Quản trị truyền thông (Tổng hợp Slide)

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Truyền thông marketing tích hợp

Giới thiệu về học phần: Nội dung học phần và phương pháp đánh giá
Bài giảng 1: Tổng quan về truyền thông marketing tích hợp và nâng cao giá trị thương hiệu
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Hello and welcome from the

module team!
• Lecturer: MSc. Uyen Hong Nguyen
§ Email: uyennh@uel.edu.vn
§ Office: B2.401, Mondays, Tuesdays & Thursdays
Tổng quan về học phần
Mục tiêu là:

• Giới thiệu về học phần, phương pháp giảng dạy, tài liệu học
tập và phương thức đánh giá học phần
• Làm rõ khái niệm Truyền thông marketing tích hợp (IMC)
• Cho biết vai trò của IMC đối với tiến trình marketing
Tính thuyết phục trong xã hội tiêu dùng
• Các nhãn hàng cố gắng thuyết phục chúng ta ở khắp nơi trong cuộc
sống hằng ngày
• Thông qua môn này, mong muốn:

• Để ý đến các hoạt động thuyết phục
• Đưa ra lựa chọn hợp lý
• Có thêm kiến thức và kỹ năng trong việc phát triển các chiến dịch truyền
thông
MSc. Nguyễn Hồng Uyên

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THE MODULE MODULE CONTENT

In this module you will be building Module delivery consists of 7 lectures in 7
on your integrated marketing weeks AND 2-3 workshops
communications (IMC) knowledge ▸ Module lectures will cover key integrate
and applying it to create IMC marketing communications principles
solutions and concepts, supported by examples of
THE MODULE & ITS On successful completion of this
current practice
CONTENT & module you will be equipped with ▸ Workshops are designed specifically to
ASSESSMENT develop the skills you need for your
knowledge and skills to respond to a presentation - and offer a chance for us
range of integrated marketing to get to know you better!
communications issues.
MODULE ASSESSMENT
Module assessment consists of
▸ 25% Learning Process (Group
Presentation + Quiz + Bonus)
▸ 25% Mid-term Assessment (Group
Essay + Report)
▸ 50% Final term Assessment (Multiple
Choices)
Module reading
You should already have purchased the core text or get access to:
v Bill Chitty, Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Terence A. Shimp, J. Craig Andrews (2021)
Integrated Marketing Communications (6/e), Cengage.
Further reading:
v Fill, C. (2019) Marketing Communications: touchpoints, sharing and disruption (8/e), Pearson.
v Egan, J. (2019) Marketing Communications (3/e), SAGE Publishing.
As this is a module about current practice, you are strongly advised to read trade press and journals
in addition to the module texts and further reading
Put these in your favourites folder today and sign-up for free:
• www.ted.com
• www.thedrum.com
• www.advertisingvietnam.com
• www.marketingmagazine.co.uk
BEING A “GOOD STUDENT”
• Know exactly what we’re looking for
• Keep up
• Be engaged (not just about attendance)
• Energy and initiative
• Take pride in your work
• Responsibilities to fellow students
• Be respectful to each other and module team
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Week Lecture
1 Chương 01: Tổng quan về truyền thông marketing tích hợp
Chương 02: Mô hình quá trình truyền thông
2 Chương 03: Tính thuyết phục trong IMC & phân khúc thi trường, định vị thương hiệu
3 Chương 04: Thiết lập mục tiêu và ngân sách cho chiến dịch IMC
4 Chương 05: Xây dựng chiến lược thông điệp sáng tạo
5 Chương 06: Phân tích và lên kế hoạch sử dung phương tiện truyền thông
6 Chương 12: Đánh giá hiệu quả hoạt động truyền thông marketing
7 Chương 07: Quảng cáo truyền hình, in ấn
Chương 08: Truyền thông trực tuyến và mạng xã hội
8 Chương 09: Marketing trực tiếp và Xúc tiến bán
Chương 10: Bán hàng cá nhân và marketing quan hệ
9 Chương 11: Quan hệ công chúng và tài trợ
Ôn tập
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Chapter 1
Integrated marketing
communications and brand
equity enhancement
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Copyright © 2018 Pearson Education Ltd. All Rights Reserved.
Learning objectives
Introduce Identify Relate

LO1: Định nghĩa truyền LO3: Quy trình LO4: Định nghĩa về -
thông marketing tích truyền thông giá trị thương hiệu
hợp (IMC) (brand equity);
- kiến thức thương
LO2: Tổ hợp IMC hiệu (brand
knowledge);
- nhận biết thương
hiệu (brand
awareness)
- hình ảnh thương
hiệu (brand image)
Today’s chapter contents
Integrated Marketing
Communications (IMC) definitions &
its extension
The role of IMC in the Marketing

process & Brand equity
The nature of marketing communications
Marketing Communications
Marketing là một tổ hợp các hoạt Giao tiếp là quá trình truyền đạt
động liên quan nhằm chuyển ý những suy nghĩ và ý nghĩa được
tưởng về ‘giá trị’ cho khách hàng chia sẻ giữa các cá nhân, hoặc
thông qua quá trình trao đổi. giữa các tổ chức và cá nhân.
Strategy development phase Implementation phase
Marketing Communications/ Truyền thông marketing

ü Tạo điều kiện trao đổi bằng cách nhắm mục tiêu (targeting) một nhóm khách hàng.
ü Đặt sản phẩm của mình khác biệt với các đối thủ cạnh tranh để mang lại "tính độc đáo".
ü Chia sẻ ý nghĩa chung (common meaning) với đối tượng mục tiêu.
Marketing communication mix
Advertising
Digital
Marketing marketing
public relations communications
Marketing
Point-of-
Sponsorship communicati purchase
on mix communications
Personal selling Direct marketing
Sales promotion
MSc. Nguyễn Hồng Uyên

Sự trỗi dậy của tiếp thị kỹ thuật số &
mạng xã hội
• Traditional advertising media on the decline.
• Digital media channels on the rise, including
mobile, digital communication and social media
channels.
• Less costly, les cluttered and potentially more
effective
• Media fragmentation.
• Include term: earned, owned and paid media
Digital advertising in Vietnam - statistics & facts
Statista 2021
The role of IMC in branding
A strategic process aimed at enhancing brand equity by:
• providing a consistent message
• targeting a group of consumers
• creating unique mental associations
• optimising long-term value of the brand.
What’s IMC?
Sự tích hợp của tất cả các hoạt động marketing gắn với lập kế
hoạch, phát triển, thực hiện và đánh giá các chương trình truyền
thông thương hiệu, sử dụng kết hợp các công cụ truyền thông
marketing (Chitty và cộng sự, 2017)
The practitioner viewpoint: “A campaign that works equally well across

online media, TV, print and outdoor” Tim Bourne, CEO Exposure agency
Three components of IMC
Synergy works to ensure
The concept relies on
that all marketing
delivering the marketing
communications are
message to all relevant
coordinated and
stakeholders.
consistent.
A process determines
the types of messages
and media channels that
will best reach the
chosen market segment.
Key features of IMC
1 Start with the customer or prospect
2 Use any form of relevant contact
3 Speak with a single voice
4 Build relationship
5 Affect behaviours
Traditional marketing versus IMC
A fundamental, strategic change from traditional marketing
communications, IMC includes:
• exploring advertising channels outside the traditional mass media

outlets
• a more focused communications method that better targets
selected segments
• expectations from advertising agencies of greater diversity of
communication channels, while still creating a consistent message
• ensuring optimal ROI due to higher levels of accountability
• creating a culture of ethical behaviour.
Ethics in IMC
• What is ethics in IMC?
• The importance of codes of ethics.
• Agency code of ethics.
o Stand up for what you believe is right
o Honour all agreements
o Don’t break the law
o Respect all people
o Strive for excellence in everything you do
o Give clients your best advice, without fear or favour
o Look after your colleagues
o Compete fairly
o Think before you act
o Be honest
New changes in practices (4Ps to SIVA)
Solution Information Value Access

The role of the agency
Three alternative ways to perform the advertising function:
In-house agency Full-service agency Specialised agency
• Employ • Perform research, • Digital marketing

advertising staff provide creative company
and absorb the service, conduct • Content creation
overheads media planning • Direct mail
required to and buying, agency
maintain the undertake a
staff’s operation variety of client
services
The marketing
communications process
The process consists of the
following:
• fundamental decisions
• implementation
decisions:
• program evaluation
1. Fundamental marketing communication
decisions that can enhance brand equity
Positioning Targeting
Setting
Budgeting
objectives
Positioning and targeting
• A brand’s position is directly related to the target segment.
• The position represents the brand’s meaning and shows off its
uniqueness.
• Targeting offers a cost-effective approach to communications.
• Positioning and targeting encompass demographics, values and
lifestyles.
Setting objectives and budgeting
• Communication decisions reflect the brand’s goals.
• Some goals include:
o introduction, building and defending a brand
o developing awareness, recall and intention to buy the brand.
o Common objectives for IMC: facilitate the successful introduction of new brands, build sales of
existing brands by increasing the frequency of use, inform intermediaries about brand
improvements, enhance a brand’s image, generate sales lead, persuade the intermediaries to
stock the manufacturer’s brands, stimulate point-of-purchase sales, develop brand awareness,
acceptance and insistence, increase consumer loyalty, improve corporate relations, counter any
bad publicity about a brand, created good publicity, reduce the effectiveness off competitor’s
communication efforts, provide consumer with reasons for buying immediately, etc.
• Communications decisions should remain cost-effective.
Fundamental marketing communication
decisions
Position and
target Guiding structure
(What to say and
who to reach)
Objective Budget
(What to (How much to
accomplish) spend)
2. Marketing communication implementation
decisions
Evaluate
program
Establish
the brand
Select media
outlets
Create the
messages
Select the mix of
communication
elements
3. Program evaluation
• Measure campaign results against marketing objectives.
• Measure communication outcomes:

• Awareness
• Comprehension
• Attitude
• Attention
• Increasing accountability related to effectiveness.

The concept of brand equity (Giá trị
thương hiệu)
• IMC should positively affect brand equity.
• A ‘brand’ is a name, term, sign, symbol or
design, or a combination of these elements,
intended to identify and differentiate the
goods and services of one seller to those of
competitors.
• Brand equity is the goodwill (equity) that an
established brand has built up over the period
of its existence.
• Brand equity has also been referred to as the
power and value of brands.
Brand equity goals
Set
Increase Increase
premium
market brand
pricing
share loyalty
strategies
Brand equity formulation
Brand awareness Brand image

(familiarity with the brand) (strong and unique
brand associations)
Brand equity
(Two dimensions form brand knowledge.)
Two dimensions of brand knowledge
Brand awareness Brand image
• Does a brand name • What types of

come to mind when associations (thoughts
consumers think about and feelings) come to
a particular product consumers’ minds
category? How easily when deciding
is the name evoked? whether to purchase a
particular brand?
Brand awareness
• Move brands from a state of

unawareness to awareness TOMA
• To recall
Brand recall
• Ultimately move to
top-of-mind awareness
(TOMA) Brand recognition
Unaware of brand
Source: Reprinted with the permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group, from Managing Brand
Equity: Capitalizing on the Value of a rand Name by David A. Aaker, Copyright ã 1991 by David A. Aaker. All rights reserved
Brand image
• The associations (specific thoughts and feelings)
about a particular brand
• Stored in memory
• Recollections of experiences
• Conceptualised as:
• type
• favourability
• strength
• uniqueness.
Customer-based brand equity framework
Leveraging brand meaning
• Favourable brands do not emerge

automatically.
• IMC should develop a favourable

message and strong, unique
associations
• By leveraging its positive

associations with others, places,
things and people
Enhancing brand equity
• Co-branding, pop-up stores

Extending the brand
• Various marketing techniques allow for the parent brand to be
extended:
• co-branding
• ingredient branding
• products carry multiple brand names
• associations of each brand are likely to be shared
• the names of brands that make up a product can be promoted, leading to
more favourable and stronger associations.
Top 10 most valuable Australian brands
World-class brands
• Some brands have exceptional (global) presence.
• This can be measured globally by researching:
• awareness
• perceived quality
• intention.
In summary, so what is the purpose of marketing
communication?
Fill (2013) uses the mnemonic DRIP to remind us that communications can be used to:
• Differentiate
• Remind (or reassure)
• Inform
• Persuade
But it does more that that. It also

• entertains and
• transfers values.
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The Communications Mix
MC Tools
Advertising MC Media
Sales Promotion
Personal Selling Traditional
Public Relations
Direct Marketing Digital
Social
Messages
• Informational
• Emotional
• Use-generated content
• Branded content
49
TOOLS: The 4Cs framework – key characteristics of the
tools of marketing communications (Fill 2013)
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1

Lecture 2: The communication process
Chapter 2
The communication
process
Prepared by Uyen H. Nguyen 2

Learning objectives

The How the element The basic
communication of the features of the
process communicaion
process transfer two models of
meaning from consumer
the sender to the behaviours:
receiver
- CPM
- HEM

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Content
An introduction to the
communication process & its
elements
Consumer Behaviours in assessing

the message
The communication process & its elements
A Model of the Communication Process (Belch, 2019)

Details of the elements of the communication process
• This is the sender of the message (e.g. an advertiser or
salesperson) who has ideas about the product to share with
Source the target audience. They encode these ideas by translating
them into symbolic form
• To create brand awareness and recall

Communication • To establish a positive brand image in a consumer’s memory
objectives via positive associations
• To encourage purchase behaviour
• The message is the symbolic expression of what

Message
the communicator intends to achieve
• The path of the message as it moves from source

Message channel
to receiver (TV, newspaper, billboards, t-shirt)

Elements of the communication process (cont.)
• The target audience (current and potential customers) with

Receiver whom the source attempts to share ideas
Communication • The target audience’s experiences or outcomes received,

outcome which must match the communicator’s expected outcomes
• The means through which the source evaluates how

Feedback accurately the intended message is being received and
whether it is accomplishing its intended objectives
• Interference and distortion at any stage of the

Noise communication process that may interfere, interrupt or
distract from the intended message

The communication process & its elements
A Model of the Communication Process (Belch, 2019)

Effective communication
• Effective communication ensures that the message
from the sender to the receiver is based on a common
meaning.
• A lack of common meaning can lead to:
• a waste of resources
• an ineffective message.

Neural cues
• Neuromarketing research shows that certain aural (and other
cues) can be especially appealing to consumers.
• Marketing communication appeals rely on our senses.
• All brand touchpoints, whether company-created or not, have
an impact.

Communications for the 21st century
• Technology will influence:
• how information reaches consumers
• who seeks out information
• places where information can be gathered, outside of those created by
marketers.
• A two-way communication model for this technology- driven age

needs to be adopted.

Communication model for the technology-driven age

Marketing communications and
meaning
• Meaning is developed by accomplishing specific

brand-level objectives.
• Meaning can be derived from a number of
perspectives:
• semiotics
• symbols.

Semiotics (Ký hiệu học)
• Semiotics is the study of signs and
the analysis of meaning-producing
events.
• Signs are stimuli that may include
both linguistic and
non-linguistic signs.
• Meanings are the thoughts and
feelings evoked by
the stimuli (kích thích).

Semiotics formula
Signs Meanings
(non-linguistic (perceptions and
stimuli) affective reactions to
a stimuli)
Semiotics

Signs (Dấu hiệu)
• Signs are the stimuli used to evoke an intended meaning.
• Signs contain no meaning in themselves; they must be paired with a
person’s internal responses.
• Signs are most effective when they are common to both the sender
and receiver.

Meanings (Ý nghĩa)
• Meanings can be considered the perceptions (thoughts) and affective
reactions (feelings) of the receiver.
• Meanings are evoked by stimuli (signs).
• Meanings are internal and open to individual interpretation, rather
than external.

External influences on meanings
• Marketing communications take place in cultural and social
environments that are already loaded with meaning.
• These external influences (values and beliefs, and artefacts of these
values and beliefs) are learned through socialisation.
• These external influences can influence the internal interpretations of
the marketing communications.

Symbols (Biểu tượng)
• Symbols are used to establish a
relationship between a brand and a
referent; e.g. Red Bull uses the
picture of two bulls to represent
strength.
• Often the symbolic relationship is
established using figurative, or non-
literal language.

Three forms of figurative language
Simile (Ví von)
• uses comparisons (as or like) to highlight the message.
Metaphor (Ẩn dụ)

• applies a word or phrase to give meaning to concept or object it does
not literally describe – ‘love is a rose’.
Allegory (Ngụ ngôn)

• characters, figures or events are used in a narrative or pictorial form
to represent difficult-to-advertise products.

Behavioural foundations of marketing
communications
Understanding the behavioural foundations aids in:

• influencing consumers’ brand-related beliefs
• attitudes towards the brand
• emotional reactions to the brand
• ultimately, the choice of brand.

Head OR Heart
• Analysis of consumer choice should not oversimplify the process.
• Consumer decision-making is very complex and is unlikely to be based on
either:
• pure reason
• cold, logical, and rational
or
• pure feelings
• passionate, spontaneous, irrational.
• Rational (hợp lý) and hedonic (hưởng thụ) models are not mutually
exclusive.
Two models at either end of the
continuum
Consumer Hedonic,
processing model experiential model
(CPM) (HEM)
• pursuing • pursuing
objectives such as objectives such as
value for money fun, amusement or
and maximising
sensory
profit.
stimulation.

The consumer processing
model
Stages 1 and 2
Exposure to information
• the fundamental task is to deliver the
message to consumers.
Selective attention
• actively listening and thinking about
the message
• conscious attention (deliberate
attention) versus automatic attention
(superficial attention).
Stages 3 and 4
Comprehension (perception)
• creates meaning outside of stimuli and meanings
• results in interpretation of the message.
Agreement
• does the message provide agreement or dissonance?
• is the message credible, believable, trustworthy?

Stages 5 and 6
Retention and retrieval
• Both processes involve memory.
• Information is received by sensory receptors (eyes, ears, nose).
• Information is processed and stored in long-term memory (LTM).
• LTM is transferred to short-term memory (STM) for processing at a later
time (e.g. when making a purchase).

Stage 7 & 8
Decision making Action
• Using information stored in • Consumer behaviour is not
memory, consumers often seek linear.
out the best brand. • Behaviour is not always
• Sometimes information is consistent with preferences.
conflicting; therefore consumers • Situational influences may
apply a decision heuristic, such as act as the disruptor in
the affect referral or reasoned choices.
compensatory heuristic.

The hedonic, experiential model
• The greater the emotional involvement, the greater the influence of experiential processes
• Product consumption results from the anticipation of having fun and pleasurable feelings.
• Examples include:
• performing arts
• plastic arts
• popular forms of entertainment
• fashion apparel
• sporting events
• leisure activities
• recreational pursuits.

Example of HEM oriented advertising

CPM and HEM perspectives
• Verbal stimuli and rational arguments are most appropriate in CPM
oriented marketing communications.
• Non-verbal content or emotionally provocative words are most
appropriate for HEM oriented marketing communications.
• However, CPM and HEM are not mutually exclusive as such.
Finally, it is important to remember that no single marketing communications approach,

whether based on CPM or HEM processing, is effective in all instances.

1
Integrated Marketing Communications

Lecture 3: Persuasion in marketing communications
Chapter 3
Persuasion in
marke-ng
communica-ons
2
Learning objectives

The receiver and Channel, The various
persuasion, the message and ethical issues in
tri-component sources factors in persuasion
model of persuasion
attitudes, and
the various
consumer
response models
Content
Persuasion in marketing
communications
Channel, message and sources

factors in persuasion
The important dimensions of the marketing
communication model & its relation to persuation
• Nature and
• Factors
• Message env of impacting
• Source structure channel consumer
attribute Message • Message Channels • Processing understanding
Source appeal Receiver
• Types of factors factors time • Attitudes of
consumers
sources • Peripheral • Access
• Response
cues knowledge
models
structures
Core IMC concepts
• The central concepts of IMC are attitudes and persuasion.
• They are interrelated
Attitudes Persuasion
1. The role of the receiver in persuasion
• Persuasion: An effort by a marketing communicator to influence the

consumer’s attitude and behaviour in a manner that benefits both
the communicator and the consumer.
• Receiver: Targeted group of consumers with whom the marketer
(source) attempts to share the marketing message.
Persuasion tactics
Factors impacting consumer understanding of message
• Reciprocation: Mutual giving and receiving

• Commitment: Pledging and engaging oneself
• Social proof: Looking at the actions of others to model the correct
behaviour
• Likeability: Easy to like and identify with; include physical
attractiveness & similarity, etc.
Using likeability to appeal to consumers
Consumers’ brain orientations
Left-side Right-side
orientation orientation Inclined to be more
Inclined to ra-onal, visual, emotional
cogni-ve thinking, and engaged more
“thinker” in the affective
functions, “feeler”
Attracted the ads

Attracted to ads that make them
supply knowledge feel good and
and facts satisfy their
pleasure need
Product involvement
• Make purchase decisions on limited product and

Low-involvement brand information (not worth the time and effort)
• Without forming a strong attitude (knowledge, act,
products feel)
• Use peripheral cues (celeb, music, humour)
• Make purchase decisions on extended product and

High-involvement brand information (the risk to buy is much higher)
• Form strong, long-term attitudes (Knowledge, feel,
products act)
• Product more information in the marketing message
The nature and role of attitudes
• Attitudes are constructs that cannot be seen, touched, heard or
smelt, but understanding them is central to communicating with
consumers.
• Attitudes are either a positive or negative predisposition towards a
person, an object or an issue.
• Attitudes:
• are learned
• are relatively enduring
• influence behaviour.
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Elements of the tri-component
model of attitudes
• CogniJve – beliefs (knowledge or thoughts) about an
object or an issue
• AffecJve – feelings and evaluaJons about an object or
issue
• ConaJve – behavioural tendency, which represents a
person’s intenJon to make a purchase
Many consumer decisions progress
from cognition to affect and then to
conation.
Consumer response models
• AIDA model
• Innovation adoption model
• Information processing model
• Hierarchy of effects model
• Foote, Cone and Belding (FCB) planning model
• Elaborate likelihood model (ELM)
AIDA model
• Attention
• Interest
• Desire
• Action
Innovation adoption model
• Awareness
• Interest
• Evaluation
• Trial
• Adoption
Information processing model
• PresentaJon
• ARenJon
• Comprehension
• Yielding
• RetenJon
• Behaviour
Hierarchy of effects model
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
Foot, Cone and Belding (FCB) planning
model
Four types of advertising

planning to persuade different
types of consumers for
different products
Elaboration likelihood model (ELM)
• Theory of persuasion and
attitude change that
predicts two forms of
message processing and
attitude change:
• central route
• peripheral routes.
ELM
• ElaboraJon:
• deals with the consumer’s mental ac:vity in response to a marke:ng
message.
• ElaboraJon is a psychological state that:
• categorises mental ac:vity in response to a marke:ng message
• evaluates, engages in and perhaps reacts emo:onally
to the message
• can exist on a likelihood con:nuum ranging from low to high.
Central and peripheral routes
• Central route focuses on:
• message arguments rather than peripheral cues
• acquisition of more information.
• Peripheral route focuses on:
• peripheral cues that involve elements of a message unrelated to the
primary selling points in the message (e.g. background music, attractive
models).
The nature and role of persuasion
• Persuasion aims to ‘guide’ people towards accepting a belief, attitude
or behaviour (B-A-B).
• B-A-B can be related to a tri-component model of attitude.
• Advertisers may:
• appeal to consumers using the CPM approach, or
• appeal to their fantasies and feelings using the HEM approach.
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2. Channel factors
• The way the message is channelled from
source to receiver has a direct impact on
the persuasiveness of the advertisement.
• Factors that impact on the persuasiveness
of the message:
• the nature of the channel
• the environment of the channel
• the processing time
• the consumer’s knowledge structures
• creating brand benefits.
Message factors
Factors that impact on how the
receiver understands the message:
• message structure
• message appeal
• peripheral cues.
Message structure
Factors that impact the structure of the message:
• order of presentation
• conclusion drawing
• message sidedness
• visual messages.
Message appeal
• Fear appeal
• Humour appeal
• Guilt appeal
• Sex appeal
Peripheral cues
• Music
• Motion
• Intense stimuli
• Celebrities
The role of source in persuasion
A source is a communicator with some marketing communication
capacity. Sources used in marketing communication can be:
• Celebrity endorsers
• Typical person endorsers
Source attributes
Credibility Internalisation
•Expertise •occurs when the

•Attractiveness receiver accepts the
•Trustworthiness endorser’s position
on an issue as their
own.
Ethical issues in persuasion
• ‘Ethics’ describes the belief of what is right or wrong;
what is morally acceptable.
• Ethical approaches that do not vary in the extreme
(do not cause extreme dissonance) can have a
posiJve effect on the brand.
• Social responsibility should be built into the branding communicaJons,
rather than being an add-on.
• Coca-Cola undertook an educa:on campaign into high sugar intake.
Ethics in IMC
• When celebrities, however, act unethically and/unlawfully, that can
impact negatively on their persuasiveness during marketing
communication
• e.g. Maria Sharapova abandons
her brand promise.
1

Lecture 4: Establishing objectives and budgeting for IMC campaigns
INTEGRATED
MARKETING
COMMUNICATION
FRAMEWORK
Chapter 4
Establishing objectives
and budgeting for IMC
campaigns
3
Learning objectives
Understand Know Relate

How advertising how to set importance of
influences achievable IMC budgeting
investment and marketing and the practical
brand equity objectives, and considerations
how this is that guide
influenced by the budgeting
Various functions hierarchy-of-
that advertising effects model
performs and the
advertising
management
process
Content
Advertising influences investment

and brand equity
IMC budgeting
Advertising Ad investment
• One of the most frequently used • Advertising is not just a current
marketing tools expense, but an investment in long-
term success.
• Characterised as impersonal and
one-way communication • Consistent investment spending is the
key factor underlying successful
• Paid for by the sponsor advertising.
• Predominantly used to build brand • Stopping or reducing advertising can
awareness cause a brand to lose some of its
• Advertising consumes a major equity and market share.
proportion of marketing budgets.
Putting advertising in perspective
Profit = Revenue – Expenses
Revenue = Price x Volume
Volume = Trial + Repeat

Putting advertising in perspective (cont.)
Arguments for investing Arguments for reducing

in advertising advertising expenditure
• Investment in advertising • Decreasing advertising

requires that incremental expenses will increase
revenue exceeds profits, if all other
advertising expense. expenses are held
constant.
Which approach is more beneficial? Elasticity
Appropriate strategy considering elasticity
• Maintain status quo • Spend more on

• Most suitable when advertising
consumers have well- Neither • Most suitable for
established price- More cosmetics, designer
preferences elastic nor advertising- labels, home
furnishing
advertising elastic
-elastic
Both price-
More price- and
• Price discounting
elastic advertising-
• Increase advertising
and/or discount prices
• Suitable when elastic • Suitable for: breakfast
branding switching is
cereals, cars,
high, consumer goods
household appliances
An investment in brand equity
• Marketing’s objective is to enhance the equity in
a firm’s brand.
• ‘Strong advertising’ refers to advertising that is
different, unique, clever and memorable.
• Not all advertising builds equity.
3. Marketing communication functions and process
Informing
Persuading
Reminding
Adding value
Assisting other company efforts

Details of the Functions
Informing Persuading
• Facilitates the introduction of new brands. • Convinces customers to try advertised
products and services.
• Educates consumers about the features and
benefits of existing brands. • Influences primary demand (i.e. demand
for an entire product category).
• Facilitates the creation of positive brand • Builds secondary demand (i.e. the demand
images. for a specific company’s brand).
• Increases the demand for existing brands.
• Teaches consumers new uses for existing
brands
(usage expansion advertising).
Reminding Adding value
• Keeps a company’s brand fresh in • Companies can add value to their

the consumer’s memory. products through:
• Can encourage brand switching by • product innovation
reminding consumers that the brand • improving product quality
is available and that it possesses
favourable attributes and benefits. • altering consumers’ perceptions.
• Advertising adds value to brands by
influencing consumers’ perceptions.
Assisting other company efforts
• Advertising is just one element of marketing

communication.
• Sometimes advertising facilitates other company
efforts in the marketing communications process
(e.g. lends credibility to salespeople’s claims).
Managing the marketing communication process
3. Setting marketing communication
objectives
An expression of Guide the budgeting,

Provide standards
marketing message and media
against which results
management aspects of a brand’s
can be measured
consensus advertising strategy
Moving consumers from one goal to the next
Setting objectives
Influence consumers’
Make consumers
expectations about a
aware of a new
brand’s attributes
brand
and benefits
Encourage
consumers to try the
brand
Brand loyalty
• Highest tier of the hierarchy-of-effects model
• No guarantee that consumers will move to this level
• Create a preference for the brand; reduce a consumer‘s brand
switching tendency
• Generating consumer loyalty requires:
• providing a brand that satisfies consumers’ needs
• continuous advertising to reinforce consumers’ brand-related beliefs and
attitudes.
Setting achievable advertising objectives
Include a precise
Be quantitative Specify the
statement of who,
and measurable amount of change
what and when
Be internally Be clear and put it

Be realistic
consistent in writing
Advertising objective Advertising objective
(an alternative approach)
(the traditional view)
• The traditional view rejects the use • An alternative view (antithesis)
of sales as a suitable advertising asserts:
objective. • advertising’s purpose is to generate
• Sales volume is the consequence of a sales, or gain market share
host of factors • sales measures are ‘vaguely right’.
in addition to advertising.
• The goal of advertising is not solely
• The effect of advertising is delayed. to generate awareness, influence
expectations, or enhance
• Sales cannot be accurately assessed. attributes, but rather to generate
sales.
Advertising objective
(a more recent approach)
• A more recent view focuses Sales

on accountability. increase
Enhance Market
• Measurables include attitudes share
the traditional and
alternative approaches. Influence
ROI
expectations
Awareness
4. Budgeting for marketing communications
• The optimal level of any investment is the level that

maximises profits (MR = MC).
• Advertisers should continue to increase their advertising
investment as long as it is profitable to do so.
MC MR
= (Change in total cost) = (Change in total revenue)
(Change in quantity) (Change in quantity)
= DTC/Q = DTR/Q
Factors when establishing an advertising
budget
Competitor’s
advertising
e activity
c tiv av Fun
je ail ds
ob ab
le
Ad
Practical budgeting methods
Percentage-of-sales budgeting
• A company sets a brand’s advertising budget by establishing the
budget as a fixed percentage of past or anticipated sales volume.
• This method has been criticised as illogical, as it reverses the
relationship.
• The true is relationship is that sales are a function of advertising.
Sales = f (Advertising) [true relationship]
Advertising = f (Sales) [percent of sales reverses logic]
Competitive parity method
• This method sets the ad budget by basically following what
competitors are doing.
• Armed with knowledge of its competitors’ budget, it may choose to
match or exceed that budget.
Objective-and-task method
• This is the most defendable budgeting method. Its sequential
procedures are:
• establish marketing objectives
• assess communication objectives
• determine advertising’s role
• establish specific advertising goals.
Affordability method
• The affordability method is used by only the most unsophisticated
and marginal firms.
• Only the funds left after everything else is budgeted for are used for
advertising.
• Affordability and competitive considerations influence the budgeting
decisions of all companies, but not to the same extent.
5. Legal and regulatory issues in advertising management
• The regulatory environment is premised on protecting
consumers from unscrupulous practices.
• Competition and Consumer Act 2010. The Act deals
with:
Misleading
Misuse of
Resale price and
Price fixing market
maintenance deceptive
power
conduct
Primary and Anti-

Exclusive
secondary competitive
dealing
boycotts behaviour
Homework
Thống kê các luật quảng cáo, truyền thông marketing tại Việt Nam
IMC Planning Model
Review of marketing plan
Analysis of promotional program situation and the communication process
Budget determination
Develop integrated marketing communications programs
Direct Digital/Internet Sales
Advertising PR/publicity Personal selling
marketing marketing promotion
Advertising Direct- Internet Sales PR/publicity Personal-selling

marketing marketing promotion objectives objectives
objectives objectives objectives objectives

marketing marketing promotion strategy strategy
strategy strategy strategy strategy
Direct-
Advertising Internet Sales promotion PR/publicity
marketing Sales message
message & message & message & message &
message & strategy and
media strategy media strategy media strategy media strategy
media strategy sales tactics
& tactics & tactics & tactics & tactics
& tactics
Integrate and implement marketing communications strategies

Monitor, evaluate, and control IMC Program
1

Lecture 5: Developing message strategies
MSc. Uyen H Nguyen

Chapter 6
Developing message
strategies
2
Learning objectives
Understand Identify Explain

The role of The features of Corporate image
advertising IMC effective marketing and issue
agencies, and the communications advertising
relationship (endorsers,
between agency humour, appeals –
and client The alternative fear & guilt)
styles of creative
advertising
The concept of
means–end chains
Today’s lecture contents
1. IMC agencies & clients

2. Creative advertising
3. Advertising strategy formulation
4. Creative strategies
5. Means–end models
6. Corporate image
7. Issue advertising
MSc. Uyen H Nguyen

Participants in the IMC process
Participants in
the IMC process
Marketing Collateral
Advertiser Advertising Media communication service/Full
(Client) agency (Agency) organisation specialist service
organizations:
Direct-marketing
agencies, Sales
promotion agencies,
Digital/interactive
agencies Public
relations firms
MSc. Uyen H Nguyen

There are many ways for the advertisers to perform the
advertising function.
1. in-house advertising operation

2. use of full-service agency (collateral service)
3. purchase advertising services on an as-needed
basis from specialised agencies
Full service advertising agencies perform

creative, media, research and account
management services.
MSc. Uyen H Nguyen

Client Agency
Agencies are the organizations that offer their
expertise and service in one or more fields of
marketing. (Eagle et al. 2020)
Clients are those in possession of a particular

product of service with the objective of marketing
it to a group of customers or consumers. (Eagle et
al. 2020)
https://www.lionscreativity.com/ https://adjob.asia/job-type/internship/
https://www.lovethework.
com/awards/film-lions-
141?year=2021
EXPLORE.
https://lovetheworkmore.com/
Collateral service organisation
Media Research Account
Creative services
services services management
• Develop • Select the best • Study • Link the agency
advertising advertising consumers’ with the client
copy and media buying habits,
campaigns purchase
preferences
and
responsiveness
MSc. Uyen H Nguyen

Client and agency relationship
Full-service advertising agency Agency compensation

Expertise in negotiating media The fee for performing
schedules advertising functions can be
Some control may be lost based on a:
Ø monthly fee structure
Ø job-by-job status
Ø outcome-based system.
The relationship between client and agency is more complicated than the
classic vendor-seller relationship. (Eagle et al, 2020)
The importance of creativity in advertising
Creative strategy
• Determines what the advertising message will say or

communicate
Creative tactics
• Determine how the message strategy will be executed

Constructing a creative brief
7. What does the target audience currently think/feel?
1. What is the background to this job?

8. What do we want the target audience to think/feel?
2. What is the strategy?
3. What is our task on this job? 9. What do we want the target audience to do?
4. What is the corporate and/or brand positioning?

10. What is the single-minded proposition?
5. What are the client’s objectives for this job?
11. Why should the target audience believe this
6. Who is the target audience? proposition?
12. How should we speak to them?

Condensed advertising campaign for Pepsi Max
Core male demographic ageing
Losing its edge to Coke Zero
Persuasion via a consumer’s

Objective Media purchasing strategy
values/lifestyles
Increase digital and experiential

Reduce TV advertising
advertising
Increase emotional
Volume share increases in connection with men aged
grocery, petrol and convenience 20 to 29 with two
positioning statements Ads on buses and bus shelters
stores
‘Live life to the full’
Pepsi Max is for ‘daring people’
18
The consistency triangle
• IMC influence stretches beyond

marketing communications to
the organisation’s entire
operations.
• Three messages can be used
to identify inconsistencies.
1. Say
2. Do
3. Confirm
MSc. Uyen H Nguyen

Types of creative strategy
• Three categories of styles define contemporary advertising:
1. functional orientation
2. symbolic/experiential orientation
3. category-dominance orientation.
What’s
creativity?
“Their job to turn all of the information regarding

product features and benefits, marketing plans,
consumer research, and communication objectives
into a creative concept that will bring the
advertising message to life” (Belch, 2017, p.270)
MSc. Uyen H Nguyen
Unique selling proposition (USP) strategy
• Advertiser claims are based on the superiority of a product attribute that

is unique and represents a meaningful and distinctive consumer benefit.
• This strategy is most useful when a point of difference cannot be readily
matched by competitors.
• It may force competitors to
imitate or choose a more
aggressive strategy.
Brand image strategy
• Claims are based on psychosocial differentiation and symbolic association.
• A brand is given a distinct identity or personality, particularly in homogeneous
product categories.
• This strategy most often involves prestige claims; it rarely challenges competition
directly; e.g. the transformational properties of shampoo (how you will feel after
using it).
Brand image strategy (cont.)
• Brand image advertising can also be
described as transformational
advertising.
• It associates the brand with a unique set
of psychosocial characteristics (richer,
warmer, more exciting or more enjoyable)
that it would not be typically associated
with to the same degree without
exposure to the ad.
• It endows brand usage with a particular
experience that differs from similar
brands.
MSc. Uyen H Nguyen
Resonance strategy
• Reflects the audience’s life experiences.
• Not focused on a USP or brand image.
Emotional strategy
• Many products are purchased on the basis of emotion.
• Both negative and positive emotions can be used to advertise. It could be
Fear, Humour, Shock, Animation, Sex, Music, Fantasy and surrealism.
• This form of advertising works particularly well for jewellery, cosmetics,
fashion apparel and soft drinks.
Next slide
Generic strategy
• Claims can be made by any

company for that product
category.
• There is no attempt to
differentiate offerings (opposite
to USP).
• It is most likely to be used by a
company that dominates
a product category.
MSc. Uyen H Nguyen

Pre-emptive strategy
• A generic claim, but with an added message of superiority.
• Used when the products in the category have few functional differences.
• Most likely to be used by a company that dominates a product category.
Means–end chaining
A framework for understanding the relationship between the consumer and advertising
Attributes Consequences Values

• The features or • What consumers • Represent those
aspects of hope to receive enduring beliefs
advertised brands (benefits) or avoid people have about
(detriments) when what is important in
consuming brands their life
Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of
Marketing, 46(2), 60–72. https://doi.org/10.2307/3203341
The nature of values
Ten universal values that are commonly shared by people everywhere
Self-direction Stimulation Hedonism Achievement
Power Security Conformity Tradition
Benevolence Universalism
MSc. Uyen H Nguyen

Application of values in advertising
• Knowledge of values at a segment level
allows advertisers to focus on the
attributes and consequences important to
the consumer.
• This focus helps in achieving a valued end
state from using the brand.
• The MECCAS model conceptualises five
components
and how they should be presented in the
advertisement.
The means–end chain: MECCAS model
MSc. Uyen H Nguyen

Example of
self-direction
value
A specialty
product
marketed on
Universalism
value
Determining means–end chains: the laddering method
• A research technique is needed to link the concepts of attributes (A),
consequences (C) and values (V).
• One such method is called laddering, which relates to the hierarchy
of relations.
• Laddering involves in-depth, one-to-one interviews.
MSc. Uyen H Nguyen

Laddering process
Product category
The interviewer first determines what Attributes

attributes about the product category are
important and then links these to
consequences and the abstract values.
Consequences
Abstract
values
MSc. Uyen H Nguyen

Corporate image and issue advertising
Corporate advertising
• Focuses on corporation’s overall image, or on economic and social issues relevant to the
corporation’s interests
Corporate image advertising

• Attempts to increase a firm’s name recognition, build goodwill, or identify a firm with
meaningful and socially acceptable activities
Corporate issue (advocacy) advertising

• Takes a position on a controversial social issue of public importance
MSc. Uyen H Nguyen

The role of endorsers in advertising
Celebrity endorsers Typical-person endorsers
• Actor, entertainer or athlete • Regular people

• Example: George Clooney • Example: mums promoting
promoting Nespresso washing powder
MSc. Uyen H Nguyen

Endorser attributes
Credibility Attractiveness
Effectiveness
MSc. Uyen H Nguyen

Endorser attributes: the TEARS model
Credibility (internalisation) –
receivers accept the endorser’s Attractiveness
position on an issue as their own
Trustworthiness (T) Physical attractiveness (A)

• Being perceived as believable, dependable – as • Idea of visual pleasantness is based on an individual’s concept
someone who can be trusted of attractiveness
• Persuasion occurs through identification
Expertise (E) Respect (R)

• Having specific skills, knowledge or abilities with • Admiration/esteem is due to one’s personal qualities and
respect to the endorsed brand accomplishments
Similarity (to the target audience) (S)

• Based on extent to which an endorser matches an audience in
terms of characteristics pertinent to the endorsement
relationship (e.g. age, gender)
Humour in advertising
• Humour often involves incongruity resolution.
• The meaning of the ad is not clear, so the viewer’s cognitive
processing is needed to create meaning. Once the humour is
detected, a pleasant, more favourable attitude to both the ad and,
maybe, the brand is formed.
• Humour is considered by ad agency executives to create awareness.
Use of humour in advertising
Attracts attention to advertisements
Enhances liking of brand and advertisement
Does not necessarily harm comprehension
Does not offer advantage over non-humour in terms of persuasion
Does not enhance source credibility
More successful with established brands
Dependent upon product type
MSc. Uyen H Nguyen

Appeals to consumer fears
• Ads appeal to consumers’ fears by identifying
negative consequences of:
• not using the advertised product – for example,
social disapproval by not using toothpaste and
mouthwash
• engaging in unsafe behaviour (e.g. drugs).
• Fear-appeal logic
• Stimulates audience involvement and promotes
acceptance of the arguments.
• Appropriate intensity
• The greater the topic relevance, the lower the
threat intensity that is needed to activate a
response.
MSc. Uyen H Nguyen
Appeals to consumer guilt
• This approach aims to trigger negative

emotions; e.g. breaking the rules or
violating standards.
• It motivates emotionally mature
individuals to undertake responsible
action and reduce feelings of guilt.
• It focuses on past/future transgressions
or failure to care for others.
MSc. Uyen H Nguyen

Sex in advertising
• The use of sex in advertising:

• captures consumers’ attention and
retains it for longer
• enhances recall of message points
• evokes an emotional response (e.g.
feelings of arousal or lust).
MSc. Uyen H Nguyen

Music in advertising
• An important component of advertising.
• Includes jingles, background, popular and classical music.
• Purpose:
• attracts attention
• puts consumers in positive mood
• makes consumers more receptive to message arguments
• communicates meanings about advertised products.
Next slide
MSc. Uyen H Nguyen

Comparative advertising
• Compare against competitive offerings.
• Based on claims of superiority.
• A complex area; difficult to measure.
• Considerations dictating the use of comparative advertising include:
• situational factors
• distinct advantages
• the credibility issue.
https://www.youtube.com/watch?v=iD9XNUYHCNQ
MSc. Uyen H Nguyen

The role of comparative advertising
Enhances brand recall
Promotes better recall of message arguments
Generates more favourable attitudes towards the sponsoring brand
Generates stronger intentions to purchase sponsored brand
Generates more purchases
May be perceived as less believable (than non-comparative advertising)
MSc. Uyen H Nguyen

2
Giảng viên: Th.S Nguyễn Hồng Uyên

Bài giảng 6: Phân tích và lên kế hoạch sử dụng phương tiện truyền thông
Chương 7
Phân tích và lên kế
hoạch sử dụng phương
tiện truyền thông
3
Mục tiêu
Làm rõ Xây dựng Liên hệ

Những khái niệm cơ bản Các mục tiêu cho các Cân đối ngân sách trong
trong lập kế hoạch sử phương tiện truyền thông quyết định lập kế hoạch sử
dụng phương tiện truyền thông qua các khái niệm dụng các phương tiện
thông truyền thông
Lựa chọn phương tiện
Các bước phát triển kế truyền thông phù hợp
Đối tượng mục tiêu cho kế

4
Nội dung bài giảng
1. Các bước lập kế hoạch sử dụng phương

2. Xác định thị trường mục tiêu
3. Thiết lập mục tiêu truyền thông
4. Chọn danh mục phương tiện truyền thông
5. Dự toán ngân sách
5
Nhắc lại: Mô hình lập kế hoạch truyền thông marketing
tích hợp (IMC Planning Model)
Mục tiêu marketing Review of marketing plan
Mục tiêu chiến dịch Analysis of promotional program situation and the communication process
truyền thông
marketing tích hợp Budget determination
(IMC)
Develop integrated marketing communications programs
Direct Digital/Internet Sales
Advertising PR/publicity Personal selling
marketing marketing promotion
Mục tiêu công cụ Advertising Direct- Internet Sales PR/publicity Personal-selling

truyền thông
marketing marketing promotion objectives objectives
objectives objectives objectives objectives

marketing marketing promotion strategy strategy
strategy strategy strategy strategy
Direct-
Advertising Internet Sales promotion PR/publicity
marketing Sales message
message & message & message & message &
message & strategy and
media strategy media strategy media strategy media strategy
media strategy sales tactics
& tactics & tactics & tactics & tactics
& tactics
Integrate and implement marketing communications strategies

Monitor, evaluate, and control IMC Program
Integrated Marketing Communications Plan (Belch, 2021) 6

Các bước lập kế hoạch sử dụng phương tiện truyền thông
Phát triển chiến lược sử dụng phương tiện truyền thông bao gồm bốn hoạt động liên
quan đến nhau:
Xác định ngân

Chọn danh mục sách cho
Lựa chọn thị Thiết lập mục
phương tiện phương tiện
trường mục tiêu tiêu truyền thông
truyền thông truyền thông Đánh giá và
Lập ngân sách cho các giám sát
Bằng cách xác định sáu Sau khi thiết lập mục tiêu
Dựa trên ba loại thông phương tiện truyền
yếu tố: phạm vi tiếp truyền thông, nhà hoạch
tin: hành vi của người thông đại chúng (dựa
cận, tần suất, tiếp xúc, định truyền thông xem xét
mua, nhân khẩu học, trên CPM & CPM-TM) và
ngân sách, thời gian việc sử dụng các phương
giá trị của người tiêu phương tiện truyền
mua hàng & cách hiệu tiện truyền thông khác
dùng và lối sống thông trực tuyến (CTR,
quả ngân sách nhau (in ấn/ trực
CPC & CPA)
tuyến/truyền hình)
7
Quy trình lập kế hoạch sử dụng phương tiện truyền thông
Tổng quan về quy trình truyền thông
8
Bước 1: Xác định thị trường
mục tiêu
Ba loại thông tin được sử dụng để xác định demographics

thị trường mục tiêu: buyer
behaviour
• Hành vi của người mua hàng

• Nhân khẩu học
• Giá trị tiêu dùng và lối sống.
Việc thiết lập thông điệp truyền tải hiệu quả

nhất đến cho khách hàng thường được
dựa trên các phân tích về hành vi mua consumer values
hàng. and lifestyles
9
Mức độ bao phủ thị trường
• Lựa chọn phương tiện truyền thông
phù hợp cho thị trường mục tiêu
• Mục tiêu chính – Tăng độ phủ của

thông điệp truyền thông đến càng
nhiều khán giả mục tiêu càng tốt,
đồng thời thu hẹp mức bao phủ lãng
phí.
Ø Mức bao phủ lãng phí: Là
1: Thị trường mục tiêu mức bao phủ mà tiếp xúc với
2: Phủ toàn bộ thị trường mục tiêu
3: Phủ một phần thị trường mục tiêu những người không phải
4: Phủ thừa so với thị trường mục tiêu người mua hàng hoặc người
dùng tiềm năng.
10
Bước 2: Thiết lập
mục tiêu truyền
thông
Các vấn đề cần giải quyết khi
đặt mục tiêu truyền thông Phạm vi/Tỉ lệ tiếp cận Tần suất Độ bao phủ
Tỉ lệ phần trăm nào đối Mức độ thường xuyên Độ phủ cần bao nhiêu để
bao gồm: tượng mục tiêu tiếp xúc nào mà đối tượng mục đạt được mục tiêu tỉ lệ tiếp
với một quảng cáo đơn tiêu tiếp cận thông điệp cận và tần suất?
lẻ? truyền tải?
Ngân sách Thời gian Cách tiết kiệm chi phí

Ngân sách nên được Thời gian nào nên mua 1 Đâu là cách kinh tế nhất
phân bổ như thế nào cho quảng cáo để đôi tượng mục để đạt được các mục tiêu
các phương tiện truyền tiêu được tiếp cận với thông marketing và IMC?
thông? điệp?
11
“Move Ahead” campaign objectives:
• Increase in consumer emotional connective Ø Reached through customised messages
• More effective spending Ø Reached by integrating online media channels
with TV ads
Eg: Use print media to provide coverage of 60% of the target audience over 12-month period in HCMC
12
Phạm vi/Tỉ lệ tiếp cận (Reach)
Định nghĩa: Phạm vi/Tỉ lệ tiếp cận (Reach) là tỷ lệ phần trăm đối tượng
mục tiêu của nhà quảng cáo được tiếp xúc với ít nhất một quảng cáo
trong khung thời gian đã thiết lập.
• Tuy nhiên, ai nhìn và nghe thấy những gì thì

rất khó đo lường. (OzTAM TV)
• Do vậy, nếu chỉ sử dụng Reach thì sẽ

không hiệu quả
13
Các yếu tố quyết định phạm vi
• Số lượng và sự đa dạng của phương tiện

truyền thông được sử dụng; tức là càng
nhiều phương tiện truyền thông, phạm vi
tiếp cận càng lớn
• Sự đa dạng trong một phương tiện truyền
thông duy nhất, chẳng hạn như hai tạp
chí hoặc số lượng tạp chí lớn hơn.
• Thời gian trong ngày thông điệp được
truyền đạt, ví dụ như giờ vàng (19h00)
• Cần quan tâm đến Effective Reach
14
Most popular social networks worldwide as of July 2021, ranked by number of active users
(in millions)
© Statista 2021 15
Tần suất (Frequency)
Định nghĩa: Tần suất biểu thị số lần trong một khoảng thời
gian mà đối tượng mục tiêu sẽ được tiếp xúc với các phương
tiện truyền thông.
• Tốc độ tần số cao hơn có thể đạt được thông qua

việc lặp lại quảng cáo.
• Tỷ lệ tần số cao hơn sẽ có tác động lớn hơn

đến người tiêu dùng đưa ra lựa chọn mua
thương hiệu nào.
Cơ hội nhìn thấy thông điệp truyền thông (Opportunity
To See) là khả năng đối tượng mục tiêu có thể
nhìn/nghe thông điệp truyền thông khi nó xuất hiện
trên phương tiện truyền thông 16
Vậy có bao nhiêu lần tiếp xúc? (Exposures)
• Việc tiếp xúc được đo lường bằng cách tiến hành nghiên cứu
thị trường liên tục. Tuy nhiên, nghiên cứu thị trường liên tục là
tốn kém và mất thời gian; vì thế:
ØQuy tắc a rule of thumb (ROT) đã được chấp nhận, và chủ yếu là
dựa trên giả thuyết ba lần tiếp xúc (three-exposure hypothesis).
Số lần tiếp xúc Ảnh hưởng thế nào?
1 Đây là gì?
2 Sản phẩm/dịch vụ này của

nhãn hàng nào ?
3 hoặc hơn Gợi nhớ lại
17
Vậy có bao nhiêu lần tiếp xúc? (Exposures)
• Việc đo lường số lần tiếp xúc sẽ dựa trên việc tiếp xúc với thông
điệp được truyền tải hơn là việc tiếp xúc với các phương tiện
truyền thông.
• Ví dụ như khi xem TV, người nhận thông điệp có thể sẽ không ngồi xem
hết thông điệp trong khoảng thời gian đó.
• Mặc dù ba lần tiếp xúc được coi là tối thiểu, nhưng không có con
số tuyệt đối nào sẽ đúng cho mọi quảng cáo.
• Vì quảng cáo không chỉ dựa trên số lần mà còn dựa trên nội dung sáng
tạo có hấp dẫn và có tính liên quan hay không.
18
Thời gian biểu sử dụng phương tiện truyền thông
• Câu hỏi đặt ra là làm thế nào ngân sách cho các phương tiện truyền
thông được phân phối xuyên suốt chiến dịch?
• Có 3 cách thức xây dựng thời gian biểu cho việc sử dụng phương
tiện truyền thông.
1. Liên tục
2. Gián đoạn
3. Hỗn hợp
Three Methods of Promotional Scheduling (Belch, 2021)

19
Đặc trưng của các loại thời gian biểu sử
dụng phương tiện truyền thông
Ưu điểm Nhược điểm
Liên tục • Sử dụng như một lời nhắc nhở liên tục đối với • Chi phí cao
Continuity khách hàng • Có khả năng dẫn đến sự tiếp xúc quá nhiều
• Bao quát toàn bộ chu kỳ mua hàng • Giới hạn khả năng phân bổ truyền thông
• Cho phép ưu tiên truyền thông (số lượng giảm
giá, các địa điểm được ưu chuộng…)
Gián đoạn • Chi phí truyền thông chỉ trong chu kỳ mua • Tạo ra nhiều lượt tiếp xúc hơn và lợi thế hơn so với
Flighting hàng đối thủ, điều này làm gia tang khả năng lạm dụng
• Cho phép sử dụng hơn một loại phương tiện hoạt động truyền thông, khiến việc truyền thông
truyền thông hoặc chương trình truyền thông thiếu tác dụng.
với ngân sách giới hạn • Làm thiếu sự hiểu biết về nhãn hàng
• Việc ưu thích và ghi nhớ thông điệp xúc tiến trong
các thời điểm không thực hiện hoạt động truyền
thông
• Dễ tạo ra lỗ hỗng đối với nỗ lực cạnh tranh trong
suốt quá trình không được lên lịch.
Kết hợp • Giống như hai phương pháp trên • Không cần thiết đối với sản phẩm theo mùa vụ
Pulsing (hoặc các sản phẩm theo chu kỳ khác).
20
Thời gian biểu liên tục và không liên tục
Thời gian biểu liên tục Thời gian biểu không liên tục
Trong thời gian biểu liên tục, khoản chi phí Tùy thuộc vào thời gian của chiến dịch, việc
quảng cáo tương đối bằng nhau được chi trả phân bổ thời gian biểu không liên tục có thể
trong suốt chiến dịch. được thực thi. Ví dụ trong những tháng mùa
đông, Coca-Cola có thể giảm chi phí quảng cáo
- và tăng nó vào mùa hè.
Hai loại hình thời gian biểu không liên tục

bao gồm thời gian biểu gián đoạn (fighting)
và thời gian biểu kết hợp (pulsing).
21
Phân bổ không liên tục
• Thời gian biểu gián đoạn (fighting) và thời gian biểu kết hợp (pulsing)
có mức độ chi phí quảng cáo khác nhau xuyên suốt cả năm.
• Sự khác biệt:
• Thời gian biểu kết hợp (Pulsing schedule) – số lượng tiền quảng cáo được chi
tiêu trong mỗi giai đoạn của chiến dịch, nhưng số tiền thay đổi theo từng giai
đoạn.
• Thời gian biểu gián đoạn (Flighting schedule) – chi tiêu rất đa dạng trong suốt
chiến dịch và trong một vài tháng thì không có chi phí nào.
22
Media-scheduling software
https://www.intermix.io/use-cases/ https://telmar.com/solutions/?hash=media-planning-3
23
Sự tiếp xúc thúc đẩy khách hàng đưa ra quyết
định mua hàng (Recency planning)
• Truyền thông tại thời điểm khách hàng đang có ý định mua sắm sẽ tác động mạnh mẽ hơn tới
khách hàng.
• Do vậy nhiều nhiều nhà truyền thông chú ý nhiều hơn tới giảm tần suất tiếp xúc và tập trung vào
các hoạt động tiếp cận khách hàng với mục đich thúc đẩy khách hàng đưa ra quyết định mua
hàng.
• Nguyên tắc dựa trên 3 ý kiến liên quan đến nhau:
Lần tiếp xúc đầu Mục tiêu là tăng

Vai trò của
tiên với thông mức độ tiếp cận
truyền thông là
điệp của thương hàng tuần cao và
ảnh hưởng đến
hiệu là mạnh mẽ giảm tần suất
sự lựa chọn. 24
nhất.
Lần tiếp xúc đầu tiên
• Bằng chứng nghiên cứu cho
thấy rằng việc tiếp xúc ban
đầu với một thông điệp IMC
khiến cho mức độ hữu ích cao
nhất.
• Tiếp xúc sau đó cho thấy lợi
nhuận giảm dần.
25
Mức độ sử dụng quảng cáo (Weight)
Mức độ sử dụng quảng cáo được xác định nhằm cho thấy lượng quảng cáo cần thiết để
đạt được mục tiêu truyền thông.
Ba số liệu có thể được sử dụng để xác định mức độ sử dụng quảng cáo.
1. Điểm đánh giá chung - gross rating points (GRPs)
2. Điểm đánh giá đối tượng mục tiêu - target audience rating points (TARPs)
3. Điểm đánh giá hiệu quả - effective rating points (ERPs).
This is a This is a This is a
sample text. sample text. sample text.
26
Điểm đánh giá chung - Gross rating points (GRP)
• GRP phản ánh tổng trọng lượng mà một lịch quảng cáo cụ thể đã phân
phối.
• Đây là một trọng số gộp, có thể bao gồm một đối tượng trùng lặp.
Reach (R) Frequency (F)
GRPs
Cụ thể hơn, GRP là tổng số điểm ratings hay tổng số lần tiếp xúc với thông điệp truyền thông
trong khoảng thời gian thông điệp xuất hiện trên phương tiện truyền thông.
27
http://vietnamtam.vn/tin-tuc/item/470-vietnam-tam-phat-hanh-bao-cao-tong-quan-truyen-hinh-q1-2021 28
Ý kiến trái chiều về GRPs
GRPs là cách đo lường cũng nhận được nhiều ý kiến khác.
• Một sản phẩm trong giai đoạn giới thiệu của nó cần mức độ tần số cao hơn.
• Chẳng hạn, nếu kế hoạch A có phạm vi đạt tới 90 lần*tần số 2.0 = 180 (GRP) và kế hoạch B có
phạm vi đạt tới 52 lần*tần số 3,2 = 166 (GRP) thì trên danh nghĩa, kế hoạch A có GRP tốt hơn;
nhưng trong khi sản phẩm đang trong giai đoạn giới thiệu, kế hoạch B sẽ phù hợp hơn.
29
Điểm đánh giá đối tượng mục tiêu –
Target audience rating points (TARPs)
Một biến thể quan trọng của GRP.
• Trong khi GRPs đo lường tổng số khán giả tiếp xúc với thông điệp thì
TARPs chỉ đo lường số lượng khán giả tiếp xúc với thông điệp thông qua
1 phương tiện truyền thông cụ thể.
• Do đó, TARPs là thước đo GRP đã được điều chỉnh. TARPs là thước đo
chủ yếu nhắm tới đối tượng tiềm năng nhiều hơn.
30
Cách tính TARP
(Dựa trên Regional TAM Australia)
https://www.regionaltam.com.au 31
Điểm đánh giá hiệu quả - Effective rating points (ERPs)
• ERPs là thước đo hiệu quả của thời gian
biểu sử dụng phương tiện truyền thông.
• Thước đo hiệu quả này xem xét:
• Tần suất các thành viên của đối tượng mục
tiêu có cơ hội được xem thông điệp quảng
cáo từ một thương hiệu cụ thể
• Một quảng cáo đến được với đối tượng mục
tiêu không quá ít hoặc quá nhiều lần
• Tiếp cận hiệu quả được sử dụng để đo lường
tính hiệu quả nhưng không được vượt quá
sự tiếp xúc với các phương tiện truyền thông
Cách tính từ RAB New York 32

Ảnh hưởng đến sự lựa chọn
thương hiệu
• Nhu cầu của người tiêu dùng xác định tính hiệu quả
của thông điệp.
• Một thông điệp truyền thông có hiệu quả nhất khi
được tiếp xúc với người tiêu dùng đang có xu hướng
quyết định có nên mua hàng hay không.
• Logic là việc tiếp cận người tiêu dùng khi họ đang có
xu hướng đưa ra lựa chọn (tiếp cận), sẽ hiệu quả
hơn so với việc tiếp cận ít người tiêu dùng thường
xuyên hơn (tần suất).
33
Tối ưu hóa phạm vi tiếp cận hàng tuần
• Nguyên tắc recency planning cho thấy thời gian biểu sử dụng phương tiện
truyền thông nên gần như liên tục và nên:
ngân sách để tiếp cận duy trì 100% đối tượng

ảnh hưởng hơn là dạy
tiếp cận người tiêu dùng nhiều người tiêu dùng nên mục tiêu (ít nhất một lần
người tiêu dùng (trái với
khi họ sẵn sàng mua được cân đối thường mỗi tuần) và duy trì điều
mô hình ba tiếp xúc)
xuyên hơn này trong suốt cả năm.
34
Bước 3: Chọn danh mục
phương tiện truyền thông
• Sau khi thiết lập mục tiêu truyền thông, nhà hoạch định truyền thông cần
xem xét việc sử dụng các phương tiện truyền thông và chương trình/loại
hình khác nhau.
• Phương tiện truyền thông (Media); ví dụ:phương tiện truyền thông in ấn (tạp chí).
• Chương trình truyền thông (Vehicle); ví dụ: tạp chí cụ thể được sử dụng (Báo Phụ
Nữ).
• Do đó, cần tính đến thói quen sử dụng phương tiện truyền thông của đối
tượng mục tiêu.
• Một kế hoạch sử dụng phương tiện truyền thông có thể được sử dụng để
tăng độ phủ sóng, phạm vi và tần số.
35
Bước 4: Dự toán ngân sách
• Mô hình truyền thông liên tục có nhiều đặc điểm hấp dẫn, nhưng rất ít nhà truyền thông
có ngân sách để duy trì mô hình này.
• Không có mô hình nào là hiệu quả nhất ở mọi lúc.
• Các quy tắc về lập ngân sách phải linh hoạt và nhà truyền thông cần điều chỉnh chiến
lược của mình sao cho phù hợp với hoàn cảnh của họ.
• Chỉ một phần nhỏ dân số sẽ bị ảnh hưởng bởi thông điệp truyền thông; ví dụ: một quảng
cáo cho một chiếc xe hơi có thể sẽ chỉ ảnh hưởng đến những người trên thị trường quan
tâm đến việc mua một chiếc xe mới.
36
HiệuEQUATION
quả9.5ngân sách cho quảng cáo truyền thống
CPM 5 Cost of ad 4 Number of total contacts (expressed in thousands)

CPM-TM 5 Cost of ad 4 Number of target market (TM) contacts
(expressed in thousands)
• Chi phí phần nghìn (Cost per thousand - CPM) và Chi phí phần nghìn cho thị
term contacts
trường mụcThetiêu (Costis perused here in a general sense
thousand for totarget
include any type of advertising
market - CPM-TM)audience đo lường
hiệu quả(such
chiasphí để viewers,
television đạt đượcnewspaper các mục readers,
or magazine tiêu IMC.
radio listeners or online viewers).
• CPM đo tổng Television
số đối is, oftượng
course, nottiếp
the only
xúc medium
với available
quảngtocáo. advertisers. It is, however, one
• CPM-TMofchỉthe đo
most thị
widelytrường
used. For example,
mục tiêu for thetiếp
12 months
xúc tovớiDecember
quảng 2012,cáo.
the estimated
ad spend of the top 25 advertisers in Australia was approximately $2 billion in all the main
Total viewership = 1.643 million individuals
media. Table 9.7 shows the mass media CPMadvertising expenditure =of$9.13
= 15,000/1.643 the top advertisers for five
Cost of 30s commercial = $15,000
industry
Target (18-49, men) categories and indicates the ad CPM-TM
= 394.320 = 15,000/394.320=
spend by the $38.07
top advertisers in those categories using 37
27
Tính toán CPM cho quảng cáo in, TV và
banner
Phương tiện Tính toán CPM
truyền thông
In ấn CPM bao gồm khảo sát độc giả để tạo ra chỉ số Độc giả về vấn đề trung bình (AIV).
Truyền hình CPM TV sử dụng dữ liệu xếp hạng. Một chương trình có 1.643 triệu người xem và
quảng cáo trong 30 giây có giá 15.000 đô la có CPM là 9,13 đô la (15 000 đô la /
1643).
Biểu ngữ Một biểu ngữ trên không có giá 500 đô la được hiển thị trên một sân bóng chứa
trên không 80 000 khán giả và trung bình, 80% được lấp đầy với công suất có CPM là 7,81 đô
la (500 đô la / 64).
38
Hiệu quả ngân sách cho quảng cáo trực tuyến
Click-through rate Cost-per-acquisition

Cost-per-click (CPC)
(CTR) (CPA)
số lượng / tỷ lệ khách một chi phí cố định chi phí cố định được
truy cập đã nhấp vào được tính mỗi khi tính mỗi khi một
quảng cáo. một người nhấp vào người nhấp vào
quảng cáo. quảng cáo và hoàn
thành một hành động
mong muốn, chẳng
hạn như mua hàng
hoặc đặt hàng sản
phẩm.
39
Minh họa CPM quảng cáo trực tuyến
• Trung bình CPM là khoảng 1% Đối với 1000 lần nhấp, nhà quảng
cáo sẽ trả CPC $ 900 (1000 * $
• CPC trung bình là $ 0,09 0,09). Dựa trên con số này, CTR là
1% với 1000 clicks, quảng cáo sẽ
• CPM trung bình là 0,25 đô la với được hiển thị khoảng 100 000 lần.
Vậy để đạt được 1000 clicks, vậy
mục tiêu CTR là 1000 thì phải mua 100,000 views với giá
$0.25/1000, CPM sẽ là $25
(100,000/1000*0.25)
40
Hạn chế của CPM và CPM-TM
• CPM và CPM-TM có thể hữu ích để so sánh hiệu quả của các phương
tiện khác nhau.
• Truyền hình ban ngày có thể có CPM thấp hơn truyền hình thời gian
vàng, nhưng có thể kém hiệu quả hơn đối với một số sản phẩm.
41
Một cái nhìn khác: chỉ số hiệu quả (efficiency index)
• Mục tiêu của chỉ số này là chọn ra thời gian biểu phù hợp cho việc sử
dụng phương tiện truyền thông nhằm tạo ra giá trị tiếp xúc cao nhất trên
mỗi GRP.
• Sự lựa chọn thời gian biểu cho việc sử dụng phương tiện truyền thông
đến từ thời gian biểu thay thế:
• Quy trình bao gồm:
• ước tính exposure utility cho từng mức độ tiếp xúc của phương tiện
(hoặc OTS)
• tính toán sự phân bổ hiển thị của các lịch trình truyền thông khác nhau
• xác định giá trị ở mỗi cấp độ OTS và sau đó tính tổng trên tất cả các
cấp độ OTS
• phát triển chỉ số bằng cách chia tổng giá trị cho mỗi lịch trình cho số
GRP được tạo ra cho lịch trình đó.
42
Phân bổ tần suất và định giá của hai lịch trình
43
Tiếp cận hiệu quả (Effective reach) trong thực tế
• Có nhiều ý kiến về vấn đề này. Tuy nhiên, sau đây là các ý kiến được phổ biến
rộng rãi:
• Ít hơn ba lần tiếp xúc trong thời gian bốn tuần là không hiệu quả
• Nhiều hơn mười lần tiếp xúc trong thời gian bốn tuần được coi là lãng phí
• Sử dụng khả năng tiếp cận hiệu quả có khả năng dẫn đến một chiến lược đa dạng
hơn, không xem truyền hình như là phương tiện truyền thông độc quyền.
Graph of Effective Reach (Belch, 2021)

44
So sánh các kế hoạch sử dụng phương tiện
truyền thông khác nhau
ERP = Effective reach * Frequency

45
Một số vấn đề trong quá trình lập kế hoạch
sử dụng phương tiện truyền thông
• Thông tin không đầy đủ

• Thuật ngữ không đồng nhất
• Áp lực về thời gian
• Khó đo lường hiệu quả
46
https://oztam.com.au
47
Media Planning Examples
48
TOP CÔNG TY CÓ CHI PHÍ QUẢNG CAO CAO NHẤT Q1-2020
49
http://vietnamtam.vn/tin-tuc/item/383-top-companies-q1-2020
3

Lecture 7: Broadcast media
Chapter 7
Broadcast media
25/10/2021 MSc Uyen H. Nguyen 4

Learning objectives

Television industry The radio industry Regula6ng the
& the issues & the issues Australian
associated with associated with broadcas6ng
television radio advertising industry
advertising
decisions

6
Content
Television industry
Radio industry
Television industry overview
• Television and radio are broadcast media.
• Messages can be transmitted from the sender to the receiver across
different types of media.
• With rising advertising costs, cost-effective communications has
become a focal point.
• It is important to select the right media and media vehicles.

Media versus media vehicles
Media Vehicles
The general communication Specific broadcast programs or

methods that carry advertising print choices in which
messages in mass media; e.g. advertisements are placed; e.g.,
television, magazines and Masterchef, The Economist and
newspapers Who Weekly

Advertising spend on TV

Television programming day-parts
• The time of day has considerable influence on when to
purchase advertising time.
Daytime Fringe time Prime time

• Early morning • Early fringe • Prime access
(6 a.m.–10 a.m.) (4 p.m.–7 p.m.) (7 p.m.–8 p.m.)
• Daytime • Starts with reruns • Prime time
(10 a.m.– 4 p.m.) (children), moves towards (8 p.m.–10 p.m.)
adult programming
• Adult (news), then • Late fringe
children’s programs; • Late fringe (young adults) (11 p.m.–2 a.m. or later)
afternoon finance and soap
• Most popular and
operas expensive programs

Network television advertising
• Network television advertising reaches potential customers
throughout the country via network and local affiliates.
• The cost of advertising on television depends on the time of day, the
popularity of the program and the time of year (typically highest in
cooler months, June to September, because people tend to stay
indoors).

Spot television advertising
• The national advertiser’s alternative to
network television advertising is spot
advertising.
• Advertising is placed only in selected
markets.
• Spot advertising is compatible with
growing regional-oriented marketing and
geo-demographic segmentation
of consumer markets.

Syndicated advertising
• Syndicated programming occurs when an

individual company (e.g. Disney or
Columbia TriStar) markets a television
program to mulLple network-affiliated or
cable television staLons.
• The programs can be original producLons
or shows that first appeared on network
television and are subsequently shown as
reruns.

Subscription advertising cable television
• Narrow areas of viewing interest (narrowcasting).

• May be a less expensive means to reach an audience.
• Cable subscribers are more economically upscale and younger.

Television advertising decisions
TV advertising strengths and weaknesses
Strengths Limitations
• Demonstration ability • Escalating costs

• Intrusion value • Audience fractionalisation
• Ability to generate excitement • Zipping and zapping
• One-to-one reach • Clutter
• Ability to use humour
• Effective with sales for trade
• Ability to achieve impact

Infomercials
• Infomercials are: • Many products are advertised and
• an alternative to conventional television ads sold via infomercials.
• a long commercial (28–30 minutes)
• a blend of entertainment and selling
• expensive to produce
• an especially effective promotional tool for
those products that require detailed
explanations
• originally used by unknown brands, but now
well-known brands use this method (e.g. Avon,
Hoover).

Brand or product placement
• Advantages of product placement in TV programs include:
• potentially larger audiences
• more frequent exposure
• global reach.
• Five types of placement.
• The brand needs to be displayed in a context that appropriately matches the brand’s
image.
• Product placement involves potential loss of control.
• Most effective when not seen to be an advertisement
for the product.

Brand or product placement (cont.)
Five types of placement

Brand Product seen in Product seen Product used Negative
mentioned in shot being used and mentioned placement
the script
e.g. James Bond e.g. James Bond
e.g. James e.g. James – BMW – Heineken
Bond – Bond – Omega
Bollinger

• Product placement in TV shows is a successful markeLng communicaLon
strategy.

• KFC managed a product

placement in the Hong Kong
TVB Awards.

The future of television advertising
• Organisations collect demographic

information about the household,
and direct specific commercials.
• Greater interactivity with the program
will aid in targeting commercials to
specific households.

Television audience measurement
• One primary rating service is OzTAM Pty Ltd’s People Meter.
• The People Meter automatically records:
• what programs are being watched
• how many households are watching
• which family members are in attendance.

The process of measuring television audiences

Radio advertising decisions
• Factors that influence radio buying choices:
• compaLbility of staLon format
• locaLon of listeners and geographic coverage
• expense and aZracLveness of day-parts
• morning drive (6 a.m.–10 a.m.) (more expensive)
• midday (10 a.m.–3 p.m.)
• a8ernoon drive (3 p.m.–7 p.m.) (more expensive)
• evening (7 p.m. to midnight)
• late night (midnight to 7 a.m.).

Radio advertising
• Ability to reach segmented audience • CluEer

• Intimacy • No visuals
• Economy • Audience fracGonalisaGon
• Short lead times • Buying difficulGes
• Transfer of imagery from television
• Use of local personalities

Radio audience measurement
• Most radio audience measurement in Australia is conducted by:
• ACNielsen (Nielsen Media Research Radio Survey)
• via the completion of a respondent diary.
• The Portable People Meter (PPM) is not fully adopted in Australia, but
is being utilised in other countries.

Vietnamese broadcasting industry

Types of broadcast
Types of broadcast Description
TVC quảng cáo Là một loại hình quảng cáo bằng hình ảnh, giới thiệu về những sản phẩm
thương mại, hay một sự kiện nào đó được phát sóng trên hệ thống truyền
hình.
Quảng cáo bằng Pop-up Quảng cáo được chạy song song cùng với chương trình và ở phía dưới
chương trình.
Quảng cáo bằng Logo Đặt logo trong trường quay của chương trình hoặc chèn logo tại góc màn
hình khi chương trình đang phát sóng.
Chạy chữ, panel trong khi Khi chương trình đang được phát sóng, nội dung thông điệp của doanh
đang phát các chương trình nghiệp được chạy bên dưới màn hình.
Chương trình Tư vấn tiêu Tương tự TVC nhưng dài hơn
dùng; Tự giới thiệu doanh
nghiệp
Tài trợ Chương trình – Tài trợ phát sóng
– Tài trợ sản xuất Chương trình
Thông tin đơn giản – Lời cảm ơn, tin buồn, tờ rơi giấy tờ.
– Mời họp mặt, tham dự lễ, hội, thông báo tuyển sinh.
25/10/2021
– Thông báo mờiMScthầu, thông báo hội chợ thương mại và các nội dung tin31tức
Uyen H. Nguyen
mang tính chất xúc tiến hợp tác thương mại….vv.
Danh sách các sản phẩm , dịch vụ phải có giấy
phép quảng cáo trên truyền hình
• Quảng cáo dịch vụ khám bệnh.
• Thuốc dùng cho người;
• Mỹ phẩm ảnh hưởng trực tiếp đến sức khỏe con người;
• Vắc xin, sinh phẩm y tế;
• Trang thiết bị y tế;
• Thực phẩm;
• Hóa chất chế phẩm diệt côn trùng, diệt khuẩn dùng trong lĩnh
vực gia dụng và y tế.

1

Lecture 9: Print and support media
Chapter 9
Print and support
media

Learning objectives
After studying this chapter, you should be able to understand and
explain:
• LO1: the advantages and limitations of newspapers and magazines as
multichannel marketing communications print mediums
• LO2: the challenges facing the modern magazine industry
• LO3: the roles that out-of-home play as a marketing communication medium
• LO4: how packaging can be used as a communication tool and the importance
of the VIEW model when evaluating packaging effectiveness
• LO5: the growing importance of shopper marketing and the role that point-of-
purchase plays as a marketing communication medium
Newspapers
Newspapers
• Historically, newspapers were the leading
advertising medium, but this has
declined in recent years.
• Newspapers are mostly state-based.
• Newspapers sell advertising space.
• Space rates apply only to advertisements
placed run of press (ROP), which means
that messages may be placed on any
page of the newspaper, at the discretion
of the publisher.
Newspaper advertising
• Audience in appropriate • Clutter

mental frame to process • Not a highly selective medium
messages • Higher rates for occasional
• Mass audience coverage advertisers
• Flexibility • Mediocre reproduction quality
• Complicated buying for
• Ability to use detailed copy
national advertisers
• Timeliness • Changing composition of
readers
Thanh nien The Central Committee of the Ho Chi Minh Communist Youth Union
Tuoi tre Ho Chi Minh Communist Youth Union
Dau tu/VIR Ministry of Planning and Investment
Dan tri Vietnam Association for Promoting Education
VnExpress Ministry of Science and Technology
Lao dong Vietnam General Confederation of Labor
Zing.vn Ministry of Information and Technology
CafeF New sties under Tri Thuc Tre, report to Vietnam Association of Young Scientists &
CafeBiz Engineers
Nhan Dan Central Committee of Communist Party of Vietnam
Phap luat Viet
Nam Ministry of Justice
Dien dan doanh
nghiep Vietnam Chamber of Commerce and Industry
Cong Thuong Ministry of Industry and Trade
Van Hoa Ministry of Culture, Sports and Tourism
VnEconomy Vietnam Economic Association
Tien Phong Ho Chi Minh Communist Youth Union
Vietnamnet Ministry of Information and Technology
Tap chi Do uong Vietnam Beverage Associations
VTV News Ministry of Information and Technology - but report to VTV
VOV News Ministry of Information and Technology - but report to VOV
Vietnam News Vietnam Government Agency
Website of the Cultural Newspaper online, managed by the Ministry of Culture, Sports
Forbes and Tourism
Ruled by SaigonTimesGroup, a private organization. It doesn’t under any government
Saigon Times office.
Nhip Cau Dau Tu Association for Liasion with Overseas Vietnamese. It doesn’t under any government office.
Magazines
• Hundreds of special-interest magazines exist (700+ publications).
• Magazines have suffered significant readership declines.
• Magazines are classified by:
üaudience (e.g. consumer, business, farming)
ügeographical location
üdemographics of readership (e.g. student magazines)
üeditorial content
üphysical characteristics (e.g. size)
üdistribution and circulation.
Magazine advertising (cont.)
When buying magazine space, factors that influence choices include:
• selection of magazines that reach the target market
• cost considerations:
• media kits
• rate cards
• cumulative discounts.
Magazine advertising strengths & limitations
• Some magazines reach large • Not intrusive
audiences • Long lead times
• Selectivity • Clutter
• Long life • Somewhat limited geographic
• Mass audience coverage options
• High reproduction quality • Variability of circulation patterns by
• Ability to present detailed market
information
• Ability to convey information
authoritatively
• High involvement potential
Magazine rates
• Rates vary according to reach, demographics and lifestyle.
• Example: Woman’s Day
Out-of-home advertising (OOH)
• Billboards are the major segment of OOH.

• Other mediums for marketing messages include:
• bus shelters
• transit vehicles (buses, taxis, trams)
• shopping centre displays.
• The common element of OOH
advertising is that it is seen outside
of the home.
https://oaaa.org/Portals/0/Images/Charts/Charts%20-%20Media%20Formats%20-%2020.03-01.png
Billboard advertising
• Creating brand-name recognition is the primary objective.

• Billboards are located in areas with significant pedestrian or vehicular
traffic.
• Traditional billboard space is usually sold on a monthly basis.
• Design considerations include:
• letter visibility
• colour visibility
• distance comprehension.
Billboard advertising (cont.)
• Digital billboards (DOOH) have

been a significant
development, offering
animated advertising
(as opposed to static displays).
• Digital billboards offer quick
updates/changes and
can be sold for very specific
time periods; e.g. sale or
promotion week.
• DOOH represents 50% of total
OOH revenue.
Example
• Coca-Cola uses digital billboards to engage with the audience.
Transit advertising
• Transit advertising:
üis designed so that the audience comes into contact with advertisements
while they are moving or in transit (in an interior or exterior setting)
ümay occur on or in buses, trams, taxis, phone booths, toilets, bus shelters
and kiosks
ücan appear on the exterior or
interior of the vehicles
üfull body displays are used on
New Zealand taxis.
Other types of OOH
• Additional forms of out-of-home advertising include:
üaerial advertising (e.g. aircraft pulling banners)
üblow-ups or blimps (used to create excitement and interest)
ümobile billboards (used on trucks or
trailers or attached to a person). Mobile
billboards are very effective in
areas of high traffic intensity.
Blimps
Buying out-of-home advertising
• Broad reach and high • Non-selectivity

frequency levels • Short exposure time
• Geographic flexibility
• Difficult to measure
• Low cost per thousand audience size
• Prominent brand
identification • Environment problems
• Opportune purchase
reminder
Packaging
• Seen as more critical to IMC.
• Offers a five-second advertisement each time the consumer looks at
the packaging.
• Critical when considering consumers spend as little as ten seconds
before moving on or selecting an item.
Aims of packaging
• Draws attention to the brand

• Breaks through competitive clutter at point of purchase
• Justifies price and value to customer
• Signifies brand features and benefits
• Conveys emotionality
• Motivates consumers’ brand choices
Packaging structure
‘Sensation transference’ (assigning characteristics of the package to the
brand) can be created through:
• colour
• design and shape cues
• packaging size
• physical materials in packaging.
Western
interpretations
of colour
Packaging evaluation: the VIEW
model
(E)motional
(V)isibility (I)nformation (W)orkability
appeal
• Ability of • Stimulate trial • Evoke desired • Package
package to purchases feeling or functions and
attract • Encourage mood how it
attention repeat communicates
purchases
• Provide
product usage
instructions
Example
Cereal packet providing a lot of information:
Point-of-purchase (POP) advertising
• ‘Perfect’ time to communicate with the consumers, while product/brand choices are being
made.
• Consumers’ shopping behaviour; e.g. in search of a new experience, offers an opportunity
to influence their decisions.
• Functions of POP materials include:
üinforming
üreminding
üencouraging
ümerchandising
• example: Myer back up sales campaigns (TV and catalogues with POP displays).
• Interactive displays influence unplanned purchasing.
POP Advertising International Consumer
Buying Habits Study
Specifically planned Generally planned

(intention to buy a (intention to buy a
particular product AND particular product but
a specific brand) NO specific brand)
Substitute purchases
Unplanned purchases
(the specific brand was
(purchases made but
not actually purchased
no prior purchase
but substituted with
intent)
another)
Why POP materials are unused
Inappropriately
designed POP Space constraints Difficult to set up
materials
Focus on increasing
sales for specific
Lack of ‘eye appeal’ brand, but not the
overall product
category
Digital displays
Photographic images
Aisle displays Pavement signs

Flyers and leaflets

L’Oréal: End Caps Pringles: Gravity Feed Display
Motril: Floor Display
Kit Kat: Dump Bins
25/10/2021 MSc Uyen H. Nguyen https://www.ksf-global.com/products-displays/pos-displays/ 30

1

Lecture 8: Digital and social media marketing
Chapter 10
Digital and social

media marketing

Learning objectives

LO1: digital LO2: social media LO5: alternative
marketing in platforms & its approaches to
comparison to advantages and measuring the
traditional media disadvantages effectiveness of
digital marketing
LO3 & 4: owned
media & paid
media

4
Content
1. Digital marketing definition

2. Social media
3. Owned & Paid media
4. Digital marketing
measurement
1. The role of digital marketing
communications in IMC
• A quarter of the time is spent on social media.

• Online behaviour has become a source of entertainment and a
place for information-gathering.

The rise of digital marketing
• Digital marketing offers one of the most
dynamic areas of modern marketing.
• Digital advertising allows customers to
receive the information they want.
• Traditional advertising media (TV, radio,
magazines, newspapers) have served
advertisers’ needs for generations.
• Advertisers and advertising agencies are
now giving more attention to new media
(less costly, less cluttered and potentially
more effective).

Advantages of digital advertising
• In the traditional model, • More optimal targeting of
receivers are ‘passive’ consumers who visit web pages
participants. In digital • Accessibility across locations and
media, it is the participants time of day
who control the • Better behavioural tracking of
information they receive. participants
• Improved cost-effectiveness
• Enhanced follow-up from enquiries
and sales
• More customised advertising

The objectives and role of digital marketing
• Different digital media provide their own

advantages and limitations.
• The objectives for each media should be:
• effectively direct the message to the target market
• provide a clear positioning statement
• implement within budget.

The objectives and role of digital marketing (cont).
Promotional/ IMC
Role of digital marketing
mix
Traditional advertising can point viewers to the company, for more
Traditional advertising
rational purchase information
Social media can offer various promotions, such as contests, that

Sales promotion
allow for the collection of consumer data
Inform about public relations activities, such as news items or

Public relations
recent events
Social media allows consumers to voice positive or negative

Personal selling
comments and provide feedback to the company

Achieving marketing objectives through digital marketing
Promotional /IMC Role of digital marketing

mix
Display advertising on websites; such advertising may not be possible
Awareness
through traditional media because of costs
Persuasion Online communities – WOM; positive comments about the brand

Customer acquisition Viral videos – how products can be used
Customer retention Digital games – allow customers to interact and design products
Emails – use a database related to one product to inform users about

Cross-selling
related products
YouTube – companies post their products showing different models and
Branding
uses of the products
Service Twitter – user complaints can be monitored and addressed quickly

Digital marketing platforms

2. Social media
• Benefits of social media for
marketers include:
ülearning about and engaging with
customers
üreaching customers with enhanced
advertisements that may have
otherwise been missed
üachieving brand equity
üutilising viral marketing, increasing
exposure and word-of-mouth.
Social media platforms
• Facebook
• Google+
• Twitter
• YouTube
• Instagram
• Pinterest
• Snapchat
Note: The complete list is actually much longer than this.

Leading social global networks
Viral marketing
• Viral marketing is a technique for creating
interest in a marketing message.
• The process includes seeding the message
and influencing a small group of people to
create a positive word-of-mouth experience.
• This experience is often referred to as ‘buzz’.
• The seeding may include something as
simple as emailing a promotional message to
a number of recipients, who then forward
the message on.

Online communities
• Online communities are places
where groups of people with similar
interests gather together in a virtual
community to share ideas and
opinions.
• The company can monitor the

interactions to gain a better insight
into marketing messages that will
resonate with their consumers.

Other social media strategies
• Contributing to blogs
• Comments that are not perceived as spin can enhance the company’s
image and provide useful information to consumers.
• Social bookmarking
• Unlike search engines that provide suggestions, which may or may not be
relevant to the user’s interest, social bookmarking utilities provide highly
relevant resource links to the topics.
• RSS feeds
• These feeds provide a standard (and automated) approach to
disseminating digital material to recipients.

Social media advantages and disadvantages
Advantages: Disadvantages:
• flexibility • hackers and fraud
• reach options • dealing with negative (viral)
• consumer engagement comments
• two-way dialogue • clutter
• integration and ability to drive • privacy.
traffic
• improved metrics and research
• cost-effectiveness.
2. Owned media
• ‘Owned media’ means companies do not have to pay for advertising
on other websites.
• The aim of owned media is to connect sales to further brand-building
interaction.
• Some current owned media assets include:
• corporate websites
• corporate blogs
• podcasts
• emails
• SMSs
• apps.
Corporate websites, blogs and podcasts
• Corporate websites, blogs and podcasts can
act as advertising for the company.
• Owned websites allow companies to interact
with consumers; blogs represent comments; Nestle’s corporate websites
and podcasts are usually a downloadable
audio file, such as those offered to radio
listeners.
• Interaction with the company may include:
• positive and negative feedback
• sign-up areas that gives the company
‘permission’ to keep in contact with the consumer Business Insider blog
Podcasts
• offers of specials.

Email
• A modern-day postal service that offers

inexpensive, speedy and customised
communication.
• Usually a customer needs to agree to receive
this type of communication.
• Customised emails can include:
• newsletters
• promotions
• recommendations (Qantas suggesting places to
visit because
of a warmer/cooler climate).

Access on the go
• More than one billion smartphones are in use.
• Tablet growth is outpacing PCs.
• ‘Access on the go’ is driving a new age of
electronic media, through:
• SMS, MMS, apps and direct access to the web
wherever you are.
• Mobile connection at any time of the day
offers:
• new value to companies and customers
• altered cost structures of advertising budgets.

Search engines
• Search engines have become a common way of attaining
information; e.g. reviews of products.
• Search engines provide information based upon:
• algorithms (unsponsored results)
• paid results (ads).
• ‘On-page’ strategies adopted by marketers include:
• relevant keywords for higher page rankings
• relevant page content
• trusted external links that may be useful to visitors
• creating relevant page titles and pages that facilitate the spiders’
search process.
Some criticisms
of digital marketing
• The cost-effectiveness and ease of use of digital media has led to a

perception of overuse and abuse.
• These criticisms have led the Australian federal regulators to
introduce protection from such behaviour.
• One such protection is called the Spam Act 2003, which prohibits
the sending of electronic messages without consent.

3. Paid media
• Goals of paid media include:
• driving traffic to places where sales can be made
• building brand equity
• generating sales.
• Types of paid media include:
• search engines
• display or banner ads
• social media
• sponsored blogs.

Banner advertisements
• Banner ads are a static or dynamic image located
on the user’s destination web page.
• Banner ads encourage the users to pass through to
the advertiser’s web page.
• This behaviour is known as a ‘click-through’, and is
measured in a click-through rate (CTR).
• Even without a click-through, the brand may
achieve brand awareness, simply by being
displayed.
• New technology allows marketers to place specific
banner ads on the pages of those most likely to be
interested in the product based upon their recent
search behaviour.

Social media
• Other than the ‘owned’ social media webpages, companies may gain
awareness on social media websites though paid and unpaid
impressions, such as:
• paid sponsored stories
• paid ads with social messages
• unpaid stories about friends
• unpaid page publishing.

Rich media
• New forms of digital advertising are
emerging:
• streaming video
• pop-ups
• interstitials and superstitials
• digital video ads.
• These new ad types create a more
animated experience than banner
ads.
• They also risk creating higher levels
of annoyance.

Inside games and virtual worlds
• Companies such as Coca-Cola and Sony offer interactive games that
revolve around their brands.
• Advertising to people involved in gaming and virtual reality can build:
• brand familiarity
• brand preference.
• This occurs because of an active interaction between the person and
the brand, rather than a viewer who passively views a banner ad.

Advertising via behavioural targeting
• Higher levels of segmentation

can be attained by tracking and
using a person’s online
behaviour.
• Companies can be employed to
provide advertisers with a
person’s search behaviour.

32
Measuring the effectiveness

1. Measuring digital media effectiveness
• Unlike traditional marketing, digital marketing can be more easily

measured and in real time.
• The aim is to choose key effective measures.
• The measure chosen depends upon the objectives.

2. Measuring corporate websites
• Diagnostic tools exist to measure ‘visits’ to a website.

• Google Analytics is one tool that offers information to different layers
of the company.
• Executives
• Which segments are most valuable? Which initiatives are working?
• Marketers
• Where users come from, important keywords, which ad is most effective.
• Content developers
• Who stayed the longest and what did they look for?

3. Measuring social media
• Social media metrics is currently an

under-utilised tool.
• A survey found only 8% of
companies had an ROI measure for
social media expenditure.
• Social media metrics include:
• word-of-mouth buzz, media mentions,
brand likes, reach, engagement, share
of voice, and others.

Commonly used website effectiveness metrics

1

Lecture 9: Direct marketing & Sales Promotion
Chapter 11
Direct marketing &

Sales Promotion
2
Learning objectives

the characteristics the role of copy the different types of
of direct marketing and the creative consumer promotions
messages used in
direct marketing
the different experiential marketing
media available for and crowd sourcing
direct-marketing the role of approaches
activity databases, data
mining and
proximity the objectives of trade-
marketing oriented promotions
Today’s lecture content
1. Direct marketing definition

2. Media available for direct marketing
3. Copy & creative messages
4. Database, data mining and proximity
marketing
5. Different types of consumer promotions
6. Experiential marketing & crowd sourcing
7. Trade-oriented promotions
1. Direct marketing
• The objective of direct marketing (DM) is to
encourage purchases (or other immediate
responses).
• DM aims to seek out the ‘best prospects’ to
achieve the objective.
• DM is an interactive process that does not
merely pass on information.
• In DM, when frequency increases, awareness
falls dramatically (unlike other forms of
advertising).
How direct marketing works
• Marketing material is sent directly to the customer.
• Mail (post and email) is synonymous with DM.
• Responses to DM are most likely to be the purchase of the brand, but other forms of
responses exist, such as attending an event or providing personal information.
Objective The purpose; what is to be achieved (the measurable)
Media The vehicle to be used
Creative The way in which the message is presented
Database The system that holds the information on the audience
Fulfilment Implementation of the campaign through to delivery

Objectives of a direct marketing campaign
• Objectives will vary from campaign to
campaign, but general objectives exist to
receive:
üorders for a product
üentries in a competition
üenquiries
üregistrations for a launch event
üvisits to the company website
üexpression of interest.
Crowdsourcing
• Crowdsourcing is a recent phenomenon that involves
the audience functioning in roles that would normally
be assigned to employees.
• Crowdsourcing involves two-way engagement with the audience.
• Activities could include:
o designing the product
o offering their story about the product’s value
o creating a promotional campaign.
Crowdsourcing examples
Casella Wines used crowdsourcing to

create the perfect beer.
Direct marketing media
Different forms of media exist for
direct marketing:
üpostal mail (p-mail) advertising
(delivered by the postal service)
üelectronic messaging (email, blogs and
social media)
ütelevision
üprint media
üdoor-to-door.
Features of DM media
Types of DM media Description
P-mail targeting, measurability, accountability, flexibility and efficiency.

Electronic messaging targeting, personalisation, efficiency, effectiveness, measurability/accountability,
speed and safety.
Television less personalisation than mail-outs; infomercials are part of the landscape; large
exposure; excitement can be generated through (non-static) celebrities; benefits can
be easily displayed (demonstrations); can be expensive.
Print large exposure; comfortable (less invasive); creative approaches; synonymous with
clutter; difficult to pass on the excitement factor; magazine readership is not always
in an opportune location to respond (dentist’s office, car servicing shop); less
targeted than direct mail so acts more as a broad-brush approach.
Door-to-door leaflet/brochure/sample; delivered to the door; reduces waste; often used as a

follow-up to television advertising; door-to-door becoming less common because it
has been perceived as aggressive.
Creative for direct marketing
Direct marketing has two basic creative elements:
Copy (The word) Overall look
Aim to: • Does it conform to the existing brand

• get attention design guidelines?
• develop interest • Is the style in keeping with the
• offer proof brand’s positioning?
• motivate consumers • Does the visual reflect the quality of
the product?
• Does it fit to the restrictions (size,
weight, colour, etc.)?
• Does the style reinforce the key copy
messages?
• Does the design aid attention,
interest, proof and action?
Databases and fulfilment
• Databases are a fundamental ingredient of direct mailing advertising.
• Databases can contain information related to:
ücurrent customers
üprospective customers
übuying behaviour
ügeographic segmentation
üdemographic segmentation
üpsychographic segmentation.
Database objectives
Databases need to be kept up-to-date to ensure the advertising can
optimally target
allow for create long-term
current and
customised relationships with
prospective
messages customers
customers
calculate the
enhance
lifetime value of a
advertising
customer or
productivity
prospect.
Lifetime value analysis
• Each entry in the database should be considered a long-term asset.
• Each asset has an associated net present value (NPV), which
translates into the profit a company can expect from the average new
customer over an expected number of years that customer is retained
on the list.
• Two functional elements of NPV are the retention rate and average
yearly sales.
Mailing lists
• For both postal mail and electronic mailing, the maintenance of lists is
critical.
• Lists help in segmenting customers for specific messages.
• Data can be acquired from various sources, including internal or
external (such as purchasing from other companies or purchasing lists
from companies dedicated to creating and maintaining mailing lists).
Disney (US) has a list of 31 million customers,

gathered from the company’s various entities
Mailing list population (internal)
• Different internal sources can be used to

gather information to populate mailing lists:
o feedback from promotions
o information from warranty cards
o data from registration programs
o participation in rebate programs
o telemarketing efforts.
• For both postal mail and electronic mailing, the
maintenance of the mailing list is critical.
Data mining
• Data mining is the technique of using customer data to deliver a high

level of segmentation.
• Data mining involves using the information in databases to form
relationships.
• Example: a credit card company can use data from purchases to
estimate when a repeat purchase is needed. This data can be sold to
companies, which can then use direct marketing to those prospects.
Fulfilment
• Fulfilment is often the final link in the DM chain.
• It is the logistical act of serving a response, and includes:
ürecording responses
üproviding contact information
üpicking, packing and despatching
üinvoicing
üforecasting
üanalysing and reporting
üfilling of envelopes and postage.
2. Sales promotion
• Interchangeable with the word ‘promotion’.

• Two type of sales promotions:
franchise building: creates loyalty and non-franchise building: short-term

long-term activity; e.g. loyalty cards strategy, no time for customers to build
loyalty; e.g. sale price on a product.
• Manufacturers use this technique to encourage purchasing of the

brand.
• Can be directed at trade, retailers or distributors.
Push versus pull strategies
• encourages wholesalers and retailers to

increase inventories
A push strategy • through promotional activities
• personal selling, trade advertising and trade-
orientated
• is directed to consumers with the intent of

influencing their behaviour.
A pull strategy • The goal is to have consumers seek out
retailers who sell the brand
An example of different emphases
Responsiveness to promotional deals
Loyalists – Consumers
Consumers Consumers Switchers –
consistent Consumers only
mostly with some even when all
purchase loyal to one responsive
loyalty to a loyalty to a brands are on
patterns; will
brand to sale, they may
buy the brand brand brand
regardless of promotions switch brands
whether the
brand is on
special
Most consumers fall somewhere between
the two extremes
Promotional effectiveness
Putting a brand on special
Profitable
• when the market • may or may not be
contains deal seekers profitable if the market
and stockpiling • when the market consists of non-
loyalists contains non-deal- stockpiling or stockpiling
only consumers deal seekers.
Unprofitable Either/Neither
Sales promotion trap
Increased sales do not mean increased profits
• Consumers are generally highly responsive

to deals.
• During periods of discounting and coupons,
sales will increase (revenues increase), but
this may not lead to an increase in profits.
• The increase in promotional costs can
outweigh the increase in revenue.
• The profitability of the promotion lies in the
consumers’ responsiveness.
Types of consumer promotions
Experiential Coupons and Purchase

Sampling
marketing vouchers premiums
Special prices Bonus packs Rebates Sweepstakes
Overlay and
Continuity Retailer
tie-in
programs promotions
promotions
Special prices Continuity programs Rebate
Purchase premiums
Sweepstakes Bonus pack

Experiential marketing
• Experiential marketing is marketing that the consumer wants to get
involved in.
• Often involves giving the opportunity to try the product.
• Often used in
conjunction with sales
promotion and sampling.
• Example: Crust Pizza
Banquet Bike.
Trade promotions
• Directed to intermediaries in the distribution channel.

• The purpose of trade promotions is to:
üintroduce new or revised products
üincrease distribution of new package or sizes
übuild retail inventories
üincrease or maintain shelf space
üincrease display space outside normal shelf space
ücounter competitors’ promotions.
Types of trade promotions
Cooperative
Forward buying & advertising &
Trade allowances
diverting vendor support
programs
Trade contest and

Trade shows
incentives
1

Lecture 10: Personal selling and relationship marketing
Chapter 12
Personal selling and
relationship
marketing
2
Learning objectives

The role of How to perform the The role of sales
personal selling in sales role and management and
IMC
The components of The determinants
Modern selling the personal selling of salesperson
philosophy process performance.
1. The role of personal selling in IMC

2. Modern selling philosophy
3. Technology shapes modern personal selling
4. Relationship marketing
5. Cause-related marketing
6. Sales management
7. Determinants of salesperson performance
Personal
selling
v is a form of person-to-person
communication
v occurs when a salesperson works
with prospective buyers and
attempts to influence their purchase
needs in the direction of the
company’s products or services
v is based on creating strong
relationships between the seller and
the buyer
v has the drawback of being more
costly than other forms of marketing
communications.
Your Company Name 5
The focus of sales people
Sales people deal with:
• consumers
• intermediaries
• business-to-business (B2B).
The focus of sales people (cont.)
Consumer sales Intermediary selling Business-to-business

Personal selling is Companies use large Due to the limited
important at sales forces to inform number of
decision-making and build customers
time; poor sales relationships. available in B2B,
techniques need to Intermediaries personal selling
be avoided become more makes sense.
powerful as suppliers
become more
plentiful
Personal selling advantages
Enables customisation
Provides immediate
Facilitates a high level of sales message to the
feedback during the
of customer attention customer’s specific
sales presentation
interests and needs
Allows the salesperson Greater ability to

to communicate a demonstrate a Potential to develop
larger amount of product’s functioning long-term relationship
complex information and performance with the customer
than other methods characteristics
Personal selling disadvantages
Loss of control as staff

often work alone and
More costly
must use their own
initiative
Potential for a lack of

Staff work under great consistency related to
pressure to attain the marketing
results communications
objectives
Attractive features of personal selling
Opportunities Attractive
for career compensatio
Variety and
Job freedom development n and non-
challenge
and financial
advancement rewards
Modern selling philosophy and relationship
marketing
Build the sales process A customer-driven Sales representatives

on a foundation of atmosphere is should act as if they
trust and mutual essential to long-term were on the
agreement growth customer’s payroll
Customise solutions to
Salesperson
Emphasise after-sales a customer’s
professionalism and
service individual needs and
integrity is essential
problems
How technology is shaping modern personal
selling
Some of the main advantages offered by technology include:
• less time and money spent travelling

• access to customers in any location
• easier communication between seller and
customer
• instant information (‘email a quote in an
hour’)
• easier to monitor performance
• easier to record and disseminate
information on customers.
Technology creates challenges to modern
personal selling
• These challenges include:
• higher expectations (e.g. instant action to a request)
• the technologies that are available to competitors
• increase in demands of customers.
Relationship marketing
Customer relationship management (CRM) involves:
R
e
l
Initiation
a
t
i
Enhancement o
n
s
Maintenance h
i
p
Customer relationship management (CRM)
Short-term activities
Feedback
Gathering customer
information
Handling requests
Long-term perspective
Build relationships with
the aim of making them long-
term
Performing the sales role
A salesperson needs to undertake some or all parts of the sales

presentation process.
The sales presentation process includes the following stages:
Pre-approach Approach Presentation Demonstration Negotiation Close Serving the sale

The sales role
• The degree of involvement in the stages of the process depends on

the specific sales role.
• But, before undertaking this process, the salesperson needs to
determine if the potential customer is worthy of contact.
• Prospecting for clients is based on two elements:
Lead generation Qualifying

Lead generation
• Lead generation is an element of prospecting for customers by
researching potential customer information.
• Sources include:
• directories
• trade shows
• seminars and conferences
• direct marketing campaigns
• cold calling
• referrals
• networking.
Qualifying
• Qualifying is another element of customer prospecting. Through a
filtering process, it identifies the best focus of attention.
• Researchers can ask the following questions:
• Is the person financially able to purchase?
• Does the person have the authority to purchase?
• Is the person able to make the buying decision?
• Is the person in the market for this product?
Performing the sales role
Pre-approach Approach Presentation Demonstration
• Activities prior to • Seeing customers; • Identify needs • Suitability of the

seeing customer generating interest in product is essential
salesperson and • Present a solution
• Background research • Ensure performance
product • Be a good listener is highlighted
• Understanding what • Building a rapport • Demonstration types
the customer may include:
need • The approach may be • models
judged in the first
• Formulating a plan minutes of contact • physical product
• charts, graphs
• testimonials
• simulations
• photographs
• videos
Performing the sales role (cont.)
Negotiation Close Servicing the sale
• Overcoming buyer • Different approaches • As important as any

resistance and to closing an order other step
addressing concerns include: • Helps develop longer-
• The optimal outcome • trial close term relationships and
is where both parties provides additional
‘win’ • direct close value
• summary-of-
benefits
• assumption close
• silence
Stage 1: Pre-approach
The pre-approach refers to decisions made before a salesperson approaches the prospect.
• The key pre-approach decisions are: the

objective, background research, a presentation
plan.
• Possible objectives of a sales call
include: giving a prospect information,
reminding a prospect you’re in the industry,
identification of customer needs.
• Valuable background knowledge
includes: information on the prospect and
industry, information on the customer’s
environment.
• Developing a presentation plan means:

considering the objectives and the best way to
achieve them.
Stage 2: Approach
• Personal sales may be undertaken by telephone or

face-to-face.
• It is essential that rapport is established within the
‘four-minute barrier’.
• Appearance is important in making a positive
impression.
• Methods of establishing rapport include:
• paying compliments
• talking about topical issues
• trying to identify a link between the salesperson and the
customer.
Stage 3: Presentation
• It is not just about presenting the product.

• Identify customer needs and match those needs to
the product.
• Listen actively.
• Focus on linking customer requirements to product
features.
• Adopt a consultative selling approach.
Stage 4: Demonstration
• The aims of a demonstration are to:

• support claims about the product
• reduce perceived risk
• stimulate ownership.
• Common demonstration tools include:
• the physical product
• models
The demonstration stage can make the
• charts and graphs most of any selling situation.
• testimonials
• simulations
• photographs and videos.
Stage 5: Negotiation
Anticipate and prepare for buyer concerns Create alternative solutions
Know the value of your offering Find points of agreement
Validate the problem Do not lose your temper

Stage 6: Close
Trial close
01 Ask questions about the buyer’s
intentions, such as, ‘If it was in black,
would you buy it?’
Direct close
‘Do you want to place an order?’ 02
Summary of benefits
03 Outline everything the customer will
get with a purchase
Assumption close
How will you be paying for this today?’ 04
Silence
05 27
Stage 7: Servicing the sale
• Success is based upon relationship-building.

• Methods include:
• follow-up phone call after a few months to check if customer needs anything
more
• sending the customer additional information or complementary products.
Salesperson performance
• Salesperson performance is typically evaluated quantitatively; e.g. by:

• number of units sold
• dollar volume
• number of newly created accounts.
• No single factor may explain salesperson performance adequately. It
may depend on:
• the salesperson’s own resources
• the nature of customer’s buying task
• the customer–salesperson relationship.
Six characteristics determining salesperson
performance (1–3)
Aptitude Skill level Motivational level
• Interests, intelligence and • Individual’s learned • Amount of time and energy

personality characteristics proficiency at performing a person is willing to expend
selling tasks (knowing how on job-related activities
to make a sales • ‘Working hard’ and ‘working
presentation, resolve smart’
conflict) • Four personality types of
salespeople:
• competitors
• ego-driven
• achiever
• service-oriented
Six characteristics determining salesperson
performance (4–6)
Role perceptions Personal characteristics Adaptability
• Accurate perception of job roles • Age, size, appearance, race, • Ability to adapt to situations
• Role conflict diminishes sales gender etc. • Adaptive selling
performance • Androgyny • Recognise need for different
• Organisational citizenship • degree to which individuals selling approaches in different
behaviour: feel that they are situations
• altruism characterised by traits • Confidence in ability to use
• sportsmanship associated with both men (M) variety of selling approaches
and women (F) in different situations
• civic virtue
• empathetic (F) • Confidence to alter selling
• conscientiousness
• competitive (M) tactic during a sales encounter
• sensitive (F) • Actually using different
• ambitious (M) approaches in different
situations
The role of personal selling
in the promotional mix
Important issues influencing the selection of personal selling as the major

marketing communications tool include:
Product Communication
Involvement
complexity effectiveness
From selling to sales management
• Sales management:
• involves the implementation of programs for market analysis, direction of
sales effort, etc.
• provides management with information to be incorporated into
management’s analysis, planning and control activities
• may not suit all salespersons.
1

Lecture 11: Marketing public relations and sponsorship marketing
Chapter 13
Marketing public
relations and
sponsorship marketing
2
Learning objectives

Public relations Proactive MPR or The benefits of
(PR) and marketing reactive MPR cause-related
public relations marketing (CRM)
(MPR)
Five factors that
warrant increased Corporate image
Publicity sponsorship spending advertising & crisis
management
Event sponsorship
PR & MPR
Proactive
1. PR, MPR and other related terms & reactive
2. Proactive & Reactive MPR MPR
3. Event sponsorship (form of brand
promotion)
4. Cause-related marketing (CRM) Event
5. Corporate image sponsorsh
6. Crisis management ip
Cause – related
marketing
Definition of Public Relation (PR)
“the management of communication between an
organisation and its publics”
(Grunig & Hunt, 1984: 6)
Then, what is Publicity and Publics ?

Publicity refers to the generation of news Public are those people, internal and
about a person, product, or service that external to the organisation, with
appears in broadcast, digital, or print whom an organisation communicates.
media (Belch, 2019) (Egan, 2020)
Relationship between PR and Marketing
(Kotler & Mindak 1978).
1 2 3 4 5
PR
PR
Mktg PR = Mktg PR
PR Mktg Mktg
Mktg
MPR
1. Marketing is dominant
2. Separate but overlapping functions
3. Combined function
4. PR is dominant
5. Distinct and separate, but of equal importance
6
The range of PR involvement
• Media Relations:
§ Press releases
§ Press conferences
§ Interviews
• Publicity & Event Management Media
Publicity &
§ Product events Event Lobbying
Relations
§ Corporate events Management
§ Community events
• Lobbying
Corporate Crisis
• Sponsorship Sponsorship
Advertising Management
• Corporate Advertising
§ Image advertising
§ Event sponsorships
§ Advocacy advertising
§ Cause-related advertising
• Crisis Management
7
Traditional PR Tools vs Digital media PR Tools
PR Tool Examples
PR Tool Examples/explanations
Advertising Corporate Image campaigns
Interactive press kits Downloadable PDF, photos
Publications Brochures, annual reports, magazines,
websites Viral You Tube, demo videos
Events Competitions, social events, news Seeds to industry bloggers As Opinion formers and
conferences disseminators
Sponsorships Links to sports, arts, causes for positive Podcasts Pre-recorded messages
associations Website
News Press releases, news conferences, SEM/SEO Search engine
media interest marketing/optimisation
Speeches In response to media questions, at Email Amazon order
conferences confirmations
Public Service Build goodwill will community/audience Texting RAC/AA use this to keep in
Activities with cause related marketing touch
Identity Media Visual identity-logo, dress code, building Social networking sites Twitter, LinkedIn, Facebook
Internal Newsletter, staff briefing, training
8
PR vs MPR
Public relations (PR) is concerned with the Marketing PR (MPR) is an active form of PR
development of positive relationships between the activities designed to maximise opportunities
organisation and its stakeholders (i.e. customers, that will improve an organisation’s marketing
communication objectives and outcomes (e.g.
employees, shareholders, governments etc.).
product sales).
PR comprises two main strategies:
1. proactive
2. reactive.
Marketing PR (MPR)
• MPR has a greater focus on customers and products.

• Rising costs and increased cynicism from customers has given MPR a greater role
in marketing communications.
• It is argued that MPR offers a more credible and cost-effective way of facilitating
marketing success.
• The internet has increased consumers’ desire for ‘authentic’ information.
• MPR messages are seen as more credible than PR because they are reported by
journalists.
MPR in action
When used effectively, MPR can introduce brands. Case studies

show that brands such as eBay, PlayStation, Starbucks and The Body
Shop were all introduced with low cost, because they used MPR to
gain awareness.
Two important qualifications are needed for

MPR.
1. The product should have a level of
uniqueness to provide interest.
2. Once the newsworthiness of the product
is lost, paid advertising needs to support
the product.
Proactive VS Reactive MPR
• The main role of proactive MPR is in the • The public relations response to a crisis
areas of product launches and product management type situation is called reactive
enhancements. MPR.
• Proactive MPR is dictated by a company’s • It aims to repair the company’s reputation,
marketing objectives. prevent market erosion and regain lost sales.
• It is designed to be controversial and • Quick and positive responses are imperative:
create buzz. • e.g. the recall of Mars and Snickers products by Masterfoods
Australia following an attempt at extortion.
• Publicity is the main tool of proactive
MPR. • Corporate response and crisis management
• Not all consumers are equally influenced by negative
• Companies obtain publicity using a range of publicity.
tools, including: • However, a quick and effective response is always required.
• press releases
• product releases
• executive-statement releases
• sponsored events, sporting events and charity events.
Proactive MPR
Press release Product release Executive-

statement releases
• are a tactic aimed at winning positive, • announce new products • are news releases quoting CEOs and
free coverage in the media • provide relevant information, other corporate executives
• cover product launches, product features and benefits about the • may address a wide variety of issues
enhancements and other newsworthy products (e.g. industry developments, future
topics • can be audio-visual in format. sales forecasts and foreign competition)
• are delivered to editors and journalists of • are published in the news section
newspapers, magazines and other • carry a significant degree of credibility.
media.
Reactive MPR
• The public relations response to a crisis management type situation is

called reactive MPR.
• It aims to repair the company’s reputation, prevent market erosion
and regain lost sales.
• Quick and positive responses are imperative:
• e.g. the recall of Mars and Snickers products by Masterfoods Australia
following an attempt at extortion.
• Corporate response and crisis management
• Not all consumers are equally influenced by negative publicity.
• However, a quick and effective response is always required.
Reactive MPR (cont.)
• Unanticipated negative
marketplace developments
can place an organisation in a
vulnerable position.
• The Parramatta Eels rugby
league club faced a nightmare
scenario with allegations made
regarding breach of the salary
cap.
Influence of digital media on MPR
While negative publicity has always been a corporate
concern, the Internet (particularly social media) has
had the effect of speeding up negative word-of-mouth.
This means timely responses are important in

avoiding a loss of brand equity and a loss of
sales.
Sponsorship marketing
• Sponsorship involves an exchange between a sponsor (brand)

and the person, organisation, location or event that is to be
sponsored.
• The sponsored party receives a fee.
• The sponsor obtains the right to associate itself with the sponsored
activity and market that association.
Types of sponsorship in PR
Consider potential sponsorship of:
• Awards
• Cultural events
• Sports
• Exhibitions
• Causes
18
Sponsorship marketing growth
Helps companies respond

Avoids clutter inherent in Helps gain approval from
to customers’ changing
advertising media stakeholders
media habits
Aids in targeting
communications to specific
Enhances brand equity
geographic regions and/or
through association
demographic or lifestyle
groups
Event sponsorship
Selecting events
Is the event consistent with the brand image?
Does the event reach the target audience?
Is this event one that the competition has previously sponsored? Is there a risk that consumers will
forget the actual sponsor?
Is there a risk of a clutter of sponsors and/or ambush marketing?
Does the event complement existing brand sponsorships?
Does the budget support the sponsorship costs and potential by two to three times what it cost in
advertising, point-of-sale, promotions etc.?
Event sponsorship
Creating customised events Sponsorship of a location or
Ambushing
team
This provides a brand with

total control over locations,
Ambushing occurs when
venues, scheduling, content,
companies create a false
marketing, and sanctioning Etihad Airlines sponsors
impression
of the event. Etihad Stadium (formerly the
of sponsorship:
It removes the problem of Telstra Dome).
e.g. Holden flew a red blimp
‘clutter’ from too many other This type of sponsorship can
over the MCG during the
sponsors: be difficult to measure.
2006 Toyota
e.g. Red Bull’s flying and
AFL Grand Final.
snowboarding events.
Event sponsorship (cont.)
Measuring success
Specify objectives, and

compare pre-measures of
brand awareness, brand
Measure media exposure
associations, attitudes and
intention to purchase with
post-measures
A strong link between the

company’s brand and event
may equate with success
Event sponsorship (cont.)
Kia is a major sponsor of the Red Bull aggressively uses

Australian Open. sponsorships to build brand
equity.
Cause-related marketing (CRM)
• CRM involves giving support, often in the form of funds, to
charities or causes.
• CRM is an amalgam of PR, sales promotion and corporate
philanthropy:
• e.g. when a company pledges to contribute to a designated cause
every time the customer undertakes some action that supports the
company and its brands.
Benefits of CRM
Enhances
• The supported cause must
corporate or brand
Combats negative
publicity
Generates
incremental sales
fit with the brand and
image relate to the target
market’s interests.
Increases brand Broadens customer Reaches new • Accountability
awareness base market segments
• CRM should be founded on
specific and measurable
Increases a brand’s objectives:
retail • e.g. Colgate-Palmolive’s formula
merchandising for measuring effectiveness via a
activity letterbox-drop coupon campaign –
when the customer buys the
product, a purchase is recorded
through check-out scanning
technology.
Corporate image advertising
• In the advertisement there is little focus, if any, on the products and
services of the organisation:
• e.g. an organisation may develop a positive corporate image by informing the
audience of its philanthropic activities.
• To attract a positive reaction, an organisation’s claims must be
genuine.
Example: BP believes in
corporate image
advertising.
PR & Crisis communication
A crisis is an event which causes the company to become the subject of
widespread, potentially unfavourable, attention from the
international and national media and other external groups e.g.
customers, shareholders, politicians, trade unions etc as well as from
employees.
NB: Our role is to manage the communications around the phases of

the crisis rather than the crisis itself- and good communications can
make a difference to the crisis’ impact on corporate reputation
Typical Crisis Phases
Re-
Scanning Pre-impact Impact
adjustment
Detects the first Characterised by Crisis breaks, Recover and realign

signs of change increased activity implementation organisation to its
and preparation, of plan, try to new environment
aiming at reduce impact by
defusing the crisis containing the
crisis if possible
(see Crisis Matrix)
28
Crisis Matrix (Fill, 1995)
Wide Impact
Product sabotage Product defects

Takeovers Customer accidents
Corporate raids Poor trading results
Environmental pollution
Merger
Non Controllable
Controllable
Terrorism and Employee accidents

Executive kidnapping
Industrial action
Natural disasters Systems breakdown
29
Local Impact
Time categorisation of crises
Immediate Emerging Sustained

crisis crisis crisis
most dreaded, unexpected. more time to plan but may still can persist for months or years,
Examples include natural erupt suddenly. Unsettled supported by rumour and
disasters, unexpected terrorist conditions, volatile, may ‘break’ speculation
activities. at any time.
30
Crisis Response Strategies (Benoit 1997)
Benoit (1997) identified five message strategies:
Five message Details

strategies
Denial This approach disputes that the event actually occurred or attempts to shift
the blame.
Evasion of This approach claims that the event was provoked, was beyond the control
Responsibility of the organisation or was the result of the accident
Reducing This approach involves either attempting to minimise the event or taking
Offensiveness steps to reduce the impact on the victim through compensation.
Corrective Action This requires that the company rectifies the damage caused and takes steps
to avoid the possibility of it happening again.
Mortification This approach is an admission of responsibility, with an apology or
statement of regret.
31
Communicating in a crisis: general advice
Public relations advice: tell it all and tell it fast
• Provide full, prompt and frank information to the media
• Bad news does not improve with age- so may not be able to wait until all the
facts are in
• In saying nothing, an organisation is perceived as already having made a decision
• ‘No comment’ suggests ‘guilty’ to most people.
• When information gets out quickly, rumours are stopped
• So, aim to terminate the crisis quickly, limit the damage, and restore credibility
32
1

Lecture 12: Evaluating the Effectiveness of the IMC Program
Chapter 14
Evaluating the
Effectiveness of the
IMC Program
2
Learning objectives

The essentials of The effective The future of
effective evaluation evaluation of evaluation
broadcast & print
advertising
The evaluation
process
Tools used to
evaluate the other
IMC tools
3
1. The importance of evaluation 1. 2. What

Importance to
2. What to measure? of measure?
3. The evaluation process evaluation
4. Testing advertising
development
5. Testing broadcast & print
advertising How to measure?
4
Essentials of effective evaluation
• To remain relevant (gain influence and resources), marketers need

to measure their performance.
• No single research tool will provide all of the measures to validate
the effectiveness of a campaign; therefore a suite of tools is used.
• The measures should look to enhance brand equity (brand
awareness and image), and the effect the campaign has on
consumers’ attitudes and behaviour towards the brand.
5
What to measure?
Step 3
Test the effect a
Step 2 marketing message,
including the media
Test a range of finished channel, has on sales.
Step 1 and unfinished
executions before a
Develop marketing marketing message is
messages to be used in assigned to various
IMC campaigns. media channels.
The measurements to include
Emotional
responses
Meaning
Attitudes
Consumer
awareness
7
Why is researching the effectiveness of an IMC
campaign difficult?
Measurements cannot
Marketing There is no agreement
be done under
communication on how marketing
controlled experimental
objectives are varied communications works
conditions
Campaigns use different Consumers are not

media, which have passive receptors of
varying effectiveness information
8
2. The evaluation process
At what time during

What activities
the campaign
should be
should the
evaluated?
evaluation happen?
Where should the How should the

IMC campaign be evaluation be
evaluated? conducted?
What activities should be evaluated?
The main aspects that should be evaluated are:
The
The media The source
marketing The
channel(s) being used
messages expenditure
10
When to evaluate
The main phases of the research
Post-testing
• measures effectiveness of marketing
Pre-testing
objectives
• aids in development of the message
• can take place in the field (home or
• reduces ineffectiveness within the
workplace),
campaign.
or can be simulated testing in
laboratories.
11
Where to conduct evaluations
In the field: In simulated situations:

• in homes market research company
• at workplaces. rooms or small theatres
(laboratories).
12
How to evaluate
• A range of measures can be used.

• Measures range from paper-and-pencil instruments to physiological
devices.
• Choice of method depends on the specific objectives of the marketing
communications campaign.
• Methods can also depend on the unique characteristics of the
market.
13
Ideal measure
• The ideal measure should:
üinclude early warning signs of ineffectiveness

(conversely – what is working?)
üshow effectiveness in terms of sales
üinclude reliability and validity (can be repeated with
similar outcomes)
übe cost-effective.
14
What effects to measure?
15
Testing the entire IMC campaign
16
Testing advertising development
To ensure effectiveness, it is necessary to evaluate the development of
advertisements.
Rough art, copy and

Evaluation of the concept: commercial evaluation:
use of focus groups knowledge and
ethnographic research. response tests
consumer juries.
17
Testing broadcast advertising
Pre-testing finished broadcast Post-test of broadcast

advertisements advertising
on-line testing BRC

physiological research DAR
day-after recall test
theatre tests
measures of persuasion
on-air tests.
single-source tracking studies
econometrics.
Others: share of choice, 18

Testing of print advertising
Pre-test of finished print advertisements:
• portfolio tests
• readability tests
• dummy advertising vehicles
Post-test of print advertisements:

• recognition tests
• enquiry tests
• recall tests.
19
Testing of print advertising (cont.)
Reader recall was assessed for a L’Oreal shampoo
advertisement.
20
Testing of other IMC tools
Sales Public Direct Interactive

Sponsorship
promotion relations marketing channels
qualitative
postal, Internet and assessments testing in areas click-throughs
measurement by dwell rate
telephone interviews market response that include the
objective dwell time
street interviews media offer, copy, art
impact analysis.
hall tests equivalencies. and format length of
group discussions impact analysis. engagement
market testing web chat.
21
The future of evaluation
• Digital technology is rapidly becoming the tool of choice for
evaluating online and traditional promotions.
• Some digital methods of evaluation include:
• mobile marketing
• social media monitoring
• digital attribution measurement.
22
Relevance of marketing
To show relevance, marketers should establish the following

credentials.
• Provide an insight into future opportunities.
• Create differentiation and brand equity, leading to loyalty.
• Give customers a voice in company decisions.
• Use resources effectively.
• The processes leading to the development of marketing objectives should be
of a high quality (such as research, briefs and strategy development).
23
PACT Principles
The shared views of PACT Agencies on the fundamental principles underlying a good copy testing system
Principle I A good copy testing system provides measurements which are relevant to the objectives of the advertising.
Principle II A good copy testing system is one which requires agreement about how the results will be used in advance of
each specific test.
Principle III A good copy testing system provides multiple measurements – because single measurements are generally
inadequate to assess the performance of an advertisement.
Principle IV A good copy testing system is based on a model of human response to communications – the reception of a
stimulus, the comprehension of the stimulus and the response to the stimulus.
Principle V A good copy testing system allows for consideration of whether the advertising stimulus should be exposed more
than once.
Principle VI A good copy testing system recognizes that the more finished a piece of copy is, the more soundly it can be
evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish.
Principle VII A good copy testing system provides controls to avoid the biasing effects of the exposure context.
Principle VIII A good copy testing system is one that takes into account basic considerations of sample definition.
Principle IX A good copy testing system is one that can demonstrate reliability and validity.
Principle X 1 Take baseline (i.e., pre-exposure) measurements and / or use control groups.
"PACT: Positioning, Advertising, Copy, Testing." Journal of Advertising 11, no. 4 (1982): 3-29. doi:10.1080/00913367.1982.10672818. Pechmann, Cornelia, and Craig Andrews. "Copy Test Methods to Pretest Advertisements."
In Wiley International Encyclopedia of Marketing. Eds. Jagdish N. Sheth and Naresh K. Malhotra. Chichester, West Sussex, UK: Wiley, 2010. doi:10.1002/9781444316568.wiem04007.
Steps in the IMC Plan
Situational Market Brand
Brand Equity
analysis Segmentation Positioning
Creative Budget Communication

Media Strategy
Strategy Allocation Objectives
IMC tools Evaluation of

Coordination IMC Plan

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1

Truyền thông marketing tích hợp

Hello and welcome from the

Mục tiêu là:

• Thông qua môn này, mong muốn:

MSc. Nguyễn Hồng Uyên

THE MODULE MODULE CONTENT

Introduce Identify Relate

The role of IMC in the Marketing

Marketing Communications/ Truyền thông marketing

Personal selling Direct marketing

MSc. Nguyễn Hồng Uyên

The practitioner viewpoint: “A campaign that works equally well across

2 Use any form of relevant contact

3 Speak with a single voice

• exploring advertising channels outside the traditional mass media

Solution Information Value Access

In-house agency Full-service agency Specialised agency

• Employ • Perform research, • Digital marketing

• Measure communication outcomes:

• Increasing accountability related to effectiveness.

Brand awareness Brand image

Brand awareness Brand image

• Does a brand name • What types of

• Move brands from a state of

• Favourable brands do not emerge

• IMC should develop a favourable

• By leveraging its positive

• Co-branding, pop-up stores

But it does more that that. It also

Truyền thông marketing tích hợp

Prepared by Uyen H. Nguyen 2

Introduce Identify Relate

Prepared by Uyen H. Nguyen 3

Consumer Behaviours in assessing

A Model of the Communication Process (Belch, 2019)

Prepared by Uyen H. Nguyen 5

• To create brand awareness and recall

• The message is the symbolic expression of what

• The path of the message as it moves from source

Prepared by Uyen H. Nguyen 6

• The target audience (current and potential customers) with

Communication • The target audience’s experiences or outcomes received,

• The means through which the source evaluates how

• Interference and distortion at any stage of the

Prepared by Uyen H. Nguyen 7

A Model of the Communication Process (Belch, 2019)

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• A two-way communication model for this technology- driven age

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• Meaning is developed by accomplishing specific

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Metaphor (Ẩn dụ)

Allegory (Ngụ ngôn)

Prepared by Uyen H. Nguyen 21