MAR3023: Basic Marketing Final Exam Review: !Marketing Communications Today is a macro view of marketing communication strategy •Promotions MixIMC •Push/Pull •Communication Process •Response Models What is Promotion? pro·mo·tion (pro-mo-shun)n. Encouragement of the progress, growth, or acceptance of something; furtherance. In Marketing: Promotion One of the four elements of the marketing mix The communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. ~Dave Kurtz, Contemporary Marketing !Marketing Communications •You might remember your favorite ad. •For me, it’s the Terry Tate, Office linebacker ad from Reebok •Originally aired during the 2003 Super Bowl •Reebok Commercial •Full Terry Tate video (not for the squeamish) !Best tv ad of the week: Advertising & Promotion ! Top Advertisers Expenditure in Billions of DollarsU.S. AdvertisingU.S. Sales PromotionAdvertising Outside U.S.$0$75$150$225$30020021980!! Promotion Mix •Advertising is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media. •Personal selling is a paid, personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. •Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.•Sales promotion is an activity or material that acts as a direct inducement offering added value or incentive for the product to resellers, salespeople, or customers; free samples, games, rebates, sweepstakes, contests, premiums, and coupons. !Promotions Mix (APPS) ! Integrated Communications Integrated Marketing Communications Coordination of promotion and marketing efforts for maximum impact. ! ! Advertising Personal selling Public relations Sales promotion!Traditional Promotion Mix: IMC: ! ! Integrated Communications: !Goals of IMC !Consistent message to customers !Coordinate/manage promotional efforts !Synchronization of promotional elements !Use more precisely targeted promotional tools.! ! Integrated Communications !How would you target guys with diet drinks? !Make the can “manly” !Colors, design !Don’t use the word “diet” !Sponsor a NASCAR! 2 General Promo Strategies !Push policy •Promoting a product only to the next institution down the marketing channel. •The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. •Trade shows and personal selling •Push money: also known as "spiffs". An extra commission paid to retail employees to push products !!Pull policy •Promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel. •Children’s toys •Ford Australia only produces a car when one is ordered by a customer; Dell did the same thing ! Communication Process !The process that describes the exchange of information between two or more people. !Messages are sent through channels !letters, email, in person" !The Source – the person/organization that has information to share. •Company •Salesperson •Celebrity – have “Q-scores” •Lebron’s Q The Q scores: !Q score (Q stands for quality) considers two factors: •Consumers level of familiarity with a name - % who have heard of her/him •The number of respondents who indicate that a person, program or character is a favorite •The score is calculated by dividing the two numbers •Some argue that Q is better than Nielsen !So if 50% are familiar and 10% list as a favorite, then the score is 20. •The average is 18! •TVQ rates broadcast television programs •Cable Q rates cable television programs •Performer Q rates living celebrities •Dead Q rates the current popularity of deceased celebrities •Sports Q rates sports figures •Cartoon Q rates cartoon characters, video games, toys and similar products •Brand Attachment Q rates brand and company names •Kids Product Q rates children's responses to brand and company names Encoding: Encoding – the process of putting words, thoughts, messages into symbolic form in such a way that they will be understood by the receiver/consumer. - symbols are particularly good for this ! ! ! ! !!!Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its digital camera phone. !P&G’s Tremor company employs 250,000 teens between the ages of 13-19 to promote its products.!Pantene shampoo, Pringles, Covergirl cosmetics !Tremor also has other customers (like 500,000 Moms) and charges $1 million per campaign.
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