Exam 4 Review Outline Chapter 17 Integrated Marketing Communications What is Promotion something furtherance o pro mo tion pro mo shun n Encouragement of the progress growth or acceptance of 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 Dave Kurtz said this Best advertisements Geico Bud Light o E Trade Friskies Reebok Terry Tate office linebacker Professor Brady s favorite ad Trends in Advertising increasing spent new media general idea of where most is spent Advertising is not what people spend the most on out of their promotions budget Goal of advertising is to capture people s attention Cut through the clutter o Spending less than 40 billion in 1980 Supposed to surpass 220 billion in 2018 Has everything to do with competition Cable advertising is the most in advertising spending Internet is about 10 but expected to grow o TV advertising is still pretty popular Internet advertising is growing Newspaper is going down Radio is on a flat line along with magazines and outdoor Who are a few of the top advertisers o P G headquartered in Cincinnati Pringles Tide Gain Cascade Crest Tampax a million more AT T GM Comcast Verizon o ATT 1 59 billion o Target 659 million o Verizon 1 43 billion Promotion Mix A P P S 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 B to B selling Business to business 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 Budget available state in product life cycle type of product type of purchase decision regulation competitors etc are all examples of things that come into play for promotions mix Integrated Marketing Communications is coordination of promotion and marketing efforts for maximum impact o Taco Bell example with MLB Consistent message coordinated across channels with promotion they were running at that time Traditional Promotion Mix what are the pieces are they well aligned o Packaging sales promo direct response point of purchase media advertising PR publicity interactive marketing direct marketing special events IMC brings the pieces together Integrated Communications o Goals of IMC Consistent Consistent message to customers Coordinated Coordinate manage promotional efforts to be logically connected good example of coordinated message Coke Zero Complementary Synchronization to create a greater overall campaign Continuity Use more precisely targeted promotional tools over time Integrated Communications and positioning o Coke Zero more manly because of color etc so they integrated with Nascar Coke Zero and 400 at Daytona Coke Zero also coordinated with college football 2 General Promo Strategies o Push policy B2B targeting other businesses Promoting a product only to the next institution down the marketing channel Producer promotes to wholesalers Wholesalers to retailers Retailers to consumer Trade shows and personal selling Push money spiffs An extra commission paid to retail employees to push products o Pull policy promoting a product directly to consumers to develop strong demand that pulls products through marketing channel Example children s toys You promote to the child so that they kick and scream enough to the parent Other example Ford Australia will produce a car once the person orders it Dell does the same 2 General Strategies o Communication Process people The process that describes the exchange of information between two or more Messages are sent through channels letters e mails in person Elements source encoded translated into a language message development communications channel medium decoding the message recover feedback NOISE Person or organization that has information to share company sales person celeb o The Source q scores Q Scores measure of familiarity mixed with liking You get both numbers and divide o Know the math So if 50 are familiar and 10 list as a favorite then the score is 20 o Buster Posey has a huge Q Score o Average Q Score is 18 o TVQ Cable Q Dead Q current popularity of deceased celebs Sports Q Cartoon Q Kids Product Q Performer Q Encoding process of putting words thoughts message into symbolic form in such a way that they will be understood by the receiver consumer Symbols are particularly good for this Starbucks McDonalds Nike how the communication travels from the source to the receiver The Channel o Two types nonpersonal channels no personal contact with consumer print broadcast Personal channels involves direct contact Direct selling salesperson 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 Consumers are typically unaware that the person is on the payroll o Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its camera phone You ask them to take pictures for you and then they notice how great the camera is etc o P G s Tremor company employs 250k teens between ages 13 19 to promote Pantene Pringles Covergirl Decoding process of transforming the message back into thought Key is for the decoded message to resemble the encoded message Problems can occur if there is too much o Noise anything that interferes with or distorts the message o Decoding gone wrong 1996 Panasonic created a new touchscreen home PC and had licensed Woody Woodpecker as their cartoon Before the campaign Panasonic realized its error and pulled the plug They named it Woody and their slogan was Touch Woody The Internet Pecker They then changed it to Woody Touch Screen but it was still not a great idea Welcome UFARTED sign UF Art Education Feedback receiver s response to the message o Can be difficult to assess o One way to get feedback from objective sources o Ad Age rates the top 100 compaigns VW s Think Small 1959 Campaign 1 Response Models
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