, programs, including
  • exhibition openings
  • art fairs
  • art competitions

31
Community Relations
  • Identify local opinion leaders
  • Make museum facilities available for community
    events
  • Tours for local residents
  • Host special community events
  • Educational programs

32
Tips for Working with the Media
  • Do advance planning.
  • Prioritize the events and issues that best meet
    the organization's goals.
  • Know the media
  • read,
  • watch,
  • listen
  • and become familiar with
  • style,
  • orientation,
  • strengths, and
  • limitations

33
Body Copy
  • Include all the critical information (the who,
    what, when, where, and why) in the lead or
    opening paragraph,
  • then move through the rest in descending levels
    of importance,
  • concluding with the least essential points in the
    shortest paragraphs at the end.
  • This structure is helpful to copyeditors, who,
    when pressed for space, can simply cut copy from
    the bottom, assured that the crucial information
    will remain intact.

34
Advantages of Direct Marketing
  • Prospect selectivity
  • Personalization
  • Relationship building
  • Timing
  • Attention
  • Research opportunities

35
Sales Promotion
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