SEGMENT 11: INTEGRATED MARKETING COMMUNICATION



SEGMENT 11: INTEGRATED MARKETING COMMUNICATION

(Related chapter in text: 18)

LEARNING OBJECTIVES

1. Describe the five components of the promotional mix and their roles

2. Understand the meaning of synergy in the promotional mix

3. Describe the communications process and its elements

4. Know how to use the hierarchy-of-effects model to set promotional objectives

4. Know how to use the multiattribute model to devise promotional message strategy

INTEGRATED MARKETING COMMUNICATION (IMC):

Designing marketing communication programs to coordinate all promotional activities

and provide a consistent image across all audiences. Speak with one voice with all the different approaches we make. Marketing mix (this is promotional mix 5 tools in promo mix)

PROMOTIONAL "MIX"-integrated marketing communication-to be consistent

1. ADVERTISING-paid media insertions, mass media, paid for

2. PERSONAL SELLING-one on one communication between company and consumer, phone, face to face

3. SALES PROMOTION,-coupons, rebates, trials, sample, sweepstakes

4. PUBLIC RELATIONS- publicity=info about company that appears in media, that is in directly paid for. (dell and exploding computer) pr is attempt to influence the nature of publicity that they get, publicity = negative (not controlled), pr=positive (controlled)

5. DIRECT MARKETING- mail (earliest) , telephone , email permission marketing (sign up with website to receive email) easy to opt out.

SOME OTHER IMC TOOLS

6. SPONSORSHIPS-nascar, rolling billboards, Nextel cup, motorala headsets for nfl, American airline arenas, event marketing-nissan sponsoring the volleyball tours, series of events. Guriella marketing-attention on short run basis (vault truck at basketball finals, handing out samples) attention from people on street. Most effective with the people interest in category and interest in event, taste of product and link to between brand and event, a lot of money, message of product. Mutiple sponsors with bad name . Ambush marketing-pay to be official sponsor, then do something to gain attention (target paid city to shrink wrap trains with target stuff, and got full coverage to people visiting winter Olympics)

7. PRODUCT PLACEMENTS- Using wonderbread in Movie. E.T and reeses pieces.. went up 2/3 rds, Tom cruise and red stripe beer. Straight fee-company pays movie for exposure. Barter-company gives producer product for movie. Recipical- company gets placement, movie gets hype from promotions in stores. Degree of effectiveness-number of viewings concur, how long. Really successful is flow of product in action (jerry and pez dispenser) new things are video games with product placement, online gaming can input commercials. Nielson now tracks product placement in video games, etc.

1. Branded entertainment-integrate brand into programming, webisodes (bmw) burger king –chicken will do whatever you want, Advergame-game that exsist for the company on the website

8. INFOMERCIALS- direct sales,

9. Consumer control-multitasking, entertaining them digitial, personal

10. Consumer genertated media-give control to the media, fill in the black, write the commercial, problem is consumers can say things they don’t want them to (chevy and killing hippies)

MIX ELEMENTS HAVE: different characteristics

- DIFFERENT TASKS- advertising-buil awareness and image, Sales promotion –build shirt term sales, different task performed by different aspects of promo mix

- CONSISTENCY-promotional campaign, make sure message is consistent

- COMPLEMENTARITY-various promo mixes blend to complemenat each other (tv-convey image, magazine –convey info, personal selling-close the sell.

- SYNERGY-whole being greater than the sum of the parts. Tiger woods and nike golf balls, won the u.s open by 15 strokes (Tiger playing with golf balls on course, tiger in commercial )

PROMOTION IS COMMUNICATION

COMMUNICATIONS THEORY

SOURCE where the message comes from, advertiser, spokespeople

ENCODING-what we would like to communicate and convert into message , has errors-which is noise what the source would like to convey, and what it actually conveys

MESSAGE-message we send

FEEDBACK-audience output, research, sales, also has noise

CHANNEL-means that we exchange, newspaper, mag, radio

DECODING-make sense of what they say, also has noise

AUDIENCE-who encounters it

SOURCES

PERSONAL IMPERSONAL

Contact noncontact-media to convey (tv)

| | | |

|MARKETER-CONTROLLED |PERSONAL |ADVERTISING & SALES PROMO.|

|Complete control |SELLING | |

| | | |

|INDEPENDENT |WORD OF |PUBLICITY |

|Word of mouth-potent form of |MOUTH | |

|influence, info gathering stage| | |

|is most important, along with | | |

|decision making, electronic | | |

|aspects Weblurkers| | |

|track what people say about | | |

|products, sometimes poise and | | |

|make good comments –buzz | | |

|marketing | | |

SOURCES

COMPANY

SPOKESPERSON

E.G., CELEBRITY ENDORSERS- 25%

BASIC FACTORS

11. CREDIBILITY-how believable more credible more appropriate

- EXPERTISE-degree to which that person is considered an expertise

- TRUSTWORTHINESS-how much you trust the person is telling the truth

12. ATTRACTIVENESS-likeablility, “ I wanna be like Mike” Q rating-familiarity and likeablity. Name and face recongition

MESSAGE FACTORS

13. OBJECTIVES- objectives we have for communication program for what we want to do

14. STRATEGY-general approach for to accomplish objectices

15. TACTICS-specific execution to finish objectives

16.

OBJECTIVE FORMULATION

THE HIERARCHY OF EFFECTS-series of stages we go through in purchasing situation

RADIO STATION WHOA

100% Total potential market

85% Aware

75% Knowledge

70% Like

60% Intend

50% Listen

COMPUTE THE RATIOS

BETWEEN THE STEPS

100 / 85 = 1.18

85 / 75 = 1.13

75 / 70 = 1.07

70 / 60 = 1.17

60 / 50 = 1.20*

THEREFORE, THE INDICATED OBJECTIVE IS TO

INCREASE THE NUMBER OF ACTUAL LISTENERS-establish objective then re-evaluate

ILLUSTRATING MESSAGE STRATEGY: TENNIS RACQUETS

BRAND/MODEL

WILSON PRO STAFF

PRINCE PRO 2

SPALDING PARADOX

BRANds

atTRIBUTE WILSON PRINCE SPALDING IMPORT.

POWER 9 (10) 7 6 9 (+ 1)=10

CONTROL 5 (10) 7 9 8 (+ 5 )=40

HEAD SIZE 5( 10) 9 9 3 (+5 )=15

STABILITY 8 5 5 5

atTRIBUTE WILSON PRINCE SPALDING IMPORT.

POWER 9 (1) 6 (1) 6 (1) 9increase to 10

CONTROL 5 (2) 7 (14) 9 8 (10)

HEAD SIZE 5 9 9 3

STABILITY 8 5 5 5

TOTAL WEIGHTED RATINGS

WILSON 176

PRINCE 171

SPALDING 178

THREE POSSIBLE STRATEGIES

ASSUME RATING OR IMPORTANCE WEIGHT

CAN BE CHANGED TO THE MAXIMUM (10)

1. RATING CHANGE NEW TOTAL

WILSON: CONTROL ( 216

PRINCE: 171

SPALDING: 178

2. IMPORT. WT. CHANGE NEW TOTAL---harder to do

WILSON: STABILITY ( 216

PRINCE: 196

SPALDING: 203

NOTE: NEED TO FOCUS ON RELATIVE CHANGE VS. COMPETITORS!

3. ADD A NEW ATTRIBUTE –short gain

E.G., "TOUCH"

WILSON PRINCE SPALDING IMPORT.

9 ? ? 7

NEW TOTAL FOR WILSON = 239

TACTICS - HOW TO SAY IT (APPEAL) Change perceptions change Marketshare

TYPES OF APPEALS

17. INFORMATIONAL-straight forward, tech products, print ads, internet

18. COMPARATIVE- has to document superior,

19. IMAGE-create particular image for brand (ax)

20. FEAR-arose some type of fear, than a product to extinguish fear.

21. HUMOR-tied into nature of product

22. SEX-not used all the time, tied into some way.

CHANNEL = MEDIUM which we commincate the message

--PERSONAL

--IMPERSONAL

AUDIENCE- the target market, who we want to reach

TARGET MARKET

- IDENTIFY THROUGH MARKETING RESEARCH

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