mkt 340 ch14 ppt
TRANSCRIPT
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
LO1 Discuss integrated marketing communication and the communication process.
Describe the promotional mix andthe uniqueness of each component.LO2
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:
Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy.
LO3
14-2
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LO4 Describe the elements of the promotion decision process.
Explain the value of direct marketing for consumers and sellers.LO5
LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO:
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WHAT ARE THEY SAYING IN THE TWITTERSPHERE? ¡YO QUIERO TACO BELL!
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THE COMMUNICATION PROCESSLO1
Promotional Mix
Integrated Marketing Communications (IMC)
• Inform Prospective Buyers
• Persuade Them To Try
• Remind Them of the Benefits
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FIGURE 14-1 The communication process consists of six key elements
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THE COMMUNICATION PROCESSLO1
Communication
Source
Channel of Communication
Message
Receivers
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MINI Paceman AdWho is the source? What is the message?
How would you decode this ad?
LO1
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MINI Ad
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FIGURE 14-2 The five elements of the promotional mix
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THE PROMOTIONAL ELEMENTSADVERTISING
LO2
MassSelling
CustomizedInteraction
Advertising
• Paid Aspect
• Nonpersonal
vs.
• Advantages
• Disadvantages
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THE PROMOTIONAL ELEMENTSPERSONAL SELLING
LO2
Personal Selling
• Wasted Coverage
• Advantages • Disadvantages
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THE PROMOTIONAL ELEMENTSPUBLIC RELATIONS
LO2
Public Relations
• Publicity
• Advantages • Disadvantages
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McDonald’s Video
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THE PROMOTIONAL ELEMENTSSALES PROMOTION AND DIRECT MARKETING
LO2
Sales Promotion
Direct Marketing• Advantages
• Disadvantages
• Advantages
• Disadvantages
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IMC—DEVELOPING THE PROMOTIONAL MIXTHE TARGET AUDIENCE
Determine the Balance of the Elements
Coordinate the Promotional Effort
LO2
Assess Target Audience Characteristics
• Consumers • Businesses
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MARKETING MATTERSHow Can You Reach Today’s College Students?
With Mobile Marketing!
LO2
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Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
IMC—DEVELOPING THE PROMOTIONAL MIXTHE PRODUCT LIFE CYCLE
LO3
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FIGURE 14-3 Promotional tools used over the product life cycle of Purina Dog Chow
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Push Strategy Pull Strategy
• To Consumer
IMC—DEVELOPING THE PROMOTIONAL MIXCHANNEL STRATEGIES
LO3
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• To Channel Members
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FIGURE 14-4 A comparison of push and pull promotional strategies
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FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation
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DEVELOPING AN IMC PROGRAMIDENTIFYING THE TARGET AUDIENCE
LO4
Target Audience
Behaviorial Targeting
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DEVELOPING AN IMC PROGRAMSPECIFYING THE PROMOTION OBJECTIVES
LO4
• Awareness
• Trial
• Interest
• Adoption
• Evaluation
Hierarchy of Effects
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DEVELOPING AN IMC PROGRAMSETTING THE PROMOTION BUDGET
LO4
Percentage of Sales Budgeting
Competitive Parity Budgeting
All-You-Can-Afford Budgeting
Objective and Task Budgeting
• Matching Competitors • Share of Market
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USING MARKETING DASHBOARDSHow Much Should You Spend on IMC?
Promotion-to-Sales Ratio
LO4
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DEVELOPING AN IMC PROGRAMLO4
Designing the Promotion
Selecting the Right Promotional Tools
Scheduling the Promotion
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Olympics video
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EXECUTING AND ASSESSINGTHE PROMOTION PROGRAM
LO4
IMC Audit
Pre-testing
Post-testing
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Carat Video
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DIRECT MARKETINGLO5
The Value of Direct Marketing
The Growth of Direct Marketing
• Direct Orders
• Traffic Generation
• Lead GenerationPriceline Ad
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DIRECT MARKETINGLO5
Technological, Global andEthical Issues
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Extensive Databases of Customer Profiles
Global Privacy IssuesAd Choices
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MAKING RESPONSIBLE DECISIONSWhat Information Should Be Private”
LO5
DMAchoice
Do-Not-Call
Do Not Mail
Do Not Track
E-Privacy Directive
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TACO BELL
VIDEO CASE 14
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Taco BellVideo Case
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VIDEO CASE 14TACO BELL
1. What factors contributed to Taco Bell’s early success?
2. Which of the promotional elements described in Figure 14-2 were used by Taco Bell in its Doritos Locos Taco’s campaign?
3. How does Taco Bell ensure the continued success of the food chain?
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AN IMC FOR LAY’S STAX
IN-CLASS ACTIVITY 14-1
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ICA 14-1Integrated Marketing Communications
Frito LayWeb site
Example:Integrated Marketing Communications
Plan forLay’s STAX Product Line
Lay’s STAXCommercial
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AN IMC FOR ATORO SNOWTHROWER
IN-CLASS ACTIVITY 14-2
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ICA 14-2Integrated Marketing Communications
Power MaxVideo
Power MaxWebsite
Example:Integrated Marketing
CommunicationsPlan for Toro
Power Max Snowthrower
Toro PowerMax Ad
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Promotional Mix
The promotional mix is the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.
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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Integrated Marketing Communications (IMC)
Integrated marketing communications (IMC) is the concept of designing marketing communications programsthat coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.
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Communication
Communication is the processof conveying a message to others and that requires six elements:a source, a message, a channelof communication, a receiver,and the processes of encoding and decoding.
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Advertising
Advertising is any paid formof nonpersonal communicationabout an organization, good, service, or idea by an identified sponsor.
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Personal Selling
Personal selling consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
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Public Relations
Public relations is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
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Publicity is a nonpersonal, indirectly paid presentation of an organization, good, or service.
Publicity
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Sales Promotion
Sales promotion is a short-term inducement of value offered to arouse interest in buying a good or service.
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Direct Marketing
Direct marketing is a promotion alternative that uses direct communication with consumersto generate a response in theform of an order, a request for further information, or a visit toa retail outlet.
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Push Strategy
A push strategy involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
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Pull Strategy
A pull strategy involves directing the promotional mix at ultimate consumers to encourage themto ask the retailer for a product.
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Hierarchy of Effects
The hierarchy of effects is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation,trial, and adoption.
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Direct Orders
Direct orders is the result of direct marketing offers thatcontain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
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Lead Generation
Lead generation is the result ofa direct marketing offer designed to generate interest in a productor service and a request for additional information.
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Traffic Generation
Traffic generation is theoutcome of a direct marketing offer designed to motivate people to visit a business.
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