SkeletonSlide23_2010Fall_MGMT324

SkeletonSlide23_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Nov 29, 2010
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Topics for Today 4 P s P roduct P rice P romotion P lace ± Location ± Distribution channel Course Schedule for December Messages from Christine Shin Grade Distribution
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Product Placement Example: Product placement Products make cameo appearance in movies and on television The exact fee depends on the amount and the nature of brand exposure ± Fees of $50,000 to $100,000 and even higher ± Often free if firms supply their products in return for exposure (e.g., Nike) or simply because of the creative demands of the storyline (e.g., the central character in the film Castaway , played by Tom hanks, was a Fedex pilot) Example: BMW’s launch of Z3 roaster in the James Bond film Goldeneye
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Human Body as a Medium? Traditional way How about this way?
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Promotion Mix Coordination Different elements of the promotion (or communication) mix are effective in different ways I ntegrated M arketing C ommunication (IMC) An integrated and well coordinated communication plan is most effective in meeting overall promotion objectives Promotion (or Communication) mix Advertising Public Relations Personal Selling Sales Promotion
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Promotion Mix Coordination
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IMC Example: Tylenol Advertising The coordination of communications for Tylenol following the poisoning tragedy in which eight people died ± Totally new program developed for following year; full page ads announcing tablet/capsule exchange program; 60-second spot featuring Dr. Thomas Gates, medical director for J&J McNeil subsidiary to restore confidence in consumers. Publicity
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SkeletonSlide23_2010Fall_MGMT324 - MGMT 324 Marketing...

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