FSU MAR 3023 - Integrated Marketing Communication

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Integrated Marketing Communicationpro·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 mixThe communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.Integrated Marketing Communication• Coordination of promotion and marketing efforts for maximum impact.• A major goal of IMC is to send a consistent message to customers.• IMC fosters long-term relationships and efficient use of promotional resources. Goals of IMC• Consistent message to customers• Coordinate/manage promotional efforts• Synchronization of promotional elements• Use more precisely targeted promotional toolsHow would you target guys with diet drinks?• Make the can “manly”o Colors, design• Don’t use the word “diet”• Sponsor a NASCAR Role of Promotion• To stimulate product demand • To build and enhance relationships with current and potential customers• Indirectly facilitate favorable relationships with interest groups, regulatory agencies, society.o For maximum benefit: proper planning, implementation, and control of communicationsObjective of Promotion• Stimulate demand• Encourage product trial• Identify prospects• Retain loyal customers• Facilitate seller support• Combat competitive promotional efforts• Reduce sales fluctuationsPromotion 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.Elements in the Communication Process• The Sender (AKA Source)o The person or organization that has information to share. Company Salesperson• Encoding o 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 thiso Encoding Using Celebrities: Q-Scores (Q stands for quality) considers 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  Example: 10% favorite/50% familiar = 20 Q Score Average score is 18 Some argue that Q is better than Nielsen• Message Developmento The Promotional Message Should… Grab ATTENTION Excite INTEREST Create DESIRE Prompt ACTIONAIDA• Media : Cross-Screen Engagemento Laptops, gaming consoles, mobile phoneso 90% of media interactions screen based - 10% non-screeno Example: 7 out of 10 use second device while watching TV.o Each screen offers unique experienceo Need multi-layered approach with consistent messaging• Decodingo The process of transforming the message back into thought. The key is for the decoded message to resemble the encoded message. Problems can occur if there is too much…• Noise: anything that interferes with or distorts the message.o Unintended Decoding Panasonic created a new web browser and had received license to use the cartoon character Woody Woodpecker as an interactive internet guide. • The day before the huge marketing campaign, Panasonic realized its error and pulled the plug. Why? Their Slogan: o "Touch Woody - The Internet Pecker.”• Feedback and Capacityo Feedback is the receiver’s response to the message Can be difficult to assess One way to get feedback from objective sourceso Channel capacity: each communication channel is limited on the volume of information it can effectively handle and is determined by the least efficient component of the communication processWhat the Firm Controls…..• Sender: The firm that has information to share: Buy a mac instead of PC competitor• Encoding: the process of putting together thoughts, ideas and information into a symbolic form to communicate a message: The characters chosen in the Mac vs. PC commercials communicate something. • Message: Mac is cooler than PC• Media: YouTubeWhat the Firm Cannot Control……• Decoding: receiver assigns meaning to symbols encoded by the sender • Response: reaction of the receiver after being exposed to the to the message• Feedback: the part of the receiver’s response communicated to the sender (Not complete information)• Noise: unplanned static or distortion during the communication process e.g. competitor actionWord-of-Mouth• Passing of information by verbal means, especially recommendations. In an informal, person-to-person manner, rather than by media or advertising• NOT EFFECTIVE IN ALL PRODUCT CATEGORIESo Negative word-of-mouth• Sometime feedback doesn’t come back to the firm.o A satisfied customer will tell 4 or 5 others about a pleasant brand experience. An unsatisfied customer will tell 7 to 13 others.o It costs 3 to 5 times more to replace than to keep a customer.e-WOM• Electronic word of mouth (e-WOM) is communicating about products through websites, blogs, email, or online forums; becoming increasingly important. • Viral marketing is a strategy to get consumers to share a marketer’s message, often through e-mail or online videos, in a way that spreads quickly and dramatically.• Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event. Sometimes refers to socially active consumers hired to create buzz.Buzz Marketing• 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.o Pantene shampoo, Pringles, Covergirl cosmeticso Tremor also has other customers (like 500,000 Moms) and charges $1 million per campaign.Criticisms and Defense…• Is Promotion Deceptive?o Although some promotion is


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FSU MAR 3023 - Integrated Marketing Communication

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