TOPIC 6 INTEGRATED MARKETING COMMUNICATIONS IMC MAR3023 EXAM 4 REVIEW Marketing Communications o Promotions Mix o IMC o Push Pull strategies o Communication Process o Response Model What is Promotion o Promotion Encouragement of the progress growth or acceptance of something furtherance advancement development o In Marketing 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 Marketing Communications o You might remember your favorite ad Dr Brady s favorite Terry Tate Reebok Commercial 03 Super Bowl Advertising Promotion o Companies have bought into the idea of understanding that advertising really drives a lot of o Advertising becomes more and more important as competitiveness increases in each their business market and as differentiation decreases o Top Advertisers Proctor Gamble P G HQ in Cincinnati AT T General Motors Promotion Mix APPS Advertising a paid non personal communication about an organization and its products transmitted to a target audience through mass media Personal Selling a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation Public Relations a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders Sales Promotion 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 Integrated Marketing Communications Coordination of promotion and marketing efforts for maximum impact Traditional Promotion Mix Media advertising publicity sales promotion packaging direct response interactive marketing direct marketing public relations special events point of purchase Separate consumers in ways that were counterproductive for the messages they were delivering to Integrated Marketing Communications IMC puts them together in a way that is coordinated so that they fit neatly together So the message is consistent Goals of IMC o Consistent message to customers o Coordinate manage promotional efforts o Synchronization of promotional elements o Use more precisely targeted promotional Tools Example of Integrated Communications o How would you target guys with diet drinks Make the can manly Black can colors design that fit what men are looking for Don t use the word diet Sponsor NASCAR and Game Day 2 General Promotion Strategies Push Policy Promoting a product only to the next institution down the marketing channel pushing it down the distribution channel o The producer promotes the product to wholesalers the wholesalers promote it to retailers and the retailers promote it to consumers Trade shows and personal selling 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 o Examples Children s Toys get kids excited about the toys they are selling Parent seeks out product demand comes from consumer Ford Australia only produces a car when a customer orders one Dell did the same thing Communication Process The process that describes the exchange of information between two or more people o Messages are sent through channels letters emails in person etc Elements in the Communication Process SEE PICTURE Starts at the top with Sender Source and goes clockwise The Source The person organization that has information to share o Company o Salesperson o Celebrity have Q scores Q Scores Q Quality Score considers two factors o Consumers level of familiarity with a name who have heard of them o The number of responses who indicate that a person program or character is a favorite o The score is calculated by dividing the two numbers o Some argue that Q is better than Nielsen o The average Q Score is 18 Companies are willing to pay celebrities with higher Q Scores more to advertise their product Encoding Encoding The process of putting words thoughts messages into symbolic form in such a way that they will be understood by the receiver consumers o Symbols are particularly good at this EX Starbucks McDonalds Nike swoosh The Channel o Two types The Channel How the communication travels from the source to the receiver 1 Nonpersonal Channels no personal contact with consumer Print broadcast 2 Personal channels involves direct contact Direct selling salespeople word of mouth buzz marketing Buzz Marketing Buzz Marketing A subset of viral marketing wherein companies hire socially active consumers to promote products to their friends relatives and acquaintances o Consumers are typically unaware that the person is on the payroll Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its digital camera P G s Tremor company employs 250 000 teens between the ages of 13 19 to promote its products Pantene Pringles Covergirl Decoding The process of transforming the message back into thought o The key is for the decoded message to resemble the encoded message Make sure customers understand the intended message o Problems can occur if there is too much noise Noise Anything that interferes with or distorts the message o Decoding Gone Wrong Panasonics New Internet Browser Woody the Internet Pecker Decoding Feedback The final piece of the communications process Feedback The receiver s response to the message o Can be difficult to assess o One way to get feedback from an objective sources o Ad age rates the top 100 ad campaigns Volkswagen s Think small 1959 campaign was the 1 Response Models Describes the process that receivers must go through before a desired behavior occurs Each Model has three successive stages 1 Cognitive Stage the thinking stage Where the receiver becomes aware of the message 2 Affective Stage the feeling stage Where the receiver forms a liking or preference for the ad object 3 Behavioral Stage the doing stage Where the receiver acts on the preference AIDA Model Attention Interest Desire Action Developed for personal selling represents the stages a salesperson must take a customer through to induce purchase 1 Cognition Attention And Interest 2 Affective Desire 3 Behavior Action TOPIC 7 ADVERTISING AND PR What is Advertising through mass media Effective advertising
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