Integrated Marketing Communication TOOLS AND APPLICATION 2016 MBA.ppt

* IMC TOOLS AND APPLICATIONADVERTISING Definition “Any form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor” Know strengths and weaknesses of advertising to ensure a balance with other communication tools Advantages Reaches a large mass of audience Create brand awareness Increase brand knowledge Serves as reminder Provides message repetition * Disadvantages Perceived as intrusive Perceived as cluttering the media Not a universal marketing communications solution An expensive means of reaching target market * Managing the advertising campaign How does advertising work? Few ads get noticed, read or watched Challenge for marketing communicators :-Get consumers to notice their messages A need for planning and managing ads campaigns * The Advertising Planning process Involves (i). Situation Analysis A review of coy pdt performance E.g. what are current company’s sales and profits, market share, etc Available financial, technological managerial resources Competitor Analysis direct indirect competitors of brand resources competitors have, any real or perceived differences btw the brands -Unique Selling Proposition (USP) * Market analysis population segments to be targeted, how big they are, etc Consumer profile Who are the consumers, what motivates to buy where do they buy, etc Product analysis can pdt give consumers what they want does delivery match or exceed consumers expectations , etc * (ii) Marketing and Communication Objectives End results that general Mktg Dept. Mktg communications want achieved e.g. Increase market share by 20% in the next 2yrs Increase distribution penetration 10% over next 9 months, Increase brand awareness from 25 to 45% within the next 3yrs Objectives provide direction of operations - mgt task of coordinating and controlling comm. activities made easier Better allocation of resources Clear comm. objectives enable strategy to be determined * Strat