Integrated Marketing Communications o Know what a promotion is and understand what the purposes of promotion are Promotion encouragement of progress growth or acceptance of something Purpose is to buy into the brand Television ads go up print ads go down o Know the elements of the promotion mix APPS and be able to identify examples of each Advertising paid non personal communication billboards Personal selling paid personal communication Public relations broad set of communications efforts Sales promotion direct inducement of added value or incentive coupons o Know what integrated marketing communications IMC are and why companies use them IMC coordination of promotion and marketing efforts for maximum impact Take a promotion and spread it across the outlets of promotions o Know the difference between the traditional promotion mix and IMC Traditional didn t combine the promotion outlets to work perfectly together like how IMC does It was sort of connected but mainly not o Know the goals of IMC and an example Consistent message Coordinate the efforts Sync the elements Use more targeted promotion tools Tab target guys with diet drinks Make the can manly don t use the word diet sponsor nascar and game day o Understand the difference between a push and a pull promotion strategy and be able to identify an example of each from a scenario Push policy promote the product to the next member in the supply chain down the marketing channel The producer promotes the product to a wholesaler then wholesalers promote to retailers then to customers Trade shows and personal selling Push money aka spiffs commission to retail employees to push products Pull policy aimed to consumers so consumers are interested and want it Childrens toys make kids want it Ford Australia only makes a car when it s ordered o Understand the communication process and that messages are sent through channels and know what channels are The process that describes the exchange of info between two or more people Messages sent Sender source has info about brand be encoded have people understand it messages developed pick medium TV decoded by receiver gives sender feedback o Know the elements of the communication process Source sender encoding information message development media decoding feedback source sender Know what each of these are parts of each and what noise is Noise get message across that s noise free give entertainment and the brand name out there Give people a good reason to listen The Source person that has info to share Can be company salesperson celebrity q score encoding information put words thoughts or messages to be understood by receiver Channel how the communication travels 2 types non personal broadcast and personal salespeople and word of mouth Buzz marketing hire social active members to promote products consumers don t know they are being sold to Sony went and had people use a camera phone so they like the phone and buy it P G employ teens to promote products Creating word of mouth decoding transform message into thought key is for the transformation to resemble the encoded message Panasonic had a problem used woody as an interactive guide but pulled it because it sent a dirty message Noise got in the way feedback final piece receiver s response Can be hard to assess coke uses video on machines o Know the three parts stages of response models Cognitive stage thinking stage where receiver becomes aware Affective stage feeling do you like it what do you feel about it Behavioral stage doing what are you gonna do buy it or not AIDA model attention interest desire action Advertising and PR o Know what advertising is and what effective adverting can do for a company Advertising paid form of nonpersonal communication that is transmitted to a target audience through mass media Coke was the first It has you say why yours is better than others o Know all parts of the eight point advertising strategy 1 identifying and analyzing the target audience 2 defining the advertising objectives 3 creating the advertising platform 4 determining the advertising appropriation 5 developing the media plan 6 creating the advertising message 7 executing the campaign and 8 evaluating advertising effectiveness Movies Newspaper Sports o Understand different advertising mediums and an example of each o Know what advertising pervasiveness is and why it is so difficult for a company to get a customer to pay attention to their advertisement People see 3000 ads a day o Understand the different types of advertising and be able to recognize each one think of an example of each one Product advertising specific product Pioneer primary advertising a whole category not one brand Got milk or eat vegetables Advocacy advertising position on public issue Competitive points out brands advantages Comparative papa johns better ingredients Reminder the brand is there for mental shortuct Reinforcement assures of the right choice o Polo coke o AT T o Know what the next wave of advertising is and why Mobile ads sent to phones or wireless devices First one in 2000 now 2 of advertising market Very inexpensive targets the individual not a group o Understand new frontiers in advertising What is the current state Why is this not working and What are companies doing that is new Current state recalling an ad is only 10 so much clutter Advertainment to entertain people and then throw in the ad Branded entertainment 24 Collegehumor to pull a prank Unilever axe paid for it Gatorade bring drink back to atheletes o Know the different advertising schedules and an example in which it would make sense to use each one Continuous runs steadily throughout the year Tide always needed Flighting runs in spurts not needed the whole year Not all the time sun tan lotion aired in summer Pulsing a combo run in bursts but over the year Doritos used at superbowl more or back to school stuff o Know how advertising is measured in reach frequency and effectiveness Reach percentage of consumers in the target audience that exposed to the message Frequency number of times these consumers are exposed to the advertisement Effectiveness Better to reach 25 customers 4 times than a 100 once each Krugman what is it What of it What is it s Curiosity recognition decision Pretest posttest Pretest are they aware test Posttest evaluate after they saw it to see how effective the ad is o Know what Nielsen ratings are as well as why and how they are used o Measure recognition recall Audience
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