Transcript Advertising & Promotion

CH 1
An Introduction to Integrated
Marketing Communications
1-1
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
1-2
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
1-3
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
1-4
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
1-5
What is Value?
• Customer’s perception
of all the benefits of a
product or service
• Benefits can be…
1-6
The Marketing Mix
•The
Four Ps
1-7
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
Movement away from mass media advertising
toward more targeted tools such as event
marketing, direct mail, Internet
1-8
The Role of IMC in Branding
Image or
Associations
Name
Performance
Brand
Identity
Logo
Packaging
Design
Symbols
1-9
The Promotional Mix
Advertising
Direct
Marketing
Interactive/
Internet
Marketing
Sales
Promotion
Publicity/
Public
Relations
Personal
Selling
1-10
Advertising
• Paid, nonpersonal communication
• About an organization, product,
service, or idea
• With an identified sponsor
• No immediate feedback from audience
1-11
Non-Personal Media
• Mass media
• TV
• Radio
• Magazines
• Newspapers
• Benefits
• Cost effective
• Large audiences
1-12
Advertising Classifications
National
Retail / Local
Consumers
Primary / Selective Demand
Business-to-Business
Professional
Trade
Organizations
1-13
Forms of Direct Marketing
Direct Mail
Catalogs
Telemarketing
Database
Management
Direct
Response Ads
Direct Selling
Shopping
Channels
Internet
Sales
1-14
Direct Response Advertising
• Encourages consumers to purchase
directly from the manufacturer
1-15
Direct Response Advertising
Major Tools
Forces for Change
1-16
Interactive Marketing
• Interactive media
• Internet
• Kiosks
• Interactive television
• Cell phones
• Other mobile devices
1-17
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
1-18
Consumer vs. Trade Promotions
Consumeroriented
Encourages immediate purchases
Tradeoriented
Wholesalers, distributors, retailers
1-19
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
1-20
Public Relations
• Uses publicity and
other tools
1-21
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
1-22
Touch Points: Control vs. Impact
1-23
IMC Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Internet/
interactive
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Internet/
interactive
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
1-24
Elements of a Marketing Plan
Detailed situation analysis
Specific marketing objectives
Marketing strategy and program
Program for implementing the strategy
Process for monitoring & evaluating performance
1-25
Promotional Program Situational Analysis
Internal
External
Firm’s promotional
organization/capabilities
Customer analysis
Review of previous
programs and results
Environmental analysis
Competitive analysis
Assess firm/brand
image
Assess strengths and
weaknesses of product
or service
1-26
Analysis of Communications Process
• Communication decisions
• Source and message
• Communication channels
• Media mix
• Costs
• Marketing goals
• Communication objectives
1-27
Budget Determination
• What will the promotional program cost?
• How will the money be allocated?
1-28
Developing the IMC Program
IMC Strategies
Creative
Media
1-29
Monitoring, Evaluation, Control
Basic Goals
Determine how well the program
is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies
1-30