1. PROMOTIONAL MIX
1.1. **ADVERTISING** *(paid, mediated form of communication from an identifiable source) *
1.1.1. **Has 4 Objectives**
1.1.1.1. Building Brand Image
1.1.1.2. Creating Awareness
1.1.1.3. Stimulating Action
1.1.1.4. Awareness Reinforcement
1.1.2. **Has 5 Effects**
1.1.2.1. Arouse need by forging connections
1.1.2.2. Contribute to brand awareness
1.1.2.3. Enhance the liking of the brand
1.1.2.4. Encourage people to buy the brand
1.1.2.5. Facilitate purchase
1.1.3. **Activities to contribute profits**
1.1.3.1. Encouraging people to purchase
1.1.3.2. Increasing consumption
1.1.3.3. Increasing purchase distribution
1.1.3.4. Obstructing market entry by competitors
1.2. **SALES PROMOTION**
1.2.1. **Has 2 Categories**
1.2.1.1. Immediate Reward Promotions
1.2.1.2. Delayed Reward Promotions
1.2.2. **To consumers**: Coupons, Sampling, Refund/Rebates, Loyalty & Loading Devices, Premium, Sweepstakes, Games & Contests
1.2.3. **To traders and retailers**: Allowance Promotions, Display Material Promotions, Trade Premium & Incentives
1.3. **DIRECT MARKETING** *(communicates directly with customers) *
1.3.1. **Objectives**
1.3.1.1. Seek a direct behavioral response
1.3.1.2. Build brand image
1.3.1.3. Maintain customer satisfaction
1.3.1.4. Inform and educate customers that will lead to future actions
1.3.2. **Characteristics**
1.3.2.1. Accountability
1.3.2.2. Effect a Response
1.3.2.3. Interactive Process
1.3.2.4. More Efficient Targeting
1.3.3. **Media**
1.3.3.1. Direct Mail, Telemarketing, Mass Media, Internet, etc
1.3.4. **Developing Database** *(a tool that uses specific information about individual customers and/or prospects) *
1.3.4.1. Monitoring the changes in customer lifestyles and attitudes
1.3.4.2. Improving the selection of market segments
1.3.4.3. Stimulate repeat purchases
1.3.4.4. Opportunities to cross-sell products
1.4. **PUBLIC RELATIONS** *(planned and sustained effort to shape the opinions and develop mutual understanding of the long-term relationship between parties) *
1.4.1. **Objectives**
1.4.1.1. Provide visibility
1.4.1.2. Support marketing agenda at the product level
1.4.1.3. Help build awareness, change perception, preferences or positive attitudes
1.4.1.4. Develop relationship between an organization and its public
1.4.2. **Characteristics**
1.4.2.1. Involves stakeholders
1.4.2.2. Does not require the purchase of airtime or space in media
1.4.2.3. Has a degree of trust and confidence
1.4.2.4. Cost-effective with high credibility
1.4.3. **Methods & Techniques**
1.4.3.1. Cause-Related Marketing
1.4.3.2. Media Relations
1.4.3.3. Corporate Advertising
1.4.3.4. Lobbying
1.5. **PERSONAL SELLING** *(direct contact with consumers or link to resellers/dealers) *
1.5.1. Has 2 Types
1.5.1.1. Passive *(initiated by customers) *
1.5.1.2. Active *(initiated by sales person) *
1.5.2. Steps in Personal Selling
1.5.2.1. 1. Generating leads 2. Qualifying Prospects 3. Knowledge Acquisition 4. Sales Presentation 5. Handling Objections 6. Closing the Sale 7. Follow Up
1.5.3. **Objectives**
1.5.3.1. Offers a chance to demonstrate product benefits that might be once difficult
1.6. **SPONSORSHIPS** *(commercial activity in which one party permits another an opportunity to exploit an association with a target audience in return for funds, services or resources) *
1.6.1. **Functions**
1.6.1.1. To gain exposure to particular audiences
1.6.1.2. To inform target audiences of associations
1.6.1.3. To provide opportunities to blend and use resources more effectively
1.6.2. **Has 2 Parties**
1.6.2.1. Sponsor
1.6.2.2. Sponsee
1.6.3. **Has 2 Dimensions**
1.6.3.1. Function-based similarity
1.6.3.2. Image-based similarities
1.6.4. **Has 2 Types**
1.6.4.1. Sports sponsorship
1.6.4.2. Program/Broadcast sponsorship
1.7. **DIGITAL MARKETING**
1.7.1. **Has 4 Benefits**
1.7.1.1. Identify and target specific audiences
1.7.1.2. Cost-effective
1.7.1.3. Measurable
1.7.1.4. Improve competitive edge
1.7.2. **Has 5 Types of Marketing**
1.7.2.1. Search Engine Optimization (SEO)
1.7.2.2. Content Marketing
1.7.2.3. Social Media Marketing & Online PR
1.7.2.4. Pay Per Click (PPC)
1.7.2.5. E-mail Marketing
1.7.3. **Methods/Techniques**
1.7.3.1. Viral Marketing *(involves content making/viral agent, seeding & tracking) *
1.7.3.2. Augmented Reality
1.7.4. **Steps to Implement** **Digital Marketing**
1.7.4.1. 1. Define the goals 2. Identify the target audience 3. Establish a budget for each digital channel 4. Create engaging content 5. Optimize digital assets mobile 6. Keyword research
1.8. **WORD-OF-MOUTH MARKETING** *(person-to-person communication where the receiver regards a brand) *
1.8.1. **Elements**
1.8.1.1. Direction
1.8.1.2. Valence
1.8.1.3. Volume
1.8.2. **Has 2 Classifications**
1.8.2.1. Organic
1.8.2.2. Amplified
1.8.3. **Has 4 Categories**
1.8.3.1. Product Involvement
1.8.3.2. Self-involvement
1.8.3.3. Other Involvement
1.8.3.4. Message Involvement
1.8.4. **Has 3 Targets**
1.8.4.1. Opinion Leaders
1.8.4.2. Opinion Formers
1.8.4.3. Opinion Followers
1.8.5. **Has 3 Main Forms**
1.8.5.1. Voluntary
1.8.5.2. Prompted
1.8.5.3. Managed
1.8.6. **Has 6 Types**
1.8.6.1. Buzz Marketing
1.8.6.2. Influencer Marketing
1.8.6.3. Referral Program
1.8.6.4. Community Marketing
1.8.6.5. Brand Blogging
2. **BRANDING** *((name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of a company or group of companies and to differentiate them from those of competitors) *
2.1. **Elements**
2.1.1. Brand Names, Logo, Symbol, Colors, Characters, Slogan/Taglines, Jingles, Packaging, Brand Ambassador
2.2. **Functions**
2.2.1. **Identity:** Guide of brand
2.2.2. **Practicality:** Summarized information
2.2.3. **Guarantee:** Provides the ‘signature’ of the provider
2.3. **Key Points and Components**
2.3.1. **Social Significance** of the brand *(can ‘read’ other people’s personalities) *
2.3.2. **Brand Loyalty** *(building enough trust that consumers purchase repeatedly) *
2.3.3. **Brand Community** *(a social entity where consumers interact socially with a brand as the pivotal point of their interaction) *
2.3.4. **Co-branding/Brand Alliances** *(when two or more brands are combined in a joint product or brand) *
2.3.5. **Corporate Brand** *(when the corporation is branded instead of the individual products) *
2.3.6. **Viral Branding** *(consumers help or in some cases take over the marketing of the brand) *
2.3.7. **Brand Revitalization** *(aging or decline in brand relevance) *
2.4. **Key to Successful *Branding **
2.4.1. Consumers must be convinced that there are meaningful differences among the brand's category.
2.4.2. Consumer must not think that all brands in the category are the same.
3. **UNDERSTANDING CONSUMER BEHAVIOR** *(the mental and emotional process and the physical activities of the people who purchase and use goods and services to satisfy particular needs and wants) *
3.1. **Consumer Perception**
3.1.1. **Selection**: Select the stimuli through our senses
3.1.2. **Organization:** Mentally arrange the stimuli to make it make sense and understandable
3.1.3. **Interpretation:** Attach the meaning to the stimuli based on values, beliefs, experiences, etc
3.2. **Consumer Decision-Making Process**
3.2.1. Routine problem solving
3.2.2. Limited problem solving
3.2.3. Extended problem solving
3.3. **Consumer Perceived Risks**
3.3.1. Financial/Economics, Performance, Physical, Social, Time, Opportunity loss
3.4. **Factors Affecting Customer Behavior**
3.4.1. Cultural (values, perceptions, social classes)
3.4.2. Social (reference groups, family, social status)
3.4.3. Personal (age and way of life, purchasing power, revenue, lifestyle, personality)
3.4.4. Psychological (motivation, perception, learning, beliefs and attitudes)
3.5. **Elaboration Likelihood Model (ELM) Theory**
3.5.1. High Involvement
3.5.2. Low Involvement
4. **OBJECTIVES**
4.1. **Objectives Guidelines (SMART)**
4.1.1. Specific, Measurable, Achievable, Realistic, Targeted and Timed
4.2. **Setting of Objectives**
4.2.1. Provide a means of communication and coordination between clients & agencies
4.2.2. Provide boundaries for decision making
4.2.3. Provide a benchmark for success
4.3. **Components of Objectives**
4.3.1. Concern with issues related to buyers of the product or service
4.3.2. Concern with issues related to market share, sales volume, profitability
4.3.3. Concern with issues related to image, reputation and preferences of its stakeholders
4.4. **Objectives of** **Promotion**
4.4.1. Create Awareness
4.4.2. Stimulate Demand
4.4.3. Encourage Product Trial
4.4.4. Identify Prospects
4.4.5. Retain Loyal Customers
4.4.6. Resistance to Competitors
5. **STRATEGY & PLAN** *(Brand’s positioning orientation and approach to communicating with customers) *
5.1. Based on Audience
5.1.1. Pull Strategies *(end-users customers like b2b) *
5.1.2. Push Strategies *(marketing & trade channel buyers) *
5.2. Based on Approach
5.2.1. **SEGMENTATION**
5.2.1.1. **Demographic**: Age, sex, education, income, nationality, race, religion, occupation, family size
5.2.1.2. **Geographic**: Region, city size, density, climate
5.2.1.3. **Behavioral**: Purchase occasion, benefit sought, usage rate, loyalty status
5.2.1.4. **Psychographic**: Values, attitudes, lifestyles, personality, socioeconomic status
5.2.2. **TARGET MARKET SELECTION**
5.2.2.1. Targeting of the markets
5.2.2.1.1. Undifferentiated marketing
5.2.2.1.2. Concentrated/Targeted marketing
5.2.2.1.3. Custom marketing
5.2.2.1.4. Differentiated marketing
5.2.2.2. Targeting of consumers
5.2.2.2.1. Achieving coverage of defined targets
5.2.3. **POSITIONING** *(creation of an image for the product or service) *
5.2.3.1. Gaining understanding of the needs and wants of consumers.
5.2.3.2. Identifying a long-term proposition and differentiation
5.3. Development of Strategies & Plan
5.3.1. 1. Choosing which strategies to adopt (push/pull) 2. Choosing mix (advertising, sales promotion, personal selling, etc) 3. Creative strategies (message content, structure & format) 4. Media decisions (newspaper, magazine, TV, radio, out-of-home, digital)
6. **INTEGRATED MARKETING COMMUNICATION** *(management and control of all marketing communication activities) *
6.1. **Has 4 Benefits**
6.1.1. Creative Integrity
6.1.2. Consistency of Messages
6.1.3. Better Use of Media
6.1.4. Cost Saving
6.2. **Obstacles**
6.2.1. Many elements to manage and monitor
6.2.2. Measuring the success of IMC campaign and ROI
6.2.3. Determining IMC leadership
6.2.4. Sudden budget reductions
6.2.5. Making sure all tools are consistently executed
6.3. **Key Features**
6.3.1. Affect Behavior
6.3.1.1. **Goal:** To affect behavior of the audience
6.3.1.2. **Objective:** To move people into action
6.3.2. Start with Prospective Customers
6.3.3. Utilize All Forms of Media
6.3.4. Achieve Synergy
6.3.5. Build Relationships
6.4. **Steps to IMC** **Tactical Planning**
6.4.1. 1. Identify Target Audience 2. Analyze SWOTs 3. Determine Objectives 4. Develop Strategies & Tactics 5. Budgeting 6. Evaluation
7. **COMMUNICATION** *(Transmitting, receiving, exchanging, processing information between individuals) *
7.1. **Has 2 Types**
7.1.1. Verbal
7.1.2. Written
7.2. **Linear Model of Communication Wilbur Schramm (1955)**
7.2.1. Sender/Source
7.2.2. Encoding
7.2.3. Media/Channel
7.2.4. Noise
7.2.5. Decoding
7.2.6. Feedback
7.3. **Has several factors that influence the process**
7.3.1. People (KOL/Interpersonal Networks)
7.3.2. Key Characteristics
7.3.2.1. Cost, Communication Richness, Interactive Properties, Audience Profiles
7.3.3. Media
7.3.3.1. Has 2 Classifications
7.3.3.1.1. By Form
7.3.3.1.2. By Source (POEM)
7.4. Hierarchy of Communication Effect
7.4.1. Think (Awareness & Knowledge)
7.4.2. Feel (Liking & Preference)
7.4.3. Do (Conviction & Purchase)
7.5. Structure of Communication Mix
7.5.1. 1. Identify the Target Audience 2. Determine the Response Sought 3. Choose the Message 4. Choose the Channel 5. Select the Source Attributes 6. Collect Feedback
8. **POSITIONING**
8.1. **Has 2 Main Ways**
8.1.1. Functional Positioning
8.1.2. Expressive/Symbolic Positioning
8.2. **Has 3 Functions**
8.2.1. To create a clearer position of a brand (product/service) in the mind of customers
8.2.2. To provide a competitive edge and attractiveness of a product to the target market
8.2.3. To formulate strategies according to customer’s perception
8.3. **Positioning Perceptual Map**
8.3.1. **Features:** Prestige Price, Exclusivity, Affordability & Mass Market
8.3.2. **Attributes**: Product Features, Price/Quality, Use, User, Competitor & Benefit