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Designing and Managing Integrated
Marketing Communications (Chapter 17)
Marketing Communications Mix:
Advertising
Sales Promotion
Events and Experiences
Public Relations and Publicity
Direct Marketing
Personal Selling
(Table 17.1) - Platforms used to market your product
Integrated marketing communications
(IMC)
Recognizes added value of a comprehensive plan
Coordinate and integrate all elements of the
communications mix – advertising, personal
selling, sales promotion, publicity, direct
marketing – so that the organization presents a
message that is _________________________
_______________________
Integrated marketing
communications (IMC)
Example:
Adding web addresses in print ads and packaging
allows people to more fully explore a company’s
products, find store locations, and get more
product and service info.
http://www.dannon.com/
Implementing IMC
Goal: create the most effective and efficient
communications program possible:
IBM turned over all of its advertising to Ogilvy to
attain uniform branding – ___________________
____________________________
Example: MBA Program - webpage, brochure,
campus recruiting, events – social, golf
tournament, UCA association, budget
Managing Mass Communications:
Advertising, Sales Promotions, Events, and
Public Relations (Chapter 18)
Advertising program:
Target market and buyer motives
Mission: What are the advertising objectives?
Money: How much can be spent?
Message: What message should be sent?
Media: What media should be used?
Measurement: How should the results be
evaluated?
Target market, motives, mission
Example: MBA Program
Target market and buyer motives?
Mission: ______________________________
________________________
What are the advertising objectives?
Informative – create brand awareness
Persuasive – liking, preference, conviction
Reminder – stimulate repeat purchase
Reinforcement – convince purchaser they made the right
choice
Money, Message, and Media
Example: MBA Program
Money – How much can be spent? –
Message – 30 hour credit program; night and
afternoon classes; completed in one year; high job
placement rate: http://www.uca.edu/divisions/academic/mba/
Which appeal works best with target audience? – ?
Media: direct mail, brochures, webpage
Measurement: _____________________________
___________________________
Sales Promotion
• Academic Outreach is pushing the UCA
MBA degree toward Acxiom employees:
10% off of tuition & fees for all Acxiom
employees
• Evaluate - ?
Events and Public Relations
• The Fifth Annual 2005 UCA CBA Scholarship
Golf Tournament raised $9,245.67 with the help of
84 players, 10 volunteers, and a record number of
hole sponsorships and team sponsorships.
• Evaluate:
Direct Marketing (Chapter 19)
Benefits to customers:
Fun, convenient & hassle free
Saves time
Larger merchandise selection
Comparison shopping
Order products for themselves or others
Direct Marketing
Benefits to companies
Mailing lists for almost any market
Customized offers
Ongoing relationships with customers
Privacy
Measurable response
etc.
Interactive Marketing
Designing an attractive web-page: _________
__________________________
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Web site downloads quickly
First page is easy to understand
Easy to navigate to other pages that open quickly
Individual pages not overly crammed with content
Typefaces and font sizes are very readable
Good use of color (and sound)