chapter 7 (imc)
DESCRIPTION
TRANSCRIPT
![Page 1: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/1.jpg)
CHAPTER SEVEN
ADVERTISING MANAGEMENT
![Page 2: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/2.jpg)
ADVERTISING MANAGEMENT PROGRAM
It is the process of preparing and integrating a company’s advertising efforts with the overall IMC message that already exists.
![Page 3: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/3.jpg)
COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT
• 1. IDENTIFY POTENTIAL CUSTOMERS-
A. End users.
(Sunsilk)
![Page 4: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/4.jpg)
COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT
• 1. IDENTIFY POTENTIAL CUSTOMERS-
B. Other businesses
(DELL)
![Page 5: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/5.jpg)
COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT
• 1. IDENTIFY POTENTIAL CUSTOMERS-
C. Others
(GREEN UNIVERSITY)
![Page 6: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/6.jpg)
COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT
• 2. PRODUCTS AND SERVICES ARE DESIGNED TO MEET CUSTOMER NEEDS.
(minivan in U.S.A.)
![Page 7: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/7.jpg)
COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT
• 3. MATCH THE COMPANY’S IMC PROCESS WITH ITS ADVERTISING MANAGEMENT PROGRAM.
(OTOBI – Billboard VS. TV ad)
![Page 8: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/8.jpg)
CHOOSING AN ADVERTISING AGENCY
• Large companies-
a) in-house advertising group,
b) outsourcing some of the functions.
![Page 9: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/9.jpg)
CHOOSING AN ADVERTISING AGENCY
• DECISION VARIABLES
1. Size of the account
2. Money that can be spent on media
3. Objectivity factor
4. Complexity of the product
5. Creativity issue
![Page 10: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/10.jpg)
THE ROLES OF CREATIVES
• Creative are the persons who actually develop and produce advertisements.
![Page 11: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/11.jpg)
ADVERTISING CAMPAIGN MANAGEMENT
• Review the communication market analysis
• Establish communication and advertising objectives
![Page 12: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/12.jpg)
Review the communication market analysis
• The media usage habits of the target market.
(Age & media)
• The media utilized by the competition
![Page 13: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/13.jpg)
Establish communication and advertising objectives
• Building brand image
(Top of mind & top choice)
![Page 14: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/14.jpg)
Establish communication and advertising objectives
• Persuasion
(convincing customers that a particular brand is superior to other brands )
![Page 15: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/15.jpg)
Establish communication and advertising objectives
• Supporting marketing efforts
(McDonald’s Christmas discount offer)
![Page 16: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/16.jpg)
Establish communication and advertising objectives
• Encouraging action
(Asian Sky Shop- Quick purchase)
![Page 17: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/17.jpg)
CHAPTER EIGHT
ADVERTISING MEDIA SELECTION
![Page 18: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/18.jpg)
ACHIEVING ADVERTISING OBJECTIVES
• Effective reach- percentage of audience
• Effective frequency- number of times
![Page 19: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/19.jpg)
MEDIA SELECTION
• Television
• Outdoor
• Internet
• Newspapers
Reach Frequency Cost Clutter Top of mind
![Page 20: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/20.jpg)
CHAPTER ELEVEN
TRADE PROMOTIONS
![Page 21: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/21.jpg)
WAL-MART
TARGET
KMART
![Page 22: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/22.jpg)
THE NATURE OF TRADE PROMOTIONS
• Used by manufacturers and other members of the marketing channels.
• For the purpose of having the good resold.
![Page 23: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/23.jpg)
TYPES OF TRADE PROMOTIONS
• TRADE ALLOWANCES• TRADE CONTESTS• TRADE INCENTIVES• TRAINING PROGRAMS• VENDOR SUPPORT PROGRAMS• TRADE SHOWS• SPECIALTY ADVERTISING• POINT-OF PURCHASE ADVERTISING
![Page 24: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/24.jpg)
• TRADE ALLOWANCES-
A. OFF-INVOICE ALLOWANCE
B. DROP-SHIP ALLOWANCE
C. SLOTTING FEES
D. EXIT FEES
TYPES OF TRADE PROMOTIONS
![Page 25: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/25.jpg)
TYPES OF TRADE PROMOTIONS
A. OFF-INVOICE ALLOWANCEA. OFF-INVOICE ALLOWANCE
Channel member will receive a financial discount on each case ordered.
Used during off season.
![Page 26: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/26.jpg)
TYPES OF TRADE PROMOTIONS
B. DROP-SHIP ALLOWANCEB. DROP-SHIP ALLOWANCE
Money paid to retailers who bypass wholesalers or brokers for preplanned orders
Strong relationship
Lower price
Need not to make sure that middle person will push the manufacturer’s brand.
![Page 27: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/27.jpg)
TYPES OF TRADE PROMOTIONS
C. SLOTTING FEES
To the retailers
To stock new products
To take the shelf space
![Page 28: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/28.jpg)
TYPES OF TRADE PROMOTIONS
D. EXIT FEES
Money paid to retailers to remove an item from their Stock Keeping Units (SKU).
![Page 29: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/29.jpg)
DISADVANTAGES OF TRADE PROMOTIONS
1. Failing to pass along allowances to retail 1. Failing to pass along allowances to retail customerscustomers
2. A retailer purchases a product on-deal in 2. A retailer purchases a product on-deal in one location and ships it to another one location and ships it to another location where it is off-deal. (Diversion)location where it is off-deal. (Diversion)
![Page 30: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/30.jpg)
TRADE CONTESTSTRADE CONTESTS
• Rewards are given as contests prizes to brokers, retail salespeople, retail stores, wholesalers or agents.
• These funds are known as SPIFF MONEY.
![Page 31: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/31.jpg)
CHAPTER FIFTEEN
DATABASE AND DIRECT MARKETING PROGRAMS
![Page 32: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/32.jpg)
DEVELOPING THE IMC DEVELOPING THE IMC DATABASEDATABASE
• DETERMINE OBJECTIVES• COLLECT DATA• BUILD DATA WAREHOUSE• MINE DATA FOR INFORMATION• DEVELOP MARKETING PROGRAMS• EVALUATE MARKETING PROGRAMS
AND DATA WAREHOUSES
![Page 33: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/33.jpg)
DETERMINE OBJECTIVESDETERMINE OBJECTIVES
WHO
HOW
WHERE WHY
WHAT WHEN
![Page 34: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/34.jpg)
DETERMINE OBJECTIVESDETERMINE OBJECTIVES
• Creating information about why customers purchase the products they do.
• Tracking changes in purchasing behaviors. (ready to eat)
![Page 35: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/35.jpg)
MAILMAIL
• The most common form of direct marketing.
• President Obama was sending out direct mail that targeted females in Pennsylvania, highlighting the effectiveness of his healthcare plan.
![Page 36: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/36.jpg)
MAILMAIL
• Advantages- 1. One-to-one communication
with potential customers 2. Higher response rate
• Disadvantages- 1. Cost 2. Competitors have identified the
same set of consumers 3. Large volume of junk mail
![Page 37: Chapter 7 (imc)](https://reader033.vdocuments.mx/reader033/viewer/2022061111/5454e8abaf79590b088b4601/html5/thumbnails/37.jpg)
CATALOGSCATALOGS
• The key to successful cataloging is an enhanced database.
• Placing catalogs on website/ placing web address on catalogs.