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CHAPTER
14
Integrated Marketing Communications
MarketingLamb, Hair, McDaniel
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How to proceed…
LO2
Every time you see the audio icon to the left, click on it to hear my comments and explanations of the concept.
Every time you see the icon to the left, click on it to view a website, video on YouTube or other material online that relates to or better illustrates the concept.
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LOI
Overall Marketing Objectives
Overall Marketing Objectives
Marketing Mix• Product• Place• Promotion• Price
Marketing Mix• Product• Place• Promotion• Price
Target MarketTarget Market
Promotional Mix
• Advertising• Public Relations• Sales Promotion• Personal Selling
Promotion Plan
Promotional Mix
• Advertising• Public Relations• Sales Promotion• Personal Selling
Promotion Plan
The Role of Promotionin the Marketing Mix
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The Promotional MixLO2
PromotionalMix
PromotionalMix
Combination of promotiontools used to reach the target market and fulfill theorganization’s overall goals.
Advertising Public Relations Sales Promotion Personal Selling Direct Marketing Interactive Marketing
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LO7
IntegratedMarketing
Communications
IntegratedMarketing
Communications
The careful coordination of all
promotional messages to
assure the consistency of
messages at every contact
point where a company meets
the consumer.
Integrated Marketing Communications
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Example of good IMC: Chick-Fil-A
Bright House Asterisk Hunters Campaign
Photo Contest
Advertisement
Promotional Mix
Definitions and characteristics follow Each will be explored in more detail next week in
class along with many examples
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The Promotional MixLO2
AdvertisingAdvertising Impersonal, one-way
mass communication about
a product or organization
that is paid for by a
marketer.
Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter14
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LO2 Advertising
Advantages Disadvantages
Reach large number of people
Low cost per contact
Can be micro-targeted
Total cost is high
National reach is expensive for small companies
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LO2
Traditional Advertising Media
Traditional Advertising Media
NewAdvertising Media
NewAdvertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Banner ads Viral marketing:
Read article and watch a few videos of viral campaigns
E- mail Interactive video
Traditional Advertising Media and Interactive Marketing Media
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Where is the growth?
Social Media Revolution…
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Directory Assistance Advertising
SOURCE: Rebecca Buckman, “Your Listing, and a Word From Our Sponsor,”
Wall Street Journal, April 20,2006, B1.
Companies are offering free telephone directory assistance—but there’s an advertisement first.
The audio ads are narrowly targeted, and are 10 to 12 seconds.
The growth of such free services could represent another change in the telecom industry.
Dial 1-800-FREE411 or 1-800-411-METRO
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Placements
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Product Placements How it works…
– Straight fee and higher fee depending on how long or how much exposure they get
• Ex: Pampers paid $50K to be featured in 3 Men & a Baby
• Ex: Exxon paid $300K to be featured in Days of Thunder– Exchange for goods or promotions (one half of all
placements)– Free, if the film production company feels like it is a good fit
and wants to use it regardless of compensation. However, it’s good to get agreement from them first!
E.T. and Reese’s Pieces – Reese’s Pieces received placement and ET movie received advertising support
Product Placement Exercise
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Match the movie with the product featured in it…
Little Nicky Castaway Ace Ventura: Pet Detective Cat in the Hat Die Another Day Sweet Home Alabama You’ve Got Mail SpiderMan Men in Black Toy Story I-Robot Miami Dolphins
Aston Martin Audi RayBan sunglasses Tiffany & Co. Popeye’s Chicken Gap Mr. Potato Head AOL Fed Ex Universal Studios Reese’s Pieces Dr. Pepper
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Answers…
Little Nicky Castaway Ace Ventura: Pet Detective Cat in the Hat Die Another Day Sweet Home Alabama You’ve Got Mail SpiderMan Men in Black Toy Story I-Robot
Popeye’s Chicken Fed Ex Miami Dolphins Universal Studios Aston Martin Tiffany & Co. AOL Dr. Pepper RayBan sunglasses Mr. Potato Head Audi
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Placement in Game Shows
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Digital Ads at Sporting Events
Song lyric product placement
The Kluger agency handles accounts such as Mercedes, Nike, Dolce & Gabbana, Louis Viutton, and other high profile brands with insertions into songs by artists such as Mariah Carey, Black Eyed Peas, Pink, Ludacris and many more
http://klugeragency.com/
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Videogame Advertising
SOURCE: Robert A. Guth and Nick Wingfield, “Microsoft’s ‘Massive’ Move into Game Ads,”
Wall Street Journal, April 26,2006, B1.
Microsoft plans to acquire Massive inc., a start-up that places ads in video games.
Ads are inserted into the game environment.
Video games could become a large new medium for advertising.
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Unusual forms of advertising: Tat-vertising
Corporate Advertising by tattooing a logo or message on someone’s body
Video
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Public RelationsLO2
PublicRelations
PublicRelations
The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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The Function of Public Relations
Maintain a positive image
Educate the public about the company’s objectives
Introduce new products
Support the sales effort
Generate favorable publicity
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LO2 Public Relations
Advantages Disadvantages
Credibility
Low absolute cost
Controllable (except for publicity)
Publicity (dealing with the media) is uncontrollable and can be negative
Publicity that is positive is not guaranteed (message and placement of message)
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Sales PromotionLO2
SalesPromotion
SalesPromotion
Marketing activities--other
than personal selling,
advertising, and public
relations--that stimulate
consumer buying and
dealer effectiveness.
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Sales Promotion
Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter14
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LO2
EndConsumers
EndConsumers
Trade Customers
Trade Customers
CompanyEmployees Company
Employees
Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Sales Promotion
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PersonalSelling
PersonalSelling
Personal SellingLO2
Planned presentation to one or more prospective buyers for the purpose of making a sale.
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LO2 Personal Selling
Traditional Selling
Traditional Selling
Relationship Selling
Relationship Selling
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REVIEW LEARNING OUTCOMEElements of the Promotional Mix
LO2
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CommunicationLO3
CommunicationCommunication The process by which we
exchange or share meanings
through a common set of
symbols.
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LO3
NoiseNoise
SenderSender EncodingMessage
EncodingMessage
FeedbackChannel
FeedbackChannel
MessageChannel
MessageChannel
DecodingMessage
DecodingMessage ReceiverReceiver
The Communication Process
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Relating Promotion to the Communications ProcessRelating Promotion to the Communications Process
THE COMMUNICATIONS PROCESSTHE COMMUNICATIONS PROCESS
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Test Yourself: Who is the sender? How did they encode the
message? What is the channel? How could you decode the
message? Who is the receiver? What could be noise?
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Answers: Who is the sender?
– Heinz How did they encode the
message?– Use the bottle upside down
with the headline on the bottle; little copy, mainly just the graphic image
What is the channel?– Magazine
How could you decode the message?
– Heinz is very thick Who is the receiver?
– Magazine subscribers/readers What could be noise?
– Competing ads in magazine (clutter)
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InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
Goals and Tasks of Promotion
16-40
Figure 16.2: Advertising Objectives in Relation
to the Stage in the Product Life Cycle
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What do you think the goal is?
Reminder, with a little persuasion
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LO5
AIDA ConceptAIDA ConceptModel that outlines the
process for achieving
promotional goals in terms
of stages of consumer
involvement with the
message.
The AIDA Concept
Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter14
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LO5 The AIDA Concept
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
LO5
Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter14
TUMS
A Print Message Following the AIDA
Concept
Copyright © 2001 by Harcourt, Inc. All rights reserved.
45LO6
Nature of the productNature of the product
Stage in PLCStage in PLC
Target market factorsTarget market factors
Type of buying decisionType of buying decision
Promotion fundsPromotion funds
Push or pull strategyPush or pull strategy
Factors Affecting the Choice of Promotional Mix
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LO6 Stage in the Product Life Cycle
Light Advertising; pre-introductionpublicity
Heavy use of Advertising;PR forawareness;sales promotionfor trial
AD/PRdecrease;limited sales promotion; personal selling fordistribution
Ads decrease;sales promotion;personal selling;reminder & persuasive
Advertising, PR, brandloyalty;personal selling fordistribution
IntroductionIntroduction GrowthGrowth
MaturityMaturityDeclineDecline
Sal
es (
$)S
ales
($)
TimeTime
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LO6
Advertising
Sales PromotionRoutineRoutine
Personal Selling
Neither Routinenor Complex
Neither Routinenor Complex
Advertising
Public Relations
Print AdvertisingComplexComplex
Type of Buying Decision
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LO6
Trade-offs with funds available
Number of people in target market
Quality of communication needed
Relative costs of promotional elements
Available Funds
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LO6 Push and Pull Strategies
Manufacturerpromotes to wholesaler
Manufacturerpromotes to wholesaler
Wholesaler promotes to
retailer
Wholesaler promotes to
retailer
Retailer promotes toconsumer
Retailer promotes toconsumer
Consumerbuys from
retailer
Consumerbuys from
retailer
PUSH STRATEGY
Orders to manufacturer
Manufacturerpromotes to
consumer
Manufacturerpromotes to
consumer
Consumer demands product
from retailer
Consumer demands product
from retailer
Retailer demands product
from wholesaler
Retailer demands product
from wholesaler
Wholesaler demands
product frommanufacturer
Wholesaler demands
product frommanufacturer
Orders to manufacturer
PULL STRATEGY
Examples…
Push Money: Extra compensation paid by a manufacturer or employer to a salesperson for selling a particular product. For example, an appliance manufacturer offers a bonus for selling a washer or dryer from a line that has been discontinued. Also called spiff.
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Push Strategy
Examples…
Pull Strategy