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Chapter 16 INTEGRATED MARKETING COMMUNICATIONS, ADVERTISING, AND PUBLIC RELATIONS © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 1. Define Promotion. Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Introduction ▮Promotion - Function of informing, persuading, and influencing the consumer’s purchase decision ▮Marketing communications - Messages that deal with buyer-seller relationships ▮Integrated marketing communications (IMC) - Coordination of all promotional activities to produce a unified, customerfocused promotional message © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Figure 16.1 - Integrated Marketing Communications (IMC) © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 2. Define Advertising. Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising ▮Advertising - Any paid, nonpersonal communication about a business good © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 3. What are the five ‘M’s’ of Advertising? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 5 M’s ▮Mission ▮Money ▮Message ▮Media ▮Measurement © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 4. What are the two types of Advertising? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Types of Advertising ▮Product advertising - Nonpersonal selling of a particular good or service ▮Institutional advertising - Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 5. What are the three objectives of advertising? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Objectives of Advertising ▮Informative advertising - Seeks to develop initial demand for a good, service, organization, person, place, idea, or cause ▮Persuasive advertising - Attempts to increase demand for an existing good, service, organization, person, place, idea, or cause © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Objectives of Advertising ▮Reminder advertising - Reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Figure 16.2 - Advertising Objectives in Relation to Stage in the Product Lifecycle © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 6. What are the various advertising strategies? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Strategies ▮Comparative advertising - Emphasizes messages with direct or indirect promotional comparisons between competing brands • Used by firms whose products are not market leaders • Advertising by market leaders seldom acknowledge existence of competing products © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Strategies ▮Celebrity testimonials • Can improve product recognition • A celebrity who endorses too many products may create marketplace confusion © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Strategies ▮Retail advertising - Advertising by stores that sell goods or services directly to the consuming public • Cooperative advertising - Retailer shares advertising costs with a manufacturer or wholesaler © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Interactive Advertising ▮Two-way promotional messages transmitted through communication channels • Induce message recipients to participate actively in the promotional effort ▮Provides information throughout the purchase and consumption processes © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 19 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Creating an Advertisement ▮Must create effective ads that increase sales and enhance the organization’s image ▮An ad needs to accomplish: • Educating consumers about product features • Enhancing brand loyalty • Improving consumer perception of the brand © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 20 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 7. What are the steps involved in creating an advertisement? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Messages ▮Advertising campaign - Series of different but related ads that use a single theme and appear in different media within a specified time period • Example: Retail chain Target’s “Hello. . . . Good Buy” ads featuring the Beatles’ music © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Appeals ▮Fear appeals ▮Humor in advertising messages ▮Ads based on sex © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Appeals ▮ Humor in advertising messages • Seeks to create a positive mood related to a good or service • Some advertisers believe humor distracts from brand and product features Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Appeals ▮Ads based on sex • Immediately attract the consumer’s attention • Do not appeal to everyone Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Developing and Preparing Ads ▮Goals • Gain attention and interest • Inform or persuade • Lead to purchase or other desired action ▮After conceiving an idea, ads must be refined from rough sketch to finished layout © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 26 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Figure 16.4 - Elements of a Typical Ad © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Creating Interactive Ads ▮Advergames ▮Missiles ▮Keyword ads ▮Adware ▮Social network advertising ▮Narrowcasting © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 8. What are the different types of media selection available? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Television • Mass coverage • Powerful impact on viewers, repetition of messages • Flexibility, and prestige © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 30 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Radio • Advantages • Ability to reach people while they drive because they are a captive audience • Benefits include low cost, flexibility, and mobility • Disadvantages • Highly segmented audiences, • The temporary nature of messages • A minimum of research information compared with television © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 31 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Newspapers • Advantages • Flexible • Intensive coverage for ads • Can refer back to newspaper ads • Disadvantages • Hasty reading • Relatively poor reproduction quality © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 32 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Magazines • Consumer magazines and business magazines • Advantages • • • • The ability to reach precise target markets Quality reproduction Long life Prestige associated with some magazines • Disadvantage • Lack flexibility © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 33 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Direct mail • Advantages • Ability to segment large numbers of prospective customers • Flexible • Detailed information • Personalization • Disadvantages • High cost per reader • Reliance on the quality of mailing lists • Consumers’ resistance © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 34 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Outdoor advertising • Traditional - Billboards and painted displays • Transit advertising - Ads placed inside and outside buses, subway trains, commuter trains, and stations © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 35 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Selection and Scheduling ▮Interactive Media • Internet and social media sites • Augmented reality - Virtual imaging can be incorporated into real-time video on a mobile phone ▮Other Advertising Media • Total Immersion’s D’Fusion system • Ads appear on T-shirts, on store flooring, in printed programs of live theater productions, and as previews on movie DVDs © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 36 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Media Scheduling ▮Setting the timing and sequence for a series of advertisements ▮Influenced by a variety of factors • Seasonal sales patterns • Repurchase cycles • Competitors’ activities © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 37 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Marketing and Nonmarketing Public Relations ▮Nonmarketing public relations - A company’s messages about general management issues ▮Marketing public relations (MPR) - Focused public relations activities that directly support marketing goals © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 38 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 9. What is an advertising agency? Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Advertising Agencies ▮Firms whose marketing specialists help advertisers plan and prepare advertisements ▮May offer creativity and objectivity that is difficult to maintain in an internal department Copyright © 2012 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations 10. Define Publicity. Copyright © 2013 by South Western, a division of Cengage Learning. All rights © 2014 Cengage Learning. All reserved. Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Publicity ▮Nonpersonal stimulation of demand for a good by unpaid placement of significant news ▮Many consumers consider news stories more credible than advertisements © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 42 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Puffery and Deception ▮Puffery • Exaggerated claims of a product’s superiority • Use of subjective or vague statements that may not be literally true ▮The Uniform Commercial Code standardizes sales and business practices throughout the United States © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 43 Chapter 16 Integrated Marketing Communications, Advertising, and Public Relations Evaluating Interactive Media ▮Cost per impression - Relates the cost of an ad to every thousand people who view it ▮Cost per response (click-through) - Relates the cost of an ad to the number of people who click it ▮Conversion rate - Percentage of visitors to a Web site who make a purchase © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 44