MKTG 477 1st Edition Lecture 5 Outline of Last Lecture Integrated Marketing Communications Promotional mix elements Outline of Current Lecture I Marketing Activities II IMC Audience Contact Tools III Participants in the IMC Process IV A Guiding Principle of Promotion V Developing a Promotion Strategy Current Lecture Marketing Activities need to be coordinated for IMC The 4 P s o Product Marketers make decisions on packing brand names etc Little kids will pick the cereal with bright colors and cartoon characters o Place distribution Marketers can decide how they want to communicate the brand in different stores Levi have a different brand image when sold in Nordstrom vs Walmart o Pricing Some companies have higher prices to portray themselves with a certain brand image even though cost production is close to the same Perfume from Nordstrom vs Walmart silver and gold expensive red and blue cheap o Promotion last lecture IMC Audience contact tools Target audience diagram in book o Broadcast media o Print media o PR publicity These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Internet o Direct marketing etc Participants in the IMC process Advertiser sponsor or company advertising product Advertising agency Media organizations TV networks blimps P G pays Walmart TV to advertise their products throughout stores McDonalds TV Daily Evergreen magazines Other IMC specialists sales promotion agencies PR firms etc Collateral services marketing research firms for example hired to conduct focus groups A guiding principle of promotion All promotion should be aimed at a specific target group with a specific objective in mind and within a certain budgetary constraint Target Target Market Market Objective Objective Developing a promotion strategy Research consumer competition etc Target marketing IMC strategies with budgetary constraints Monitoring results Budget Budget
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