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Functions of Marketing Communications Inform Persuade Remind Build relationships 12-1 Traditional Forms of Communications Advertising Special Events Sales Promotion Marketing Communications Public Relations Sales People 12-2 Role of IMC • Promotion is communication by marketers that informs, persuades, reminds, and builds relationships with potential buyers of a product to influence an opinion or elicit a response • IMC is a plan for optimal use of the elements of promotion 12-3 Putting It All Together • Integrated Marketing Communications (IMC) is “a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.” 12-4 Communications Model 12-5 Message Source Marketers hire celebrities as spokespersons to add excitement to the source of the message 12-6 An Opportunity to Communicate 12-7 Control Continuum Advertising High Sales Promotion Personal Selling Public Relations Word of Mouth Low 12-8 Advertising That Gets Attention 12-9 Appeals • Personal appeals allow for direct interaction between a company representative and a customer • Mass appeals seek to reach many prospective customers at the same time • New appeals – Guerrilla marketing – Viral marketing – Buzz and hype 12-10 Skechers This ad creates a feeling of excitement 12-11 KitchenAid Product giveaways can stimulate purchase 12-12 Advertising • Non-personal communication from an identified sponsor using the mass media can: – convey rich and dynamic images – establish and reinforce brand identity – communicate factual information – remind customer to buy 12-13 Sales Promotion • Programs that build interest or encourage purchase of a product through the use of an incentive in a specified time period – coupons – contests – rebates – premiums 12-14 Publicity and Public Relations • Portray an organization and its products positively by influencing the perceptions of various publics – writing press releases – holding special events – conducting and publishing consumer surveys – putting a positive spin on negative news 12-15 Guerrilla Marketing • Discover gave away orange hats to those celebrating New Year’s Eve at Times Square • The hats got national television coverage as Regis Philbin interviewed participants 12-16 Buzz versus Hype Buzz Hype Word of Mouth Advertising Grassroots Corporate Authentic Fake Credibility Skepticism 12-17 Yahoo Buzz 12-18 Characteristics of an IMC Program • • • • • • Creates a single unified voice Begins with the customer Seeks to develop relationships Involves 2-way communication Focuses on stakeholders Generates a continuous stream of communication • Measures results based on actual feedback Video: Sony’s Metreon facility 12-19 Ad Space on Blimps Some promotional components are not integrated with the ad campaign 12-20 Developing the Promotional Mix 12-21 Step 1: Identify the Target 12-22 Step 2: Establish Promotion Objectives • Possible objectives – create awareness – inform the market – create desire – encourage trial – build loyalty 12-23 Up the Promotional Road 12-24 Step 3: Determine/Allocate Promotion Budget • Top-down budgeting techniques – percentage-of-sales method – competitive parity • Bottom-up budgeting technique – objective-task method 12-25 Allocate Budget to Specific Promotion Mix • Organizational factors • Market potential • Market size 12-26 Push and Pull Strategies • Pull strategies seek to create consumer demand which convinces retailers to carry the product • Push strategies target retailers 12-27 Step 4: Designing the Promotion Mix • Which elements of promotion will be used? • What message is to be communicated? – Type of appeal? – Structure of appeal? • What communication channels should be employed? • What role will advertising, sales promotion, public relations, and selling play? 12-28 Effects of Time and the PLC • Introduction phase: push strategy; mix relies heavily on advertising, sales promotions, and public relations • Growth phase: heavy advertising with emphasis on differentiation • Maturity phase: emphasis on sales promotions to encourage brand switching • Decline phase: dramatic reductions in promotional spending 12-29 Altoids This campaign made it a hit with young people 12-30 The AIDA Model Action Desire Interest Attention 12-31 Step 5: Evaluate Effectiveness • Is the plan working? – Measure response to sales promotions – Measure brand awareness, recall, and image before and after ad campaign – Analyze and compare sales performances by territory and sales force – Clip articles appearing in media 12-32 Email Communications • By using HTML email, firms can send customers emails that look like their Web sites 12-33 Database Marketing • Critical to interactive marketers as they seek to track responses to messages and develop a dialogue with customers • Allows the organization to learn customer preferences, fine-tune and test offerings, and build relationships 12-34 Database Marketing • • • • • • Is interactive Builds relationships Locates new customers Stimulates cross-selling Is measurable Is trackable 12-35