Marketing in Services Sector

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穆罕默德阿里Dr. Raja Irfan Sabir g.buree@yahoo.com

Integrated Marketing Communication

• Approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.

Integrated Marketing Communication

• Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness

PromotionCommunication by marketers

that informs, persuades, and

reminds potential buyers of a

product in order to influence

an opinion or elicit a

response.

Promotional StrategyA plan for the optimal use of

the elements of promotion:

AdvertisingAdvertising

Public RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionSales Promotion

The Role of Promotion

Promotional MixPromotional Mix

•Advertising•Public Relations•Personal Selling•Sales Promotion

Promotion PlanPromotion Plan

Promotional MixPromotional Mix

•Advertising•Public Relations•Personal Selling•Sales Promotion

Promotion PlanPromotion Plan

Overall Marketing Overall Marketing ObjectivesObjectives

Overall Marketing Overall Marketing ObjectivesObjectives

Marketing MixMarketing Mix

• ProductProduct

• DistributionDistribution

• PromotionPromotion

• PricePrice

Marketing MixMarketing Mix

• ProductProduct

• DistributionDistribution

• PromotionPromotion

• PricePrice

Target MarketTarget MarketTarget MarketTarget Market

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Differential Advantage

Unique FeaturesUnique Features

Excellent ServiceExcellent Service

Low PricesLow Prices

Rapid DeliveryRapid Delivery

High Product QualityHigh Product Quality

FeaturesFeaturesthat providethat provideDifferentialDifferentialAdvantageAdvantage

FeaturesFeaturesthat providethat provideDifferentialDifferentialAdvantageAdvantage

Promotional Mix

Combination of promotion

tools used to reach the target

market and fulfill

the organization’s

overall goals.

AdvertisingAdvertising

Public RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionSales Promotion

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Promotional Mix

AdvertisingAdvertising

Elementsof thePromotionalMix

Elementsof thePromotionalMix

Public RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionSales Promotion

Advertising

Impersonal, one-way

mass communication

about a product or

organization that is

paid for by a marketer.

Advertising Media

Traditional Advertising Media

Traditional Advertising Media

ElectronicAdvertising Media

ElectronicAdvertising Media

Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards

Internet Computer modems Fax machines

Advertising

AdvantagesAdvantages

• Ability to reach large number of people

• Cost per contact is low

• Can be micro-targeted

DisadvantagesDisadvantages

• Total cost is high

Public RelationsThe marketing function that

evaluates public attitudes,

identifies areas within the

organization that the public

may be interested in, and

executes a program of action

to earn public understanding

and acceptance.

Public Relations

Evaluates public attitudes

Evaluates public attitudes

Identifies areas of public interest

Identifies areas of public interest

Executes programs to “win” public

Executes programs to “win” public

Functions ofFunctions of

Public RelationsPublic Relations

Functions ofFunctions of

Public RelationsPublic Relations

Publicity

Public information about a

company, good, or service

appearing in the mass media

as a news item.

Sales Promotion

Marketing activities--other than

personal selling, advertising,

and public relations--that

stimulate consumer buying and

dealer effectiveness.

Sales Promotion

EndConsumers

EndConsumers

Trade CustomersTrade Customers

CompanyEmployees

CompanyEmployees

Sales PromotionSales Promotion

TargetsTargets

Sales PromotionSales Promotion

TargetsTargets

Sales Promotion Free samplesFree samples

ContestsContests

PremiumsPremiums

Trade ShowsTrade Shows

Vacation GiveawaysVacation Giveaways

CouponsCoupons

Popular ToolsPopular ToolsforforConsumer SalesConsumer SalesPromotionPromotion

Popular ToolsPopular ToolsforforConsumer SalesConsumer SalesPromotionPromotion

Personal Selling

Planned presentation to

one or more prospective

buyers for the purpose

of making a sale.

Personal Selling

Traditional Selling

Traditional Selling

Relationship Selling

Relationship Selling

Characteristics of Advertising

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

AdvertisingAdvertisingAdvertisingAdvertising

Indirect and non-personal Indirect and non-personal

LowLow

LittleLittle

DelayedDelayed

One-wayOne-way

YesYes

YesYes

Fast Fast

Same message to all audiencesSame message to all audiences

Characteristics of Public Relations

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Public RelationsPublic RelationsPublic RelationsPublic Relations

Usually indirect, non-personal Usually indirect, non-personal

Moderate to lowModerate to low

LittleLittle

DelayedDelayed

One-wayOne-way

NoNo

NoNo

Usually fast Usually fast

Usually no direct controlUsually no direct control

Characteristics of Sales Promotion

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Sales PromotionSales PromotionSales PromotionSales Promotion

Usually Indirect and non-personal Usually Indirect and non-personal

Moderate to lowModerate to low

Little to moderateLittle to moderate

VariesVaries

Mostly one-wayMostly one-way

YesYes

YesYes

Fast Fast

Same message to varied targetSame message to varied target

Characteristics of Personal Selling

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Personal SellingPersonal SellingPersonal SellingPersonal Selling

Direct and face-to-face Direct and face-to-face

HighHigh

MuchMuch

ImmediateImmediate

Two-wayTwo-way

YesYes

YesYes

Slow Slow

Tailored to prospectTailored to prospect

Communication

The process by which we

exchange or share

meanings through a common

set of symbols.

Marketing Communication

Categories of Communication

Categories of Communication

InterpersonalInterpersonalCommunicationCommunicationInterpersonalInterpersonal

CommunicationCommunicationMassMass

CommunicationCommunicationMassMass

CommunicationCommunication

The Communication Process

As SendersAs Senders As ReceiversAs Receivers

Inform

Persuade

Remind

Develop messages

Adapt messages

Spot new communication opportunities

The Sender and Encoding

SenderSender The originator of the message in the communication process. The originator of the message in the communication process.

EncodingEncodingThe conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.

The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.

The Communication Process

NoiseNoise

SenderSender EncodingMessage

EncodingMessage

MessageChannel

MessageChannel

MessageChannel

MessageChannel

DecodingMessage

DecodingMessage ReceiverReceiver

Advertising

• Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering.

• It involves the process of developing strategies such as ad placement, frequency, etc.

Basics

• Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.

• Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

Basics

Advertising

1. Identifies a current problem / opportunity for the product, service or corporate brand

2. Identifies the customers who can best solve / create that problem / opportunity

3. Creates the most relevant and distinctive way of communicating to them in creative & media terms

Basics

• “Advertising is any paid-for communication overtly intended to inform and/or influence one or more people”.Jeremy Bullmore, Director, WPP

• “Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it”. Leo Burnett

Basics

“I do not regard advertising as entertainment or an art form, but as a medium of information.”David Ogilvy

Basics

Different models of communication:

- Persuasion- Engagement- Participation- Facilitation- Conversation

Basics

Advertising Objectives • To provide information• To Remind the public • To change social attitude• To induce the public• To convince customers for direct purchase• To encourage salespersons • etc

Basics

Types of Advertising • Television advertising / Music in advertising• Infomercials• Radio advertising• Online advertising• Product placements / Covert advertising / Guerilla Advertising

Basics

Types of Advertising

• Press advertising

• Billboard advertising

• Mobile billboard advertising

• In-store advertising

• Coffee cup advertising

• Street advertising

Basics

Types of Advertising • Sheltered Outdoor Advertising• Celebrity branding• “Conquesting” as used in the Advertising industry, is a means to deploy an

advertisement for one's products or services adjacent to editorial content relating to the competitor or the competitors' products.

Basics

• Coolhunting is a term coined in the early 1990s referring to a new breed of marketing professionals, called coolhunters. It is their job to make observations and predictions in changes of new or existing cultural trends.

Basics

• Copy testing is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior.

• Also known as pre-testing, it covers all media channels including television, print, radio, internet, and social media.

Basics

• Family in Hunting: different members of the family are portrayed in different ways within advertising and such portrayals often reflect the traditional roles of each member during the time in history in which the advertisement is presented.

Basics

• Market overhang

• Reality Marketing is a form of Permission marketing that blends many types of interactive advertising techniques into a Reality television show format.

Basics

• Performance-based advertising is a form of advertising in which the purchaser pays only when there are measurable results.

• Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement.

Basics

• A pseudo-event is an event or activity that exists for the sole purpose of the media publicity and serves little to no other function in real life.

• Without the media, nothing meaningful actually occurs at the event, so pseudo-events are considered “real” only after they are viewed through news, advertisement, television or other types of media.

Basics

Pseudo-event• An extremely simple example is sitting for a family portrait: the event

serves no purpose other than to be viewed through a photograph. • Other examples include press conferences, advertisements, media

spectacles, and many types of news.

Basics

Psychological manipulation is a type of social influence that aims to change the perception or behavior of others through underhanded, deceptive, or even abusive tactics.

By advancing the interests of the manipulator, often at the other's expense, such methods could be considered exploitative, abusive, devious, and deceptive.

Basics

A scad is a portmanteau of the words scam and advertisement, usually in reference to internet spam.

The term has been used by the Alliance Against Bait and Click to describe scam ads that lure consumers to click on their site using a brand name or an outrageous deal while in turn providing suspect products and deals.

Basics

Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.”

Basics

Advergaming (a portmanteau of "advertising" and "gaming") is the practice of using video games to advertise a product, organization or viewpoint.

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穆罕默德阿里Dr. Raja Irfan Sabirg.buree@yahoo.com