Wednesday, February 25, 2009

Consistency of Messages In Integrated Marketing

In integrated marketing, all copy is written or edited centrally. Although technical information will vary by product or service, each publication, campaign or marketing communication will include ‘positioning’ messages that stress generic customer benefits such as quality of service, customer focus, corporate strength and other key factors. This consistency is impossible when copy is produced separately for advertisements, direct mail, product literature, etc. Integrated marketing will ensure that every form of customer contact reinforces the customer’s positive perception of the company.
Visual standards also help to reinforce the consistency of integrated communications. By imposing corporate design standards on all promotional material and utilizing key visual elements on advertisements and all other communications material, a company can reinforce the visual identity. A corporate identity is a major investment for any company, but it pays for itself in increased recognition and stronger perceptions. Integrated marketing reinforces the benefits of a corporate identity programmed by applying it to all media and ensuring that the company is immediately recognized. Different products, different campaigns, information from separate divisions can all be co-ordinate by introducing consistent messages.

Monday, February 9, 2009

Integrated Marketing

Integrated marketing provides an opportunity to improve the precision and effectiveness of marketing programs by handling all aspects of marketing through a single source. An integrated marketing solution uses the most appropriate media and communications techniques to achieve marketing objectives. There is no ‘lead’ technique, and the solution could include any of the following: advertising, direct marketing, telemarketing, web marketing, e-mail communications, public relations, internal communications, incentives, sales force communications, distributor communications, retail support, product and technical information, corporate identity and corporate communications, presentations and exhibitions, and or relationship marketing.
In traditional marketing, many of these activities would be handled by separate specialist agencies or suppliers. The marketing effort is fragmented and the results could be conflicting communications that confuse the customer. In integrated marketing, all communications are channeled through a central coordinator and handled by a single agency. The key benefits are creative integrity, consistency of messages, unbiased marketing recommendations, better use of all media, greater marketing precision, operational efficiency, and cost savings.
In more complex business-to-business markets, integrated marketing is used to build effective relationships with the many different people involved in the purchase decision-making process. Although all communications use a consistent message, that message can be tailored to the interests and concerns of individual decision makers.

Thursday, February 5, 2009

An Effective Advertisement

In order to be effective, any advertising must be seen, must be read, must be believed, must be remembered, and must be acted upon. An effective advertisement is one that commands attention, leading to Interest in the product, thence to desire to own or use the product, and finally to action (normally purchase or at least a step towards it, e.g. logging on-line for more information). All commercial communications that weigh on the ultimate objective of a sale must carry a prospect through four levels of understanding. The prospect must first be aware of the existence of a brand or company, they must have a comprehension of what the product is and what it will do for him, they must arrive at a mental suspicion or conviction to buy the product, and finally they must stir themself to action. it is clear that the purpose of marketing communication is to help move a potential customer along a continuum from a state of ignorance towards a position of decision and action.

Monday, February 2, 2009

The Role of Advertising in Selling

The advertising’s objective is to get people to place orders for what is on offer. The way that advertising works is on a scale of immediacy; direct response advertising being the most immediate while some campaigns reinforce attitudes and beliefs about the organization or brand advertised.
There are many factors at work beyond the advertised message: price, availability of offer and of alternatives, level of distribution, peer pressure, and competitive advertising all play a part. Moreover, for many products, such as ice cream, weather plays a significant part. Advertising will frequently be only one influence among many on how consumers behave and what they buy. This is why it has proved to be so difficult to measure the effect of advertising alone among so many influences.
It was the recognition that advertising was only one factor in the total process of selling that led to the development of a series of advertising models. These are largely based on the idea that advertising can help move consumers through a series of steps that gradually build up the necessary conditions for a sale.