ch14

Views:
 
Category: Entertainment
     
 

Presentation Description

ch 14

Comments

Presentation Transcript

Integrated Marketing Communications:

Chapter 14 Version 6e 1 chapter Integrated Marketing Communications 14 Prepared by Deborah Baker Texas Christian University

Learning Objectives:

Chapter 14 Version 6e 2 chapter Learning Objectives 14 1. Discuss the role of promotion in the marketing mix. 2. Discuss the elements of the promotional mix. 3. Describe the communication process.

Learning Objectives (continued):

Chapter 14 Version 6e 3 chapter Learning Objectives (continued) 14 4. Explain the goal and tasks of promotion. 5. Discuss the AIDA concept and its relationship to the promotional mix. 6. Describe the factors that affect the promotional mix. 7. Discuss the concept of integrated marketing communications.

Learning Objective :

Chapter 14 Version 6e 4 Learning Objective 1 Discuss the role of promotion in the marketing mix.

Promotion:

Chapter 14 Version 6e 5 Promotion 1 Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Inform Persuade Remind

Promotional Strategy:

Chapter 14 Version 6e 6 Promotional Strategy 1 A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion

The Role of Promotion:

Chapter 14 Version 6e 7 The Role of Promotion 1 Promotional Mix Advertising Public Relations Personal Selling Sales Promotion Promotion Plan Overall Marketing Objectives Marketing Mix Product Distribution Promotion Price Target Market

Differential Advantage:

Chapter 14 Version 6e 8 Differential Advantage Unique Features Excellent Service Low Prices Rapid Delivery High Product Quality Features that provide Differential Advantage 1

Learning Objective :

Chapter 14 Version 6e 9 Learning Objective 2 Discuss the elements of the promotional mix.

Promotional Mix:

Chapter 14 Version 6e 10 Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Personal Selling Sales Promotion 2

Promotional Mix:

Chapter 14 Version 6e 11 Promotional Mix Advertising Elements of the Promotional Mix Public Relations Personal Selling Sales Promotion 2

Advertising:

Chapter 14 Version 6e 12 Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. 2

Advertising Media:

Chapter 14 Version 6e 13 Advertising Media Traditional Advertising Media Electronic Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards Internet Computer modems Fax machines 2

Advertising:

Chapter 14 Version 6e 14 Advertising Advantages Ability to reach large number of people Cost per contact is low Can be micro-targeted Disadvantages Total cost is high 2

Public Relations:

Chapter 14 Version 6e 15 Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. 2

Public Relations:

Chapter 14 Version 6e 16 Public Relations Evaluates public attitudes Identifies areas of public interest Executes programs to “win” public Functions of Public Relations 2

Publicity:

Chapter 14 Version 6e 17 Publicity 2 Public information about a company, good, or service appearing in the mass media as a news item.

Sales Promotion:

Chapter 14 Version 6e 18 Sales Promotion 2 Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.

Sales Promotion:

Chapter 14 Version 6e 19 Sales Promotion End Consumers Trade Customers Company Employees Sales Promotion Targets 2

Sales Promotion :

Chapter 14 Version 6e 20 Sales Promotion Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons Popular Tools for Consumer Sales Promotion 2

Personal Selling:

Chapter 14 Version 6e 21 Personal Selling 2 Planned presentation to one or more prospective buyers for the purpose of making a sale.

Personal Selling:

Chapter 14 Version 6e 22 Personal Selling Traditional Selling Relationship Selling 2

Learning Objective :

Chapter 14 Version 6e 23 Learning Objective Describe the communication process. 3

Communication:

Chapter 14 Version 6e 24 Communication 3 The process by which we exchange or share meanings through a common set of symbols.

Marketing Communication:

Chapter 14 Version 6e 25 Marketing Communication Categories of Communication Interpersonal Communication Mass Communication 3

The Communication Process:

Chapter 14 Version 6e 26 The Communication Process As Senders As Receivers Inform Persuade Remind Develop messages Adapt messages Spot new communication opportunities 3

The Sender and Encoding:

Chapter 14 Version 6e 27 The Sender and Encoding 3 Sender The originator of the message in the communication process. Encoding The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.

The Communication Process:

Chapter 14 Version 6e 28 The Communication Process Noise Sender Encoding Message Message Channel Message Channel Decoding Message Receiver 3

Characteristics of Advertising:

Chapter 14 Version 6e 29 Characteristics of Advertising Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Advertising Indirect and non-personal Low Little Delayed One-way Yes Yes Fast Same message to all audiences 3

Characteristics of Public Relations:

Chapter 14 Version 6e 30 Characteristics of Public Relations 3 Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Public Relations Usually indirect, non-personal Moderate to low Little Delayed One-way No No Usually fast Usually no direct control

Characteristics of Sales Promotion:

Chapter 14 Version 6e 31 Characteristics of Sales Promotion 3 Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Sales Promotion Usually Indirect and non-personal Moderate to low Little to moderate Varies Mostly one-way Yes Yes Fast Same message to varied target

Characteristics of Personal Selling:

Chapter 14 Version 6e 32 Characteristics of Personal Selling 3 Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Personal Selling Direct and face-to-face High Much Immediate Two-way Yes Yes Slow Tailored to prospect

Learning Objective :

Chapter 14 Version 6e 33 Learning Objective Explain the goal and tasks of promotion. 4

Goals and Tasks of Promotion:

Chapter 14 Version 6e 34 Goals and Tasks of Promotion Informing Reminding Persuading Target Audience 4

Goals and Tasks of Promotion:

Chapter 14 Version 6e 35 Goals and Tasks of Promotion Informing Reminding Persuading Target Audience PLC Stages : Introduction Early Growth PLC Stages: Growth Maturity PLC Stages: Maturity 4

Goals and Tasks of Promotion:

Chapter 14 Version 6e 36 Goals and Tasks of Promotion Informative Objective Increase awareness Explain how product works Suggest new uses Build company image 4

Goals and Tasks of Promotion:

Chapter 14 Version 6e 37 Goals and Tasks of Promotion Persuasion Objective Encourage brand switching Change customers’ perception of product attributes Influence buying decision Persuade customers to call 4

Goals and Tasks of Promotion:

Chapter 14 Version 6e 38 Goals and Tasks of Promotion Reminder Objective Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness 4

Learning Objective :

Chapter 14 Version 6e 39 Learning Objective Discuss the AIDA concept and its relationship to the promotional mix. 5

The AIDA Concept:

Chapter 14 Version 6e 40 The AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention Interest Desire Action 5

The AIDA Concept:

Chapter 14 Version 6e 41 The AIDA Concept A ttention I nterest D esire A ction 5

AIDA and the Promotional Mix:

Chapter 14 Version 6e 42 AIDA and the Promotional Mix Awareness Interest Desire Action Advertising Very effective Very effective Somewhat effective Not effective Public Relations Very effective Very effective Very effective Not effective Sales Promotion Somewhat effective Somewhat effective Very effective Very effective Personal Selling Somewhat effective Very effective Very effective Somewhat effective 5

Learning Objective :

Chapter 14 Version 6e 43 Learning Objective 6 Describe the factors that affect the promotional mix.

Factors Affecting the Promotional Mix:

Chapter 14 Version 6e 44 Factors Affecting the Promotional Mix Nature of Product Stage in PLC Target Market Factors Type of Buying Decision Promotion Funds Push or Pull Strategy Factors Affecting Choice of Promotional Mix 6

Nature of the Product:

Chapter 14 Version 6e 45 Nature of the Product 6 Product characteristics Business product vs. consumer product Costs and risks Social risk Factors that influence promotional mix

Stage in the Product Life Cycle:

Chapter 14 Version 6e 46 Stage in the Product Life Cycle 6 Time Introduction Growth Maturity Decline Sales ($)

Product Life Cycle and the Promotional Mix:

Chapter 14 Version 6e 47 Product Life Cycle and the Promotional Mix Light Advertising, pre- introduction Publicity Heavy use of advertising, PR for awareness; sales promotion for trial AD/PR decrease Limited Sales Promotion, Personal Selling for distribution Ads decrease. Sales Promotion, Personal Selling Reminder & Persuasive Advertising, PR, Brand loyalty Personal Selling for distribution Introduction Growth Maturity Decline Sales ($) Time 6

Target Market Characteristics:

Chapter 14 Version 6e 48 Target Market Characteristics 6 FOR: Widely scattered market Informed buyers Repeat buyers Advertising Sales Promotion Less Personal Selling

Type of Buying Decision:

Chapter 14 Version 6e 49 Type of Buying Decision Advertising Sales Promotion Type of Buying Decision affects Promotional Mix Choice Complex Routine Personal Selling Not Routine or Complex Advertising Public Relations 6

Available Funds:

Chapter 14 Version 6e 50 Available Funds Trade-offs with funds available Number of people in target market Quality of communication needed Relative costs of promotional elements 6

Push and Pull Strategies:

Chapter 14 Version 6e 51 Push and Pull Strategies Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer PUSH STRATEGY Orders to manufacturer Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer Orders to manufacturer PULL STRATEGY 6

Learning Objective :

Chapter 14 Version 6e 52 Learning Objective Discuss the concept of integrated marketing communications. 7

Integrated Marketing Communications:

Chapter 14 Version 6e 53 Integrated Marketing Communications A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. 7 IMC

IMC Popularity Growth:

Chapter 14 Version 6e 54 IMC Popularity Growth 7 Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques