The document discusses the concepts of integrated marketing communications, including defining above, below, and through the line promotional approaches. It also explains the different promotional tools used in an IMC program, such as advertising, sales promotion, direct marketing, personal selling, and public relations. Finally, it provides examples of how companies can effectively implement an integrated approach to promotional activities.
The document discusses the concepts of integrated marketing communications, including defining above, below, and through the line promotional approaches. It also explains the different promotional tools used in an IMC program, such as advertising, sales promotion, direct marketing, personal selling, and public relations. Finally, it provides examples of how companies can effectively implement an integrated approach to promotional activities.
The document discusses the concepts of integrated marketing communications, including defining above, below, and through the line promotional approaches. It also explains the different promotional tools used in an IMC program, such as advertising, sales promotion, direct marketing, personal selling, and public relations. Finally, it provides examples of how companies can effectively implement an integrated approach to promotional activities.
The document discusses the concepts of integrated marketing communications, including defining above, below, and through the line promotional approaches. It also explains the different promotional tools used in an IMC program, such as advertising, sales promotion, direct marketing, personal selling, and public relations. Finally, it provides examples of how companies can effectively implement an integrated approach to promotional activities.
OBJECTIVES - Understand terms, concepts and explanation of promotion topics
- Develop and master the use of key terminology in promotional
activities CONTENTS ABOVE, BELOW AND THROUGH THE LINE ADVERTISING SALES PROMOTION DIRECT MARKETING PERSONAL SELLING PUBLIC RELATIONS ABOVE, BELOW AND THROUGH THE LINE
1.What is the role of promotion in the marketing mix?
2. What are common ways to promote a product/service?
ABOVE, BELOW AND THROUGH THE LINE What is ‘the Line’ and where did it come from? These definitions of approaches to marketing were first used in 1954 when Proctor and Gamble began paying different firms separately and at a different rate, for direct promotional activities and wider advertising campaigns, separating the two approaches. In this way, ‘the Line’ in marketing separates direct, targeted campaigns from those more general and widespread aimed at brand awareness, and those with the presence or absence of direct results, and direct return on investments. There is cause to wonder if ‘the Line’ is now blurring, for instance the massive use of social media today. The wide exposure given means that advertising here should be ATL, though it can also be highly targeted (BTL). So is all social media TTL? One key is to consider intent. If you are offering a promotion or something that has a direct response element it cannot be ATL, while to be TTL the promotion should be shown on a page that is not as targeted. ABOVE, BELOW AND THROUGH THE LINE Above the line Focusing on directing the communication towards the mass market. All promotional messages are untargeted, meaning they do not focus on a specific target group.
Below the line
more focused and they are directed towards specific groups of customers
Through the line
an integrated approach where both ATL and BTL strategies are combined. The objective here is to get a holistic view of the market and communicate with customers in every way possible. Give an example of a company conducting ABL, BTL, TTL ABOVE, BELOW AND THROUGH THE LINE
1.Advantages of Above the Line Marketing
2. Disadvantages of Above the Line Marketing Reading 1. Advantages of Above the Line Marketing Reach: If marketers and business owners effectively use ATL advertising campaigns, they can enjoy a wider reach. For example, retail business advertises on regular basis using ATL campaigns to enhance brand visibility and awareness. Grab Customer Attention: Audio visual ads like TV and Radio have a great impact on consumer minds and affect consumer decision making process. People have more involvement while watching movies, dramas and news on television and listen to music, live call on the radio. During this process the also watch and listen to commercials and it affects their decision making. The same commercials if they see in the newspapers and magazines increase the customers’ attention. Brand Building. Mass media advertising campaigns are very important to increase brand visibility. One of the important roles of marketers is to spread the brand message to the masses using a variety of ATL media campaigns. It is not necessary to start using all ATL channels at once but gradually start meanwhile measure your brand success. Reading 1. Disadvantages of Above the Line Marketing Any mass media advertisement is costly activity. As it is not a one time activity, so continuously running these campaigns are impossible for small and medium businesses. There was time when TV, Radio, Newspaper and magazine were the only media for advertisement. But now trends are already shifted to towards social media like Facebook, Twitter, Instagram, online magazines. There is no sound mechanism to measure the effective of ATL campaigns. There is no guarantee the TVC will attract a customer to come at and buy a product. ADVERTISING
1. What is “Advertising” in your own words?
2. What is the role of Advertising in IMC? SALES PROMOTION
What made you really want to buy a product?
What is the basis of this classification? Reading 3: Types of promotion Give a brand-specific example of each type. Sales promotion may take any or all of the three forms, which are also known as tools or methods of sales promotion. Consumer promotion includes samples, coupons, money-refund offers, prices-off, premiums, contests, demonstrations and trading stamps. Samples are free distribution of a product for the purpose of obtaining consumer acceptance. Coupons offer a discount on new purchases of a product. They are certificates entitling the bearer to a discount on the purchase of a specific product. Trade promotion encourages buyers to buy a larger quantity of the product. It is also known as buying allowance because it is an offer of some discount on each item of purchase above a minimum quantity. Trade promotion may take the form of free goods, merchandise allowances, co-operative advertising, dealer sales contests, and push money. Free goods are offered to public and dealers after the purchase of certain items. For sales force promotion, salesmen are motivated to sell products by offering bonuses, contests and sales rallies. They are offered a bonus if the sale increases above the minimum level. Sales contests are organized as an effective measure of sales promotion. The main purpose of sales contests is to increase the sales through retailers or sales persons. The contest prizes may be cash awards, merchandise prizes, travel and special honors. Merchandise prizes are more effective than the cash awards because more contestants are attracted to participate in the contest DIRECT MARKETING
1. What is direct marketing?
2. What types of products
should direct marketing be used to promote? PAIRWORK Below are some tips on direct marketing. Work with a partner to rank the tips from most (1) to least (7) important. PERSONAL SELLING PERSONAL SELLING What is considered unethical in personal selling? A company’s salespeople must follow the rules of “fair competition.” Most states have enacted deceptive sales acts that spell out what is not allowed. For example, salespeople may not lie to consumers or mislead them about the advantages of buying a particular product. To avoid bait-and- switch practices, salespeople’s statements must match advertising claims. Different rules apply to consumers who are called on at home or who buy at a location that is not the seller’s permanent place of business versus those who go to a store in search of a product. Because people who are called on may be taken by surprise and may be especially vulnerable to high-pressure selling techniques, the Federal Trade Commission (FTC) has adopted a three-day cooling-off rule to give special protection to customers who are not seeking products. Under this rule, customers who agree in their own homes, workplace, dormitory, or facilities rented by the seller on a temporary basis—such as hotel rooms, convention centers, and restaurants—to buy something costing more than $25 have 72 hours in which to cancel a contract or return merchandise and get their money back—no questions asked. In selling to businesses, salespeople may not offer bribes to purchasing agents or others who can influence a sale. They may not obtain or use technical or trade secrets of competitors through bribery or industrial espionage. Finally, salespeople must not disparage competitors or competing products by suggesting things that are not true. PUBLIC RELATIONS Public relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
1.What are the differences between Advertising and Public relations?
2.What does “public” refer to in Public Relations?
DISCUSSION
Choose a company you are interested in.
Describe one sponsorship program it did. INTEGRATED MARKETING COMMUNICATION OF MARKETING GROUP WORK Analyze the IMC program of Vietnam Airlines banner advertising on other sites direct clicks from search engine sites TV, newspapers, billboards - Loyalty cards Advertising - in-flight meals and on-demand in-flight entertainment telephone and personal sales
Sales promotion Personal selling
The promotional - Direct mail; news letters mix Social media - Enquiries and bookings on websites press releases articles on prints.
Direct marketing Public relations
REVIEW ü The Promotion Mix ü Advertising ü PR (Public Relations) ü Direct Marketing ü Sales Promotion ü Personal selling
