Exam 3 Review Dr Mike Brady MAR3023 Integrated Marketing Communications o Coordination of promotion and marketing efforts for maximum impact o Goals are Consistent message to customers Coordinate manage promotional efforts o How to target guys with diet drinks Make the can manly Colors design In class remember always a black can Don t use word diet Class example New Dr Pepper 10 10 calories and tagline is It s not for women o 2 General 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 o Trade shows and personal selling o Push Money also known as spiffs An extra commission paid to retail employees to push products 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 Promotions o Like at Publix our favorite Buy one get one free Pull Policy o Communication Process The Source Person organization that has information to share o Company salesperson celebrity have Q scores Encoding and Decoding Encoding process of putting words thoughts messages into symbolic form in such a way that they will be understood by the receiver consumer o Symbols are good for this o Think of the Nike swoosh and the Golden Arches of Mickey Ds logos we recognize without seeing a name Decoding process of transforming the message back into thought message o Key is for decoded message to resemble encoded o Problems occur if too much can create noise Noise anything that interferes with or distorts the message Q Scores Q stands for quality considers 2 factors Consumers level of familiarity with a name who have heard of him her Number of respondents who indicate that a person program or character is a favorite Score is calculated by dividing the 2 numbers Some argue that Q is better than Nielsen There are Q scores for everything from TV programs to deceased celebrities to brand and company names The Channel how the communication travels from the source to the receiver 2 types o Nonpersonal channels no personal contact with consumer This would be done through print newspaper or broadcast on TV commercials o Personal channels involves direct contact Direct selling Salespeople WOM Word of Mouth Buzz marketing o Buzz Marketing A subset of viral marketing wherein companies hire socially active consumers to promote products to their friends relatives and acquaintances Consumers are typically unaware that the person is on the payroll o Example Sony Ericsson used undercover marketers to act like tourists for purpose of promoting its digital camera phone o Example P G s Tremor company employs 250 000 teens ages 13 19 to promote its products Pantene shampoo Pringles Covergirl o Response Models Advertising and PR o Types of Advertising Product Advertising Describe the process that receivers must go through before a desired behavior occurs Each Model has 3 successive stages Cognitive Stage the thinking stage o Where the receiver becomes aware of the message Affective Stage the feeling stage o Where the receiver forms a liking or preference for the ad object Behavioral Stage the doing stage o Where the receiver acts on the preference Promotes the uses features and benefits of specific products Pioneer primary demand Focuses on a product category Example Got Milk Or the Beef its what s for dinner Advocacy Advertising Conveys a firm s position on a public issue o Example The We I D at bars or places serving selling alcohol Points out a brand s advantages relative to competing Competitive brands 3 types o Comparative compares 2 or more brands on 1 or more characteristics Example Oven baked sandwiches from Dominoes saying Taste beat Subway 2 to 1 Example Papa Johns Better ingredients better pizza o Reminder reminds customers of an established brand s characteristics and benefits Example A Post It on a toilet seat saying Lift Example Dirty crosswalk have one white line cleaned with Mr Clean product to advertise how clean o Reinforcement assures current users they have made the right choice AT T s old phrase The right choice Branded Entertainment With all advertising clutter recall of a typical ad is only 10 Recall of a branded entertainment episode is 24 Example from class was the Collegehumor prank at the University of Maryland Company that owns Axe paid 50 000 to Maryland to host the prank o In return company was allowed to stream the video on its website and in conjunction with its brand that targets young males Axe Another example is Gatorade s new G series drinks o This was done in an attempt to tie the drink back to its core market athletes o Scheduling Advertising Continuous runs steadily throughout the year Good for continuously used products Flighting runs in spurts Heavy none Good for seasonal products o Think of seeing certain ads during certain times of the year Sunscreen during summer Pulsing a combination Runs steadily but with bursts at certain times Back to school ads Super Bowl commercials Doritos or Bud Light have commercials all year but have a lot of new ones for Super Bowl o Measuring Advertising and effectiveness Reach Frequency The percentage of consumers in the target audience exposed to a particular advertisement in a stated period The number of times these targeted consumers are exposed to the advertisement Pretest Posttest Effectiveness Pretest o Evaluation performed before a campaign begins o Consumer jury test Posttest o Evaluation of advertising effectiveness after the campaign Recognition Unaided Recall Aided Recall Recognition Recall Effectiveness Respondents shown a portion of an ad or sometimes a memorable image and asked o Do you recognize this ad Recognition measure Nielsen Ratings o Please type in the sponsor of this ad unaided recall measure o Please choose the sponsor of this ad from the following list aided recall An audience measurement system designed to assess the size and composition of TV audiences Since there are estimated 116 000 000 televisions households in the US o 1 ratings point represents 1 of that number 1 16 million households Nielsen traditionally relied data from the audimeter and consumer diaries o There were concerns over the accuracy of the diaries pushed Nielson now uses the people meter that has the capability to measure each
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