ADVERTISING AND PROMOTION

DESIGN [APD]

Birat Shrestha
BBA Hons/Emph, KUSOM
February 05/May 24, 2018
6. INTEGRATING ADVERTISING
WITH IMC PROMOTION
PROMOTION CAMPAIGN DEVELOPMENT
1. Define the objective of the campaign (awareness, image
positioning, desire creation, preference building, sales)
2. Budget allocation (amount investment for the campaign)
3. Target audience profile (market research and consumer
behavior information)
4. Media planning (media category selection – ATL to BTL ratio,
media rates, media vehicle decisions, media schedule, timing and
duration of campaign)
5. Creative strategy (product concept, copy theme, appeal usage,
visual parts)
6. Pre-testing (checking the effectiveness of the creative among
sample audience through portfolio and projection tests)
7. Media release (media bookings and releases as per schedule)
8. Campaign evaluation (post testing – recall and sales tests)
THE ROLE OF DIRECT MARKETING IMC
 Any direct communication to a consumer or business recipient
that is designed to generate a response in the form of an order,
request for further information (lead generation), and or visit to
the store (traffic generation)
 The importance of direct marketing
 Database marketing – collecting and maintaining a pool of data on
present and prospective customers and their buying behavior
 Direct response advertising
 It creates Customer Lifetime Value (CLV) – model based on historical
and potential share of business
 The impact of database on direct marketing is loyalty program for its best
customers and retention program for its problem accounts
 Retaining and growing customers and building profitable customer
relationship
 Types of direct marketing
 Personal direct selling (face-to-face) or through telemarketing
 Direct response advertising (print Ad, mail, catalogue, TV shopping)
 THE ROLE OF PERSONAL SELLING IMC
 Personal selling is an interpersonal communication process by
which a seller ascertains and then satisfies the needs of the
buyer to the mutual long-term benefit of both parties
 In IMC program, the objective of personal selling is to build
relationship, a partnership, that will provide long-term benefits
to both the seller and the buyer as the seller will identify the
needs of the buyer and recommend solutions
 The importance of personal selling
 Sales presentation
 Providing product and service information to the customer and
market feedback to the company
 Gaining product placements and distribution through traders
 Closing the sale and fulfilling order
 Building customer relationship (keeping commitments, servicing
their accounts, and solving problems)
 THE ROLE OF SALES PROMOTION IN IMC
 Sales promotion temporarily increases sales by
influencing consumer behavior to try new
products or purchase in larger quantity
 It adds tangible added value to the brand, so
sales promotion is referred to as the value-
added tool
 Sales promotion maximizes sales volume
through short-tem discounts, samples or
bundling offers
 Sales promotion can be targeted towards
trades, customers and or sales-force
CORPORATE ADVERTISING,
PUBLIC RELATIONS, SOCIAL
MEDIA CAMPAIGN,
SPONSORSHIPS AND EVENT
MANAGEMENT AS A PART OF
IMC CAMPAIGN
 CORPORATE ADVERTISING AND PUBLIC RELATIONS
 Corporate Advertising
 Corporate advertising covers the broad area of non-product
advertising, including public relations advertising, institutional
advertising, corporate identity advertising, and recruitment
advertising – advocacy advertising
 The purpose is to report company accomplishments, position the
company competitively in the market, reflect the change in
corporate personality, shore up stock prices, improve employee
morale, or communicate with dealers, agents
 Public Relations
 PR is the management function that focuses on the relationships
and communications that individuals and organizations have
with other groups (publics) for creating mutual goodwill
 The communication in PR is through reviews, news articles,
editorial interviews, feature stories and it will have more
credibility whereas advertising has more control
 PR tools - events, news releases, publications
 SOCIAL MEDIA CAMPAIGN, SPONSORSHIP AND EVENT MANAGEMENT
 Social Media Campaign –
digital media, Internet
 Sponsorship and Events
 A sponsorship is a cash or in-kind fee paid to a property
(which may be a sports, entertainment, or non-profit
event or organization) in return for access to the
exploitable commercial potential associated with that
property
 The benefit of sponsorship is public approval and
company’s public image and face-t-face customer access
 Sponsorships and events have the ability to involve
customers, prospects and other stakeholders
 The brand will get a mileage and the event the financial
resources, so an event can also be taken as an
interactive media form
Questions/Answers/Discussions
Thank You/Best Wishes