MC4307-Ch8 - Chapter 8 Integrated Communications MC4307 Advertising Campaigns Emmeline Aguirre MA Integrated Communications Sales Promotions Public

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8/1/11 1 Chapter 8: Integrated Communications MC4307: Advertising Campaigns Emmeline Aguirre, MA Integrated Communications Sales Promotions Public Relations Direct Marketing Chapter 8: Integrated Communications MC4307 Advertising Campaigns Developing Integrated Marketing Communications Analyze Consumers Where they are in sales process or purchase cycle. What types of responses you’re expecting. How selected or targeted you want strategy to be. Chapter 8: Integrated Communications MC4307 Advertising Campaigns
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8/1/11 2 Developing Integrated Marketing Communications Consumer Segments to Consider Brand Loyals Brand Switchers Competitors’ Brand Loyals Chapter 8: Integrated Communications MC4307 Advertising Campaigns Developing Integrated Marketing Communications Purpose of Using Consumer Segments Retain Brand Loyals. Build volume among Brand Switchers. Initiate trial with and convert Competitors’ Brand Loyals. Chapter 8: Integrated Communications MC4307 Advertising Campaigns Developing Integrated Marketing Communications Options to meet objectives of each consumer segment. Sales Promotions Public Relations Direct Marketing Chapter 8: Integrated Communications MC4307 Advertising Campaigns
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8/1/11 3 Sales Promotions Offer an incentive to buy a product. Price Reduction Value-added Offer Chapter 8: Integrated Communications MC4307 Advertising Campaigns Sales Promotions Long-term Impact on Brand Equity Promotions are seen as “bribe” to “steal” sales and market share. Consumers will be less likely to prefer one brand over another. Chapter 8: Integrated Communications MC4307 Advertising Campaigns Sales Promotions: Benefits Shelf placement and in-store displays are important to brand image. Company can combine short-term sales with long-term equity building. Chapter 8: Integrated Communications MC4307 Advertising Campaigns
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8/1/11 4 Sales Promotions: Activities Consumer-oriented Promotions Trade-oriented Promotions Chapter 8: Integrated Communications MC4307 Advertising Campaigns Sales Promotions: Consumer-oriented Induce targeted consumers to buy brand. Stimulate demand at retail level. Chapter 8: Integrated Communications MC4307 Advertising Campaigns Sales Promotions: Trade-oriented Influence distributors and retailers to carry product and promote it. Account for 2/3 of all sales promotions and half the money spent on promotions and advertising combined. Chapter 8: Integrated Communications MC4307 Advertising Campaigns
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8/1/11 5 Sales Promotions: Trade-oriented Trade Allowance Reduced wholesale price charged to distributors and retailers in return for preferential treatment. Chapter 8: Integrated Communications
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This document was uploaded on 10/26/2011 for the course MASS COMMU 4303 at Texas State.

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MC4307-Ch8 - Chapter 8 Integrated Communications MC4307 Advertising Campaigns Emmeline Aguirre MA Integrated Communications Sales Promotions Public

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