Fall 2012 D Whitney Exam 3 Review Chapters 16 22 Integrated Marketing Communication IMC Social Media Role of promotion in the marketing mix Integrated Marketing Communications IMC Marketing Message Public relations Sales promotion Advertising Personal Selling The AIDA Concept Promotion Goals Theory that proposes that marketers promotions must move consumer through a series of stages Attention Interest Desire Action o Inform Remind and Persuade target audience Factor affecting promotion plan o Nature of the product Business vs Consumer Product o Push vs Pull Strategy o Target market factors number of consumers of loyal o where located o Type of buying decision Routine vs Complex Decision o Promotion Funds Available o Stage in the PLC Introduction INFORM light advertising pre introduction publicity Introduction INFORM Heavy use of advertising PR to build awareness sales promotion for trial sales reps for distribution Growth PERSUADE Advertising and PR to build brand preference heavy sales reps to gain distribution Maturity PERSUADE REMIND Ads focus on persuading reminding Sales promotions used heavily to maintain loyalty and keep from switching Decline REMIND Often decrease most promotional activity but possibly continued use of sales promotions Social Media for Marketing Efforts Tools o Blogs o Social News Sites o Micro blogs Twitter o Social Networks Facebook LinkedIn o Media Sharing Sites FB YouTube Pinterest o Location based social networking Foursquare o Review sites Yelp Angie s List o Virtual Worlds and online gaming apps Targeting Increase brand awareness via WOM buzz viral status o Improve Customer Communication Brand Sentiment Marketing Strategy o Four Zones of Social Media o Select Social Media Zones Vehicles o Social Relationship Zone Strategies o Social Publishing Zone Strategies o Social Entertainment Zone Strategies o Social Commerce Zone Strategies Common Social Media Marketing Objectives o Increase Brand Exposure Improve liking of the brand Improve engagement with the brand Improve customer support quality o Increase website traffic o Improve search engine optimization o Increase sales leads sales revenue o Collect market research data listening Top inexpensive tools for data research listening o Google alerts Google trends o Hash tags o Twitter search o Google blog search Measuring impact of social media o Recommended o Purchased o Interacted o Clicked o Commented o Repeated o Rated o Saw o Brand Liking comments o Engagement Common Social Media metrics o Word of Mouth Buzz Viral Popularity Number of posts tweets retweets Sharing viewing downloads Fans followers friends likes ratings recommendations positive Comment volume subscriptions time spent on social pages o Online effectiveness Web traffic clicks conversions Corporate blog example o Vocalpoint com o Procter Gamble Stealth o Pointers on health beauty cleaning recipes etc targeting women Build relationships and learn from consumers o Requires membership to get additional information o Used to launch promote new P G products Launched Crest Weekly Clean on Vocalpoint com to 300 000 Followed up with direct mailer which included a free trial coupon members plus four 1 off coupons Created substantial word of mouth more trial than traditional Twitter advertising example launches o Advertising Business Model o Using Social Media Celebrities to tweet to followers Paid Celebrity Endorsements o Lexus CT200h youtube videos Promote a new product Tweets I had a great time last night with Whitney Cummings Go Lexus Lexus for a solid product Why use mobile apps and social gaming o Growing adoption of smartphones o Help build the brand Creates buzz Build awareness Strengthen customer engagement Higher Click thru rates How to use mobile apps and social gaming o Fit with overall marketing strategy promotional strategy o What type of app would provide ongoing customer use and fit with your brand o Which operating system Apple vs Android o Consider cost vs return Developmental costs marketing costs o 5 How to market your app Keep in mind you re competing with millions of other apps Generate WOM for the app Gaming app example App for iPhone o VW launched the 2010 GTI Model solely through its Real Racing GTI No traditional ads Promoted the digital racing game through Facebook Twitter YouTube o 2 million downloads in first 2 weeks o Edmunds com immediately saw significant increase in searches for GTI Chapter 17 Advertising and Public Relations Major types of advertisements Institutional o Corporate o Advocacy Product o Pioneering Stimulate Demand Introduction o Competitive Growth o Comparative Influence demand for specific brand Effects of Advertising Increase o Attention yes o Interest yes o Desire yes o Action NO Build brand equity o Increase brand awareness o Improve or enhance brand attitudes Change consumer decision making criteria Growth and maturity Influence demand by highlighting weakness of the competition Setting Objectives The DAGMAR Approach Defining Ad Goals for Measured Ad Results Define target audience Define specific objectives of the ad the desired percentage change Define the time frame for change Identify product benefits Sell the benefits not the product features attributes Some common advertising appeals unique selling proposition positioning strategy Message Execution Product Symbols Demonstration Sex Appeal Humor Slice of Life Scientific Evidence Spokesperson Musical Jingles Media Selection Scheduling Type o Newspaper o Magazine o Radio o Television o Internet o Alternative o Outdoor Mix how much of each Cost per contact how much per person Reach how many people Frequency how often Audience selectivity how targeted is the audience Scheduling continuous flighted pulsing seasonal Selecting Media Traditional Media Declining Usage TV Newspaper Radio Magazines Fearful of losing Advertising Revenue to non traditional media TV implementing targeted advertising Different commercials airing to different households based on Viewing patterns recorded on set top box Neighborhood demographics Traditional Media vs Interactive Media Internet Advertising Google AdWords Advertisers select the words that trigger their ads and the maximum amount they Google determines a quality score which determines the order of the Based on historical click thru rates relevance of advertisers ad text and keywords advertisers account history other factors will pay per click sponsors Google Analytics Detailed stats about website visitors
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