Marketing Chapter 15.docx - Marketing Chapter 15,16,17...

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Marketing Chapter 15,16,17Chapter 15: Integrated Marketing CommunicationsAdvertisement: David JonesThis tale of an expatriated gingerbread man echoes the plight of thousands of Australians abroad, who yearn for the embraces and warmer climate of home. It also teases the unveiling of David Jones’ anticipated Christmas window display on Elizabeth Street in Sydney.Integrated Marketing CommunicationsCoordination of promotion maximum informational and persuasive impact.The Source EncodesEncodingoWords, music, and images.oSpokespeopleoAnimated charactersThe MessageAdvertisingSales PromotionA salesperson’s pitchInfomercialWebsites, social media, blogs, search enginesWord of mouth.The MediumThe medium is the communication vehicle that reaches members of the target audience.Marketers face two major challenges:oTarget market exposure to mediumoProduct characteristics are not in conflict with the medium.The Receiver DecodesShare a frame of referenceNoise and FeedbackThe communication model also acknowledges that noise – anything that interferes with effective communication – can block messages.To complete the communication loop, the source gets feedback from receivers.Objectives of PromotionCreate awareness Retain loyal customersStimulate demandFacilitate reseller supportEncourage product trialIdentify prospectsCombat competitive promotional effortsReduce sales fluctuationsEstablish the Communication ObjectivesMessages are designed to move the consumer closer to purchase, and hopefully, loyaltythrough a series of steps known as the hierarchy of effects.
Create AwarenessBuild awareness months before the product is to be released.Create awareness using eye-catching images.Increase awareness ofoBrandsoProduct featuresoImage-related issuesoOperational characteristicsStimulate DemandPrimary demandoDemand for a product category rather than for a specific brand through pioneer promotion.Pioneer PromotionoInforms consumers about a new productSelective demandoDemand for a specific brand; requires singling out attributes important to potential buyers.Advantages and Disadvantages of Personal SellingAdvantagesoProvides immediate feedbackDisadvantagesoIs expensiveoIs directed to a small number of individualsPublic RelationsRelationships between an organization and its stakeholders Goal – create and enhance a positive image of the organizationPolicies and procedures to prevent negative eventsSales PromotionActivity of material that acts as a direct inducementoFree samplesoGamesoRebatesoSweepstakesoContestsoPremiumsoCouponsCharacteristics of the Target Market: SizeSizeoWhen Limited – promotion mix may emphasize personal selling: B2BoWhen Large – promotion mix may be advertising and sales promotionCharacteristics of the Product: Business and Consumer

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