Exam 4 Review Outline Chapter 17 Integrated marketing Communications What is Promotion o pro mo tion pro mo shun n Encouragement of the progress growth or acceptance of something furtherance In Marketing Promotion is 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 Tends in Advertising increasing spent because of an increase in competition have to convince people your product is the best new media general idea of where most spent TV advertising cable TV Internet Who are a few of the top advertisers Procter Gamble AT T General Motors Comcast Promotion Mix Different types of Promotion o Advertising is a paid non personal communication about an organization and its products transmitted to a target audience through mass media tv radio o Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation Selling products to other businesses B toB Sales people o A public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders o 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 Promotions Mix APPS Have to think about budget available stages in product life cycle type of product type of purchase decision to determine which type of promotion to use o Advertising o Personal selling o Public relations o Sales promotion And then they have to decide which media print TV radio news release social Integrated Communications is coordination of promotion and marketing efforts for maximum impact To deliver one message across channels and consumer groups o EX Taco Bell connecting themselves to major league baseball Traditional Promotion Mix what are the pieces are they well aligned NO o Idea behind it Not connected at first didn t make sense Competition increases and people need correlations to make connections to product to cut through the clutter and IMC emerged and turns it into a coordinated package so that it makes sense in that same direction IMC brings the pieces together Integrated Communications Goals of IMC o Consistent Consistent message to customers o Coordinated Coordinate manage promotional efforts to be logically connected o Complementary Synchronization to create a greater overall campaign interactive o Continuity Use more precisely targeted promotional tools over time Moving forward using one to one media More personalized EX Coke Zero TAB was the first soda targeted for women Changed can to make it manlier Their promotion and advertising strategy is to sponsor football games NASCAR basketball games Integrated Communications and positioning 2 General Promo Strategies Other businesses o Push policy Who are you targeting with your promotions Push product the communication channel to incentivize retailer to sell product EX Trade shows and personal selling Push money If you carry this product you ll get extra commission directly to consumer and ask the retailer if they o Pull policy Aiming promotion have it EX Children s toys Child has a fit until the parent buys the child the toy Push Promoting to business retailer Pull Promoting product directly to consumer so they can PULL it down the distribution channel Communication Process o The process that describes the exchange of information between two or more people how to communicate o What are the elements Source has info Encording Message Development Communications channel Decoding the message Receiver Feedback Source Repeat In the middle is noise where things can interfere with the process at any stage Companies really have to deal with noise from outside influences Elements of the Communication Process 1 The Source The person or organization that has information to share o Company o Salesperson o Celebrities have Q scores Q Scores How much to pay celebrities to endorse their product A measure of familiarity and how many like that person o Know the math So if 50 are familiar and 10 list as a favorite then the score is 20 Favorite Familiar 2 Encoding Symbols are good for this The process of putting words thoughts messages into symbolic form in such a way that they will be understood by the receiver consumer Smbols enter your concisoiusness faster than words 3 The Channel how the communication travels from the source to the receiver Two types 1 Nonpersonal Channels watch a commercial but can t respond back to it No personal contact with consumer 2 Personal channels personal selling Involves direct contact with the seller and buyer Customers can respond back to the product that is trying to be sold to them o Buzz Marketing Socially active consumers hired to sell products to friend and family o EX Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its digital camera phone o P G s Tremor company promotes teens to promote products 4 Decoding Understanding what was being conveyed through the channel Decoded messages resemble the encoded message o Noise Takes away from the message you re trying to send o Gone wrong Panasonic touchscreen home PC wanted to name it Woody their tagline was Touch Woody The Internet Pecker The message they were trying to send wasn t end 5 Feedback The receiver s response to the message o One way to get feedback is from objective sources o Ad age rates top ad campaigns Ad from 1959 still 1 campaign 6 Response Models Describe the process that receivers must go through before a desired behavior occurs Consumers have to go through three stages before they do what you want them to do o Cognitive Thinking stage If I tell you something about a product you have to think about it Become aware of the message o Affective Feeling stage Where the receiver forms a liking or preference for the o Behavioral Doing stage Where the receiver acts on the preference ad object AIDA Model Developed for personal selling Goes through the stages a salesperson must take to get a customer through to induce purchase o Attention Interest Desire Action o Cognition Affect Behavior Chapter 18 Advertising and PR What is Advertising o A paid form of non personal communication that is transmitted to a target audience through mass
View Full Document
Unlocking...