General Overview of the Exam 4 Content Integrated Marketing Communications o Know what a promotion is and understand what the purposes of promotion are Promotion encouragement of the process growth or acceptance of something furtherance Purposes to influence to inform or persuade potential buyers o Know the elements of the promotion mix APPS and be able to identify examples of each Advertising is a paid non personal communication Ex Ads Top Advertisers P G in Cincinnati Top Brands AT T Verizon Chevy McDonalds Geico Personal Selling paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation Ex salespeople Public Relations is a broad set of communication efforts to create and maintain favorable relations between an organization and its stakeholders Ex Press release Sales Promotion is an activity or material that acts as a direct inducement offering added value or incentive for a product to resellers sales people or customers Ex free samples games rebates sweepstakes contests premiums and coupons o Know what integrated marketing communications IMC are and why companies use them Integrated Marketing Communications coordination of promotion and marketing efforts for maximum impact Companies uses them because the message is hit continuously it is most effective o Know the difference between the traditional promotion mix and IMC Like a puzzle the promotion mix was kind of together but IMC are completely a perfect fit puzzle o Know the goals of IMC and an example Example 1 Taco Bell steal a base steal a taco it was integrated through promotion on packaging and on social media Example 2 Coke Zero targeted guys with the diet drinks by making the can manly by not using the word diet sponsored by Nascar and game day They are all cohesive by reinforcing target market and brand image Goals 1 Consistent message to customers 2 Coordinate manage promotional efforts 3 Synchronization of promotional elements 4 Use more precisely targeted promotional tools Coke Zero 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 promoting to businesses promoting product only to the next institution down the supply chain marketing channel the producer promotes the product to wholesalers the wholesaler promote it to retailers and retailers to consumers Ex Trade shows Personal Selling Allowances buy backs guarantees free trails contests specialty advertising items discounts displays and premiums Push money spiffs an extra commission paid to retail employees to push products Pull when consumers get excited enough to ask the retailer if they have it promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel Origin is the customer Ex Children s Toys kids wanting the certain toy Ex Australia Ford only produces when ordered o Understand the communication process and that messages are sent through channels and know what channels are The process that describes the exchange of information between two or more people messages are sent through channels or mediums letters email in person 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 The source person organization that has the info to share company salesperson celebrity have Q sources how attractive they are at selling a particular product Ex LeBron s Q has changes since leaving hometown then returning Q sources quality considers two factors 1 Consumers level of familiarity with a name that have heard of her him 2 Number of respondents who indicate that a person program or character is a favorite List of favorite Total Familiar 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 are particularly good for this Ex Starbucks lady in the logo McDonalds arches Nike swoosh The Channel how the communication travels from the source to the receiver 2 types 1 Non personal no personal contact with consumer print broadcast 2 Personal channels involves direct contact direct selling word of mouth sales people and buzz marketing Popularity TV 56 1 Internet 53 3 Radio 34 3 Newspapers 33 5 Magazines 5 8 Buzz Marketing a subset of viral marketing where 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 may be unethical Ex Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting the digital camera phone P G s Tremor employs 250 000 teens to promote its products as well as having other customers like 500 000 moms and charges 1 million Decoding process of transforming the message back into thought the key is for the decoded message to resemble the encoded message Problems can occur if there is too much noise anything that interferes with or distorts the message Decoding gone wrong Panasonic Japanese brand created a new web browser with woody woodpecker as the guide touch woody the internet pecker they realized error and pulled the plug the meaning behind the words the culture decoded wrong Feedback the receiver s response to the message can be difficult to assess one way to get feedback is from objective sources ex Ad age rates top 100 campaigns Volkswagen s Think Small 1959 campaign was 1 Share a Coke o Know the three parts stages of response models the thinking stage where the receiver becomes aware of the the feeling stage where the receiver forms a liking or preference 1 Cognitive stage message 2 Affective stage for the ad object 3 Behavioral stage the doing stage where the receiver acts on the preference o AIDA model Attention Interest Desire Action most popular developed for personal selling represents the stages a sales person must take a customer through to induce purchases attention Interest Cognitive Desire affective and action Behavior Advertising and PR o Know what advertising is and what effective adverting can do for a company Advertising a paid form of non personal communication that is transmitted to a target audience through mass media not just one industry all Effective advertising can influence customers purchasing behavior through their lifetime most organizations
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