Download Promotion Management

Overview
April 7th
Today’s Objectives
 Let’s meet!
 Tell me about yourselves!
 Stating course objectives
 Going over the syllabus

Stating course requirements
 Discussing Marketing concept
 Discussing IMC
Course Objectives
 Understanding
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
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
What
How
Who
Why
When
 Real Life Examples
Marketing Defined
The process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods and
services to create exchanges that satisfy
individual and organizational objectives.
American Marketing Association
The Four “Ps”
Product
Price
Place
Promotion
The Four “Cs”
Customer Cost Convenience
Communications
What is IMC
 IMC is
a planning process designed to assure that
all brand contacts received by a customer
or prospect for a product, service, or
organization are relevant to that person
and consistent over time.
American Marketing Association
Seller
Executing
Planning
Product
Place
Price
Promotion
Buyer
Value
Communication Objectives
WHO
WHAT
WHERE
WHEN
How Often
Several categories of
advertising
objectives guide
advertising strategy
Communication Objectives
WHO
WHAT
WHERE
WHEN
How Often
Specify target market
Advertising
Objectives
Kellogg’s Special K
Target
women in the age group
16-35 who are concerned
with their physical
appearance
Advertising
Objectives
Quaker Oats
Target
middle-aged males
who are robust yet
concerned with their
health
Communication Objectives
WHO
WHAT
WHERE
WHEN
How Often
•What emphasis?
•What goals?
Emphasis: the features and
benefits to be emphasized and
the emotions to be evoked
Goals: objectives that need to
be accomplished at the
present stage in a brand’s life
cycle
Communication Objectives
WHO
WHAT
WHERE
WHEN
How Often
Which geographic
markets need to be
emphasized?
Communication Objectives
WHO
WHAT
WHERE
WHEN
How Often
What months or
seasons are best?
Communication Objectives
WHO
WHAT
WHERE
WHEN
How Often
How often should the
brand be advertised?
Core Concepts of Marketing
Target Markets & Segmentation
Needs, Wants, and Demands
Product or Offering
Value and Satisfaction
Exchange & Transactions
Relationships & Networks
Marketing Channels
Supply Chain
Competition
Marketing Environment
Marketing Communication Reality
The average high school student will
be exposed to 1,500 ads each day.
Marketing Communication Reality
They will actively view (attend) less
than 50 ads each day.
Marketing Communication Reality
They will remember 3 - 4 .
THE CHALLENGE
 Create messages...
 that attract attention,
 are attended,
 clearly shows why they should buy your
product or service (attend / visit / inquire
about your school)
 and are remembered!
US Navy
 Research
 Target market
US Navy
 Budget : $ 29.4
million
 Goal of 53,000
enlistments
 13% over the goal
Elements of the Promotional
Mix
Advertising
Any paid form of nonpersonal communication
about an organization, product, service, or idea by
an identified sponsor.
What is a Brand?
A name, term, sign, symbol, or design, or a
combination of them intended to identify the
goods and services of one seller or group of
sellers and to differentiate them from those of
competition
Definition of Brand
What is a Brand?
At most basic level, identifying mark or name
(typically copyrighted).
What is a brand, in consumer’s minds?
What does branding do for companies?
Product Image
When you see this?
Marlboro--Recently
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
Macho ---man’s product
Marlboro Man
Western themes
Advertising:
1. No women in ads
2. Only very virile men
3. Forceful men—no name
4. Reveal tattoo (old)
http://www.npr.org/programs/morning/features/patc/marlboroman/
Elements of Marlboro Man
Image
 Western Landscape
 Rugged Cowboy
 Red Color
 Marlboro Country
Marlboro Man 1956, 2002
Marlboro Demographics
 65% male
 70% 18-34 years old
 70% high school or less
 92% white
 25% market share, U.S.
 Leader world wide
 That’s marketing!
Application
 What does a University IMC plan look
like?
 What are the objectives of an IMC plan
for a research University?
1
Success toward clear, measurable,
goals in support of the University’s
priorities and evaluated each year.
2
A disciplined communications
strategy
focused on multiple levels and
tactics.
3
Consistent University messages to
build both audience understanding
and shared commitment to
university goals internally and
externally.
4
The advancement of University’s
reputation, within the city,
nationally, and internationally.
What are the goals of the
University?
 Goal 1: Recruiting high-performing students
 Goal 2: Improving organizational
communication
and shared commitment to excellence
 Goal 3: Improve University reputation nationally
Key Features of IMC
1. Start with the customer, work back to
company
2. Use any form of relevant contact
3. Achieve synergy (single voice)
4. Build relationships between the brand
and the consumer
5. Affect behavior
IMC Exercise
Using any form of relevant contact:
Suppose you’re advertising a product
marketed specifically to high school
seniors. Identify 7 truly different contact
methods you could use to reach them.
OTHER EXAMPLES
“Bana evlenme teklif ederken bunu verdi.
Bunu ise hiçbir şey için.
Ev içi şiddet için hiçbir bahane yok.
İlgilenen biriyle konuşun.”
ABD’de, City of Hope adlı kuruluş, eşleri tarafından şiddete
maruz kalan kadınları uyarmak ve onlara yardım etmek için
kullandığı kampanyada, kadınların anlamlı günlerde alınan pahalı
hediyelerden ne kadar mutlu oldukları ve ardından eşlerinin
onlara karşı kötü tavrına nasıl boyun eğdiklerinden yola çıktı.
SUM UP
 Marketing Definition
 Advertising Definition
 Questions to be answered through out
the course
 Course requirements
Next Class
 Review the various elements of the promotional mix
 Introduce the IMC planning process


examine how various elements must be coordinated to
communicate effectively with the IMC perspective and
examine the steps in a marketing communications program
To do!!!
 Read chapter 1
 Study the Course Requirements (ask questions!!! Before it is too late!)