17 Designing and Managing Integrated Marketing Communications Disajnimi

17 Designing and Managing Integrated Marketing Communications Disajnimi dhe Menaxhimi I Kumunikimit te integruat te Marketingut Marketing Management, 13 th ed

Objectivat • Te njohesh mjetet e komunikimit të marketingut miks-it • Te kuptuarit e procesit dhe avantazhet e komunikimit të marketingut të integruar. • Të mësojmë hapat në zhvillimin e komunikimit efektiv të marketingut. • Metodat përcaktimin e buxheteve promovuese dhe faktorët që ndi kojnë në hartimin e ”përzierjes” promovimit.

Cka jane (kanalet) komunikimet e Marketingut? (Kanalet)Komunikimet e Marketingut janë mjetet me të cilat firmat bejne përpjekje për të informuar, bindur, perkujtojne konsumat orët, drejtpërdrejt ose tërthorazi, në lidhje me produktet dhe brandat që ata shesin. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -3

MIX-I I Kuminikimit te Marketingut • • Advertising Sales promotion Events and experiences Public relations and publicity • Reklamat Promovimi i shitjes Ngjarje dhe përjetim et Marrëdhëniet me publikun dhe publicit eti • • Direct marketing Interactive marketing Word-of-mouth marketing Personal selling • Marketingu i drejtpërdrejtë • Marketingu Interaktiv • Fjala-e-gojës • Shitja personale Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -4

Figure 17. 1 IMC krijon Branda Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -5

Table 17. 1 Communication Platforms Platformat e komunikimit Advertising Sales Promotion • • • Contests, games, sweepstakes; Premiums; Sampling Trade shows, exhibits; Coupons; Rebates; Entertainment; Continuity programs • • • Gara, lojra, lotari Mostërat Panairat, ekspozitat Kuponat Lirimet (rabat) Programet ne Vazhdimësia • Print and broadcast ads; Packaging inserts; Motion pictures; Brochures and booklets; Posters; Billboards POP displays; Logos; Videotapes • Reklamat e Shtypura dhe elektronike • Reklama Paketimi • Filmat • Broshurat dhe katalogjet • Postera • Billboarda • POP(s) Prezentime • Logot • Videokaseta Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -6

Table 17. 1 Communication Platforms Platformat e komunikimit Public Relations Events/ Experiences • • Sports; Entertainment; Festivals; Arts; Causes Factory tours; Company museums; Street activities • • Ngjarjet Sportive Argëtimet Festivalet Art/Kulture Iniciativat bamirese Turne ne Fabrika Muzetë e kompanive Aktivitetet e qytetit ( ne rruge) • Press kits; Speeches; Seminars; Annual reports Charitable donations; Publications; Community relations; Lobbying; Identity media Company magazine • • Press kits Fjalime Seminare Raportet vjetore Donacionet bëmirëse Publikime Marrëdhëniet me Komunitetin • Lobimi Revista te kompanise Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -7

Table 17. 1 Communication Platforms Platformat e komunikimit Personal Selling Direct Marketing • • • Sales presentations; Sales meetings Incentive programs; Samples; Fairs and trade shows • Prezantime per Shitje Takime per Shtije • Programet Incentive (motivuse) • Mostrat • Panairet dhe ekspozitat • Catalogs; Mailings; Telemarketing; Electronic shopping; TV shopping; Fax mail; E-mail Voice mail; Blogs; Websites • • • Katalogjet Mailing-at ( letrat) Telemarketingu Shopping elektronike TV shopping Fax mail E-mail Voice mail Blogs Websit-at Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -8

Marketingu I Drejteperdrejt • Tregu masiv vs shënjestër të ngushtë ose 1 -to-1 • Shpërndarja direkte (pa ndërmjetësuesit) individëve të synuar përgjigje të menjëhershme, të matshme • marketingut të drejtpërdrejtë, si një "shtojcë" Lexus përdor reklamat e mediave masive dhe rrjeti tregtar, por tani shton CD, emailing, faqet www • Marketingu i drejtpërdrejtë, si e vetmja qasje Dell? , Easyjet, Ryanair, Amazon, Cisco, IBM, e. Bay Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -9

Word-of-Mouth Marketing • Person-to-person • Chat rooms • Blogs Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -10

Figure 17. 2 Elements in the Communications Process Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -11

Figure 17. 3 Response Hierarchy Models Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -12

Figure 17. 4 Steps in Developing Effective Communications- Hapat ne Zhvillimin e komunikimit effektive Identify target audience – Identifiko Audiencen qe do ta targeton Determine objectives- Percakto Objektivat Design communications – Disajno Komunikimin Select channels – Selekto Kanalet Establish budget – Krijo Bugjetin Decide on media mix – Percakto Mixi Medial Measure results/ manage IMC- Mati rezultaet menaxho IMC Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -13

DEVELOPING AN ADVERTISING CAMPAIGN Design Creative Strategy Select Target Market Determine Advertising Objectives Evaluate Advertising Effectiveness Determine Advertising Budget Select & Schedule Media

OBJECTIVES OF CONSUMER PROMOTIONS Encourage Stimulate Repurchase Trial Complementary Increase Products Consumption Support Flexible Pricing Neutralize Impulse Competitors Purchasing

Designing the Communications. Disajimi I Komunikimit • Message strategy – Strategjia e Mesazhit • Creative strategy – Strategjia e Kreativitetit • Message source – Burimi I Mesazhit • Global adaptation – Adoptimi Global Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -16

Creative Strategy – Strategjia e Kreativitetit • Apeli Informative dhe transformuese • Apeli pozitive dhe negative Frikë Faj Turp Humor Dashuri Krenari Joy- Kenaqesi Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -17

Message Source – Burimi I Mesazhit Celebrity Characteristics Karakteristikat e “te famsheve” • Expertise- ekspertiza • Trustworthiness- Besushmeri • Likeability- pelqeshmeri Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -18

Establish the Budget. Krijo Bugjetin Affordable- te perballueshem Percentage-of-Sales - % nga Shitja Competitive Parity – Barazi Konkurruese Objective-and-Task – Objektiva - Detyra Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -19

Objective-and-Task Method • Krijo qëllimin e pjeses se tregut • Përcaktuar përqindjen që duhet të arrihet • Të përcaktohet përqindja e personave të cilet jane te vetëdijshëm te cilet duhen të binden që provojnë markën • Përcaktoje numrin ”e përshtypjeve reklamave” për normë 1% • Përcaktojë numrin e pikëve vlerësim bruto që do të duhet të blerë (GRP) • Përcakto buxhetin e nevojshëm te reklamimt mbi bazën e kostos mesatare e blerjes së një GRP Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -20

Characteristics of the Marketing Communications Mix Karakteristikat e Marketing Mix-it te komunikimit Public Relations and Publicity Events and Experiences • • • Relevant • Involving • Implicit • High credibility Ability to catch buyers off guard Dramatization • Besueshmëri të lartë Aftësia për të kapur blerësit ” pa mburoje” • Dramatizim • Relevante • Përfshirese • E nënkuptuar Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -21

Characteristics of the Marketing Communications Mix Direct Marketing Personal Selling • • Customized; Up-to-date; Interactive “Kostomizume” “Me te rejat” “Interaktive” Word-of-Mouth Marketing • Credible - Kredibil • Personal – Personal • Timely - Kohor Personal interaction Cultivation Response • Ndërveprim Personal • Kultivim I mardhanjeve • “Përgjigjes” Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 -22

CONSUMER SALES PROMOTION TECHNIQUES Price Deals Advertising Specialties Coupons Rebates Sampling Cross. Promotions Premiums Contests, Games, Sweepstakes

OBJECTIVES OF TRADE PROMOTIONS Avoid Price Reductions Gain/Maintain Distribution Defend Against Competitors Influence Reseller Promotion Increase Reseller Inventory Influence Price Discount

LIMITATIONS OF SALES PROMOTION Cannot Reverse Declining Sales Trend Cannot Overcome Inferior Product May Encourage Competitive Retaliation May Hurt Profit

Direct Marketing • Techniques used to get consumers to make a purchase from their home, office or other nonretail setting • Direct mail, catalogs, mail order, telemarketing, electronic retailing

TECHNIQUES OF DIRECT MARKETING Electronic Media Direct Mail Telemarketing Print Media Direct Selling Broadcast Media