MAR3023 Fall 2014 Exam 4 Dr Brady CH 17 Integrated Marketing Communications IMC Know what a promotion is and understand what the purposes of promotion are encouragement of the progress growth or acceptance of something Promotion furtherance Purposes create brand strength through their customers 1 How firms make customers aware of their product and 2 How firms Know the elements of the promotion mix APPS and be able to identify examples of each Advertising is a PAID NON PERSONAL COMMUNICATION about a firm and its products transmitted to a target audience through MASS MEDIA internet radio billboards etc is a PAID PERSONAL COMMUNICATION that seeks to INFORM Personal Selling CUSTOMERS AND PERUADE THEM to purchase products in an exchange situation o EG direct mail mobile ads Public Relations maintain favorable relationships b w an organization and its stakeholders are a BROAD SET OF COMMUNICATION EFFORTS used to create and is an activity material that acts as a DIRECT INDUCEMENT offering Sales Promotion ADDED VALUE OR INCENTIVE for the product to resellers salespeople or customers o E g free samples games rebates sweepstakes contests premiums coupons Know what integrated marketing communications IMC are and why companies use them IMC coordination of promotion and marketing efforts for maximum consumer impact o Consumers have a lot of messages thrown at them portraying a single message through the IMC is much more efficient and successful all components were promoting individually creating multiple messages Know the difference between the traditional promotion mix and IMC Traditional received by customers and therefore increasing the amount of clutter noise IMC accurate appropriation of marketing efforts and the decrease of clutter noise all components operate together as a single marketing team allows for Know the goals of IMC and an example o Goals of IMC Consistent message to consumers Coordinate manage promotional efforts Use more precisely targeted promotional tools Synchronization of promotional elements o EG How would you target guys with diet sodas like Pink Tab Make can manly change colors design Don t use the word diet Sponsor things like NASCAR and College Gameday Example of IMC b c there is a focus on a SINGLE message manly Understand the difference between a push and a pull promotion strategy and be able to identify an example of each from a scenario o Push Policy Not DIRECTLY promoting to consumers but rather to businesses who are then promoting a product only to the next institution down the marketing channel expected to PUSH the product down the line to the consumer Order of Process to retailers and retailers promote to consumers Producer promotes product to wholesalers wholesalers promote Push Money Spiffs products extra commission paid to retail employees to push o Pull Policy promoting a product DIRECTLY TO CONSUMERS developing a strong demand that will PULL the products through the marketing channel and reach the consumer E G Children Toys EG Ford Australia only produces car when one is requested by a customer Understand the communication process and the messages that are sent through channels and know what channels are the process that describes the exchange of information b w Communication Process two or more people Most Popular Types of Channels o 1 TV o 2 Internet o 3 Radio o 4 Newspapers o 5 Magazines 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 Sender Source 1 with consumers person firm that has info regarding the firm that they wish to share the process of putting words thoughts messages into the form of symbols 2 Encoding in such a way that as message will be formed and hopefully understood by the receiver consumer 3 Message Development 4 Media choose the media source to transfer the information 5 Decoding personal thought understanding the process of the consumer transforming the relayed message into a o The key is for the decoded message to resemble the encoded message o E g Panasonic created a new web browser and used Woody Woodpecker as interactive internet guide day before marketing campaign Panasonic pulled plug b c the punchline was Touch Woody the Internet Pecker and the decoded message would not be the same as the encoded message 6 Feedback receiver s respond to the message o Can be difficult to assess utilize o One way to get feedback is from objective sources Volkswagen Think Small campaign EG Noise Clutter communications b c they are exposed to 3000 day on average consumers have trained themselves to not pay attention to brand Firms must now create messages that must first gain consumer interest before presenting the desired info o Done through funny entertaining ridiculous ads The Channel how the communication travels from the source to the receiver o Two channel types 1 Non personal Channels Prints Broadcasts EG no personal contact w consumer 2 Personal Channels EG Involves direct contact w consumer direct selling salespeople Word of mouth Buzz marketing Buzz Marketing consumers to promote products to their friends relatives acquaintances a subset of viral marketing when companies hire socially active o Consumers are typically unaware that the person is marketing a product to them Sony Ericsson used undercover marketers to act as tourists to EG promote its digital camera phone P G s Tremor Company employs 250 000 teens and moms to EG promote its products Pantene Shampoo Pringles Covergirl cosmetics o Celebrity Q Quality Score ranks how well celebrities images can promote Considers 1 Consumers level of familiarity with their name and 2 the of respondents who indicate the person is a favorite of theirs products Know the three parts stages of response models o Response models behavior occurs Each model has 3 stages describe the process that receivers must go through before a desired 1 Cognitive Stage the thinking stage where receiver becomes aware of the message objective 2 Affective Stage the feeling stage receiver forms liking or disliking of the ad 3 Behavioral Stage that they form buy or not buy in to message the doing stage where the receiver acts on the preference EG AIDA Model Attention Interest Desire Action Model most common response model Developed for personal selling Represents the stages a salesperson must take a customer through in order to induce a purchase CH 18 Advertising and
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