Exam 3 ReviewDr. Mike BradyMAR3023- Integrated Marketing Communicationso Coordination of promotion and marketing efforts for maximum impacto Goals are Consistent message to customers Coordinate/manage promotional effortso 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 taglineis “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 sellingo 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- Promotionso Like at Publix, our favorite “Buy one get one free”o Communication Process The Source- Person/organization that has information to shareo 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/consumero Symbols are good for thiso 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.o Key is for decoded message to resemble encoded messageo 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 typeso 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 marketersto act like tourists for purpose of promoting its digital camera phoneo Example: P&G’s Tremor company employs 250,000 teens ages 13-19 to promote its products. (Pantene shampoo, Pringles, Covergirl)o Response Models Describe the process that receivers must go through before a desired behavior occurs Each Model has 3 successive stages:- Cognitive Stage- the “thinking” stageo Where the receiver becomes aware of the message- Affective Stage- the “feeling” stageo Where the receiver forms a liking or preference for the ad object- Behavioral Stage- the “doing” stageo Where the receiver acts on the preference- Advertising and PRo Types of Advertising Product Advertising- 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 issueo Example: The “We I.D.” at bars or places serving/selling alcohol Competitive- Points out a brand’s advantages relative to competing 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 pranko 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 drinkso 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- The percentage of consumers in the target audience exposed to a particular advertisement in a stated period Frequency- The number of times these targeted consumers are exposed to the advertisement Pretest/Posttest (Effectiveness)- Pretesto Evaluation performed before a campaign beginso Consumer jury test- Posttesto 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)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) Nielsen Ratings- An audience measurement system designed to assess the size and
View Full Document
Unlocking...