Download 18 integrated marketing communications and direct marketing

`18 integrated marketing communications and direct marketing
A. promo mix- inform, persuade, benefits after use
B. Integrated marketing communications: designing marketing promotions that
coordinated all activities , advertsising, personal selling, sales promo, pr and
direct marketing
C. Communication process: conveying message consist of 6 parts, a source,
message, channel, receiver, encoding and decoding
a. Source: company with info to convey
b. Message: the info
c. Channel: advertisining
d. Receivers: consumers who see it
e. Encoding: the process of having the sender transform the info into an idea
or set of symbols
f. Decoding: is the reverse, making the sender transform the symbols into an
idea –accoridng to attitudes, values and beliefs
g. Field of experience for sender and receiver: a similar understanding and
knowledge they apply to message for example bad translations
h. Feed back loop: consist of response : impact of message on receivers
knowledge, attitude or behavior and feedback: senders interpetatiion of the
reponse determines whether the message wss decoded correctly
i. Noise: includes factors that can work against effwective communication
by distoring a message or feedback, accent slang etc
I.
The promo elements 5 types
a. Advertising (mass selling)-any paid form of nonpersonal communication,
no immediate feedback
b. Sales promo (mass selling)-short term sales of inducement used to
intermdearies as well consumer
c. Pr( mass selling) –lobbys’, annual reports publicity=credibility
d. Personal selling (customized interaction) - two way flow of
communication between buyer and seller face to face wasted coverage
(people who read it but out of segement market) can have different levels
of communication-disavd, feedback bad change message. Most expensive
e. Direct marketing: uses communication with co nsumers to generate a
response in the form of an order, request for more info, or a visit
customization,
II.
Inegrated marketing communication developing the promo mix-what to
choose
a. The target audience : mass media, personal selling at store
b. Product life cycle:
i. Introductioncreate awareness, sales promo
ii. Growth stage: persuade buyer to use , mainly advertising, try for
contracts with wholesaler
iii. Maturity stage: remind of product exsistance, repeat purchases,
sales promo to consumer and retailer, direct marketing through
mail , satisfy intermediaries
iv. Decline stage: little money spent
c. Product characteristics:
i. Complexity: techn hardness, and learning required-personal selling
ii. Risk: financial, social, physical-greater personal selling
iii. Ancillary services: degree of service or support required after
purchase –industrial products and consumer purchases (buying a
plane) –advertising establish seller reputation, direct marketing
used for customization, personal selling build confidence
d. stages of the buying situation
i. perpurchase: ad more helpful, sales promo-free samples,
ii. purchase stage –personal selling highest, ad lowest, sales promocoupons
iii. postpurchase stage ad important, personal selling to encourage ,
sales promo for repeat purchases
e. Channel strategies:
i. Push : personal selling and sales promo
ii. Pull strategy: when intermediary does not want to increase
inventory make the consumer ask the retailer for the product
III.
Developing a IMC program:
a. Idenftify the target market-interest
b. Specifying promo objectives:- hierarchy of effectc (awareness, interest,
evaultion, trial and adoption
c. Setting the promo budget:
i. Percentage of sales budgeting: funds are allocated to promo as a
perce nt of past or anticipated sales
ii. Competitive parity: matching the competitiors absolute level of
spending or the proportion per point of market share
iii. All you can afford: what evers left spent on ad
iv. Best approach objective and task:
1. determines promo obj
2. outlines the task
3. cost
IV Direct marketing
A, direct response marketing
a. direct orders: the result of ofeers that contain all the info neccassary for
a prospective buyer to a make a decision, short notice
b. lead generation: offer designed to create interest and inquiry more info
c. traffic generation: outcome of an offer designed to motivate people to
visit a businnes
Chapter 19
A. Institutional advertisements: is to build goodwill or image 4 types
a. Advocacy: postion of a company on a issue or red cross asking for
blood
b. Pioneering: what a company is and represents
c. Competitive advantage of one product over another (milk vs. cola)
d. Reminder: companys name to market
e. Radio-segmented medium
Chapter 19
A. Buyer turnover, the higher the more advertising
B. Purchase frequency : more frequent puyrchase less repition required
C. Forgetting rate-rate at which they forget if not seen
a. Continous (steady)- when seasonal factors are not important, ad is run
contoious schedule through the year
b. Flighting(intermittent0 periods of ad to reflect seasonal demand
c. Pulse (burst)- flighting and conitnous because of increase of demand, new
product or promotion
D. portfolio test test copy alt.
E. Trade oriented sales promo
a. Allowances coupon at