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Communications
Sanjeev Varshney
Balbir Pasha Campaign
Campaign Roll Out
Creation of an Icon
Creating a Buzz
Response to the Campaign
Indicators to Success
• Increased risk perception among those
exposed to the campaign (17%-43%)
• Increased Tendency to discuss HIV/AIDS
with others (50% discussed)
• Increase in number of people accessing
HIV/AIDS prevention products and services
(retail sales tripled and so does no of calls of
helpline no’s, increase in usage last time)
Why was Balbir Pasha
Campaign Successful?
• Consumer Insight
• Building of intrigue
• Optimal media mix
• Link with the on-ground activities
• Infiltration into popular Culture
• Hard hitting messages
Balbir Pasha Campaign
• Principle of the Campaign:
– Targeting
– Integration
– Information
• Campaign Objectives
– Attitudinal Change
– Changing Social Norms
– Behavioral Change
Promotion and Marketing
Promotion is the element in an organization’s marketing
mix that serves to inform, persuade, and remind the
market regarding the organization and/or its products.
– It includes all the means by which a company communicates
directly with potential customers.
– It is an attempt to influence feelings, beliefs, or behavior.
– It is an attempt to shift the demand curve for a firm’s goods or
services
Shifting Demand for a Product
Price
Price
Demand Demand
without without
promotion promotion
Quantity
Quantity
b. Changing the shape
a. A shift in the
(or elasticity)
demand
of the demand curve.
curve to the right.
The Promotional Campaign
• A campaign theme is the promotional appeal
dressed up in a distinctive, attention-getting
form that expresses the product’s benefits.
• The promotional elements are coordinated
in a strategy called integrated marketing
communications.
• A complete campaign includes the
evaluation of results against objectives.
Integrated Marketing
Communication
• Integrated Marketing Communication (IMC)
is a strategic business process used to
plan, develop, execute and evaluate
coordinated communication with an
organization’s publics.
• The IMC approach takes an audience
perspective when planning and
coordinating the organization’s
communication activities
Integrated Marketing Communicatio
Communication channel
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Elements of the IMC
• Awareness of target audience’s information sources.
• Understanding of what the audience knows and believes
that relates to the desired response.
• Use of a mix of promotional tools, each with specific
objectives, linked to a common goal.
• Coordinating personal selling, advertising, sales
promotion, and public relations to communicate
continuous flow of information.
The AIDA Model
Awareness
• Senders first must gain the attention of the
consumers
• A multichannel approach increases the
likelihood the message will be received
I like it
I want it!
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Action
Purchase is
just one type of
action
Discussion question
What other actions
can IMC ask
consumers to take?
• Most visible
element of IMC
• Extremely effective
at creating
awareness and
generating interest
• Some products
require the help of a
salesperson
• More expensive than
other forms of
promotion
• Salespeople can add
significant value,
which makes the
expense
worth it
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Promotions
• Easily personalizable
• Growth of databases
has fueled the growth
of direct marketing
• New technologies
have opened new
direct marketing
channels
Corporate blogs
Online games
Text messaging
Buzz marketing
Viral marketing
Comprehend NA (10%)
2%
(77%)
Awareness No Intentions (32%)
(54%) 8%
No exposure (37%)
37%
Producer
Producer Wholesaler
Wholesaler Retailer
Retailer Consumer
Consumer
PULL STRATEGY
Producer
Producer Wholesaler
Wholesaler Retailer
Retailer Consumer
Consumer
Product Promotion
flow effort
Push-Pull Communications &
Customer Response
Customer Response
Communications Mix
Results-Driven Elements: Planning
for and Measuring IMC Success
• Understand the
outcome they hope to
achieve before they
begin
• Short-term or long-
term
• Should be explicitly
defined and
measured
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Promotion Budget
There are four common approaches to
promotion budgeting:
• Percent of Sales
• All Available Funds
• Following the Competition
• By Task or Objective
Budget
Frequency
Reach
Web tracking
software
Online couponing
Online referring