Transcript object advertising agency

Chapter 9
Integrated Marketing
Communications
Integrated Marketing
Communications...
A long term view of influencing customers
through a coordinated strategic use of the
promotion mix
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advertising
public relations
personal selling
sales promotion
A strategic program of persuasive
communications
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Integrated Marketing
Communications
Coordinates promotion decisions with the
strategic marketing plan
Must deliver a cohesive message
Must maintain clear promotion
objectives (long & short term)
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Advertising...
Paid, nonpersonal forms of communication
transmitted through mass media
Often the most visible component of the
marketing mix
Transmitted through the Internet,
television, newspapers,
magazines, direct mail,
outdoor, etc.
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Considerations in Advertising...
Provides cost efficiency for large audiences
– high aggregate cost
Allows focused or broad targeting
– web advertising
– prime time, general interest
network advertising
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Types of Advertising...
Institutional
Advocacy
Pioneer
Competitive/comparative
Reminder
Reinforcement
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Determining the Advertising
Budget
Objective & task
Percentage-of-sales
Competition-matching
Arbitrary
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Evaluating Advertising
Effectiveness
Determine perceived image
Evaluate attitudes
Determine purchase behavior/intent
– pretest versus posttest results
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Public Relations...
Used to foster a positive relationship between an
organization & its stakeholders
Begins with an understanding of current images
& opinions
May create a specific image:
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high quality
innovativeness
integrity
value
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Public Relations Methods...
News releases
Feature articles
Press conferences
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Advertising versus Public
Relations
What are the benefits of advertising compared to
public relations?
What are some of the unique benefits of public
relations?
Which has greater credibility with consumers?
How do you justify hiring a public relations and
advertising agency to manage your company’s
external communication?
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Personal Selling...
Paid personal communications that attempts to
inform customers about products & persuade
them to purchase
Personalized & costly form of
communication
Requires a highly skilled &
well trained salesforce
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Personal Selling Activities...
Finding prospects
Informing prospects
Persuading prospects to
buy
Keeping current customers
satisfied
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Sales Promotion...
Any activity or object that acts as an incentive
or inducement providing value for a buyer
All promotional & communication activities,
other than personal selling,
advertising, & public relations
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Consumer Sales Promotion
Methods...
Coupons
Demonstrations
Frequent user incentive programs
Point of purchase displays
Free samples
Consumer contests, games & sweepstakes
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Business-to-Business Trade
Sales Promotion
Buying allowance
– temporary price reduction (by quantity)
Buy-back allowance
– money to a reseller for each unit bought
Merchandise allowance
– manufacturers paying resellers for promotional
efforts
Cooperative advertising
Sales contests
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