GROUP

PRESENTATION

By HT22 B & E
Crezyl Paden
Lovely Moreno
Edralyn Adayo
Marky Cabudil
 MARKETING COMMUNICATIONS;

ADVERTISING COMMUNICATION MIX

OBJECTIVES OF MARKETING COMMUNICATION

To inform, persuade, and remind target audiences about a product,

service, or brand, ultimately influencing their behavior and achieving

business goals.

PRODUCT LIFE CYCLE - describes the stages a product goes through

from its initial development to its eventual decline.

1. Introduction Stage

• Product is launched into the market.

• High costs due to development and promotion.

• Sales are low, and profits are minimal or negative.

• Heavy marketing to create awareness.

2. Growth Stage

• Sales increase rapidly.

• Brand recognition grows.

• Profits rise as production becomes efficient.

• More competitors may enter the market.

• Marketing focuses on differentiation.

3. Maturity Stage

• Sales peak and then slow down.

• Market saturation occurs.

• Profits start to decline due to competition.

• Businesses may lower prices or improve the product.

• Promotion emphasizes reminding and loy

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4. Decline Stage

• Sales and profits decline steadily.

• The market shrinks due to newer alternatives or changing trends.

• Companies may discontinue the product or rebrand it.

DECISION MAKING PROCESS- in marketing communication involves

guiding consumers through a series of steps, from recognizing a need

to making a purchase and post-purchase evaluation.

1. Problem Recognition: This is when a consumer realizes they have an

unmet need or want. For example, a student might realize they need a

new backpack for college.

2. Information Search: Consumers actively seek information about

potential solutions to their problem. This could involve researching

online, asking friends for recommendations, or reading reviews.

3. Evaluation of Alternatives: Consumers compare different options based on

factors like price, features, and brand reputation. They might create a list of

pros and cons or compare different models side-by-side.

4. Purchase Decision: After evaluating alternatives, consumers make a

purchase. This decision is influenced by factors like price, brand loyalty, and

the perceived value of the product.

5. Post-Purchase Evaluation: Consumers assess their satisfaction with the

purchase and its performance. This evaluation influences future buying

decisions and can impact brand loyalty.

STIMULATING DEMAND- in marketing communications refers to the

process of creating or increasing a desire for a product or service

among potential customers.

1. Creating Awareness and Interest:

Advertising:

Mass media advertising (TV, radio, print, online) can introduce a

product to a broad audience, informing them about its existence and

key features.
Public Relations:

PR efforts, such as media outreach and content creation, can

generate positive publicity and build brand awareness.

Content Marketing:

Creating valuable and engaging content (blog posts, videos,

infographics) can attract potential customers and establish the

brand as a thought leader.

2. Building Desire and Preference:

Sales Promotions:

Short-term incentives like discounts, coupons, and contests can

encourage immediate purchase and create a sense of urgency.

Personal Selling:

Direct interaction with customers, such as through sales

representatives, can build relationships and address individual needs

and concerns.
Branding:

Developing a strong brand identity that resonates with the target

audience, highlighting its unique value proposition and emotional

appeal, can foster brand loyalty and preference.

3. Influencing Purchase Decisions:

Social Media Marketing:

Engaging with potential customers on social media platforms can

build relationships, showcase product benefits, and drive traffic to

purchase channels.
Influencer Marketing:

Partnering with relevant influencers can amplify brand messaging

and reach a wider audience, leveraging their credibility and

influence.

Customer Relationship Management (CRM):

Building and maintaining strong customer relationships through

personalized communication and targeted offers can encourage

repeat purchases and loyalty.

HIERARCHY OF OBJECTIVES- is a structured framework that

organizes goals and aims, from broad organizational missions to

specific, actionable tasks, ensuring alignment and focus across

different levels of an organization or project.

Policy Objectives:

These are broad, overarching goals that guide the overall direction of

an organization. They often reflect the organization's values and

vision and are typically set by top-level management.

Strategic Objectives:

These are narrower in scope than policy objectives and focus on

achieving specific, measurable goals within a defined timeframe. They

are often set by middle management and are designed to support the

broader policy objectives.

Operational Objectives:

These are the most specific and concrete objectives, directly related

to the day-to-day tasks and activities of individuals and teams. They

are often set by lower-level managers and focus on achieving

specific, measurable outcomes that contribute to strategic objectives.

 ADVERTISING GOALS AND OBJECTIVES

are specific, measurable outcomes a business aims to achieve

through its advertising efforts, guiding strategy development and

campaign effectiveness.

IMAGE vs PROMOTIONAL ADVERTISING

Image Advertising

• Focuses on building brand awareness and reputation over time.

• It emphasizes values, identity, and emotional connection.

Promotional Advertising:

• Aims to drive immediate action or sales.

• Uses offers, discounts, or urgency to get quick results.

MEASURABLE OBJECTIVES

Are specific, quantifiable goals that can be tracked and assessed to

determine progress and success. They are essential for evaluating

performance and ensuring accountability in various contexts,

including business, education, and personal development. A well-

defined measurable objective provides clarity on what needs to be

achieved and how to measure its accomplishment.

 ADVERTISING PLANNING

Is the comprehensive process of developing a detailed roadmap for

promoting a product, service, or brand, outlining strategies, target

audience identification, budget allocation, media selection, and

measurable goals to effectively reach and influence consumers and

achieve business objectives.

1. TARGET AUDIENCE

• Define the specific group of consumers you want to reach. Consider:

Demographics: Age, gender, income, education

Geographics: Location (urban/rural, regions, countries)

Psychographics: Lifestyle, interests, values

Behavior: Purchase habits, brand loyalty, product usage

2. MESSAGE: UNIQUE SELLING PROPOSITION (USP)

• Craft a compelling message highlighting what makes your product/service

unique and better than competitors.

3. ADVERTISING MEDIA AND ALTERNATIVES

• Choose the right mix of platforms to reach your target audience effectively:

Traditional Media: TV, radio, newspapers, magazines, outdoor (billboards)

Digital Media: Social media ads, Google Ads, YouTube, influencer marketing,

email.
4. TIMING

• Determine when to launch your campaign and for how long.

• Consider seasonality, holidays, launch dates, sales cycles

• Choose between burst campaigns (short & intense) vs. sustained

campaigns (longer dura

tion)
5. BUDGET

• Define how much you’re willing to spend and allocate it across media

and resources.

Fixed budget vs. percentage of sales

Include costs for:

• Media buying

• Content creation

• Agency fees

• Testing & analytics

6. ADVERTISING AGENCY

Decide whether to:

• Work with an external agency (full-service or specialist)

• Build an in-house team

• Use a hybrid model

When choosing an agency, consider:

• Experience in your industry

• Creative capabilities

• Media buying power

• Cost structure and transparency.

THANK YOU!