PRINCIPLE OF MARKETING

Marketing Mix – Integrated Marketing

Communication Strategies

Dr. Khanh Ngo

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 What did you learn from reading and knowledge
review session?

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Code:

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 Introduction

Direct and
digital marketing

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 Promotion Mix (Marketing Communication Mix)

Promotion
Mix

Direct and
Sales Personal Public
Advertising digital
Promotion selling relations
Marketing
Broadcast Discounts Sales presentations Press releases Catalog
Print Coupons Trade shows Sponsorships Telemarketing
Internet Displays Incentive programs Special events Kiosks
Outdoor Demonstrations Web pages

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 Promotion Mix
(Integrated Marketing Communication Mix)

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 Steps in Developing Effective Marketing Communication

Identify the target audience

Determine the communication objectives

Design the message (content, structure, format)

Choose communication channels and media

Select the message source

Collect feedback

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Setting the Total Promotion
Budget

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Setting the Total Promotion Budget

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PRINCIPLE OF MARKETING

Marketing Mix – Advertising and Public

Relations

Dr. Khanh Ngo

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 Introduction Case
Snickers - “You’re not You When You’re Hungry”

https://www.youtube.com/watch?v=W3byiETFwZk

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 Introduction Case:
Video ads - “You’re not You When You’re Hungry”

https://www.youtube.com/watch?v=uA7-31Cxc2I&list=PLYoPB_-
4spsSBQ0OIzR7vF3Q-23V8R3sx&index=2

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 Introduction Case:
Print - “You’re not You When You’re Hungry”

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 Introduction Case:
Packaging - “You’re not You When You’re Hungry”

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 Introduction Case:
Social media - “You’re not You When You’re Hungry”

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 Introduction Case:
Social media - “You’re not You When You’re Hungry”

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 Introduction Case:
Snickers - “You’re not You When You’re Hungry”

Campaign clearly and consistently drives the brand’s “Snickers is satisfying” positioning in
an engaging and memorable way

Advertising Objective: persuasive advertising for creating customer engagement

A powerful and universal emotional appeal – hunger

Powerful for women as for men, for older generations as for younger ones; for office workers, factory
workers, or students. It works across global cultural lines

Big idea - you’re not you when you’re hungry

Varied message execution

No end of imaginative and entertaining ads and executions across varied media platforms

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 Advertising

Advertising is any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor.
Advertising Strategy

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 Real Marketing: Message Decisions

• In your group, search Youtube for 1 of Message Execution Styles

your favorite advertising commercials
(short one).
Slice of life Lifestyle Fantasy
• Identify: targeted audience, message
appeal (rational, emotional, moral), big
idea, execution style used Mood or Personality
Musical
image symbol
• Present 5 minutes to the class.

Testimonial
Technical Scientific
or
expertise evidence
endorsement

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 Debate’s topic

Has TV Advertising Lost Power?

• Long deemed the most successful advertising medium, television advertising has received
increased criticism as being too expensive and, even worse, no longer as effective as it
once was.
• Supporters of TV advertising disagree, contending that the multisensory impact of TV is
unsurpassed and that no other media option offers the same potential impact.
• Take a position: TV advertising has faded in importance (PRO) versus TV advertising is still
the most powerful advertising medium (CON)

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 Group 1 will be

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 Preparation: 10 minutes

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 Round 1a: Contestant 1 - Pro (2 minutes)

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 Round 1a: Question to Pro (30s)

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 Round 1a: Contestant 1 Pro – Answer question
(2 minutes)

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 Round 1b: Contestant 1 - Con (2 minutes)

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 Round 1b: Question to Con (30s)

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 Round 1b: Contestant 1 Con – Answer question
(2 minutes)

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 Round 2a: Contestant 2 - Pro (2 minutes)

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 Round 2a: Question to Pro (30s)

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 Round 2a: Contestant 2 Pro – Answer question
(2 minutes)

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 Round 2b: Contestant 2 - Con (2 minutes)

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 Round 2b: Question to Con (30s)

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 Round 2b: Contestant 2 Con – Answer question
(2 minutes)

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 Debate Voting: MS Team

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 Steps in Developing Effective Marketing Communication

Identify the target audience

Determine the communication objectives

Design the message (content, structure, format)

Choose communication channels and media

Select the message source

Collect feedback

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 Company Case: Gillette

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 Company Case: Gillette

• Read the company case and prepare short presentation for the answers
(15 minutes)
1. Gillette has successfully convinced the world that “more is better” in terms of
number of blades and other razor features. How did it do it? Why has that worked
in the past? Will it continue to work in the future? Why or why not?
2. Explain why Gillette’s sports marketing partnerships have been so successful.
3. Some of Gillette’s spokespeople such as Derek Jeter and Tiger Woods have run
into controversy after becoming endorsers for the brand. Does this hurt Gillette’s
brand equity or marketing message? Explain.
4. Will Gillette ever become as successful at marketing to women as to men? Why or
why not?

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 Real Marketing: Media decisions

• In your group, choose a specific TET marketing

campaign of a famous brand. Discuss which kinds of
media type and media vehicles that brand is using in
that campaign. Specific them. How do you think
about them, any improvement?
• Present 5 minutes to the class.

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 Group Project A3: Marketing Mix Place

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 Home work: Marketing Mix Promotion 1 work on A3

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