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2-MarComwww.marketingPlanNOW.com1
MarketingCommunication
Marketing Communication-mixPart TWO out of Four (2.2)
Danny AbramovichMarketing Plan Specialist
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Course Introduction, Main Topics
Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC
üü
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Marketing Communication Tools
AdvertisingDirect
MarketingInteractive/
Internet Marketing
SalesPromotion
Publicity/PublicRelations
PersonalSelling
2. MarCom4Communication Tools
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Sale Promotions - value (price)-related activities to generate short-term sales.
Direct Marketing - reaching customers directly.Personal Selling - develop relationships, persuade and create leads into sales.
2. MarCom4Communication Tools
Interactive/ Internet - interactive media whichallows a two-way flow of information in real ¿
Publicity/ Public Relations - non-paid com.Advertising - paid mass communication.
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2. MarCom4Intermediate Summary
Models& Tools
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2. MarCom4Sale Promotions
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2. MarCom4Direct MKTDemassification – Focus is
Toward Micro-marketsDemassification – Focus is
Toward Micro-markets
Higher Costs of Driving, Traffic and Parking Congestion
Higher Costs of Driving, Traffic and Parking Congestion
Consumers Lack of TimeConsumers Lack of Time
Convenience of Ordering From Direct Marketers
Convenience of Ordering From Direct Marketers
Growth of Customer DatabasesGrowth of Customer Databases
The Growth of Direct Marketing
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2. MarCom4Ä Selling
Prospecting and Qualifying
Pre-approach
Approach
Presentation and Demonstration
Handling objections
Closing
Follow-up
Basic Stepsin Personal Selling Process
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2. MarCom4 Interactivewww
March 2006, NBC Universal acquired www.ivillage.comfor $600M
Web1.0
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2. MarCom4 Interactivewww
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News
Speeches
Special Events
Written MaterialsAudiovisual
Materials
Corporate Identity Materials
Public Service
Activities
Web Site
2. MarCom4 Major PR Tools
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2. MarCom4 Publicity-PR
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2. MarCom4 Exhibitions
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2. MarCom4 Sponsorships
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Definition:Advertising is any paid form of non-personal presentation and promotionof ideas, goods, or services byan identified sponsor.
2. MarCom4 ADVERTISING
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2. MarCom4 ADVERTISINGInformative Advertising
Inform consumers or build primary demand
Comparison AdvertisingCompares one brand
to another
Persuasive AdvertisingBuild selective demand
Reminder AdvertisingKeeps consumers thinking
about a product
Advertising ObjectiveSpecific Communication Task Accomplished with a Specific
Target Audience During a Specific Period of Time
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2. MarCom4 ADVERTISING
Controversial?
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2. MarCom4 ADVERTISING
Advertising Objective:Specific communication Taskaccomplished with a Specific TargetAudience During a Specific Period of Time
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2. MarCom4 ADVERTISING
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2. MarCom!
Next Issue: Creativity
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MarketingCommunication
Marketing Communication-mixPart TWO out of Four (2.2)
Danny AbramovichMarketing Plan Specialist
Chapter 3
Integrated
marketing
communication
