MAR3023 Final Exam Study Guide Integrated marketing communications A macro view of marketing communication strategy Promotions mix IMC Push pull Communication process Response models What is promotion Promotion encouragement of the progress growth or acceptance of something furtherance Allows the firm to get a message to consumers to influence them inform them or persuade them o One of the four elements of the marketing mix The communication link between sellers and buyers for the purpose of influencing informing or persuading a potential buyer s purchasing decision o Dave Kurtz Contemporary Marketing Marketing Communications Brady s favorite advertisement Terry Tate office linebacker ad from reebok Originally aired during 2003 super bowl Advertising promotion Expenditure in billions of dollars Advertising really drives sales Top Advertisers Proctor Gamble AT T General Motors Comcast Verizon Proctor and Gamble Headquarters in Cincinnati Own a lot of different products One of the biggest conglomerates out there Own detergents cover girl perfumes crest Lacoste When you go to the food store its few companies selling a big portfolio of products Promotion Mix Encompasses the ways companies can reach customers 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 are 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 o Coupons buy one get 1 free o Any kind of incentive is a sales promotion o Specials at Publix If the product is more complex It uses personal selling if it is simple it uses advertising Promotions Mix First they consider the things on the left which determines how they determine their promotion mix things in the middle then how to get the message to the consumer right side Integrated Marketing Communications Coordination of promotion and marketing efforts for maximum impact When companies coordinate all of their promotional messages to create one voice in how they reach customers Deliver one message to consumers Ex taco bell if the red sox stole a base people got a free taco o Telling consumers about a promotion in very coordinated way Traditional promotion mix Used to be all separate IMC coordinates everything and makes it all fit together Makes the message consistent across whatever channel they use IMC Integrated Communications Goals of IMC To get that consistent message to consumers Coordinate manage promotional efforts Synchronization of promotional efforts Use more precisely targeted promotional tools o Targeting the message to the groups of consumers you re trying to attract o Coke 0 target the right people with the right approach Tab was the original diet drink in a pink can Coke 0 is made more manly black can didn t use the word diet Also sponsor NASCAR to reach men 2 General Promo Strategies 2 ways that companies can approach marketing communications for customers Push policy Promoting a product only to the next institution down the marketing channel o Taking products and pushing them down the distribution channel focusing on promotion efforts aimed at manufacturer or wholesalers o The producer promotes the product to wholesalers the wholesalers promote it to retailers and the retailers promote it to consumers Ex Trade shows and personal selling companies attract wholesales Ex Push money also known as spiffs An extra commission paid to retail employees to push products Promoting directly to consumers to develop strong demand that pull products through the marketing channel When customers come in and ask for a product enough that they will actually get the product in o Get children excited about toys parent s go out and look for the toy o Ford Australia only produces a car when one is ordered by the customer dell did the Pull marketing directly to consumer who pulls that down the distribution channel Process that describes the exchange of information between 2 or more people How companies get info To consumers o Messages are sent through channels Letter email in person Elements in the communication process Process starts at the top with sender source they have to encode the information message has to be developed then delivered through media then decoded or made sense of by consumer leave feedback by buying it or not buying it Pull Policy their store to sell Ex children s toy same thing Communication Process T The Source The person or the company that s sending the message o Company o Salesperson o Celebrity have Q scores a way to determine which celebrities will command the most money to endorse a certain product they change over time o When LeBron left Miami his Q score made a big dip Q Scores Q stands for quality considers two factors Consumers level of familiarity with a name of people who have heard of him her The number of respondents who indicate that a person program or character is a favorite Score calculated by dividing the two numbers Some argue hat Q is better than Nielson So if 50 are familiar and 10 list as a favorite then the score is 20 o The average is 18 Companies who are thinking about finding a celebrity endorser want someone with a high Q score Other Q scores TVQ rates broadcast TV programs Cable Q rates cable TV programs Performer Q rates living celebrities Dead Q rates the current popularity of deceased celebrities o Elvis Sports Q rates sports figures Cartoon Q rates cartoon characters video games toys and similar products o Snoopy homer Simpson Brand Attachment Q rates brand and company names Kids Product Q rates children s responses to brand and company names Second step The 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 particularly good for this brand symbols o Everything from Starbucks has their symbols on it its popular Encoding o The Channel What s the method you re going to use to get your message to the consumer The Channel how the communication travels from the source to the
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