Transcript Consumers Rule - Lampung University

Catching the Buzz:
Promotional Strategy and
Integrated Marketing
Communication
Chapter Objectives
• marketing communication
• communications model
• promotion mix
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Chapter Objectives
•
•
•
•
word of mouth marketing,
buzz marketing,
viral marketing,
guerrilla marketing
provide effective marketing
communication
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Chapter Objectives (cont’d)
• integrated marketing communication
characteristics
• database marketing
in integrated marketing communication
• IMC plan & stages
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Tailoring marketing
communication to consumers
Tailoring Marketing
Communication to Consumers
• Promotion:
• the coordination of marketing
communication efforts
• to influence attitudes or behavior
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Tailoring Marketing
Communication to
Consumers
• Marketing
communication:
Informs
• Goods and services
• Where to purchase
Reminds
• Continue using certain product
Persuades
• Choosing one product over
other
Builds relationships
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Tailoring Marketing Communication
to Consumers (cont’d)
• Integrated marketing communication
(IMC):
• A strategic business process
• used to plan, develop, execute, and evaluate
coordinated, measurable, persuasive brand
communication programs
• over time to targeted audiences
 Consumers see the variety of messages
 from a firm as a whole.
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Figure 12.2:
The Communication Model
explain how ideas are translated into messages and transmitted from the marketer to the
consumer who (hopefully) understands what the marketer intended to say
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The Communication Model
• Encoding:
process of translating an idea into a
form of communication
• Source:
organization or individual sending
the message
FRAM.COM
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The Communication Model
• Message:
communication in physical form
• Medium:
communication vehicle
used to reach members of a
target audience
FRAM.COM
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The Communication Model (cont’d)
• Receiver:
individual or organization
that intercepts and interprets the
message
• Decoding:
process whereby a receiver assigns
meaning to a message
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The Communication Model (cont’d)
• Noise:
anything that interferes with effective
communication
• Culture
• Interference from other advertising
• Feedback:
receiver’s reactions to the message
• Fine tune the messages
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Marketing Communication
Strategy
&
Promotion Mix
Marketing Communication
Strategy and Promotion Mix
• Promotion mix:
communication elements
the marketer controls
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Marketing Communication
Strategy and Promotion Mix
• Promotion mix:
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
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Figure 12.3: Control Continuum
The messages that consumer receive about companies and products differ in the amount
of control the marketer has over the message being delivered..
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APPEALS
Mass Appeals
• Advertising:
• Non-personal
communication
• from an identified
sponsor
• using mass media
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Mass Appeals (cont’d)
• Sales
promotion:
• contests, coupons, &
other incentives
• designed to build
interest
• or encourage
product purchase
• during a specified
period
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Mass Appeals (cont’d)
• Public relations:
• communication activities
• that create/maintain a positive image
• of a firm and its products
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Personal Appeals
• Personal selling:
• direct interaction
• between a company representative
• and a customer
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Personal Appeals
•Direct marketing:
• efforts to gain a direct response
• from individual consumers
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Buzz Appeals
•Buzz:
• everyday people
• who help marketing efforts
• by talking about a product or a
company
• to others
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Buzz Appeals
• Buzz marketing:
• high-profile entertainment or
news
• that gets people to talk
• about the brand
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•
•
Rather than blitzing the airways with 30-second TV commercials for its new Focus
subcompact, Ford Motor Co. (F ) recruited just a handful of trendsetters in a few
markets and gave them each a Focus to drive for six months.
Their duties? Simply to be seen with the car and to hand out Focus-themed trinkets
to anyone who expressed interest in it. "We weren't looking for celebrities. We were
looking for the assistants to celebrities, party planners, disk jockeys--the people who
really seemed to influence what was cool,
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Buzz Appeals
• Viral marketing:
• entertaining or informative
messages
• designed to be passed along
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Buzz Appeals (cont’d)
• Word of mouth (WOM) marketing:
• activities that give people a
reason
• to talk about the product
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Buzz Appeals (cont’d)
• Guerrilla marketing:
•
•
•
•
activities that
“ambush” consumers
with promotional content
where not expected
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IMC
Integrated Marketing Communication
(IMC)
• marketing communication
programs
• create and maintain
• long-term relationships
• with customers
• by satisfying their needs.
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Integrated Marketing Communication
(IMC)
• IMC unifies
• all marketing communication
tools
• to send a consistent, persuasive
message.
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Characteristics of IMC
• Creates a single unified voice for
firm.
• Begins with the customer.
• develop relationships with
customers through 1-to-1 marketing.
• Relies on 2-way communication.
 TV, magazine, newspaper, outdoor ad rely on 1 way
communications, on longterm this is not good
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Characteristics of IMC (cont’d)
• Focuses on stakeholders,
 Employees, suppliers, stockholders, the media,
trade association, regulator
not just customers.
• Generates a continuous stream
of communication.
• Measures results
based on actual feedback.
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IMC & Database marketing
IMC and Database Marketing
• Database marketing:
• creation of ongoing relationship
with a set of customers
• who have identifiable interest
in a product
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IMC and Database Marketing
• Customers’ responses
= ongoing communication process.
• Is interactive
• Builds relationships
– Who purchased the goods
• Locates new customers
– Customer neighbor
• Stimulates cross-selling
– Questionnaire for costumer
• Is measurable
• Yields trackable responses
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Developing the IMC plan (Figure 12.4)
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Developing the IMC Plan
• Step 1: Identify target audiences
 Who is the target market
 Different segment within total market
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Developing the IMC Plan
• Step 2: Establish communication objectives
 Create awareness
 Inform the market
 Create desire
 Encourage purchase and trial
 Build loyalty
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Figure 12.5: The Hierarchy of Effects – Step 2
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• Step 3: Determine and allocate the
marketing communication budget
Determine total promotion budget
Top-down budgeting techniques
Percentage-of-sales
Competitive-parity
Bottom-up
Objective-task
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Step 3: Determine and allocate the marketing
communication budget
• Push strategy:
 move products through the channel by convincing
channel members to offer them
• Pull strategy:
 move products through the channel by building
desire among consumers, convincing retailers
to respond to demand
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Step 3: Determine and allocate
the marketing communication budget
• Allocate the budget to a specific promotion
mix
• Organizational factors
• Market responsiveness
• Market potential
• Market size
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•Step 4: Design the promotion mix
• Type of appeal
• AIDA model:
 communication goals of attention, interest, desire, & action
• Structure of the appeal
 Tout one of positive attribute
 Superiority
 Buy the product
• Communication channel
 Internet
 Mass media
 sms
THEWOMB.COM
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Step 5: Evaluate the effectiveness of the
communication program
Are communication objectives
adequately translated
into marketing communication
that is reaching the right target
market?
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The end
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