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armstrong12_basic - Integrated Marketing Communication:...

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Unformatted text preview: Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations Chapter 12 Road Map: Previewing the Concepts • Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program. 12 - 2 Road Map: Previewing the Concepts • Explain how sales promotion campaigns are developed and implemented. • Explain how companies use public relations to communicate with their publics. 12 - 3 Marketing Communications Mix • • • • • Advertising Sales Promotion Public Relations Personal Selling Direct Marketing 12 - 4 The Need for IMC • Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands 12 - 5 Advertising • • • • Can reach masses of geographically dispersed buyers. Can repeat a message many times. Is impersonal, one­way communication. Can be very costly for some media types. 12 - 6 Personal Selling • • • Involves personal interaction between two or more people. Allows relationship building. Most expensive promotion tool. 12 - 7 Sales Promotion • • • • • Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy. Invites and rewards quick consumer response. Effects are short­lived. 12 - 8 Public Relations • • • • • Very believable. Reaches people who avoid salespeople and ads. Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical. 12 - 9 Direct Marketing • Many forms that share four characteristics: Nonpublic Immediate Customized Interactive • Well suited to highly targeted marketing. 12 - 10 Advertising • • • Advertising has been used for centuries. U.S. advertisers spend more than $237 billion each year; worldwide spending approaches $470 billion. Advertising is used by: Business firms Nonprofit organizations Professionals Social agencies Government 12 - 11 • • An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Classified by purpose: Inform Persuade Compare Remind Setting Advertising Objectives 12 - 12 Setting the Advertising Budget • • • • Affordable Percentage­of­Sales Competitive­Parity Objective­and­Task 12 - 13 Developing Advertising Strategy • Consists of two major elements: Creating advertising messages Selecting advertising media 12 - 14 The Message Strategy • • • Identify Customer Benefits Develop Compelling Creative Concept—the “Big Idea” Advertising Appeals Should Be: Meaningful, Believable, & Distinctive 12 - 15 Message Execution • • • • • Slice of Life Lifestyle Fantasy Mood or Image Musical • • • • Personality Symbol Technical Expertise Scientific Evidence Testimonial or Endorsement 12 - 16 Message Execution • • • Choose a tone Use memorable, attention­ getting words Choose correct format elements Illustration Headline Copy 12 - 17 Selecting Advertising Media • • • Reach Frequency Percentage of people exposed to ad Number of times a person is exposed to ad The qualitative value of a message exposure through a given medium 12 - 18 Media Impact Choosing Media Type • Factors to consider: Specific media within eachgeneral media type Media habits of target consumers Nature of the product Type of message Cost Media vehicles 12 - 19 Deciding on Media Timing • Must decide how to schedule the advertising over the course of a year. Follow seasonal pattern Oppose seasonal pattern Same coverage all year Continuity Pulsing • Choose the pattern of the ads 12 - 20 Evaluating Advertising • • Measure the communication effects of an ad—“Copy Testing” Measure the sales effects of an ad Is the ad increasing sales? 12 - 21 Other Advertising Considerations • • • • Small Companies Large Companies Advertising Agency International Issues 12 - 22 Sales Promotion • Sales promotion consists of short­term incentives to encourage the purchase or sales of a product or service. The idea behind sales promotion is to generate immediate sales. 12 - 23 • Rapid Growth of Sales Promotion • • Sales promotion can take the form of consumer, business, trade, or sales force promotions. Rapid growth in the industry has been achieved because: Product managers are facing more pressure to increase their current sales Companies face more competition Advertising efficiency has declined Consumers have become more deal oriented 12 - 24 Sales Promotion Objectives • • • Consumer Promotions Trade Promotions Sales Force Promotions 12 - 25 Consumer Sales Promotion Tools • • • • • • Samples Coupons Rebates Cents­off Deals Premiums Advertising Specialties • • • • • Patronage Rewards Point­of­ Purchase Promotions Contests Sweepstakes Games 12 - 26 Trade Promotion • Objectives: • Tools: Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers Discounts, allowances, free goods, push money, specialty advertising items 12 - 27 Business Promotion • Objectives: Generate business leads Stimulate purchases Reward customers Motivate salespeople Conventions, trade shows, sales contests 12 - 28 • Tools: • • • • • Decide on the Size of the Incentive Set Conditions for Participation Decide How to Promote and Distribute the Promotion Program Decide the Length of the Program Evaluate the Program Developing the Sales Promotion Program 12 - 29 Public Relations • Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 12 - 30 Public Relations Functions • Press relations or press agency Product publicity Public affairs • Lobbying • • Investor relations Development 12 - 31 • • Public Relations Tools • • • • • • News Speeches Special events Buzz marketing Mobile marketing Written materials • • • • Audiovisual materials Corporate identity materials Public service activities Company Web site 12 - 32 ...
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This note was uploaded on 12/07/2010 for the course MKTG 360 taught by Professor Johne.robbins during the Fall '08 term at Winthrop.

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