Exam 4 Integrated Marketing Communications Macro view of marketing communications mix Promotion mix IMC Push Pull Communication Process Response Models Promotion o Know what a promotion is and understand what the purposes of promotion are 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 You want the customer to buy into that brand Purposes of Promotion Make customers aware of their products The means by which they have customers draw an affinity towards their products Everyone has their favorite advertisement Brady s is Terry Tate Advertising has changed a lot over the years Television Ads are the most successful advertising method Internet is growing the quickest Proctor and Gamble is the best advertiser Cincinnati o Know the elements of the promotion mix APPS and be able to identify examples of each Advertising Paid Non personal communication about an organization and its products to a target audience through mass media MAR3023 EXAM 4 P a g e 1 Internet television billboard Personal Selling Public relations Sales Promotion Paid personal communication that wants to inform customers and persuade them to purchase products in exchange Broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders An activity or material that acts as direct inducement offering value or incentive for the product to resellers salespeople or customers Incredibly common Companies spend more time and money on sales promotions than Advertising o Know what integrated marketing communications IMC are and why companies use Coordinating the promotion and marketing efforts for maximum impact Taco Bell 90 ft To Free Tacos for America if the Boston Red Socks stole a base it counted as a free taco They put it on their hot sauce rappers too them MAR3023 EXAM 4 P a g e 2 o Know the difference between the traditional promotion mix and IMC Figure 1 Traditional approach to advertising and promotion Many of the marketing and promotional functions were planned and managed separately with different budgets views of the market and different goals and objectives They were handled on a project basis rather than integrating them into an IMC program It lacks consistency and coordination Traditional approaches viewed the various IMC tools as separate pieces of the puzzle MAR3023 EXAM 4 P a g e 3 Figure 2 Integrates Marketing Communications Company s marketing and promotional activities are a consistent unified image in the marketplace This is the contemporary approach to marketing communications This puzzzle demonstrates how the various IMC tools are coordinated with media advertising and work togethaer in aa seamless fashion to create an effective communications program o Know the goals of IMC and an example Consistent message to customers Coordinate manage promotional efforts Synchronization of promotional elements Use more precisely targeted promotional tools MAR3023 EXAM 4 P a g e 4 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 Promoting a product down the distribution channel Producer wholesaler retailer consumers EXAMPLES Trade shows o Personal Selling o Push money spiffs Extra commission paid to retail employees to push products Pull Policy o Promoting a product directly to customers to create strong demand that PULLS products through the market channel Children s Toys mommy Let s go buy this I want it Let s go MAR3023 EXAM 4 P a g e 5 in Australia only produces cars when its ordered by a customer Dell did this too o Understand the communication process and that messages are sent through channels and know what channels are Communication is the notion of transmission of information 1 SOURCE person group or organization that has a meaning it attempts to share with an audience Company Salesperson Celebrity o Q scores quality score considers two factors 1 level of familiarity with name who have heard of them 2 The number of respondents who indicate that a person program or character is a favorite o Divide them Lebron s went down after leaving Cleveland Dead Q Elvis still makes money when they use him in advertising TVQ Cable Q Sports Q Cartoon Q Brand attachment Q Kids Product Q 2 RECEIVER individual group or organization that decodes a coded message audience is 2 receivers MAR3023 EXAM 4 P a g e 6 3 ENCODING source must convert meaning into a symbol that the receiver uses to refer to the concepts the source intended to convey 4 Source selects a COMMUNICATION CHANNEL Non personal channel print broadcasting Personal channel involves direct contact direct selling salespeople WOM Buzz marketing o Buzz marketing is unethical Hire socially active consumers to promote products to their friends relatives and acquaintances Consumers are unaware people are on payroll loll can you take a picture of me using my camera phone Sony Ericsson o P G Tremor hires teens and moms o 5 DECODING symbols are converted by the receiver into concepts Process of transforming the message back into thought Key is for the decoded message to resemble the encoded message When the result of decoding differs from what was coded NOISE exists Noise reduces a communication s clarity and accuracy NOISEEEEEEE DECODING GONE WRONG MAR3023 EXAM 4 P a g e 7 o Panasonic s web browser that used the character Woody the Woodpecker o Touch Woody The Internet Pecker 6 receiver gives FEEDBACK to the source The receiver s response to the message can be difficult to assess 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 o Know the three parts stages of response models COGNITIVE STAGE thinking Receiver becomes aware of the message AFFECTIVE STAGE feeling Receiver forms a liking or preference for the object BEHAVIORAL STAGE doing Receiver acts on this preference AIDA MODEL attention Interest desire action Advertising and PR o Know what advertising is and what effective adverting can do for a company o First advertisement ever was coca cola ADVERTISING is a paid form of nonpersonal communication that is transmitted to a target audience through mass media EFFECTIVE ADVERTISING can influence customer s purchasing behavior
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