Professional Documents
Culture Documents
Inform
Persuade Remind
Sales Promotion
Public Relations Publicity
Review the marketing plan and objectives Setting of marketing communication objectives Identify the target audience Determine the marketing communications budget
To increase the preference for the Virgin Credit Card as the preferred credit card for LSM groups 7 to 10 (age groups 25 to 40) and earning above R120 000 per year
Judgment based
Percentage of sales
Fixed percentage of previous years sales. Based on argument that communication is a cost and should therefore be directly related to sales
Units sold
Based on experience and historical figures to determine the amount of communication money required to sell one unit
Judgment based
What we can afford
Usually based on historical figures and determined by top management
Arbitrary allocation
Determined by top management without any information or reasoning
Data-driven
Objective and task
Which communication methods are most likely to achieve the objectives and how much will they cost
Competitive parity
Follows the competition
Data-driven
Experimentation and testing
Experiment with spend and monitor results
Push-Pull strategies
Push product through distribution channels to customers
Induce distributors to stock and promote
Producer
Consumers
Demand
Demand
Producer
Retailer/Whole saler
Producer marketing activities consumers, sales promotion
Consumers
Pull strategy
Other issues
Type of product
FMCG/Industrial/Pharma
Budget factors
IMC implementation
Marketing executive cannot do it alone
Ad agency Design company Digital agency Media agency PR company
Advertising
Instrument that can deliver the message to the greatest number of people; therefore most expensive Most impersonal
Can promote ideas, products/services, in some instances can be localised
Media Television
Media Magazines
Advantages Segmentation potential Quality reproduction High information Longevity Multiple readers
Newspapers
Media Outdoor
Internet/interactive
Direct Marketing
Two-way process to obtain a measurable response
Supplier Customer Measurable reply Databases
Types of DM
Telemarketing
Direct Mail Catalogue Direct action advertising (fill in coupon, call now!)
Internet commerce
In-home personal selling (Tupperware, Amway)
Verimark
Started 1977
Focus on houseware, health and fitness, automotive, cosmetic DRTV one of largest purchasers of TV time Retail stores (Push/Pull)
Trade shows
Internet and database marketing