Class 6 2018 Marketing Communications.pdf - Integrated Marketing Communications Former use of media one-way outbound model Organization Agency – Media

Class 6 2018 Marketing Communications.pdf - Integrated...

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Integrated Marketing Communications
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Former use of media: one-way outbound model Organization Agency Media Sales Force communicating unique products/offers
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More marketing meant more sales! Most models assumed… there was a continuing hunger for the products the marketer provided customers and prospects had limited knowledge and access to the marketplace. data and technology gave the marketer huge advantages. mass media advertising was the primary way to reach customers and prospects Derived from presentation given by Professor Don E. Schultz, Northwestern University
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Former use of media: one-way outbound model Competitor Competitor Competitor Competitor Competitor Competitor Competitor Organization
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Current use of media: two-directional & lateral Organization
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Media Trends 4 forces driving digital advertising Rise in mobile devices Rise of social networks Rise of “programmatic” ad buying Ad buyer’s appetite for data Newspapers Magazines TV & Cinema Outdoor Radio Desktop/laptop Mobile Revenue Impacts
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Millennials Migrating Away From TV
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Source: Emarketer as shown in “Facebook and Google Confront Antagonism of Big Advertisers,” WSJ March 19, 2018 Digital Advertising
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What is IMC?
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Standard IMC Options Advertising Public Relations Consumer Sales Promotion Trade Promotion Sponsorship Direct marketing Personal Selling Digital Media 11
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Conditions Favoring Advertising or Personal Selling Large Small Low High Small Large Little Much Low High Pull Push Preset Negotiated Many Few Number of customers Buyer’s information needs Size and importance of purchase Resources available for promotion Pricing policy Distribution strategy Product complexity Post-purchase service required Advertising Selling 12
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Public Relations The deliberate, planned, and sustained attempt to gain and maintain mutual understanding between an organization and its publics. - Public Relations Society of America
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Public Relations Looks more credible Media won’t provide to consumers publicity for item not deemed newsworthy Strong persuasion to consumers Information not reported the way Relatively low cost you want 14
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Public Relations Tools Information releases New Products Favorable Case Histories Positive Test Results And More Press tours Sponsored “news happenings” Client “spokesperson” pieces 16
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Sales Promotions Consists of short-term, attention-grabbing marketing activities designed to stimulate relatively quick consumer buyer actions.
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