5/9/181MKF3461Marketing CommunicationDr. Jiemiao ChenDepartment of Marketing1Deconstructing the IMC componentslAdvertisinglSales PromotionINTEGRATED MARKETING COMMUNICATION STUDENTSlearn about COMMUNICATION THEORY &BRANDINGMODELSCOMMUNICATIONOBJECTIVESINTEGRATED COMMUNICATION MIXCOMMUNICATION ELEMENTSMARKETING COMMUNICATION PLANPROCESSORGANISATIONAL DECISIONSTARGET AUDIENCEEVALUATIONADVERTISINGPUBLICRELATIONSPERSONALSELLINGMEDIASTRATEGYSITUATIONANALYSISENVIRONMENTALCONTEXTBUDGETETHICALLEGALapplycan write ainformsconstruction ofare applied in ainformsrequiresinvolvesrequiresselection ofrequires construction ofinformdepends onundergoachieved throughrequire construction ofis comprised ofwhich includeconsidersegaddressesCREATIVESTRATEGYDIRECTMARKETINGofallocated toofis reached bySALES PROMOTIONWhere we’re at in MKF3461Department of Marketing – mktW8 Objectives1.Apply the concept of synergy in IMC2.
Identify how consumer and channel/trade related sales promotions add value to a brand offering3.Determine achievable sales promotion objectives and any limitations4.Understand differences between consumer-franchise building and non-franchise building promotions – brand activationDepartment of Marketing – mktIMC MixüSynergy of working together – strengths complimenting each other and compensating for weaknessesüAbove, below and through the lineüConvergence
5/9/182Department of Marketing – mktWhat is Advertising? 5Advertising definedTraditional definitionAdvertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. Paid:The space or time for an advertising message must be purchased.Non-personal:Involves mass media (e.g. TV, radio, newspapers, magazines) in one-way communications.A new definition of advertisingNew, improved definitionAdvertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.Traditional definitionAdvertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. Department of Marketing – mktAdvertisingRole = the awareness builderObjective is Awareness = learn/cognitive i.e., Recall/Recognition+ Attitude = feel/affective (informational to transformational)How it works•One way or communication ‘to’ e.g., advertiser-controlled, new product launches, repositioning.•Target audience (likely) Broad = mass media = reach and frequency•Consumer focus
5/9/183Department of Marketing – mktWhat is Sales Promotion?