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MKT 465 - Lecture 6
MKT 465 - Lecture 6
A presentation by:
Varqa Shamsi Bahar
Presentation Outline
• Role of marketing communications
2. Attention: A person must notice the communication. Hence, the communication must be creative
enough to grab attention. (e.g. of kool deodorant print ad).
3. Comprehension: A person must understand the intended message of the communication (sepnil
advert).
4. Yielding: A person must respond favorably to the intended message or arguments of the
communication and must like the advertisement (e.g. white plus, anti fairness ad).
5. Purchase Intentions: consumers should have the motive to make a purchase to address their
need. Example: Meril Petroleum jelly advertisement.
6. Actual Purchase: A person must actually act in the desired manner addressed in the
communication. and purchase the brand.
2.A consumer may not notice the ad because of a boring and uninspired creative strategy.
3.A consumer may not understand the ad because of Lack of category knowledge or technical
sophistication, lack of awareness or familiarity of the brand itself.
4.A consumer may fail to respond favorably and form a positive attitude because of irrelevant or
unconvincing product claims.
5.A consumer may fail to form a purchase intention because of a lack of immediate perceived need
OR the brand does not provide something really unique to create a compelling reason to make a
purchase.
6.A consumer may fail to actually buy the product because he or she doesn’t remember anything
from the ad when confronted with the available brands in the store.
Cinema
Slum
Hall
Activation
Exposure
Set of tightly focused activities which were effective at achieving campaign objective: converting
non branded users into consuming Magic.
A presentation by Varqa Shamsi Bahar 25
A presentation by Varqa Shamsi Bahar 26
Characteristics for an IMC programs
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Versatility
6. Cost
Communication Communication
Option A Option B
50% reach 20% reach
n c e
die
Au
• The more common the message in a campaign, the stronger the linkages created in the
consumer’s long term memory about a specific association.
• A brand should be actively and consistently promoting the positioning of the brand so that
the linkage becomes extremely strong. Example: White Plus campaign in 2012 and 2013.
• If the messages transmitted by the various media utilized during an IMC campaign are not
common – it can lead to confusion – which will lead to weak linkages in the consumer’s
memory.
36
Personal Selling
Public relations Build positive image, Event sponsorship, news release, briefings, speeches
strengthen ties with and blogs, public appearance
stakeholders
Direct marketing Reach target audience, Mail, email, telemarketing campaigns, printed and
encourage direct online catalog/brochures, direct response tv and
response radio
Personal selling Reach customers one to Sales appointment, sales meetings and presentation,
one to make sales, online sales chat help
strengthen relationships
Thank you for your Attention.
Any Questions?