Exam 4 Study Guide Integrated Marketing Communications Integrated Marketing communications are the coordination of promotion and marketing efforts used for maximum impact The types of promotions and marketing efforts used by integrated Marketing communications are Packaging Sales Promotion Direct Response Point of Purchase Publicity Public relations interactive marketing direct marketing and Special Events The Goals Of IMC Integrated Marketing Communications is Consistent Consistent message to customers Coordinated Coordinate manage promotional efforts to be logically connected Complementary Synchronization to create a greater overall campaign Continuity Use more precisely targeted promotional tools over time An Example of these goals being used successfully in the business world is Snickers candy bar When the You re not you when You re Hungry contest was put into effect Sales increased by 13 4 Over 5 million views online for their video s and Youtube Snickers searches increased by 18 000 Push Pull Strategies Push policy promoting a product only to the next institution down the marketing channel producer promotes a product to wholesalers wholesalers promote it to retailers etc An Example of Push policy would be this type of strategy is used in Trade shows and through personal selling Pull Policy promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel An Example of promoting policy is that Ford Australia only produces a car when one is ordered by a customer to make it feel unique Communication Process The process that describes the exchange of information between two or more people letters emails in person etc These messages are sent through channels The Channel how the communication travels from the source to the receiver Two types 1 Non personal channels no personal contact with consumer example print broadcast 2 Personal channels involves direct contact examples direct selling salespeople WOM and Buzzmarketing Elements in the Communications Process in order Source sender encoding information message development media decoding feedback source sender The source the person organization that has information to share example company salesperson celebrity Q score the consumers level of familiarity with a name how popular likeable someone is this is manly how celebrities get matched with a product to advertise it Decoding the process of transforming the message back into thought Encoding the process of putting words thoughts messages into symbolic form in such a way that they will be understood by the receiver consumer example brand symbols like Mcdonalds and Nike are good for this Noise anything that interferes with or distorts the message Buzz Marketing a subset of viral marketing where in companies hire socially active consumers to promote products to their friends relatives and acquaintances Response Models 1 Cognitive Stage the thinking stage Where the receiver becomes aware of 2 Affective stage the feeling stage Where the receiver forms a liking or 3 Behavioral stage the doing stage Where the receiver acts on the the message preference preference for the ad object AIDA Model developed for personal selling represents the stages a salesperson must take a customer through to induce purchase attention interest desire action Advertising and PR A paid form of non personal communication that is transmitted to a target Advertising audience through mass media Advertising Mediums Movies TV and Video Games example product placement mentions interactivity Newspaper direct mail magazines coupons flyers classified ads Sports soccer nascar Volleyball they all have products on them Advertising Pervasiveness A type of product promotion that attempts to influence a consumer in favor of a purchasing particular good or service The average American is exposed to more than 3 000 ads per days this makes it difficult to grab the full attention of your target market Types of Advertising Advocacy Advertising and Product Advertising Advocacy Advertising conveys a firm s position on a public issue Product Advertising promotes the uses features and benefits of specific products Example when a truck commercial says how powerful the engine is or how good a twix will taste Types of Product Advertising Pioneer advertising focuses on stimulating demand for a product category instead of a specific brand Example Got Milk advertising campaign Competitive advertising focuses on stimulating demand for a specific brand Types of Competitive Advertising Comparative advertising compares two or more brands on one or more characteristics Example Apple vs Droid advertisements saying which one is better Reminder advertising reminds customers of an established brand s characteristics and benefits Reinforcement advertising assures customers they made the right decision Future of Advertising pretty much already being done Mobile ads advertisements sent to mobile phones or other wireless devices accounts for 2 of advertising currently New Frontier Advertising Guerilla marketing aggressive promotional techniques used to penetrate clutter and noise Makes an ad stand out a lot more Example bullet proof glass company that put 1 million dollars in a case and let people try to break it to show the strength of their product Branded entertainment the use of a brand product integrated with a concept such as a prank or a video on Youtube to the consumer Scheduling Advertising when to advertise what Continuous runs steadily throughout the year good for continuously used products Flighting runs in spurts good for seasonal products only Pulsing a combination of above Runs steadily but with bursts at certain times school products and super bowl commercials Measuring Advertising Reach the percentage of consumers in the target audience exposed to a particular advertisement in a stated period Frequency the number of times these targeted consumers are exposed to the advertisement Advertising Effectiveness Pretest Posttest Pretest evaluation performed before a campaign begins Posttest evaluation of advertising effectiveness after the campaign Recognition Recall respondents shown a portion of an ad or sometimes a memorable image and ask Do you recognize this ad recognition measure Please type in the sponsor of this ad unaided recall measure Please choose the sponsor of this ad from the following list aided recall Nielsen Ratings An audience measurement system designed to assess the size
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