MARKETING Exam 4 Review Outline Chapter 17 Integrated marketing Communications What is Promotion o pro mo tion pro mo shun n Encouragement of the progress growth or acceptance of something furtherance o In Marketing Promotion is 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 Tends in Advertising increasing spent new media general idea of where most spent Who are a few of the top advertisers o AT T P G General Motors Promotion Mix APPS o Advertising o Personal selling is a paid non personal communication about an organization and is a paid personal communication that seeks to inform its products transmitted to a target audience through mass media customers and persuade them to purchase products in an exchange situation is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders offering added value or incentive for the product to resellers salespeople or is an activity or material that acts as a direct inducement o Sales promotion o Public relations customers free samples games rebates sweepstakes contests premiums and coupons Integrated Communications is coordination of promotion and marketing efforts for maximum impact Traditional Promotion Mix what are the pieces are they well aligned o Advertising sales packaging direct response PR pop etc all separate IMC brings the pieces together o Aligns all the promotional mix elements together to fit well Integrated Communications o Goals of IMC 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 Integrated Communications and positioning o 2 General Promo Strategies Push policy B2B promoting a product only to the next institution down the marketing channel Wholesalers retailers consumers Trade shows and personal selling Push money extra commission paid to retail employees to push Pull policy promoting a product directly to consumers o develop strong demand that pulls products through the marketing channel Ex children s toys ford Australia only produced a car when one is ordered by a customer Communication Process describes the exchange of info between two or more people through channels letters email in person All centered around NOISE Source Has Information Encoding Information coding process Message DevelopmentCommunications Channel Medium Decoding the Message Receiver Feedback The Source the person or organization that has info to share o Company salesperson celebrities Q scores Q Scores consumers level of familiarity with a name and the number of respondents who indicate that a person program or character is a favorite o Know the math So if 50 are familiar and 10 list as a favorite then the score is 20 o TV Q scores Dead Q scores Cable Q scores Sports Q scores Encoding the process of putting words thoughts and messages into symbolic form in such a way that they will be understood by the receiver consumer symbols good The Channel how the communication travels from the source to the receiver o Non personal channels no personal contact with consumer print and broadcast o Personal channels involved direct contact direct selling WOM buzz marketing Buzz Marketing a subset of viral marketing wherein companies hire socially active consumers to promote products to their friends relatives and acquaintances o Consumers typically unaware that the person is on the payroll o Examples P G employs teens to promote through video blogs tutorials for Pantene pringles cover girl Sony Ericsson used undercover markets to act like tourists for the purpose of promoting its digit camera phone Decoding the process of transforming the message back into thought o Key is for the message to resemble the encoded message o Noise anything that interferes with or distorts the message o Gone wrong examples Panasonic created touchscreen with woody the woodpecker Slogan Touch Woody WEIRD Feedback the receivers response to the message can be difficult to assess Response Models process receivers got through before a desired behavior occurs 1 Cognitive thinking becomes aware 2 Affective feeling forms a liking or preference 3 Behavioral doing acts on the preference AIDA Model stages a salesperson must take a customer through to induce purchase 1 Attention 2 Interest 3 Desire 4 Action persuading Ch 17 Textbook summary o IMC maximize info an persuasive impact on customers o Communication is sharing of meaning o Promotion is communication to build and maintain relationships by informing and o Promotional mix adverting PR Personal selling and sales promotion o Word of mouth communication is personal informal exchanges of communication that customers share with one another about products brands or companies Chapter 18 Advertising and PR What is Advertising o A paid form of non personal communication that is transmitted to a target audience through mass media o Effective advertising can influence customers purchasing behavior throughout their lifetimes The History of Ads o Most organizations even nonprofits engage in advertising o Have an idea of different ads and when they were introduced o First newspaper ad was 1704 o Frist real ad was newspaper P7G for ivory soap in 1882 coca cola followed in 1886 and then automobile in 1898 o First radio was Hawthorn Court Apts In Queens NY in 1922 o First TV ad was 1941 o First banner ad was 1994 for wired com o First Facebook ad was 2004 college student audience o How do the different ads work Advertising Mediums o Movies TV and Video Games Product placement Mentions Interactivity Coupons Flyers o Newspaper direct mail magazines Classified ads o Sports Soccer Nascar Volleyball o Internet Advertising Pervasiveness Types of Advertising o Product Advertising o How many ads does the average American see each day 3000 o Ex on the noles football uniform there are 15 Nike symbols Promotes the uses features and benefits of specific products o Pioneer Advertising Focuses on a product category Ex Got Milk Beef Types of Advertising o Competitive points out a brand s advantages relative to competing brands Three types of competitive ads Comparative characteristics o Ex papa john pizza Reminder advertising o Compares two or more brands
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