MKT 3010 1st Edition Lecture 18Chapter 3 cont.: social mediaSocial Engagement Process- Listen- collection of all data; firms are always gathering info - Analyzeo Traffic- how many visitorso Customer tracking- who is the customer, what the customer is doing and what engages them; want high conversion rates (actually doing what the website says), low bounce rates (leaving the page right away), also follow the click path of customero Keyword analysis- what a customer searches to get to page- DoIndividual Brand Equity- Social reach: how many people you influence as an individual- Influence: how many people are actually reading your content- Extended network: The influence over your friends’ friendsChapter 18: Advertising, Public Relation, and Sales PromotionsElements of an Integrated Marketing Communication Strategy- Advertisingo Paid and from and identifiable sourceo Persuasiveo Most visible element of IMCo Generates awareness and interesto Impersonalo Tools: broadcast, print, internet, outdoorSteps in planning an Ad Campaign- 1: Identify target audience- 2: Set advertising plano Advertising plano Strategies: pull vs. push- 2. Set Advirtising Objectiveso Overall objective Inform, persuade, remindo Focus Product-focused Institutional: issues, politics, industries, - Public service advertisingo Social marketing- 3. Determine the advertising budgeto Considerations Role Product life cycle Nature of market and product- 4. Convey the messageo Key message Problem-solving ability Unique selling proposition- differentiate product, display core benefits, want to last a long timeo Appeal Informational- more functional, rational Emotional- going after emotional desires- 5. Evaluate and select mediao Media planningo Media mixo Media Buy Mass media Niche mediao Determining the advertising schedule Continuous- like coke, very steady Flighting- high periods of advertising followed by no advertising Pulsing- peaks and valleys but all year round- 6. Create advertisementso Message translation Medium Creativity- cannot over shadow message Objective- matches these- 7. Assess impacto Pretestingo Trackingo Post
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