Marketing Communication Mix
ADVERTISING
SALES PROMOTION
PERSONAL SELLING
PUBLIC RELATIONS
DIRECT MARKETING
SPONSORSHIP
ON-LINE MC
What is advertising?
The paid form of impersonal presentation.
The advertising is a persuasive process by which the users of products are sought through communication media.
CREATIVE. SIMPLE. INTERESTING. GOOD APPEALS-SUITABLE MEDIA x TARGET GROUP. THE LESS - THE BETTER
Selected specific forms of advertising: cooperative advertising, social advertising, indoor advertising, subliminal advertising.
Cooperative advertising
Indoor advertising
• Advertising located in public covered territory (trains, planes, public transport, shopping centers, consulting rooms, ...)
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Subliminal advertising
• Subliminal stimuli = "below threshold", are any sensory stimuli below an individual's threshold for conscious perception.
• Visual stimuli may be quickly flashed before an individual can process them, or flashed and then masked. Audio stimuli may be played below audible volumes, masked by other stimuli.
• Some research has found that subliminal messages do not produce strong or lasting changes in behavior X a recent review of functional magnetic resonance imaging (fMRI) studies shows that subliminal stimuli activate specific regions of the brain despite participants being unaware.
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Subliminal advertising
The advertising industry has been accused of many things over the years. Among them, witchcraft.
Whether it s called "subliminal advertising" or "hidden persuasionr the gist of the accusation is always the same.
Advertisers are charged with sneaking seductive little pictures into their ads. Its daimea that these pictures can somehow get you to buy a product without your even seeing them.
Consider the photograph above.
According to some pe<ole. there's a pair of female breasts hidden in the • patterns of light refracted by the icecubes.
Well, if you kxiked hard enough and long enough you probably amki find the breasts. R>r that matter, you could also find Millard Fillmore, a stuffed pork chop and a 1946 Dodge.
h'sa bit like looking at the night sky. If you squint your eyes and your imagination just right. y<tu can see constellations. But regardless of what you see. they're really just stars.
In the same way. (*ir ads are just ads. They're intended to inform, not hypnotize. And we wouldn't waste your time or ours with such laughable nonsense as subliminal images.
So if anyone claims to see breasts in that drink up there, they aren't in the ice cubes.
They're in the eye of the beholder.
ADVERTISING
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PEOPLE HAVE BEEN TRYING TO FIND THE BREASTS IN THESE 1« CUBES SINCE 1957.
Medial mix
TV, radio, press, outdoor, indoor, Internet, cinema Mobile phone Ambient media
People (WoM, viral marketing, social networks, Buzz marketing), Crowdsourcing!
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Emotions in advertising
appeals attempt to stir up some negative or positive emotions that will motivate the purchase.
Types of emotions: humour, erotic, music, warmth joy, pride, fear, ....
Small babies and animals!
Vampire effect!
Message source in advertising
Message source - person who is involved in advertising to spread some commercial message in favour of some company, product, brand, ...
Experts, well-known persons, users of products, animated figures, animals,...
Voice-over
Legislation!
Some say it was merely a pose. We think it was heartburn.
Don't let h Get last, effective
DlOVOL PLUS At
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II. SALES PROMOTION
What is sales promotion?
Sales promotion covers a wide range of activities intended to provide a short-term increase in sales.
Customers' promotion - B2C, Trade promotion - B2B
Customers' promotion: samples, discounts, 1+1, events (road show), multibuys, loyalty clubs, competitions, free tasting, shop in shop, ...
Merchandising, POP displays, sensory marketing
POP displays
Tryvertising (Trysumer)
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PERSONAL REMMDER:
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L'oreal, Sephora, Happyhair, OPI Nail Studio, ...
Testuj.te?
Tryvertising: Sample Lab!
• 2007, Japan
• Advantages???
Sensory marketing:
DYLAN'S CANDY BAR - USA
Sensory marketing:
CANADA GOOSE, BOSTON
Sensory marketing:
ADIDAS, LONDON
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III. PERSONAL SELLING
Personal selling
Nonverbal communication is the process of transmitting messages without spoken words, sometimes called body language (hallo effect!).
Advantages: effect, targeting, interactivity, relationships,
Disadvantages:
monitoring,...
cost,    reach,    frequency and
Types of personal communication: verbal x nonverba - body language - 55 % (posture, head motion, facia expressions, eye contact, gestures, ...).
Multilevel marketing
Multilevel marketing
Direct   sales   using   the   distribution   net of
independent distributors, which step by step recruit,
train and motivate next sellers.
In MLM organisation each salesperson has two areas of responsibility, first to sell the product to family, friends and work colleagues and second to recruit more salespeople.
Each salesperson is paid on a commission-only basis, with no basic salary.
Advantage: low starting costs
For example: Amway, Avon, Oriflame, ...
		
IV. PUBLIC RELATIONS		
	^^K.-—Public —      _ delations	
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Public Relations
It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics: customers, employees, shareholders, trade bodies, suppliers, Government officials, and society in general.
Target groups of PR (internal x external public)
CSR (corporate social responsibility)
Public Relations
Publicity ^ Public Relations!!!
Lobbying
Crisis communication
Corporate identity ^ corporate image Event marketing (Road show)
V. DIRECT MARKETING
What is Direct Marketing (DM)?
Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. (American Direct Marketing Association)
Interactive, feedback measurement, personification, targeting, costs effectiveness, database, legal and ethical barriers, ...
Passive x active DM
Target groups: B2B, B2C
Direct and mass media in direct marketing
Unaddressable distribution
MASS MEDIA
Direct Response Media
MEDIA OF DM
Personal selling
Loyalty clubs
New interactive
media (Internet, mobile phone, ...)
DIRECT MEDIA
Catalogues
Telemarketing
Direct mail
Direct mail
I GREEN B	ELGIUM MAILING	f
	ATER, KNOWLEDGE CAN'T FLOW.	
To mark World Water Day, this mailing was sent out to companies and the press.
The letter inside can only be read when held under water - proving that water really is the source of all knowledge.
Unaddressed shipment (distribution)
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VI. Sponsorship
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Sponsorship
• The goal-directed financing of other subjects in order to create and sustain goodwill (company image).
• „Service for service."
• Sponsorship o an individual part of MCM o to be seen, commercial intention X Sponsorship Opart of P.R. o to finance beneficial activities for society.
• Sports, cultural, sponsorship of broadcasting, ambush sponsorship.
• Sponsorship fit!
Transfer of associations
Ambush sponsorship c$
Company tries to use marketing activities of its own advertising purposes without paying for it.
It is not legal (unfair competition).
WOG, Lillehammer, Norway, 1992. The advertising of MasterCard in USA during WOG, when the only one official sponsor in the sphere of credit cards was Visa. The advertising slogan of MasterCard was: Jfyou go to Norway, you don't need a visa!"
European football championship in 2008, Swiss company organized lottery for tickets, without being the official sponsor of this championship.
competitors for its
The^ Official Sponsor of the 2014 World Cup
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FIFA WORLD CUP
VII. ON-LINE MARKETING COMMUNICATION
On-line marketing communication
Marketing communication mix off-line versus on-line.
Marketing potential - the use of social media: Easy availability of specific target groups, diversity, learning and improvement, unlimited duration, space limitlessness.
Types of social media according to the marketing activity:
• Social networks (Facebook, MySpace, Linkdedln)
• Blogs, video blogs, microblogs (Twitter)
• Discussion forums, Q & A portals (Yahoo Answers)
• Wikis (Wikipedia, Google Knol)
• Bookmark social systems (Digg, Delicious, Jagg)
• Multimedia sharing (YouTube, Flickr)
• Virtual worlds (Second Life, The Sims)
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The use of Internet in marketing
SEO (Search Engine Optimization) SEM (Search Engine Marketing) PPC advertising (Pay per Click) CPM/CPT advertising (Cost per Mile/Thousand) Affiliate Marketing
Microsite Marketing 0^
Advergaming ^(C^cP Social Marketing ^ Communication: e-mail, direct mailing, newslettering.