Transcript IMC Tools and Their Link To Advertising Strategy

IMC Tools and Their Link To
Advertising Strategy
IMC Tools Review
Advertising
 Sales Promotions
 Public Relations
 Direct Marketing
 Viral (Buzz) Marketing

The Brand Building Functions of
Advertising - Goals

To generate and sustain attention

awareness, interest, recognition/recall

To persuade the purchase decision

To educate and/or inform the audience
about the benefits of the advertised
product

To reinforce consumer behavior decisions
Advertising Weaknesses

May be perceived as negatively
intrusive

It clutters the message environment

Does not ensure ACTION
Sales Promotion – Goals

Short term increase in sales

To induce trial

To provide incentives to buy more

To reinforce advertising efforts

To build trade support
Two Categories of Sales
Promotion

Trade Sales Promotion (B-to-B)

Consumer Sales Promotion
Public Relations- Goals

To build favorable relationships
between an organization and its
publics

A vehicle that generates public
“goodwill” on behalf of a company
or brand
Marketing-oriented PR
Tools

Mass Media Coverage (Publicity)

Event sponsorships, cause-related
marketing
Publicity Tools

News Releases, Press Conferences

Special Events for Media…interviews,
trips, etc.

Sponsorships

Cause-related marketing


Avon & Breast Cancer Awareness
American Express & Statue of Liberty Project
Direct Marketing - Goals
To generate…
1. a response in the form of an order
(direct order)
2.
a request for more information
(lead generation)
3.
a visit to a store or place of business
for purchase of a specific
product/service
(traffic generation)
5 Major Categories of Direct
Marketing

Direct Response Advertising

Direct Mail

Telemarketing

Direct Selling (a.k.a. Personal Selling)

Internet/Cybermarketing
Viral Marketing – Purpose
–
To increase word of mouth
communication about a brand or
product
–
–
Commercial intent
To generate referral through unpaid
communication channels
–
blogs, street teams, grassroots efforts,
etc.
Viral Marketing A.K.A.
–
Guerilla marketing
–
“Buzz” Marketing
–
Grassroots Marketing
Example- Faberge
Organics Shampoo

If you tell two friends
about Faberge
Organics shampoo
with wheat germ oil
and honey,
they'll tell two friends,
and so on..and so
on...and so on...
--Faberge
Contemporary Examples of
Viral Marketing

Email forwards

User reviews/recommendations

On-line reviews (You Tube, etc.)

Paid bloggers