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Transcript
Integrated Marketing Communication Strategy 1 Marketing Communication Mix or Promotion Mix Product’s Design Product’s Price Stores that Sell the Product Product’s Package 2 Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting Market Fragmentation Led to Media Fragmentation The Changing Communications Environment 3 The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service. 4 Integrated Marketing Communications Advertising Personal selling Sales promotion Public relations Direct marketing 5 A View of the Communications Process Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: Preselling Selling PostConsumption Consuming 6 Elements in the Communication Process 7 Key Factors in Good Communication Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Sellers Must Develop Feedback Channels to Assess Audience’s Response to Messages. Sellers Must Send Messages Through Media that Reach Target Audiences 8 Steps in Developing Effective Communication Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge This ad for the Toyota Celica may be able to cover the first three stages of the buyerreadines s s tages : aw arenes s, knowledge, and liking. There is no mention of competitors , so it does not seem to establish preference. Liking Preference Conviction Purchase 9 Steps in Developing Effective Communication Step 3. Designing a Message Is this ad making an emotional, rational, or moral appeal, or is it combining them? How much do the personified cows contribute to this ad? Is the ad structured to let the audience make a decision? Is this an effective ad? The same company puts lifelike statues of cows, with this slogan, into mall food courts. What makes that practice effective? Message Content Rational Appeals Emotional Appeals Moral Appeals Designing a Message Content The pictures and the slogan make this what type of appeal? Format This layout, almost like a yearbook or photo album, reinforces the sentimental aspect of this advertisement. Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Illustration, Copy, & Color Body Language Click or press spacebar to return. 10 Steps in Developing Effective Communication Step 4. Choosing Media Personal Communication Channels Nonpersonal Communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback 11 Setting the Total Promotion Budget One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. Affordable Percentage of Sales Based on What the Company Can Afford Based on a Certain Percentage of Current or Forecasted Sales Objective-and-Task Competitive-Parity Based on Determining Objectives & Tasks, Then Estimating Costs Based on the Competitor’s Promotion Budget 12 Setting the Promotion Mix Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Selling Sales Promotion Public Relations Direct Marketing Personal Interaction, Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Very Believable, Dramatize a Company or Product, Underutilized Nonpublic, Immediate, Customized, Interactive 13 Promotion Mix Strategies Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy Selected Depends on: Type of ProductMarket & Product Life-Cycle Stage Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. 14 Integrating the Promotion Mix Analyze trends – internal and external – that can affect your company’s ability to do business. Audit the pockets of communications spending through the organization. Identify all contact points for the company and its brands. Team up in communications planning. 15 Integrating the Promotion Mix Create compatible themes, tones, and quality across all communications media. Create performance measures that are shared by all communications elements. Appoint a director responsible for the company’s persuasive communications efforts. 16 Socially Responsible Marketing Communication Advertising and Sales Promotion Companies must avoid false and deceptive advertising. Sellers must avoid bait-and-switch advertising. Trade promotion activities are also closely regulated. Personal Selling Salespeople must follow the rules of “fair competition”. Three-day cooling-off rule Salespeople must not disparage competitors. 17 Advertising, Sales Promotion, and Public Relations 18 Advertising Advertising is centuries old. U.S. advertisers spend in excess of $212 billion each year; worldwide spending exceeds $414 billion. Advertising is used by: Business firms, Nonprofit organizations, Professionals, and Social agencies. 19 What is Advertising? Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor. 20 Major Advertising Decisions (Fig. 15.1) Message Decisions •Message Strategy •Message Execution Objectives Setting •Communication objectives •Sales Objectives Budget Decisions •Affordable Approach •Percent of sales •Competitive parity •Objective and task Campaign Evaluation •Communication Impact •Sales Impact Media Decisions •Reach, Frequency, Impact •Major Media Types •Specific Media Types •Media Timing 21 Setting Advertising Objectives Informative Advertising Persuasive Advertising Inform Consumers or Build Primary Demand i.e CD Players Build Selective Demand i.e Sony CD Players Advertising Objective Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Comparison Advertising Reminder Advertising Compares One Brand to Another i.e. Avis vs. Hertz Keeps Consumers Thinking About a Product i.e. Coca-Cola 22 Setting the Promotion Budget After Determining Its Advertising Objectives, the Marketer Must Set the Advertising Budget for Each Product and Market. (From Chapter 14) Affordable Percentage of Sales Based on What the Company Can Afford Based on a Certain Percentage of Current or Forecasted Sales Objective-and-Task Competitive-Parity Based on Determining Objectives & Tasks, Then Estimating Costs Based on the Competitor’s Promotion Budget 23 Setting the Advertising Budget Factors to be considered when setting the advertising budget: Stage in the product life cycle, Market share, Competition and clutter, Product differentiation. 24 Developing Advertising Strategy Advertising Strategy Consists of Two Major Elements and Companies are Realizing the Benefits of Planning These Two Elements Jointly. Creating the Advertising Selecting the Advertising Media Messages 25 Developing Advertising Strategy: Creating Ad Messages Plan a Message Strategy General Message to Be Communicated to Customers Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Advertising Appeals Meaningful Combination of Both Believable Distinctive 26 Mes s a ge Exe cut i o n What type of message execution do these two ads employ? Developing Advertising Strategy: Message Execution In both cases, what dis tinguishes the product from the res t of the ad? Click or p res s spacebar to retu rn. Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Testimonial Evidence Scientific Evidence Technical Expertise Slice of Life Typical Message Execution Styles Personality Symbol Lifestyle Fantasy Mood or Image Musical 27 Advertising Strategy: Selecting Advertising Media Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers, Nature of the Product, Types of Message, Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. 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 28 Evaluating Advertising Advertising Program Evaluation Communication Effects Sales Effects Is the Ad Communicating Well? Is the Ad Increasing Sales? 29 Other Advertising Considerations Sales Departments in Small Companies Advertising Departments in Larger Companies Advertising Agency Firm that Assists Companies in the Planning, Creation, & Implementation of Their Advertising Programs 30 Advertising Agencies Large agencies divide their staffs to specialize in creative,media,research, or business (account planning). Ad agencies are moving away from the commission system because it no long accurately reflects the services performed. Most ad agency clients still want just a few of the services that can be provided by the agency, so diversification efforts have been limited. 31 International Advertising Decisions Adaptation of Global Advertising Advertising Media Differ Considerably in Availability and Cost Regulation in Advertising Practices Comparison Ads Not Acceptable in All Countries Programs Must be Matched to Local Cultures and Customs 32