Exam 4 Review Outline Chapter 17 Integrated marketing Communications Promotion Mix o Advertising is a paid non personal communication about an organization and its products transmitted to a target audience through mass media o Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation o 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 APPS o Advertising o Personal selling o Public relations o Sales promotion Goals of IMC integrated marketing communications o Consistent Consistent message to customers o Coordinated Coordinate manage promotional efforts to be logically connected o Coordinated coordinate and manage promotional efforts to be logically connected Ex Taco Bell if a base is stolen you get a free taco television ad and print but also put message was on hot sauce products Ex Coke Zero follow one target market which is males make the can black a manly color product sponsor college game day activities big shot challenge basketball game sponsor NASCAR promotion and advertising o Complementary Synchronization to create a greater overall campaign o Continuity Use more precisely targeted promotional tools over time Company saw you bought a shirt get 20 off of your next shirt very personal 2 General Promo Strategies o Push policy Business to Business Promoting a product to the next institution down the marketing channel Producer to the wholesaler wholesaler to retailer retailer to the customer to end the channel Ex of major push location trade show Ex of major push method spiffs which is push money extra commission given to retailers to push a product or money paid to retail employees to push particular products o Pull policy Promoting a product directly to consumers to develop a strong demand that pulls products through the marketing channel Ex Children s toys promote to children not parents Ex Ford Australia only produces a car when one is ordered by the customer Dell computers did the same thing Communication Process o The process that describes the exchange of information between two or more people 1 Letters 2 Emails 3 In person share The Source Person or organization Salesperson or Company that has information to Ex Celebrities promote products they have Q scores measures familiarity and likeability these determine how much money they must pay a certain celebrity to endorse product Encoding Process of putting words thoughts and messages into symbolic form in such a way that they will be understood by the consumer receiver Symbols are very recognizable enter consciousness faster than words Ex Nike Swoosh Decoding transforming message back into a thought Key is for decoded message to resemble encoded message Problems can occur if there is too much o Noise things that interfere with the process translating messages across cultures too much information given or noise from other competitors o Gone wrong Ex Panasonic Used woody woodpecker as celebrity endorser named the touchscreen computer woody with the tagline Touch Woody pulled the ad Changed it to Woody touch screen Chapter 18 Advertising and PR o Pioneer Advertising Focuses on a product category Ex Got Milk Beef Its what s for dinner Advertising not on a specific brand but category helps all dairy farmers Types of Advertising and cattle producers o Competitive points out a brand s advantages relative to competing brands Comparative o Compares two or more brands on one or more characteristics Ex Dominos with subs compared to subway Ex Papa Johns better ingredients better pizza Porsche nobody s perfect ad Reminder advertising reminds customers of an established brand s characteristics and benefits reminder Ex Coca Cola Mr Clean uses logo Reinforcement o assures current users they have made the right choice Ex AT T o Advocacy Advertising Conveys a firm s position on a public issue Ex An Hauser Busch on avoiding drunk driving as well as not drinking underage Scheduling Advertising o Continuous runs steadily throughout the year Good for continuously used products Ex people use Tide laundry detergent year round o Flighting runs in spurts Heavy none Good for seasonal products Ex Suntan Lotion Ex Butterball turkeys thanksgiving and Christmas o Pulsing a combination Runs steadily but with bursts at certain times Ex Chip ads Frito Lay especially during the super bowl people are eating Measuring Advertising chips o Reach Displays if your advertising was effective Hit once The percentage of consumers in the target audience exposed to a particular advertisement in a stated period o Frequency hit more than once The number of times these targeted consumers are exposed to the advertisement Three stages after first contact Curiosity Recognition Decision goal is to Measuring Advertising Effectiveness get consumer to the decision phase o Pretest Posttest Pretest Posttest Evaluation performed before a campaign begins your attitude toward a brand or an ad Consumer jury test on your own same thing as a focus group Evaluation of advertising effectiveness after the campaign attitude towards brand or ad after campaign Recognition Shows respondent portion of ad asks three questions the first being Ex Have you seen this before Aided Recall Gives respondent a list of companies asks Who Unaided Recall No aid given to respondent Can you type in sponsored this ad who made this ad PR vs Publicity o Publicity communication about the organization and its products transmitted through mass media at no charge o Public Relations cost to the organization o Publicity is more short term whereas PR extends over a period of time o Publicity is largely out of the control of the firm Sometimes good sometimes bad Ex of bad publicity Abercrombie and Fitch CEO saying that he thinks the cool good looking kids should be wearing its clothes o Control Ads PR Publicity o PR is designed to be positive whereas publicity may not be positive Ex Tylenol bottles people but potassium cyanide they took all of them off the shelves good PR Ex Perrier tried to cover up benzene in their water in the 1990 s PR Ex Segway let cops use their product PR Ex Rockport started
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