Date post: | 12-May-2015 |
Category: |
Business |
Upload: | kinshook-chaturvedi |
View: | 1,843 times |
Download: | 0 times |
Integrated Marketing Communications
Integrated Marketing Communications
March 23, 2009
Promotion in Marketing
Use communication to influencethe awareness, feelings, beliefs and behaviorof prospective customers
Use communication to influencethe awareness, feelings, beliefs and behaviorof prospective customers
Goals and Tasks of Promotion
Informing Reminding
Persuading
TargetAudience
CHP: 17&18-5
The Changing Communications Environment
Two Factors are Changing the Face of Today’s
Marketing Communications:
Improvements in Information Technology
Has Led to Segmented MarketingMore Narrowcasting
Marketers Have ShiftedAway From Mass
MarketingLess Broadcasting
Mark
et
Fragm
enta
tion L
ed t
o
Media
Fra
gm
en
tati
on
CHP: 17&18-6
The Need for Integrated Marketing Communications
With Integrated Marketing Communications (IMC), the Company
Carefully Integrates and Coordinates Its Many Communications Channels to
Deliver a Clear, Consistent, and Compelling Message About the
Organization and Its Product or Service.
IMC Builds Brands
CHP: 17&18-8
Communication PlatformsAdvertisingPrint and
broadcast adsPackaging insertsMotion picturesBrochures and
bookletsPostersBillboardsPOP displaysLogosVideotapes
Sales PromotionContests, games,
sweepstakesPremiumsSamplingTrade shows,
exhibitsCouponsRebatesEntertainmentContinuity programs
CHP: 17&18-9
Communication PlatformsEvents/
ExperiencesSportsEntertainmentFestivalsArtsCausesFactory toursCompany
museumsStreet activities
Public RelationsPress kitsSpeechesSeminarsAnnual reportsCharitable
donationsPublicationsCommunity
relationsLobbying
CHP: 17&18-10
Communication PlatformsPersonal SellingSales
presentationsSales meetingsIncentive
programsSamplesFairs and trade
shows
Direct MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailE-mailVoice mail
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Strategy Selected Depends
on:
Type of Product-Market &
Product Life-Cycle
Stage
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
Promotion Mix Strategies
CHP: 17&18-13
Elements in the Communications Process
To communicate an idea or thought, it needs to be converted into words and pictures. Adidas presents the evolution of its brand thought Impossible is Nothing with a campaign that encourages everyone to take their first step in reaching what seems impossible. Through stories of real people attempting and achieving what once seemed like impossible, Adidas hopes to inspire people to overcome their own hindrances. www.adidas.com
Response Hierarchy Models
Factors that Affect the Promotion Mix
Push–and–Pull Strategies
Nature of the Product
Stage in the ProductLife Cycle
Target Market Characteristics
Type of Buying Decision
Available Funds Rs
CHP: 17&18-18
Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
CHP: 17&18-19
Designing the Communications
Message strategyCreative strategyMessage sourcePersonal communication channelsNonpersonal communication channelsIntegration
CHP: 17&18-20
Creative Strategy
Informational and transformational appealsPositive and negative appeals Fear Guilt Shame Humor Love Pride Joy
CHP: 17&18-24
The Importance of TaglinesBrand Theme Ad Tagline
Our hamburgers are bigger.
Where’s the Beef?
Our tissue is softer. Please Don’t Squeeze the Charmin.
No hard sell, just a good car.
Drivers Wanted
We don’t rent as many cars, so we have to do more for our customers.
We Try Harder
CHP: 17&18-25
Message Source
Celebrity Characteristics Expertise Trustworthiness Likeability
Personal Communications Channels
Advocate channels
Expert channels
Social channels
CHP: 17&18-27
Nonpersonal Communication Channels
Media
Sales Promotion
Events and Experiences
Public Relations
CHP: 17&18-28
Affordable Based on What the
Company Can Afford
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Competitive-ParityBased on the Competitor’s
Promotion Budget
Competitive-ParityBased on the Competitor’s
Promotion Budget
One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on
Promotion.
Setting the Total Promotion Budget
CHP: 17&18-29
Advertising Advertising
Personal Selling
Personal Selling
SalesPromotion
SalesPromotion
PublicRelations
PublicRelations
DirectMarketing
DirectMarketing
Reach Many Buyers, Repeat Message Many Times, Impersonal,
Expensive
Reach Many Buyers, Repeat Message Many Times, Impersonal,
Expensive
Personal Interaction, Relationship Building, Most Expensive Promo
Tool
Personal Interaction, Relationship Building, Most Expensive Promo
Tool
Wide Assortment of Tools, Rewards Quick Response, Efforts Short-
Lived
Wide Assortment of Tools, Rewards Quick Response, Efforts Short-
Lived
Very Believable, Dramatize a Company or Product, Underutilized
Very Believable, Dramatize a Company or Product, Underutilized
Nonpublic, Immediate, Customized, InteractiveNonpublic, Immediate, Customized, Interactive
Setting the Promotion Mix
MEDIA / SCHEDULING DECISIONS
Television
Radio
Magazines
Online
Website
Outdoor
Access to the target audience
Cost of reaching the target group(s)
Favorable access to cost
Unfavorable access to cost
Factors Influencing Media Decisions