4 1 integrated marketing communications 1 marketing communications a a macro view of marketing communications strategy Promotions mix o What is promotion encouragement of the process growth or acceptance of something o To influence inform or persuade a potential buyer into making a decision o Ex terry tate office linebacker ad for reebok reebok hired him to manage their office made one inappropriate ad one that was aired o Proctor and gamble p g number 1 advertisers located in Cincinnati 1 Advertising paid non personal communication about an org and its products transmitted to a target audience through mass media 2 Personal selling paid personal communication that seeks that inform customers and persuade to purchase products 3 Public relations a broad set of communications use to maintain favorable relations b w org and its shareholders 4 Sales promotion coupons bogo an incentive to get you to buy their product o Companies think about way to spread message first by budget available then promotion mix then how to deliver the message media IMC integrated marketing communications o Coordination of promotion and marketing efforts for max impact o Ex taco bell did sales promotion w red sox if red sox stole a base people in boston got a free taco Advertised through local community o Takes the promotions mix and fits them neatly together message getting from firm is consistent across whatever channel they use o Whole is better than sum of the parts o Goals of imc approach Push pull policy marketing channel Consistent message to consumers Manage promotional efforts Use more precisely targeted promotional tools target right people with right Synchronize promotional elements Coke zero was selling diet drinks Tab drink for women Made can manly o Push policy Promoting a product only to the next institution through pushing down the The producer promotes the product to wholesalers who promote it to retailers who promote to consumers Trade shows a good example Push money extra commission paid to retailer employees to push a product Communication process o Pull policy promoting a product directly to consumers to develop strong demand that pull products through the marketing channel Getting customers so excited about a product that they seek it out through that company Pulling product through distribution channel through the customers Ex childrens toys parents go to the toy store and look for this specific toy o The process that describes the exchange of info between two or more people o Happen through channels ex internet ad tv message in person Decision will depend on this channel the person the product etc o Process starts with sender source person or company whos sending the message Company salesperson celebrities q scores ways to determine which celebrity will bring in the most for the product Q score level of familiarity w the name and number of respondents score calculated by favorite by familiarity Tvq cableq cartoonq deadq etc Sender encodes info be put in format to be sent down channel o To put the thought into words o Company develops brand symbol aka starbucks o The channel nonpersonal no personal contact like print and personal get the message directly from someone who represents the firm ex direct selling word of mouth Message has to be developed Has to be delivered through a form of media o buzz marketing subset of viral marketing where companies hire socially active consumers to promote products to their friends o sony erikson paid undercover marketers to act like tourists use digital camera at high tourist locations to act like youre using the product o p g employees teens to promote their products Has to be decoded made sense of it o Has to match encoded message o Process of transforming the message back into thought o Usually happens because there is too much noise o Decoding gone wrong Panasonic used woody woodpecker cartoon day before it went viral they pulled the plug on the message touch woody the internet pecker not the message they were trying to convey Feedback o Receivers response to the message o Whats the most popular ad VW think small ad in 1959 I II III IV V Response models o How consumers respond to messages o Describe the process receivers have to go through before a desired behavior occurs o Each model has 3 stages Cognitive stage think about what youre say Affective stage feel positive about it Behavioral stage do something u intended buying something o Ex aida model attention interest desire action 4 2 Advertising and Public Relations What is advertising a Paid form of nonpersonal communication that s transmitted to a target audience b Effective advertising can influence customer s purchasing behavior throughout their through mass media lives Secondary benefit what are the benefits customers receive from product Six point advertising strategy a Primary purpose information reminder What is the primary purpose b Primary benefit what are we offering to consumers c d Target audience e Audience reaction f Advertising mediums a Movies tv video games newspaper direct mail mags sports soccer players have their Company personality what image do we want to convey in our ads advertising brands on their jerseys Advertising pervasiveness a Average American exposed to 3000 ads per day Types of advertising a Product advertising b Pioneer primary demand i Advertising an industry or product category got milk c Advocacy advertising i Conveys a firms position on a particular issue ii Ex no drinking under 21 from busch beer iii Woolight free Tibet written in the shirt of their ad d Competitive i Most common type ii Compare yourself to your primary competitor iii Three types comparative comparing to the leading competitor papa johns says better ingredients better pizza compared to dominos reminder remind people of the brand and what its responsible for mr clean ad with post it note on toilet reinforcement insure customers they made the right choice att does this VI Next wave of advertising a Mobile ads ads sent to mobile phones or other wireless devices i Accounts for 2 of market b Current state of advertising i Trying to cut through the clutter of thousands of ads a day how ii Advertainment iii Guy Ritchie created it features david beckham end of ad when you get real short clips that capture your attention iv Branded entertainment exposure of what it is promoting attention to message theyre sending create a show or series of shows to get you to pay v Axe did this unilever which
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