Download 13-3 Marketing: An Introduction Integrated

Marketing: An Introduction
Integrated Marketing Communications: Advertising,
Sales Promotion, and Public Relations
•Chapter Thirteen
•Lecture Slides
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•Date
Marketing: An Introduction
Looking Ahead
• After studying this chapter you should
be able to:
• Discuss the process and advantages of integrated
marketing communications
• Define the five promotional tools and discuss the
factors that must be considered in shaping the
overall promotion mix
• Describe and discuss the major decisions
involved in developing an advertising program
• Explain how sales promotion campaigns are
developed and implemented
• Explain how companies use public relations to
communicate their publics
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Integrated Marketing Communications
• Marketing communications (promotion) mix
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Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
• The purpose is to communicate
• Integrated means “fits together”
– Message is consistent across all channels
– Generate leverage through repetition and multiple
sources with the same message
• Promotional mix must be coordinated with other
marketing mix elements
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Promotional Tools
• Advertising
– Reach large masses of geographically dispersed
– Allows for repetition and targeting of audience
– Useful for generating awareness, image building and
positioning
– Medium provides for wide artistic possibilities
– Can be expensive, impersonal, only one-way
communication
– Media fragmentation makes finding large audience
difficult
• Personal selling
– More personal, flexible, two-way communication, and
provides direct feedback
– Useful for building preference, conviction, and action
– The basis for building a relationship with buyers
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Promotional Tools (continued)
• Personal selling
– Most expensive on a per contact basis
– Requires long-term commitment and ongoing
management
• Sales promotion
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Coupons, contests, premiums, and incentives
Used to attract attention
Provide incentive for trial or purchase
Generates results now versus later
Effectiveness easier to track than advertising
May detract from brand equity and loyalty
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Promotional Tools (continued)
• Public relations
– News stories, features, press conferences, annual
reports, corporate website
– Seen as more believable than advertising messages
– More cost efficient way to get message across
– Can be difficult to control
– Can be proactive and reactive
• Direct marketing
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Messages directed to a specific person
Is more immediate
Customized
Can be interactive
Suffers from “junk mail” stereotype
Spam alert and blocking software
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Promotional Strategies
• Push strategy:
Manufacturers
Wholesalers
Retailers
Consumers
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– Promotional effort to channel
members to stock, promote the
products to the next level
– Uses personal selling and trade
advertising/promotion
• Pull strategy:
– Promotional effort to appeal
directly to customers, who then
demand the product from
channel members
– Uses advertising and sales
promotion to generate brand
awareness and preference
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Major Advertising
Decisions
Objectives setting
Communication
objectives
Sales
objectives
Campaign evaluation
Communication
impact
Sales impact
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Budget decisions
Affordable approach
Percent of sales
Competitive parity
Objective and task
Message decisions
Message strategy
Message execution
Media decisions
Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
©Copyright 2004, Pearson Education Canada Inc.
Figure 13-3
Marketing: An Introduction
Message Execution
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Slice of life
Lifestyle
Fantasy
Mood or image
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial or endorsement
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Selecting Media Alternatives
• Decide on reach, frequency, and impact
• Choose from media types
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Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Online
• Select specific media vehicles
• Media timing
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Sales Promotional Campaigns
• Consumer promotion
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Samples
Coupons, refunds/rebates
Price packs
Advertising specialties
Patronage rewards, contests, sweepstakes
Point of purchase materials
• Trade promotion
– Discounts, allowances
– Free goods
– Push money, cooperative advertising programs
• Business promotion
– Conventions, trade shows
– Sales contests, incentive programs
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Public Relations
• Building good relations with publics
– Obtaining favourable publicity
– Building corporate image
– Dealing with rumours, negative publicity
• Functions
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Press relations
Product publicity
Public affairs
Lobbying
Investor relations and development
• Tools
– Special events, press releases, written materials,
website
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©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Looking Back
• Integrated marketing
communications
• Promotional tools
• Major advertising
decisions
• Sales promotion
• Public relations
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©Copyright 2004, Pearson Education Canada Inc.