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Transcript
18B INTEGRATED MARKETING COMMUNICATIONS - 2 LO1 TYPES OF ADVERTISEMENTS An objective for every target market Informative Advertising Persuasive Advertising Build Primary Demand Build Selective Demand New products Major product changes “Coldwater Tide” “Buy brand X” Stress some brand X benefits Comparison Advertising Compares Brand A to B Features & benefits Negative advertising: [Ford / VW] Reminder Advertising Keeps Consumers Thinking About a Product Repurchase “Have you had your Wheaties today?” LO2 DEVELOPING THE AD PROGRAM Advertising Categories National (global) brand advertising Retail (local) advertising Directory advertising Business-to-business advertising Institutional advertising Direct response advertising Public service advertising Internet advertising LO2 DEVELOPING THE ADVERTISING PROGRAM SELECTING THE RIGHT MEDIA 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers / Segments Nature of the Product - Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. TV’s ER. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing Media Schedule TYPES OF MEDIA Newspapers (>18,000, >96,000,000 homes) Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; less than magazine print quality; small pass-along audience; declining circulation Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses; low cable costs Limitations: High network costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience segmentation; flexibility, no ad competition within same medium; allows personalization Limitations: Relative high postage cost; “junk mail” image TYPES OF MEDIA Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Longer ad purchase lead time; waste circulation; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition; very brief exposure; limited attention of the audience Limitations: Little audience selectivity; creative limitations LO3 EXECUTING THE ADVERTISING PROGRAM IMPLEMENTING THE ADVERTISING PROGRAM Account Management Creative Services Develops Campaign’s Strategy for Client Dreams Up and Produces the Ads / Materials Media Planning Research & Marketing Services Determines Effective Communication Vehicles / Media Schedule Collect and Analyze Information to Help Develop a Strategy ADVERTISING CHALLENGES TODAY Technology Empowers the Consumer: Internet Greater Emphasis on Point-of-Purchase [POP] The Rules Are Changing: Cable, Internet, Gen Y and Millennial generations The Advertising Environment is Cluttered: Much more noise Some Consumers Are Turned Off by Advertising: Gen Y: social networking – friends, family, online, … ads ADVERTISING’S 5 M MODEL Message Money Message generation Factors to consider: Message evaluation and selection Mission Stage in PLC Sales goals Market share and consumer base Advertising objectives Competition and clutter Advertising frequency Product substitutability Message execution Social-responsibility review Measurement Communication impact Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Sales impact DEVELOPING EFFECTIVE COMMUNICATIONS Target market segment profile and identify your target audience – be very specific! Set communication objectives Awareness Knowledge Liking Preference Conviction Purchase RC COLA –Firm sold 10 times between 1929 and 1997. RC Cola ads, what do you see first? LO3 ASSESSING THE ADVERTISING PROGRAM POSTTESTING THE ADVERTISING Posttests – How well did the ad perform? Aided Recall Noted – Seen - Read Unaided Recall Attitude - Inquiry - Sales tests RC COLA –Firm sold 10 times between 1929 and 1997. RC Cola ads, what do you see first? 19-11 LO4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Consumer-Promotion Objectives Increase Short-Term Sales Build Long-Term Market Share Get Retailers to Carry New Items Sales Force Support for Current or New Products Consumer Relationship Building 19-12 B2C CONSUMER PROMOTION Consumer-Promotion Objectives Consumer-Promotion Tools Increase Short-Term Sales Samples Build Long-Term Market Share Get Retailers to Carry New Items Sales Force Support for Current or New Products Consumer Relationship Building Coupons Cash Refunds Advertising Specialties Patronage Awards Contests Price Packs Premiums Sweepstakes Games Point-of-Purchase Displays CONSUMER PROMOTION Create Awareness Slogans & Jingles Make the consumer aware there is a new product on the market. Inform the Market Internet / Advertising Provide knowledge about the benefits the product offers. Create Desire Status Appeals Create favorable feelings toward the product and interest. Encourage Trial Encourage trial & use of product among target users. Build Loyalty Convince customers to keep purchasing product. Coupons / Samples / Promotions Product Placement / Repurchase Programs LO4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Loyalty Programs Rebates Product Placement Introduce / Demonstrate new products 19-15 LO4 SALES PROMOTION B2B TRADE-ORIENTED SALES PROMOTION Trade-Promotion Objectives Trade-Promotion Tools Persuade Resellers to Carry a Brand Price-Offs Premiums Obtain Brand Shelf Space Allowances Displays Promote a Brand with Advertising Buy-Back Guarantees Discounts “PUSH” a Brand Free Goods Contests Cooperative [Co-op] Advertising Push Money Specialty Advertising Items TRADE PROMOTION Industrial Customers Trade-Promotion Objectives Generate Business Leads * Stimulate Purchases Reward Customers Motivate Manufacturer or Reseller Salespeople * TRADE PROMOTION Industrial Customers Trade-Promotion Objectives Generate Business Leads Stimulate Purchases Trade-Promotion Tools Advertising Allowances * Initial Stock Buy-Back * Displays Sales Contests * Discounts or Free Goods Reward Customers Motivate Manufacturer or Reseller Salespeople Conventions And Trade Shows * Co-op Adv. * Specialty Advertising Programs Train Resellers DEVELOPING A SALES PROMOTION PROGRAM Decide on the Scope of the Program and the Size of the Incentive Set Conditions for and Rules of Participation Determine How to Roll-out [includes training at all levels] and Distribute the Promotion Program Determine the Length of the Program Evaluate the Program LO5 PUBLIC RELATIONS PUBLICITY TOOLS Public Relations Publicity Tools News release Public service announcement News conference Invitational event 19-20 PUBLIC RELATIONS OBJECTIVES Introducing New Products to Manufacturers Introducing New Products to Consumers Influencing Government Legislation Enhancing the Image of a City, Region, or Country Calling Attention to a Firm’s Involvement with the Community PUBLIC RELATIONS TOOLS Strong PR Firm Press releases / stories (Firm and it products) Public Affairs (Community relations) Lobbying (Specialized firms & tasks) Investor Relations (almost always a corporate function) Development & Miscellaneous BUILDING AN IMC PLAN: Coordinate and maximize the effectiveness of all the tools. ADVERTISING CONSUMER PROMOTIONS POINT OF PURCHASE TRADE PROMOTIONS COLLATERAL EVENTS PUBLIC RELATIONS PACKAGING & LABELING DIRECT MARKETING SALES AIDS INTERNET TRADE SHOWS PROMOTION MIX AND THE PLC • ANY OR ALL ELEMENTS MAY CHANGE • BY STAGE OF THE PLC – ADVERTISING – PUBLIC RELATIONS – SALES – SAMPLES IMC CHALLENGES • • • • • • FLOW TIMING ACCURACY COORDINATION CONTROL MEASUREMENT E-COMMERCE OBJECTIVES • Must address integrate with your existing business[es] with a minimum amount of conflict and disruption. • Need to define measurable goals