Transcript Integrated Brand Communication

Internet Advertising &
Promotional Communication
Integrated Marketing Communication
(IMC)
Featuring in
class 2 & 3…...
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Integrated Marketing Communication
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Definitions
Problems & Challenges
Marketing Communication Elements
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Public Relations
Sales Promotions
Direct Marketing
IMC: Definitions vary
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all of the marketing communication elements
should be integrated so as to maximize the
overall output, sales or profits?
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MC elements?:
use of two or more MC elements?
use of multiple media to advertise a brand
with an underlying theme or selling
proposition?
IMC: Definitions
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Interactive IMC: “integration of three or more
MC elements with a common underlying theme
or goal in two or more Internet platforms
IMC: Problems & Challenges
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Lack of agreed, workable definitions of IMC
I____________
M___________
Marketing Communication Elements
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Advertising
Public Relations
Sales Promotion
Direct Marketing
Personal Selling
Public Relations
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a marketing and management function that
focuses on communications that
______________ between a firm and its
constituencies
What PR can achieve
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Build goodwill or favorable corporate i______
P_______ products or services
Facilitate i_______ communication
Function as damage control and fight negative
publicity or manage crisis situations
Traditional PR tools
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Internet PR:
advantages, opportunities, & challenges
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C______, t______ and efforts savings
I________, real-time communication
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efficient internal and external corporate
communication, targeting and personalization of
messages
frequent, quick, efficient communication via email,
discussion forums, chats
Supports for p_______ PR and ________
Internet PR:
advantages, opportunities, & challenges
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Directly measurable effects
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Unlimited amount of i_______
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accountability
opportunity as well as challenge: How?
Quick and easy d_______ of information and
even false and hazardous rumors about your firm
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need for constant monitoring
Internet PR tools
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News release archives & online library (in corporate sites
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Announcement
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IMC opportunities for soliciting subscription via _
Public appearance
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Beware of “netiquette” when using _
Newsletters
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Need for publicizing the feature
Integration with email, sales promotion items & banner or link
exchange is a good idea
How? Examples?
Event sponsorship
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May be tied with sales promotion
Internet PR examples
http://www.mcgraw-hill.com/corpinfo/resource/index.html
http://www.hilton.com/corporate/index.html
http://www.hp.com
http://www.bankofamerica.com.
http://chat.yahoo.com/c/events/info/2000/03/06/030600manshow.html
http://www.msnbc.com/chat/cover.asp
http://www.broadcast.com/concerts/bluenote/
http://travel.yahoo.com/destinations/promos/exorbis/entrypage.html
http://www.mcdonalds.com/whatsnew/usa/passport/index.html
Note: examples are subject to expiration any time and may no longer be available
Sales Promotion
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short-term promotional activities or incentives
designed to generate ___________________
Traditional sales promotion tools
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Consumer sales promotion
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e.g., coupons/discounts, rebates, refunds, premiums,
sweepstakes, contests, free samples, loyalty program, etc.
Trade promotion
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e.g., Point-of-Purchase (POP) displays, co-op advertising,
cash or merchandising allowance, slotting fees, discounts,
contest, trade shows
What sales promotion can achieve
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Cause a rapid increase in s_____ activity and volume
Attract new buyers to t______ purchases
Defend an established brand against new competition
Reward l_____ consumers as they continue to use the
product
Provide retailers with additional marketing support
Challenges of sales promo
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Marketers and retailers can become _____________
sales promotion
Matching competitors’ sales promotion can lead to a
sales promotion _____ -- no win situation for all
involved
Extensive sales promotion can damage __________
Problems of sales promotion abuse (e.g.,
___________
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Internet sales promotion tools
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Online coupons, sweepstakes, premium
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to be discussed in lecture
Free samples, loyalty programs, online contests and
games, and others
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See ZA text and explore more and current examples by
doing EX. 3.
Internet Coupons
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A form of discounts or price-offs
An electronic, printable form that can be used to
discount the price of items or services offered by a
company
Problem of fraudulent claims
What Internet coupons can achieve
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Drive t______ to retail stores
Motivate to b____ more and early
Increase favorable response
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due to the ability to _______ by geographic location,
interests, taste and previous behavior with other coupons.
Minimize waste in delivery
Save c______ & t_____
How to use Internet coupons
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Understand the threats of encouraging customers to reject
b______ l________ for price consideration
Breaking through coupon c_______ is critical
Study what kinds are available and effective
 online coupon companies can help – e.g., E-centives,
CoolSavings, and Val-Pak) – explore the local companies
doing this
Assess your c_________’ use of coupons
T_______ and c________ the offer
Create synergy by i___________ with other MC efforts
Examples of Internet coupons/price-off
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Pizza hut (www.pizzahut.com) – “build your own coupons”,
“find coupons in your area”— can search coupons
redeemable in their local area
GAP (www.gap.com) – “get 15% off $75 in stores & online
when you join our mailing list”
Can you find a good example of online coupons or discounts
in your area? Any case of IMC involving coupons or
discounts?
Note: examples are subject to expiration any time and may no longer be available
Online Sweepstakes
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a promotion in which prize or prizes are given to
the winners who are determined on the basis of
chance alone
What online sweepstakes/contests can achieve
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Create a_________, excitement and consumer
i_____________
Enhance brand i_______, if used properly
Gain retail support
Build consumer d________
Produce immediate s________
How to use online sweepstakes
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Understand the challenge of offering the right
p_____ to attract the target
Test to see what works for the target
Create synergy by i____________ with direct
marketing, PR, or advertising
Establish a strong t____ between the sweepstakes
and the brand
Examples of online sweepstakes
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McDonald’s (www.mcdonalds.com) – “IT’S
Winning Time”
Coca Cola (www.cocacola.com) – “Watch & Win”
Can you find an example of online sweepstakes? A
case of IMC involving sweepstakes in your area?
Note: examples are subject to expiration any time and may no longer be available
Premium
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an item, other than the product itself, given to
purchasers of a product as an incentive to buy
What online premium can achieve
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encourage customers to make an immediate
purchase
build t________ to the store or the website
build a customer d________
How to use online premium
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Integration with advertising and other MC
efforts is effective
Targeting the o______ is critical
Examples of online premium
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AT&T (www.att.com) – “GET A GREAT DEAL
when you buy online. Get a FREE Nokia 3360
when you order new service online starting at just
$19.99 a month”
Levi’s (www.levis.com) – “Try new Type1 jeans
on at Levi’s retail store, and get a FREE CD”
Can you find an example of online premium? A
case of IMC involving online premium in your
area?
Note: examples are subject to expiration any time and may no longer be available
Direct Marketing
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“a form of marketing that occurs directly between
the marketer and the consumer and that includes
activities designed to generate direct sales or any
actions short of sales”
Internet direct marketing:
advantages, opportunities, and challenges
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Cost effectiveness
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Time / c___________
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___________ cheaper than traditional direct mail
marketing
business anywhere, any time.
Ease and power of
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Gl_____ market coverage
D______ building & relationship marketing
potential
What Internet direct marketing can achieve
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Sales (_____________)
Sales leads (_____________)
Traffic (___________________ at a place of
business for purchase)
A database of customers (completed
_______________________________)
Internet Direct Marketing : Direct Email
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Direct marketing can be implemented in different
ways -- ___________________
Email is the most frequently used platform for
internet direct marketing
More and better creative options are now available
Obtaining ________________________ is key
How to use direct email marketing:
Using in-house lists
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Appropriate for frequent e-mailers, due to ownership
of the list, long-term cost savings & control
May start with current customer list
Build the list via registration on one’s site,
subscription to newsletters, email solicitation
Offer incentives to increase response
Maintain updated list -- cost for upkeep
How to use direct email marketing:
Renting lists form brokers
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Numerous list categories available
Example of list brokers
Acxiom DirectMedia (www.directmedia.com )
MatchLogic (www.matchlogic.com)
NetCreations (www.netcreations.com )
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Price ranging from less than $100 per thousand
names to more than $1,000 – the more
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the list, the higher the price
How to use direct email marketing:
Making sure the list to use is o__ - __
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Opt-in (with permission): everyone in the list has a______
that they want to receive email solicitations
Avoid any list put together by software that surf the web
looking for new email addresses
Check the r_________ of the list broker
Check list broker reference (talk to its clients)
T_____ the list in a small scale emailing first before emailing
the entire list.
Read the Zeff and Aronson book for more insights, tips, and
examples concerning the effective use direct email or direct
advertising