Integrated Marketing Communications Marketing Final Promotion in marketing the communication link between sellers and buyers to influence inform or persuade a buyer s purchase decision APPS advertising personal selling PR sales promotion o Advertising a paid non personal communication about an organization and its products transmitted to a target audience through mass media o Personal selling a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation o Public relations a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders o 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 max impact Its goals are to be o Consistent in its message to customers o Coordinated managing promotion so it is logical o Complementary synchronize to have an amazing over all campaign o Continuous precisely target using promotional tools over time With a traditional promotion mix customers may not always see consistent messages Integrated marketing communications allows the company to coordinate and manage promotions so that they can be consistent synchronized efficient and continuous Push promotion strategy promote product only to the next institution down the marketing channel which means that the producer promotes the product to wholesalers wholesalers promote to retailers and retailers promote to consumers o Ex trade shows personal selling free trials discounts o Push money aka spiffs extra commission for retail employees to push specific products Pull promotion strategy producers promote a product directly to consumers o Develops strong demand so consumers pull products through the marketing channel o Ex kid s toys coupons rebates loyalty programs contests Communication process the exchange of information between 2 people o Messages are sent through various channels such as email or in person o The sender aka source company sales man celebrity etc has the information to relay to the receiver They encode give meaning to this information to develop the message Once they know what media email in person memo etc they will use to deliver the message the receiver decodes interprets the message and gives feedback Encoding the process of putting words thoughts messages into a symbolic or logo form so that the message can be understood by the receiver Channel how the communication moves from the source to the receiver Two channel types are Non personal channel no personal contact happens with the consumer Examples include print broadcast online Personal channel involves direct contact Examples include direct selling word of mouth buzz marketing Decoding making sense of a message transforming the message into thoughts The decoded message should be similar to the encoded message from the There is often a lot of noise which is anything that interferes with or distorts sender the message Feedback it can be difficult to assess the receiver s response Ad age rates the top 100 ad campaigns to provide feedback Celebrities and many other things like TV shows deceased celebs cartoons etc have Q scores The score is found by dividing these two numbers o Level of familiarity who have heard of them o Number of respondents who favor the celebrity Buzz marketing companies hire socially active consumers to promote products to their friends o It is a subset of viral marketing o Consumers are usually not aware that their friend is being paid to promote the product Response models describes the process the receiver must go through before a desired behavior occurs Each model has 3 stages o Cognitive stage thinking stage Receiver is aware of the message o Affective stage feeling stage Receiver may form a preference for the product o Behavioral stage doing stage Receiver acts on their preference and purchases the product One response model is the AIDA model developed for personal selling represents the stages a salesperson must take a customer through to get them to buy the product o Attention Interest Desire Action Advertising and PR Advertising paid non personal communication that is transmitted to the target audience through mass media o Effective advertising can influence customers buying behavior throughout their lives o There are many advertising mediums such as TV games news magazines sports etc o 8 point advertising strategy there can be more or less points for each company Identify and analyze the target audience Define advertising objectives Create the advertising platform the basic issues selling points of an ad Determine the advertising appropriation the total amount of money a marketer allocates for advertising during a specific time period Develop the media plan decide what media type will be used during what time how often and how many in the target audience will be exposed to the ad Create the message Execute the campaign Evaluate the advertising s effectiveness Types of advertising include drinking responsibly o Advocacy advertising shows a firm s position on an issue such as vegetarians recycling or o Product advertising shows the uses features and benefits of a product Types of product advertising include Pioneer advertising specific brand by showing its benefits and uses stimulates demand for a product category instead of a o Ex milk ads beef ads etc Competitive advertising Types of competitive advertising include focuses on stimulating demand for a specific brand o Comparative advertising compares two or more brands characteristics Example Apple vs Samsung BMW vs Audi o Reminder advertising reminds consumers of an established brand s benefits Example a very white strip featuring Mr Clean on it next to dirty strips on a walkway o Reinforcement advertising assures consumers they made the right choice Example Geico s 15 minutes to save 15 Advertising pervasiveness the average American see over 3000 ads every day The next wave of advertising mobile ads first arrived in 2000 now accounts for 2 of the advertising market o Current state recall of a typical ad is only 10 because there is too much noise New frontier in advertising brand s marketing strategy o Branded entertainment an entertainment based vehicle
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