integrated marketing communications (imc)
DESCRIPTION
Integrated Marketing Communications (IMC). Overall Marketing Objectives. Promotional Mix Advertising Public Relations Personal Selling Sales Promotion Promotion Plan. Marketing Mix Product Distribution Promotion Price. Target Market. Context. Coordinated; Competitive Advantage. - PowerPoint PPT PresentationTRANSCRIPT
Integrated Marketing Communications (IMC)
Context
Promotional MixPromotional Mix
•Advertising•Public Relations•Personal Selling•Sales Promotion
Promotion PlanPromotion Plan
Promotional MixPromotional Mix
•Advertising•Public Relations•Personal Selling•Sales Promotion
Promotion PlanPromotion Plan
Overall Overall Marketing Marketing ObjectivesObjectives
Overall Overall Marketing Marketing ObjectivesObjectives
Marketing MixMarketing Mix• ProductProduct• DistributionDistribution• PromotionPromotion• PricePrice
Marketing MixMarketing Mix• ProductProduct• DistributionDistribution• PromotionPromotion• PricePrice
Target MarketTarget MarketTarget MarketTarget Market
Coordinated; Competitive Advantage
• Promotion: function of informing, persuading, and influencing the consumer’s purchase decision
Promotion & Marketing Communications
Goals of Promotion
Inform: this is what we offer (especially new, car financing)
Persuade: we are better (Kia & Honda) (similar to competition)
Remind: have them already (well established with loyal base; JC Penney)
Integrated Marketing CommunicationsMarketing Communications: transmission
from a sender to a receiver of a message dealing with the buyer-seller relationship
Integrated marketing communications (IMC): Coordination of all promotional activities to produce a unified customer-focused promotional message
Success of any IMC program depends critically on identifying the members of an audience and understanding what they want
Precondition for promotion: communication
Encoding Process
Decoding Process
SourceMediumofTrans-mission
Receiveror Audience
NOISE NOISE
Feedback
AIDA concept
Marketing Communication Process
Need common frame of reference b/w sender and receiver to exchange meanings (Language, impairment)
5 Step Process: 1. Source/Sender
Ad agency Intends to share meaning
2. Encoding: translating meaning of message into some form (Got Milk?)
Marketing Communication Process
3. Message Channel / Medium:Means of reaching target (print ad, T.V., salesperson)Be appropriate (print vs. T.V.; Newsweek vs. Playboy)
4. Decoding the MessageTarget makes sense of messageNoise: anything decreases clarity (e.g., Nova; KFC in Japan)Message always changes (teaching)
5. Receiver: decoder of message (different markets see same message differently). What examples can you think of?Feedback is response: circularDifficult to measure, so use feedback channels (research, sales)
AIDA: Attention?Attention-> Interest-> Desire ->ACTION!!!It gets harder as you go….
Attention (e.g., sign-flippers, clowns)Headline (New York Post; only part read)Visuals (sex)LayoutColorsSize (Times Square)Electronic: sound; music; animationGross images (this nasty eyeball gets your attention!)
AIDA: Interest?Keep Interest – difficult in “our ADD world” Tactics:
Drama/story (Dos Equiss )Cartoons (M&Ms)Dialog (it’s a Diet Coke Thing;
Wusssssup?)
Doritos Commercial:
What tactics do they attempt to hold your interest?
http://www.youtube.com/watch?v=v5lBdLEi3ns
AIDA: Desire?Arouse desireTactics:
USP: Unique selling proposition (Gillette razor; clear deodorant, clear soda)
Provide a rationale (“I’m worth it”)Address “you” with their needs/problems(“Do you want to make more $?”; “Have you been injured in an accident?”)
Federal Express: When it absolutely, positively has to be there overnight.
AIDA: Action?Action – if consumers’ desire, hope action is
natural (and realistic for them):Ask consumers to do something (log on to…; call..)Imperative: “Drink Coke,” “Fly the Friendly Skies”Facilitate: 1-800 or webDirect competitive: supplies are limited!!
Do you view ads after purchasing that product?: Why?
Promotional Mix
UNPAID PAID
NON-PERSONAL
Publicity Advertising, Sales Promotion,
Direct Marketing
PERSONAL Word of Mouth,
Word of Mouse
Direct Mail;
Personal Selling
PromotionalTool: AdvertisingPromotion Methods a.k.a. The Promotion
Mix Advertising: paid, impersonal promotions by
identified sponsor(s)Traditional big markets, but adaptable to smallerLow cost/contact (LA Times: 2 cents/per reader)Difficult to measure impactNot adaptable, inflexible
Promotional Tool: Publicity and The Media
Publicity; unpaid, impersonal promotions (talk show, movie premiere, charity, cars)Do not pay media costs (magazine article)Perceived credibility; negativity
Publicity has far more value than advertising, but you must give reporters a reason to write about you.
Promotional Tool: Sales Promos
Sales promotion (coupons, POP, samples, tradeshow)Added value or incentive in regard to a particular
productMay complement personal and mass selling (bonus)Targets
Final consumers: coupons, freq. shopperMiddleman: gifts, price breaksCompany sales force: bonuses, training
Promotional Tool: WOM/eWOM
Word of mouth: “WOM is the most important marketing element that exists” Gordon Weaver, Paramount Pictures. Do you agree?Unpaid, personal promotions (after ads – PLC)Very high credibility (friends, business
acquaintances, employees)Try for opinion leaders (may pay to stimulate; teens;
movies; fashions)Usually negative (respond to complaints)Buzz; viral (snakes on a plane)
Promotional Tool: Personal Selling
Personal selling; paid, personal promotions; direct spoken communicationAdaptable to each targetImmediate feedbackVery expensive ($200/contact, $500 on a cold
market)More spending on p.s. than ads
Factors Affecting Promotional Mix
Nature of ProductStage in the PLC (When should you promote?)Target Market CharacteristicsType of Buying Decision (Impulse?)Available Funds (Do you want a Bentley?)
Promotion Mix Over the PLC
Time
IndustryIndustry SalesSales
Do
llar
s
Introduction Growth Maturity DeclineIntroduction Growth Maturity Decline
0
PublicityAdvertising
AdvertisingPR; Selling;Promotions
AdvertisingPR; Selling
AdvertisingPromotions;Selling
Summary Marketing Mix/Toolkit Promotion Objectives Marketing Communication Process AIDA Factors Impacting Promotional Mix IMC Any questions??