Class13 IMC1

Class13 IMC1 - M370 The Marketing Mix Integrated Marketing...

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Copyright © 2009 Indiana University The Marketing Mix Integrated Marketing Communications Part 1 M370 John Talbott Faculty Department of Marketing Summer I Core 2010
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Copyright © 2009 Indiana University Learning Goals Understand some of the science behinds ads. Look at 4 effective tactics for communications. Examine a real world example of effective communication and how it links to financial results. Consider changing consumer viewpoints on engagement with advertising and how this is impacting communication design. Evaluate the changing role of PR in communications.
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Copyright © 2009 Indiana University What is integrated marketing communications? Tools Advertising - Today PR- Today Personal Selling Thursday Sales Promotion Thursday Social Media Thursday and Tuesday
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Copyright © 2009 Indiana University Some Facts about Marketing Communications Research In Print Size matters Color ads enhance recall Shorter Headlines = Better Recognition Length does not affect recognition and recall You don’t have to believe an ad to remember it. Advertising and Market Share Advertising is more effective for low market share brands. (Why?) For established products advertising does not increase sales. (in 67% of cases studied). Why? Response Changes in product, copy, media, will increase sales Advertising elasticities average .05. A 100% increase in Advertising results in a 5% increase in sales. Based on research by Lodish et al (1995)
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Copyright © 2009 Indiana University Nature of Market Personal Selling Advertising Promotion Large number of buyers X Small number of buyers X Industrial buyers X Trade Consumers Retail X X NATURE OF PRODUCT Standardized X X Custom X SOME Convenience X X Shopping goods X X Specialty goods X SOME PLC Intro IMPORTANT Informative X Growth LESS IMPORTANT Persuasive X Maturity Promotions Based X
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Copyright © 2009 Indiana University Creative Communication Elements In the history of the world, there have only been four types of advertising campaigns that both build brands and drive sales.
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Class13 IMC1 - M370 The Marketing Mix Integrated Marketing...

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