General Overview of the Exam 4 Content Integrated Marketing Communications o Know what a promotion is and understand what the purposes of promotion are communication to build and maintain relationships by informing and persuading one Promotion or more audiences Purpose informing or persuading a potential buyer s purchasing decision Promotions creates a link between sellers and buyers for the purpose of influencing o Know the elements of the promotion mix APPS and be able to identify examples of each is a paid non personal communication that seeks to inform customers and is a paid non personal communication about an organization and its products Advertising transmitted to a target audience through mass media Personal Selling persuade them to purchase products in an exchange situation Public Relations relationships between an organization and its stakeholders Sales Promotion or incentive for the product to resellers salespeople or customers free samples games rebates sweepstakes contests premium and coupons is an activity or material that acts as a direct inducement offering added value is a broad set of communication efforts used to create and maintain favorable o Know what integrated marketing communications IMC are and why companies use them Integrated Marketing Communications maximum impact Companies use Integrated Marketing Communications to deliver one consistent message to buyers coordination of promotion and marketing efforts for o Know the difference between the traditional promotion mix and IMC Traditional Promotion inconsistent and lacks coordination while Integrated Marketing Communications is when a company s marketing and promotional activities are consistent and has a unified image is when a company s marketing and promotional activities are o Know the goals of IMC and an example Goals Creates a consistent message to customers Coordinates and manages promotional efforts Synchronization of promotional elements Use more precisely targeted promotional tools 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 Promotion promoting a product only to the next institution down the marketing channel ex Trade shows and personal selling Pull Promotion promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel ex Children s toys Dell produces products when one is ordered by a customer o Understand the communication process and that messages are sent through channels and know what channels are Communication Process or more people the process that describes the exchange of information between two Messages are sent through channels letters emails in person o Know the elements of the communication process Source Sender Encoding Information Message Development Media Decoding Feedback after this step the whole process starts again Know what each of these are parts of each and what noise is the process of putting words thoughts messages into symbolic Message Development Media the person organization that has information to share Source Sender Encoding Information form in such a way that they will be understood by the receiver consumer the internet newspapers magazines direct mail outdoor displays and signs Decoding Feedback Noise the process of transforming the message back into thought the receiver s response to a message anything that interferes with or distorts the message the channel in which the message is being sent for example a television radio o Know the three parts stages of response models 1 Cognitive stage the thinking stage Where the receiver becomes aware of the message 2 Affective stage the feeling stage Where the receiver forms a liking or preference for the ad object 3 Behavioral stage the doing stage Where the receiver acts on the preference Advertising and PR o Know what advertising is and what effective advertising can do for a company Advertising audience through mass media is a paid form of nonpersonal communication that is transmitted to a target Effective advertising can influence customers purchasing behavior throughout their lifetimes o Know all parts of the six point advertising strategy 1 Primary Purpose What is the purpose of the ad 2 Primary Benefit What unique benefit can we offer our customers 3 Secondary Benefit What other key benefits will customers receive from our products and services 4 Target Audience At whom are we aiming this ad 5 Audience Reaction What response of we want from our audience 6 Company Personality What image do we want to convey in our ads o Understand different advertising mediums and an example of each Movies TV and Video Games Product placement mentions interactivity Newspaper Direct Mail Magazines Coupons Flyers Classified ads Sports NASCAR Soccer Vollyball 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 Advertising Pervasiveness the average American is exposed to more than 3 000 ads per day It is difficult for a company to get a customer to pay attention to their ad because there s a lot of clutter and noise in media sources Therefore distracting the customer o Understand the different types of advertising and be able to recognize each one think of an example of each one Product Advertising promotes the uses features and the benefits of the specific products Pioneer primary demand focuses on a product category Advocacy Advertising conveys a firm s position on a public issue Got Milk Beef Woolite free tibet Competitive points out a brands advantages relative to competing brands 3 types 1 Comparative compares two or more brands on one or more characters 2 Reminder reminds customer of an established brands characteristics and benefits ex Papa Johns and Dominoes ex Postit 3 Reinforcement assures current users they have made the right choice o Know what the next wave of advertising is and why ex AT T the right choice Mobile ads advertising sent to mobile phones or other wireless devices Because the cost and market for mobile ads remains relatively small compared to other outlets like television or the Web o Understand new frontiers in advertising What is the current state Why is this not working and What are companies doing that is new The current state of Advertising with all the advertising clutter recall of a typical as is only 10 companies are making Advertainment david beckham in his underwear
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