Integrated Marketing Communicationpro·mo·tion(pro-mo-shun)n. Encouragementoftheprogress,growth,oracceptanceofsomething;furtherance.InMarketing:PromotionOneofthefourelementsofthemarketingmixThecommunicationlinkbetweensellersandbuyersforthepurposeofinfluencing,informing,orpersuadingapotentialbuyer'spurchasingdecision.IntegratedMarketingCommunication- Coordinationofpromotionandmarketingeffortsformaximumimpact.- AmajorgoalofIMCistosendaconsistentmessagetocustomers.- IMCfosterslong-termrelationshipsandefficientuseofpromotionalresources.GoalsofIMC- Consistentmessagetocustomers- Coordinate/managepromotionalefforts- Synchronizationofpromotionalelements- UsemorepreciselytargetedpromotionaltoolsHowwouldyoutargetguyswithdietdrinks?- Makethecan“manly”o Colors,design- Don’tusetheword“diet”- SponsoraNASCARRoleofPromotion- Tostimulate product demand - Tobuild and enhance relationships withcurrentandpotentialcustomers- Indirectlyfacilitate favorable relationships withinterestgroups,regulatoryagencies,society.o For maximum benefit: proper planning, implementation, and control of communicationsObjectiveofPromotion- Stimulatedemand- Encourageproducttrial- Identifyprospects- Retainloyalcustomers- Facilitatesellersupport- Combatcompetitivepromotionalefforts- ReducesalesfluctuationsPromotionMix- Advertising isapaid,non-personalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmedia.- Personal selling isapaid,personalcommunicationthatseekstoinformcustomersandpersuadethemtopurchaseproductsinanexchangesituation.- Public relations isabroadsetofcommunicationeffortsusedtocreateandmaintainfavorablerelationshipsbetweenanorganizationanditsstakeholders.- Sales promotion isanactivityormaterialthatactsasadirectinducementofferingaddedvalueorincentivefortheproducttoresellers,salespeople,orcustomers;freesamples,games,rebates,sweepstakes,contests,premiums,andcoupons.ElementsintheCommunicationProcess- TheSender(AKASource)o Thepersonororganizationthathasinformationtoshare. Company Salesperson- Encodingo theprocessofputtingwords,thoughts,messagesintosymbolicforminsuchawaythattheywillbeunderstoodbythereceiver/consumer. symbolsareparticularlygoodforthiso EncodingUsingCelebrities:Q-Scores (Qstandsforquality)considersfactors: Consumersleveloffamiliaritywithaname-%whohaveheardofher/him Thenumberofrespondentswhoindicatethataperson,programorcharacterisafavorite Thescoreiscalculatedbydividingthetwonumbers Example:10%favorite/50%familiar=20QScore Averagescoreis18 SomearguethatQisbetterthanNielsen- MessageDevelopmento ThePromotionalMessageShould… Grab ATTENTION Excite INTEREST Create DESIRE Prompt ACTIONAIDA- Media:Cross-ScreenEngagemento Laptops,gamingconsoles,mobilephoneso 90%ofmediainteractionsscreenbased-10%non-screeno Example:7outof10useseconddevicewhilewatchingTV.o Eachscreenoffersuniqueexperienceo Needmulti-layeredapproachwithconsistentmessaging- Decodingo Theprocessoftransformingthemessagebackintothought. Thekeyisforthedecodedmessagetoresembletheencodedmessage. Problemscanoccurifthereistoomuch…- Noise: anythingthatinterfereswithordistortsthemessage.o UnintendedDecoding PanasoniccreatedanewwebbrowserandhadreceivedlicensetousethecartooncharacterWoodyWoodpeckerasaninteractiveinternetguide.- Thedaybeforethehugemarketingcampaign,Panasonicrealizeditserrorandpulledtheplug.Why?TheirSlogan:o "TouchWoody-TheInternetPecker.”- FeedbackandCapacityo Feedbackisthereceiver’sresponsetothemessage Canbedifficulttoassess Onewaytogetfeedbackfromobjectivesourceso Channel capacity: eachcommunicationchannelislimitedonthevolumeofinformationitcaneffectivelyhandleandisdeterminedbytheleastefficientcomponentofthecommunicationprocessWhattheFirmControls…..- Sender:Thefirmthathasinformationtoshare:BuyamacinsteadofPCcompetitor- Encoding:theprocessofputtingtogetherthoughts,ideasandinformationintoasymbolicformtocommunicateamessage:ThecharacterschosenintheMacvs.PCcommercialscommunicatesomething.- Message:MaciscoolerthanPC- Media:YouTubeWhattheFirmCannotControl……- Decoding:receiverassignsmeaningtosymbolsencodedbythesender- Response:reactionofthereceiverafterbeingexposedtothetothemessage- Feedback:thepartofthereceiver’sresponsecommunicatedtothesender(Notcompleteinformation)- Noise:unplannedstaticordistortionduringthecommunicationprocesse.g.competitoractionWord-of-Mouth- Passingofinformationbyverbalmeans,especiallyrecommendations.Inaninformal,person-to-personmanner,ratherthanbymediaoradvertising- NOTEFFECTIVEINALLPRODUCTCATEGORIESo Negativeword-of-mouth- Sometimefeedbackdoesn’tcomebacktothefirm.o
View Full Document