Transcript Advertising & Promotion

1
An Introduction to Integrated
Marketing Communications
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Modern World of Marketing
• Rapidly changing media environment
• Mass media losing viewers, readers,
listeners
• Digital media targets narrow audience
• Consumers not content to be passive
message recipients
• Information now obtained from a myriad
of sources
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Volkswagen Strategy
Traditional
Mass
Media
Social
Media
Integrated
Marketing
Strategy
Point-ofSale Kits
Sports
Team
Sponsor
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Punch Dub
• Entertaining, interactive information
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The Growth of Advertising and Promotion
• Integral part of social and economic
systems
• Carefully prepared messages delivered
to carefully targeted audiences
• Six-fold increase between 1980 and 2010
• New marketing channels
• Internet ads (banner ads, videos,
webisodes)
• Social media
• Mobile marketing
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The Role of Marketing
Advertising &
Promotion
Inform customers of
a product or service
Convince them of its
ability to satisfy their
wants or needs
Nonprofit
Organizations
Solicit donations
Offer intangible
social and
psychological
satisfactions
Help develop and
sustain relationships
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What is Marketing?
The activity, set of institutions, and
processes for…
creating, communicating, delivering,
and exchanging offerings that have…
value for customers, clients, partners,
and society at large
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What is Value?
• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it
• Benefits can be…
• Functional
• Experiential
• Psychological
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The Marketing Mix
• The Four Ps
• Product
• Price
• Place
• Promotion
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Contemporary IMC Approach
Packaging
Sales
promotion
Mass
media
advertising
Point of
purchase
Publicity
Interactive
marketing
Direct
marketing
Direct
response
Public
relations
Special
events
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Growing Importance of IMC
• Value of IMC
• Avoids duplication of marketing efforts
• Synergy among promotional tools
• More efficient and effective marketing
• Rapidly changing environment
• Consumer behavior
• Technology
• Media consumption behavior
• Proliferation of media
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The Marketing Revolution
Shift from traditional media ads to other forms
of promotion/nontraditional media
Internet and social media changing how
companies interact with consumers
Power shift: manufacturers to retailers
Database marketing
Greater ad agency accountability
Changes in how ad agencies are compensated
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The Role of IMC in Branding
Image or
Associations
Name
Performance
Brand
Identity
Logo
Packaging
Design
Symbols
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The Promotional Mix
Advertising
Direct
Marketing
Interactive/
Internet
Marketing
Sales
Promotion
Publicity/
Public
Relations
Personal
Selling
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Advertising
• Paid, nonpersonal communication
• About an organization, product,
service, or idea
• With an identified sponsor
• No immediate feedback from audience
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Non-Personal Media
• Mass media
• TV
• Radio
• Magazines
• Newspapers
• Benefits
• Cost effective
• Large audiences
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Advertising Classifications
National
Retail / Local
Consumers
Primary / Selective Demand
Business-to-Business
Professional
Trade
Organizations
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Forms of Direct Marketing
Direct Mail
Catalogs
Telemarketing
Database
Management
Direct
Response Ads
Direct Selling
Shopping
Channels
Internet
Sales
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Direct Response Advertising
• Encourages consumers to purchase
directly from the manufacturer
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Direct Response Advertising
Major Tools
Forces for Change
Direct Mail
Changing Lifestyles
Television
Credit Cards
Magazines
Toll-free Numbers
Internet
Rapid Internet Growth
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Interactive Marketing
• Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices
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Interactive Marketing
• Internet activities
• Advertise products and services
• Link ads and websites to search engines
• Offer coupons, contests, sweepstakes
• Conduct direct marketing
• Do personal selling
• Conduct public relations activities
• Measure advertising and promotions
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Sales Promotion
Marketing activities that provide
extra value or incentives to the…
Sales
Force
Ultimate
Consumer
Retailers
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Consumer vs. Trade Promotions
Consumeroriented
Couponing, sampling, premiums,
rebates, contests, sweepstakes,
POP materials
Encourages immediate purchases
Tradeoriented
Promotional/merchandising
allowances, price deals, sales
contests, trade shows
Wholesalers, distributors, retailers
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Publicity
A news story,
editorial, or
High credibility and
announcement to
low cost
a mass audience
Not directly paid for
or run under
identified sponsor
Is sometimes
unfavorable
Not always under
company control
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Public Relations
• Management function
• Evaluates public attitudes
• Identifies items of public interest
• Executes a program of action to earn
public understanding and acceptance
• Primary objectives
• Establish and maintain a positive image
of the company among various publics
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Public Relations
• Uses publicity and
other tools
• Special publications
• Community activities
• Fund-raising events
• Sponsorships
• Public affairs
activities
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Personal Selling
• Person-to-person communication
• A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
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IMC Audience Contact Tools
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