Professional Documents
Culture Documents
6.1
Overview
6.2
6.3
Advertisers
US, in
China,
Japan, Germany and the UK lead as the top
ide
2015
five ad markets.
Will-Spend-Nearly-600-Billion-Worldwide2015/1011691#sthash.sE7kzE6G.dpuf
3.
Communicat
ion
2.
Desired Brand
Knowledge
1.
What is your current brand knowledge? Have you created a detailed mental
map?
2.
What is your desired brand knowledge? Have you defined optimal points of
parity and points of difference and brand values?
3.
How does the communication option help the brand get from current to
desired knowledge with customers.
6.5
2.
3.
4.
5.
6.
6.6
Public
Personal
selling
6.7
Advertising
6.8
Ideal Ad Campaign
The ideal ad campaign would ensure that:
1.
The right consumer is exposed to the right message at the right place
and at the right time.
2.
The creative strategy for the advertising causes the consumer to notice
and attend to the ad but does not distract from the intended message.
3.
The ad properly reflects the consumers level of understanding about
the product and the brand.
4.
The ad correctly positions the brand in terms of desirable and
deliverable points-of-difference and points-of-parity.
5.
The ad motivates consumers to consider purchase of the brand.
6.
The ad creates strong brand associations to all of these stored
communication effects so that they can have an effect when
consumers are considering making a purchase.
6.9
Category of Advertising
Television
Radio
Print
Direct
response
Interactive:
Mobile
Place
marketing
advertising:
Billboards;
6.10
Mass media is used to promote brands and reach out to the target
consumers.
BTL communications
from brands is rapidly
becoming a dying form
of reaching out to the
audience with agencies
and clients going
adopting the Integrated
Communication
approach.
For certain markets, like rural markets where the reach of mass media
like print or television is limited, BTL marketing with direct consumer
outreach programs do make the most sense.
Sometimes BTL is preferred over ATL due to budget issues, the need to
physically display the product, to conduct a hand on product contest
as well as for new launches and teasers campaigns.
6.11
Promotions
Short-term
Trade
promotions
Trade
6.12
6.13
Buzz Marketing
Occasionally, a product enters the market with little fanfare yet is still able to
attract a strong customer base.
Keep it simple
Ask your customers to articulate whats special about your product or service
6.14
Personal Selling
Personal
The
Rethink
Get
everyone involved
Inspire
Change
Forge
Talk
training
electronic links
to your customers
6.15
A means
Allow
Can
6.16
communication options
Evaluate
Different
Determine
6.17
Cost:
6.18
Communication
Option B
Communication Option C
Ms. Adiba Anis, Lecturer, School of Business, Bangladesh Open University
Note: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.
6.19
in terms of
enhancing
improving
Commonality:
6.20
Versatility:
communications history
Different
market segments
6.21
6.22
6.23