Chapter 20 - Marketing 3104 Issues in Creating and...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing 3104 Issues in Creating and Implementing Communications Strategies
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
CONTENT OBJECTIVES 1. Examine specific decisions made in creating elements of an IMC program 2. Focus on implementation (execution), as opposed to strategy issues 3. Discuss some processes and implications of customer relationship
Background image of page 2
PEPSI MAX INTRODUCTION Pepsi Max Marketing Strategy Target men who avoid diet drinks Positioned as “no sugar” drink for rough, tough men Communications Objective and Strategy Increase awareness and create positive evaluations by associating Pepsi Max with another high equity brand Implementation Plan: Give away 250 pairs of tickets on opening day of the new Yankee Stadium and bring in Goose Gossage to meet the fans
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Strategy and Execution Issues Good strategy is necessary, but not sufficient Great fit between the target market (macho men), communications objectives (increase awareness and evaluation), and the sales promotion strategy (association with the Yankees) implementation(execution) is critical. Aka never promise what you cannot deliver
Background image of page 4
PUBLIC RELATIONS IN A CRISIS EXAMPLE 1982 Tylenol cyanide poisonings; 35% market share dropped to 8% ELEMENTS OF EFFECTIVE PUBLIC RELATIONS IN A CRISIS Fast response Priority on protecting customers/society Open communication Willingness to take a short term loss Strategy for long term ____________ (innovated product form) + packaging RESULT Market share… regained IMPORTANT PRINCIPLES Recovery from terrible publicity is often possible, with effective implementation of… effective public relations No crisis is. ..local anymore! – everything is so widespread now
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Developing an Advertising Developing an Advertising Program Program 1. Identify the Target Audience 2. Specify Advertising Objectives 3. Set the Advertising Budget 4. Design the Ad 5. Select Media 6. Schedule the Ads 7. Assess Program Effectiveness
Background image of page 6
Step 2. Specify Advertising Objectives AWARENES S | INTEREST | EVALUATIO N | TRIAL Pioneering (informational)
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 22

Chapter 20 - Marketing 3104 Issues in Creating and...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online