Transcript Chapter 10
MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE 10 Integrated Marketing Communications Integrated Marketing Communication • Integrated Marketing Communication (IMC) – “…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.” • Reasons that IMC is important: – Fosters long-term relationships – Reduces or eliminates promotional redundancies – Technology allows better targeting of customers 10-2 Promotional Elements Used in IMC Exhibit 10.1 10-3 Strategic Issues in Integrated Marketing Communications • IMC must have clear promotional goals and objectives • The AIDA Model – – – – Attention Interest Desire Action • Promotional goals with respect to the supply chain – Push or pull strategy? 10-4 Promotion Strategy Over the Product Life Cycle Exhibit 10.2 10-5 Advertising • Types of Advertising – Institutional advertising – Advocacy advertising – Product advertising • Determining the Advertising Budget – – – – Objectives and task approach Percentage of sales approach Competitive matching approach Arbitrary approach 10-6 Evaluating Advertising Effectiveness • Methods – Evaluating the achievement of advertising objectives – Assessing the effectiveness of advertising copy, illustrations, and layouts – Evaluating the effectiveness of various media • Timing of Evaluation – Pretest – During campaign – Posttest 10-7 Public Relations • Public Relations Methods - News (or press) releases - Feature articles - White papers - Press conferences - Lobbying - Investor relations - Employee relations - Event sponsorship - Product placement • Negative Public Relations 10-8 Personal Selling and Sales Management • The Sales Management Process – – – – – Developing Sales Force Objectives Determining Sales Force Size Recruiting Salespeople Training the Sales Force Controlling and Evaluating the Sales Force • The Impact of Technology on Personal Selling 10-9 Comparison of Sales Force Compensation Methods Exhibit 10.8 10-10 Sales Promotion in Consumer Markets • Types of Sales Promotion to Consumers – – – – – – – Coupons Rebates Samples Loyalty programs Point-of-purchase promotion Premiums Contests and sweepstakes 10-11 Sales Promotion in Business Markets • Sales Promotion Methods Unique to Business Markets – – – – – Trade allowances Free merchandise Training assistance Cooperative advertising Selling incentives 10-12