ntroduction

SESSON ONE
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Today's News in Yahoo. com
In this session ..
What is Communication?
What is communication Process?
Need for communication process
Marketers benefit by using communication
process
Elements of communication process
Communication Models
ntegrated Marketing Communications
Evolution of MC
Growing mportance of MC
What is communication?
Communication is a process of
transferring information from one source
to another
Communication is commonly defined as
"the imparting or interchange of
thoughts, opinions, or information by
speech, writing, or signs".
What is communication Process?
Communication process is a two-way process
in which there is an exchange and
progression of thoughts, feelings or ideas
towards a mutually accepted goal or direction.
Need for Communication process
dentify the messages that need to be sent
Determine your target audience for
communication
Decide on your message format and timing
Draft your message and gain approval where
required
Communicate your message, through
communications events
Gather feedback and improve your
communication processes
y using this Communication
Process, marketers can..
Clearly identify your project stakeholders
dentify your stakeholders communications
needs
Run any type of communications event to
send out your message
Ensure the right people receive the right
information at the right time
Elements of Communication
Process
message: what need to be communicated
messenger: the person who has something to
communicate
receiver: the person who will receive the message
Encoding: verbal and non-verbal convention of
communication
Decoding: reading by the receiver of the encoding
done by the messenger
ChanneI: the means of communication
Noise
Feedback
Model of Communications
SENDER-MESSAGE-CHANNEL-RECEVER
(S.M.C.R.)
Sender??
Message??
Channel????
Receiver?????
Schematic diagram of a general
communication system
What do you mean by
ntegrated?
More than one media together
Amalgamation
Combination
Synergy
Conflux
What do you mean by
Marketing?
Product, services, ideas, people
Quality, Mix, price, benefit, brand, discounts,
concept, CSR, new products, variants, service
centers,
AMA definition of Marketing
New Definition of Marketing (est. in 2007)
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.
Previous Definition (est. in 2004)
Marketing is an organizational function and a set of
processes for creating, communicating, and delivering
value to customers and for managing customer
relationships in ways that benefit the organization and
its stakeholders.
What do you mean by
communications?
Transferring of message
ntegrated Marketing
Communications
..ording to The 2eri.,n M,rketing
sso.i,tion,IMC is
"a planning process designed to assure that all
brand contacts received by a customer or
prospect for a product, service, or organization
are relevant to that person and consistent over
time.
4A's (2eri.,n sso.i,tion of dvertising
gen.ies) definition
"a concept of marketing communication planning
that recognizes the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines- for
example, general advertising, direct response,
sales promotion,, and public relations- and
combines these disciplines to provide clarity,
consistency, and maximum communication
impact.
Evolution of MC
Started in 1980s
Focus on effective communications
To gain customer mind share and bombard
them with bundle of messages
Uses of various promotional tools other than
mass media
rowing importance of IMC
From media advertising to multiple forms of
communication.
From mass media to more specialized (niche)
media, which are centered around specific
target audiences.
From a manufacturer-dominated market to a
retailer-dominated, consumer-controlled
market.
From general-focus advertising and marketing
to data-based marketing.
continued...
rowing importance of IMC
ontinued...
From low agency accountability to greater
agency accountability, particularly in
advertising.
From traditional compensation to
performance-based compensation (increased
sales or benefits to the company).
From limited nternet access to 24/7 nternet
availability and access to goods and services.
Five FundamentaIs of Integrated
Marketing
Fundamental 1: ntegrated Marketing Starts With the Customer
Fundamental 2: ntegrated Marketing Emphasizes Customer
Processes
Fundamental 3: ntegrated Marketing Transcends Campaigns
Fundamental 4: ntegrated Marketing Requires nteraction and
Dialogue
Fundamental 5: ntegrated Marketing s a Fusion of Sales,
Marketing, and Service
360 degree MC
M 19, 2005 INTE#TED M#ETIN COMMUNICTIONS
P#O#M HELPS
TOSHIB MINTIN COMPETITIVE EDE IN CONSUME#
ELECT#ONICS M#ET
Applying years of consumer electronics
experience to its marketing efforts and constantly
looking for ways to recognize consumer trends
and changes, Toshiba America Consumer
Products, L.L.C. ("Toshiba") continues to execute
an integrated marketing campaign built on the
foundation of "mage is Everything."
Customers Speak.and Toshiba Listens
Toshiba has a long history of developing marketing
programs that are the result of direct consumer
research and input, and the recent campaigns are no
exception.
Having just completed a series of nationwide
research, Toshiba is well armed with industry data
that will help point its marketing resources in the right
direction and ensure that they are speaking to the
most targeted consumer using messages that will
resonate.
Some of the initial research points to .
Toshiba's strong reputation of delivering quality products
while other areas take a closer look at the most
important factors in a consumer's decision making
process.
"We were very pleased that the research validated our
approach to promote lifestyle and the overall breadth of
our product offerings," said Tina Tuccillo, Toshiba's Vice
President of Marketing Communications. "Other key
learnings will allow us to build an aggressive marketing
plan that captures and uses an extensive amount of
customer information in setting and tracking marketing
strategy."
The Integrated Marketing DiscipIines
With fresh insight on its consumers' wants and behaviors,
Toshiba can now more effectively arm its unified product sales,
training, advertising, public relations, trade show and online
teams with consistent, integrated messages and themes.
y maximizing its reach in the most cost effective way, Toshiba
has been able to keep a consistent, positive position in the
Consumer Electronics marketplace.
The proof is found in Toshiba's leadership in many of the
Television and Digital Audio Video product categories in which it
competes. This is not only a tribute to Toshiba's outstanding
product quality, but also to its ability to promote a strong brand
image.
Advertisement
Toshiba's plans for
itupcoming advertising campaign will continue to
promote the brand as well as its full line of TVs and
Digital Audio Video products.
The new ads will continue to support Toshiba's
lifestyle appeal while focusing on the overall breadth
of the Toshiba line of products and their ease-of-use
features, modern space saving designs and
convenience.
PR
Toshiba's pubIic reIations program has focused on
the impact of consumer electronics on consumer's
lifestyles, particularly the benefits, features and
overall experience that Toshiba products provide to
its customers.
y implementing a combination of media relations,
product reviews, creative mailers, product placement
opportunities, media tours, trade events and more,
Toshiba's public relations program, like the
advertising campaign, continues evolving to
communicate, educate and increase consumer
awareness of Toshiba products to a larger yet
targeted audience.
Online
Toshiba's award winning onIine
communications have also improved with the
launch of its redesigned web site
(www.tacp.toshiba.com) to help consumers with a
host of new features and tools which will ensure that
the shopping experience is as easy and enjoyable as
possible.
The site provides access to product information and
registration, owner's manuals and service information
as well as enabling consumers to purchase
accessories including Portable DVD batteries and TV
stands.
Online contd.
The look and feel of the site also integrates a lifestyle
theme that connects all of Toshiba's marketing
disciplines.
Online communications and the unveiling of
www.gigabeat.com were also key for the launch of
gigabeat as Toshiba reentered the portable digital
audio category.
The site, dedicated to gigabeat and the gigabeat
community, features innovative product guides,
music links, accessory information and product
updates.
Training and dealer Support System
As part of its integrated marketing strategy, Toshiba
strategically positions its Training and DeaIer
Support Team in metropolitan areas around the
United States, in order to provide support for key
retail partners.
This internal team is composed of dedicated and
knowledgeable product trainers (Field Support
Representatives) who are eager to help the
salesforce make it easier for consumers when they
are looking to buy their next Television or Digital
Audio Video player.
Training and dealer Support System
Toshiba understands the importance of building relationships at
the store level and arming front line sales people with the tools
necessary to sell Toshiba products successfully.
Specific materials that are designed to help the retail salesperson
also communicate the overall integrated lifestyle theme, and that
campaign is shared with retailers as well.
Whether it's a product review from the public relations effort to
help make a sale, or a creative collateral sales tool that highlights
product features and benefits in an easy way, the goal is to
create an image that can be channeled through the "last three
feet" between retail salesperson and the consumer.
Product Materials
Toshiba has also developed a full array of product
materiaIs including catalogs and product specific
collateral to meet customers' needs.
Catering to different sets of needs, Toshiba offers
catalogs devoted to its main TV and Digital Audio
and Video lines, its Cinema Series line, the new
ntegrated HD Television line, accessories and
stands, and dimensional drawings which include
measurements and weights and carry the telltale
lifestyle images to reinforce the Toshiba brand and
products.
Consumers can order product information materials
by calling 1-800-631-3811 or by visiting
www.tacp.toshiba.com.
Contd..
"eyond these individual disciplines, there is a
unification of lifestyle themes that really make the
campaign relevant and memorable to the consumer,"
added Tuccillo.
"y incorporating lifestyle imagery throughout our
catalogs, advertising, on the website, and bringing
them to life at press events like Toshiba in Your Life
and at trade shows, we are able to communicate an
overall Toshiba brand feeling and recognition to
consumers."
Case Study for Integrated Marketing
Communications
Earlier this Spring, to support the product launch of its new
gigabeat portable hard drive devices, Toshiba's Marketing
Communications department developed an integrated marketing
campaign that incorporated various components such as
advertising, public relations, online, promotions and point of sale.
ased on the theme of "Music in Color", the new ad campaign
will feature well-known artists such as lues Traveler, Joan Jett
and the lackhearts and the new emerging band, Vendetta Red.
To celebrate the launch, Joan Jett and the lackhearts hosted
the gigabeat launch party at the Times Square Studios in New
York featuring a live performance by lues Traveler.
Contd..
The "ecause Music is Just etter in Color" advertising
campaign, currently running in major media print and broadcast
outlets, will emphasize the product's innovative 2.2 inch display.
The campaign will feature TV spots appearing on MTV networks'
properties such as VH-1, MTV, Comedy Central and TV
Land. n conjunction with the TV campaign, print ads will
highlight the "ecause Music is Just etter in Color" theme.
Toshiba has also partnered with Rolling Stone magazine to
promote gigabeat both in print and online.
The result is an integrated marketing campaign and strong
partnerships that will allow Toshiba to leverage its brand at retail
in order to develop a solid presence in the crowded MP3 market.