Download Integrated Marketing Methods and Tools Learning Objectives

UNIT VII STUDY GUIDE
Integrated Marketing Methods
and Tools
Learning Objectives
Reading
Assignment
Chapter 17:
Designing and Managing
Integrated Marketing
Communications
Chapter 18:
Managing Mass
Communications:
Advertising, Sales
Promotions, Events and
Experiences, and Public
Relations
Chapter 19:
Managing Personal
Communications: Direct
and Interactive Marketing,
Word of Mouth, and
Personal Selling
Chapter 20:
Introducing New Market
Offerings
Key Terms
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Advertising objective
Buyer-readiness stage
Catalog marketing
Consumer generated
advertising
Impact
Informational appeals
Interactive marketing
Marketing
communication
Marketing public
relations
Mobile marketing
options
Social media
Venture teams
MBA 5501, Advanced Marketing
Upon completion of this unit, students should be able to:
1. Illustrate each function of the advertising objective.
2. Explain the marketing communications mix and its value to the overall
marketing strategy.
3. Discuss the pros and cons of interactive marketing.
4. Explain new product development.
Written Lecture
Marketing communications is an organic process. Consumer needs constantly
change, as do their preferred methods of attention-garnering methods.
Technology answers the call with innovative software and hardware solutions,
either tethered or “in the clouds.” The environment for marketing
communications is anything but static. Determining where to allocate resources
demands that marketers understand the individualized stages of the buying
process for the product or service. More specifically, at any given stage, what
will have the most influence on the buying process? This is most effective when
the marketer remains media neutral and devises a strategy that evaluates all
communication methods and uses the most effective one per any given stage.
Developing an effective communication plan is an evaluative process like so
many other marketing processes. Identifying the target audience is the
foundation. It is imperative in allocating resources (budget, scheduling, etc.), but
if done ineffectively, it will certainly be revealed in post-evaluation. Another preplanning activity that is critical is determining the communications objectives for
the product or service. In recent years, automaker Kia needed the public to
consider it a viable option for Toyota and Honda. Kia’s objectives were one that
changed brand attitude, as opposed to the other three objectives: category
needs, brand awareness, and brand purchase intention. The next step is
designing the communications: message strategy, creative strategy, message
source. Message source sometimes involves a celebrity spokesperson or
capitalizing on a long history. For instance, Wells Fargo Bank continues to use
its stage coach logo, thereby reminding consumers that they survived the Wild
West. Selecting an appropriate communications channel is a matter of deciding
if the route will be personal (face-to-face, phone, e-mail, etc.) or non-personal
(advertising, sales promotions, events and experiences, and public relations).
Modern marketing demands that its practices be as innovative as current
technology allows. But, sometimes a simple, traditional method with a history of
success is what is best. The billboard industry, for instance, has embraced
digital technologies and offers products that rival any on New York’s Broadway.
This has developed a new consumer class: public schools. PTAs across the
country are leasing space to billboard companies in order to generate sorely
need revenue. Another method with a long history is the use of public spaces.
Consider the last time you pumped gas. The signage at the pump, that on the
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store front windows, and inside the store, all advertised something that the
consumer could get at that location in addition to gas. Public spaces can be as
confined as buses or as big as an airport. The City of Atlanta (owner of
Hartsfield-Jackson international Airport) recently lost a protracted court battle
over the bidding process for billboard space inside the airport’s public areas.
Possible estimated revenue? Over $75 million per year for Atlanta.
Events and experiences are another critical element in the integrated marketing
communication plan. Home shows, Disney on Ice, college bowls, pay-per-view
specials, all have one thing in common: each of these is an event designed to
identify with a specific target market. Whether to unify consumers by lifestyle,
re-enforce commitment to social issues, or to evoke special feelings—organizers
must be careful to maintain control of marketing goals. The same can be said for
programs that invite sponsorship. Non-profit organizations, such as trade
associations, often host events and raise revenue by inviting pertinent vendors
to be a sponsor. Lastly, tourism boards entice consumers by offering experience
destinations.
The World of Coca-Cola (Atlanta) and the Bacardi Museum (San Juan, P.R.)
both offer more than opportunities to sample and purchase product. Each
qualifies as a museum, rich with history and artifacts and uses state-of-the art
technology for display purposes. Both are incredible consumer experiences.
Personal communication (direct marketing) and interactive marketing hinge on
the product or service creating and maintaining a personal relationship with the
consumer. When used with other methods of communication and channel
activities, direct marketing creates a unique experience for the consumer—one
tailored to their needs. According to your textbook, direct mail can be
personalized, is flexible, and its effectiveness can be readily measured. Catalog
and telemarketing lend to the personal communications selling as well. But
catalog is, by far, the larger revenue generator thanks to the Internet.
Consumers often have the option to opt-in to the updates and modes of delivery
they want. For instance, a JC Penney catalog shopper can review their shopping
history, as well as request that only once-a-week e-mails be sent concerning
sale items.
Interactive marketing 2.0 can be categorized as using search ads, display
(banner) ads, and e-mail. But, mobile marketing is definitely “3.0”. Advertisers
must create digital ads that are compatible with mobile phones and tablets.
Marketers must design programs that include mobile technology and customer
loyalty like foursquare (Lee, 2011).
Remember the old shampoo commercial with the tag line “she told two friends,
and they told two friends”? In the 1970s, that was word of mouth marketing.
Modern day technologies and consumer empowerment have morphed word of
mouth delivery into hyper-speed. Social media is more than Facebook. It is
online communities and forums, such as the CSU Alumni discussion group on
LinkedIn. Additionally, blogs and opinion leaders can be a producer’s biggest
champion or worst nightmare. On page 551, your textbook highlights passages
from Malcolm Gladwell’s book, The Tipping Point and Dan & Chip Heath’s book,
Made to Stick. Both delve into social media from a human level; who and how
information is shared and why some of it gains traction and some never will.
You should be close to completing your marketing plan. During this unit you will
want to wrap up the previous questions and aim to get all of the new questions
completed within this unit. In the next unit, you will create an executive summary
MBA 5501, Advanced Marketing
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and compile all of your revised components together into one plan. If you fall
behind, you will not have time to receive feedback from your professor. The new
questions can be found under the assignments section of the study guide.
Manage your time wisely and complete your components early in order to
receive timely feedback from your instructor.
References
Lee, E. (2011). Is Dennis Crowley the pied piper of silicon alley?
Advertising Age, 82(29). Retrieved from ebscohost.com.
McKay, R. (2010, October 2). AJC investigation: Undersold ad space
undercuts airport. Atlanta Journal and Constitution. Retrieved
from ebscohost.com.
MBA 5501, Advanced Marketing
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