Download Week 6: Integrated Marketing Communications

Week 6: Integrated Marketing
Communications - Discussion
Marketing Communications (graded)
Describe Integrated Marketing Communications (IMC). Why is it so important in the 21 st century for marketers
to embrace this? What are some of the concerns of the marketer when it comes to creating an IMC approach via
the promotional mix components of advertising, public relations, sales promotion, direct marketing, and
personal selling?
Responses
Response
Marketing
Communications
Author
Professor Forbes
Date/Time
10/7/2012 6:36:30 AM
IMC is the way of the future in Marketing Communications- be sure to also
provide your thoughts on the potential power and efficiencies of this
approach...
RE: Marketing
Communications Jason Ho
10/8/2012 9:53:24 PM
In today’s high-paced, technology-driven market, the way companies do business is everevolving. Buying and selling isn’t ust done face to face anymore. Business is done in a
variety of ways and through several different channels. Savvy businesses are marketing their
companies in ways never before imagined via e-marketing campaigns or programs, search
engine optimization (SEO), pay-per-click, e-mails, banner ads, Webinars, blogs, RSS feeds,
podcasts and Internet television. All of this is in addition to traditional methods, such as
print, mail order, public relations, billboards, radio and television.
It’s a lot to keep track of, and if you’re not on top of things, your marketing dollars may end
up going down the drain. Thus, companies are searching for a holistic way to manage a broad
range of communication vehicles to various target audiences. The search has lead to the
advent of integrated marketing communications (IMC).
RE: Marketing
Communications Julio Rhymer
10/8/2012 9:25:35 AM
IMC is a new companies market products through their companies. This is
done through a master plan that conveys the same message from online
advertisement to sales persons to tv advertisement. This allows the company
to have one message in all avenues such as trade shows and print
advertisement. This makes for an effective marketing campaign where all
parties within the company is on the same page making it easier for company
to promote itself and it's products.
RE: Marketing
Communications Connie Brooks
10/7/2012 6:42:22 PM
Integrated marketing communication is a broad marketing concept that
outlines the basic expectation within effective marketing that all
communications are integrated. IMC involves coordination the various
promotional elements and other marketing activies that communicate with a
firm's customer. Integrated Marketing Communications is a simple concept. It
ensures that all forms of communications and messages are carefully linked
together. At its most basic level, Integrated Marketing Communications, or
IMC, as we'll call it, means integrating all the promotional tools, so that they
work together in harmony. Promotion is one of the Ps in the marketing mix.
Promotions has its own mix of communications tools. All of these
communications tools work better if they work together in harmony rather
than in isolation. Their sum is greater than their parts - providing they speak
consistently with one voice all the time, every time. This is enhanced when
integration goes beyond just the basic communications tools.
RE: Marketing
Communications Kristin Muchowski
10/7/2012 8:11:52 PM
I believe it is so important in todays world for several reasons. One,
there are a million different ways you can advertise and promote
your product, it is up to you the company to figure out how to reach
your target market and how to do so effectively. Another reason is
the amount of competition, everyone seems to jump on the
bandwagon, and rightfully so, when a new product amazing product
hits the market. You must promote your product and let the
consumer know why yours is the best, and how you set yourself apart
from the competition. It is so important to reach the right consumer
and to be cost conscious, as you can spend a ton of money quickly,
and set yourself up for failure if the right research isn't done before
hand.
RE: Marketing
Communications Professor Forbes
Julio, Jason., Connie, Et.al...
All..
10/10/2012 9:31:22
AM
Coordination is what it is all about- IMC is about that consistent
coordinated message using these tools- Got some more examples of who
does this well? Why?
10/10/2012
6:11:05 PM
RE: Marketing
Communications Rose Neal
One of the first companies that comes to mind is
Apple. They are able to communicate to the masses
their product lines and what makes them the
best. They have learned how to reach out to both
the young and old and develop products that will be
used by all. They are a trusted brand and have
managed to entice people to pay large prices for
their gadgets.
RE: Marketing
Communications Indisha Mussington
10/10/2012
8:41:40 PM
Even without brick and mortar stores
Amazon has also done a great job with
IMC. Amazon has found cleaver ways to
advertise new products while hyping the
consumer base up for the newest products.
For example, about two years they had
these flashy superbowl ads that introduced
the first gen Kindle Fire. In addition, to
Amazon, Barnes and Noble has been
extremely successful with their Nook brand
as well. However, unlike Amazon, the
Nook is available for purchase in a lot of
the major retailers like Walmart and
Target. The comprehensive IMC plans by
both Amazon and Barnes and Noble has
enabled them to compete successfully in
these times.
RE: Marketing
Communications Julie Hicks
10/14/2012
3:08:12 PM
Another great example of
integrated marketing is Sprint.
They keep their customers
informed of sales, new
devices. They go out of there way
to advertise, advertise, advertise.
The new I-phone5 came out and
they are now offering the I-phone
4 free to new subscribers with a 2
year contract , of course! The Iphone5 is available to new
subscribers or upgrade for only
$199. Their marketing strategy has
included internet ads, emails,
commercials or television, and
telephone. They are definitely
trying to stay in the mobile device
game.
RE: Marketing
Communications Professor Forbes
10/14/2012
5:31:35 PM
Rose, Julie, Indisha & All
- great work and
examples- Thanks!
RE: Marketing
Communications Timothy Rinard
10/14/2012 11:42:20
PM
In todays fast paced environment I believe that marketing
communications must be important, and has proven to be
effective due to the large amount that successful commercial
companies dump into these ads. I find it amazing how every
time the holidays come around, how laser targeted the ads
get, and how they actually work very well on people, to
drive them to do certain things.
RE: Some
of the
concerns of
the
marketer
Connie Brooks
when it
comes to
creating an
IMC
approach
10/8/2012 5:52:25 AM
Modified:10/8/2012 5:52 AM
Media costs are high, promotion decisions must be made carefully, using a systematic
approach. Today's channels of marketing communications have become more
advanced and aggressive and have forced the orthodox firms to use latest tools to
promote their business like e-mailing, e-multimedia and others. IMC has become
more of an important concept for firms to remain in the competitive and active
market.
IMC
Anish Varghese
10/8/2012 9:59:31 AM
Integrated Marketing Communication means designing and aligning all
types of marketing communication correlated to improve marketing
efforts like, advertising, Public Relations, Sales Promotion, etc.
This concept ensures that all efforts are carefully linked together
to increase agreement among sales departments. In 21st century
channels of marketing communications have become more advanced and
aggressive and have forced the orthodox firms to use latest tools to
promote their business like e-mailing, e-multimedia and others. So,
integrated marketing communication has become more important concepts
for firms to remain competitive and active in the market.
Why is it so
important
in the 21st
century for Connie Brooks
marketers
to embrace
this?
10/9/2012 5:46:21 AM
Integrated marketing communication is the company carefully integrates and
coordinates its many communication channels to deliver a clear, consistent, and
compelling message about the organization and its brands. IMC builds a strong brand
identity in the marketplace by tying together and reinforcing all your images and
messages. IMC saves money as it eliminates duplication in areas such as graphics and
photography since they can be shared and used in say, advertising, exhibitions and
sales literature. Agency fees are reduced by using a single agency for all
communications and even if there are several agencies, time is saved when meetings
bring all the agencies together - for briefings, creative sessions, tactical or strategic
planning. This reduces workload and subsequent stress levels.
Marketing
Communications
Well Alright-
Professor Forbes
10/9/2012 6:49:11 AM
Again- Thanks for the start...
Let's dig in a bit deeper on some pieces here... Many of these functions have melded together
under this tag line but are still unique- We all recognize the added value of a comprehensive
plan....Which of these components do you see as particularly effective and why?...Any
particular combinations?....With all this value to IMC, why has it been slow to take hold and
why is it key to success in the 21st century?
And..... while we are at it.... What is the difference between Advertising and Public Relations?
Let's focus on key differences- not the definitions-
RE: Marketing
Communications Jennifer Magana
10/9/2012 9:40:26 AM
The component that I see as particularly effective within the IMC is that it
strives to be customer-centric and data-driven. The article link below explains
how IMC can help the marketers to focus on understanding customer needs,
wants and motivations by using customer data, which will lead to stronger
relationships. I think IMC has been slow to take hold because it is difficult to
integrate different departments. From my employment experience, change is
difficult for individuals that have been in the business for many years. So I
think IMC is difficult because it requires many departments to be on the same
page and working towards the same goals of effective communication.
http://www.sales-and-marketing-for-you.com/integrated-marketingcommunication.html
RE: Marketing
Communications Michael Soo
10/9/2012 11:18:41 AM
While both advertising and public relations look at promoting a product and
getting more sales, there are a few certain differences. Advertising means that
the company is paying for space through a channel, where public relations is
advertising without paying through means such as a press release or a news
conference.
From the global perspective, advertising has a significant amount of control
over how the ad is placed, what is in the ad, and who the ad targets. With
public relations, the information is very cut and dry, there is no control over
what anyone else will do with the information, and it is possible that the
information could be spun in a manner that was not initially desired.
RE: Marketing
Communications Kristin Muchowski
10/9/2012 1:45:44 PM
Advertising and Public Relations are two very different things.
Cost: Advertising is paid for, PR is usually free publicity.
Creativity: Advertising you create your ads, PR you have no control of how
the media presents your information.
Shelf Life: Advertising you can continue to run as long as you have the
budget for it, PR is a one time thing!
Here is a great article that gives you 10 very different reasons how they are
different (http://advertising.about.com/od/careersource/a/10advpr_2.htm)
I believe the biggest difference is in advertising you are deciding how you
want to reach your market, and can do so very specifically. With Public
Relations, you are trying to create interest and just dont have as much control
on how and who you will reach.
RE: Marketing
Communications Latonya Hughes
10/9/2012 2:04:11 PM
Since technology has changed and continue to improve it plays a vital role
today with choosing the right IMC approach via the promotional mix. With
that being said, I would choose direct marketing. I believe that is the most
effective way to reach a broad target market. With sharing the companies
website and access to Facebook, Twitter, LinkedIn and other sites such as this
makes it much easier to reach a bigger market. I believe it saves in cost with
giving the customers direct access to purchase the product directly from the
website. This alone will bring about word of mouth through the many "likes"
that the company can receive from Facebook and any association with linking
it to any tweets. It draws people attention to the site. As far as a
combination, this will work well with advertisement also, because that will
take place when opening a site on Facebook and the other social media
sites. I believe not having the technology that we have today has made it
slow to take hold. THe key to success in the 21st century is
technology. When you speak of public relations the main goal is to get
advertisement at no cost and you do not have much control if any. When you
are choosing advertisement you have control over it and are able to be as
creative as you want.
RE: Marketing
Communications Professor Forbes
10/10/2012 9:32:22
AM
Modified:10/10/2012 9:32 AM
Kristin, Latonya, Michael & All....So....Here is a nice open-ended
question: With regards to IMC, how has the Internet been a game
changer here?
RE: Marketing
Communications Michael Soo
10/10/2012 10:55:01
AM
I believe that the biggest thing the Internet has done is that it
has increased awareness of the company/brand/etc. The
internet now provides a means for dispensing information to
virtually the entire world. This has benefits and drawbacks.
What's written on the Internet is written in INK. If there is
something inappropriate said, or a typo, anything that does
or doesn't want to be seen WILL be seen, and that can be
good and bad.
Additionally, it's opened up many new forms of advertising
and publicity. Advertising now has new ways of getting in
front of the consumer, and can virtually force people to click
on a link to see their product, and public relations can now
stream a news conference live to any part of the globe as
well as sending press releases out to the billions of people on
earth.
RE: Marketing
Communications Latonya Hughes
10/10/2012
10:53:37 PM
I agree with Michael in that the internet has
increased the customer's awareness of products, the
companies, and their brands. Google has really
made an impact on marketing. Just about everyone
uses Google to search for a product, company or
reviews about organizations and products to include
information as well. Internet has made it easy and
accessible for customers to shop anytime and
anywhere. Consumers do not have to deal with the
cold sales or viewing marketing ads if they do not
want to via internet shopping. Customers can
choose exactly what they want and can buy directly
from the merchant.
RE: Marketing
Communications Rose Neal
10/12/2012
6:47:58 PM
I agree Latonya the internet has made it
much easier to market products and
services. It gives businesses the ability to
reach a large audience in a much faster
time span. Since it is accessible 24/7
potential customers can see ads virtually
anytime and they can act on them much
quicker since they literally don't even have
to leave their house.
The other side to this is that even though
the internet has made it much easier to
reach target audiences it has also made it
just as easy for customers to praise or
complain about a product or service. The
addition of social media sites has made the
target audience or complaint department
that much bigger as well.
RE: Marketing
Communications Ira Hughes
10/10/2012 11:04:09
PM
In regards to integrated marketing communications the internet has
changed business is done because it has allowed for the reduced cost of
mass media. The internet ultimately allows for the adaptation of market
segmentation. Also, this approach has helped lower business cost by
allowing other segments to share in the cost and productivity. The
internet also, allows for all components of marketing/advertising to be
advanced while being able to strategize with others and building
partnerships.
RE: Marketing
Communications Julio Rhymer
10/13/2012 4:36:12
PM
The internet has become a game changer in regards to the
IMC because the internet can be used to implement the
entire process. The internet educates and informs customers,
the internet is a persuasive medium, and the internet is a
sales tool and an actual sales vehicle. The internet can be
used to maintain and customer relationships, provide
customer support and communicate and interact with buyers.
With the internet the IMC is easier to implement and follow
the progress of your advertisement and sales based on that
marketing plan.
RE: Marketing
Communications Professor Forbes
10/14/2012
5:30:39 PM
Thanks Michael, Latonya, Julio & All- Great
insights!
RE: Marketing
Communications Julio Rhymer
10/9/2012 7:11:55 PM
Advertisement is paid promotion for a product that promotes a company's
product to the public or a target audience. Public relations is the creation of
goodwill of product with the public. The main difference between
advertisement and public relations is that advertisement pays for the message
of the company to be conveyed to promote the product as the product of
choice. Public relations on the other hand really has no control of the message
that's sent out to the public regarding the company or its product.
RE: Marketing
Communications Jason Ho
10/9/2012 9:58:34 PM
Advertising is a way which persuades people to buy any product or services by
creating awareness and highlighting the benefits of the product. Advertising
shows the differentiating attribute of the product which has a relevance to the
consumer and they can see benefit in it.
Public relation is a tool which is used to build image of a company. It is used to
highlight the achievements of the company. It is very effective at the time of
crisis. When the image of any company or organisation is tainted due to any
reason then PR is used to bring the image in track and build and also to maintain
the goodwill of the organisation concerned.
RE: Marketing
Communications Professor Forbes
10/13/2012 10:01:18
AM
So All: How are you going to tie these principals of IMC into your
plan? Inquiring minds like mine need to know!
RE: Marketing
Communications Drew Gallagher
10/9/2012 11:23:05 PM
Now that everything is done electronically new ways of integrating
marketing being developed. I know some stores such as Target for example
use information on customers buying habits to market to them more
effectively. I can't find the article that explained this in more detail but I'll
keep looking. However, from the what I remember it used tracked customers
purchases by their credit cards and used the information to generate specific
marketing campaigns for each customer. For instance if you were buying
diapers you would see start seeing other ads for baby products that would
seem to almost randomly happen. I can't remember exactly how this was
done but it was done in a seamless way so the public wasn't aware they were
being specifically marketed to, either through mail advertisements or through
some sort of online advertisement.
RE: Marketing
Communications Connie Brooks
10/10/2012 5:36:54 AM
Marketing could be considered the whole ball of wax. A company's
marketing department could be subdivided into several smaller sections that
operate as separate entities, but all work toward the same ultimate goal which is the success and growth of the company. Advertising has the sole
responsibility of putting your product or service where the public can see it.
Advertising lets the consumer know what it is that you have to offer, then lets
them know why exactly they need it.
RE: Marketing
Communications Ryan Phillips
10/10/2012 9:39:17
AM
You are correct about how marketing department can be broken
down into multiple entities. Thinking back to one of my previous
companies i worked for, I was amazed to learn how many aspects of
marketing there was to offer. Like anyone else I thought it was a
team who formulated ideas, wrote them down and wham now you
have a commercial. To my amazement I learned all of the different
pieces to which was the make up of the one major piece and final
product. As stated in other discussions as well as this one, marketing
helps promote the product and helps consumer see how this product
is needed in their lives.
RE: Marketing
Communications Ira Hughes
10/13/2012 7:06:19 PM
Integrated Marketing Communications or IMC is the key to success in the 21st century
because it is going to be the one stop shop where business are going to be able have their
marketing appetites fed. The IMC method or approach will offer the opportunity to promote
and market the ideas of a company. However, IMC will also have access and identify who,
what, where, and why is relent to making ones idea in the marketing arena work.
Ma
Andreana Collins
10/9/2012 7:11:45 AM
Integrated Marketing Communications (IMC) is a concept of marketing communications planning that
recognizes the added value of a comprehensive plan (Kotler & Keller, 2011, p. 491). In other words, it
is the use of a number of different communication tools like general advertising, direct response, sales
promotion and public relations. IMC is an important concept for today’s marketers to grasp because of
the growing reach they have. Marketers need to be able to effectively communicate with a large
number of mini-markets, each requiring a unique mix of communication efforts. One group might
respond well to direct mail while another group may need direct mail, a website and promotions to
act. These communication considerations are areas of concern for marketers. They have to choose
single-vehicle, single- stage campaign, a single-vehicle, multiple-stage campaign, or a multiple-vehicle,
multiple-stage campaign. And when they choose which campaign to undertake, they have to make sure
it is in line with the following six criteria:






Coverage
Contribution
Commonality
Complementarity
Versatility
Cost
Kotler, K., Keller, K. (2011). Marketing Management. [VitalSource Bookshelf].
Retrieved from http://online.vitalsource.com/9781256083979
IMC
Jennifer Magana
10/9/2012 9:23:53 AM
The article at the website link below explained Integrated Marketing Communications
(IMC) is a way to strive for clear marketing communication between the business and
the consumer. I think it is important for modern day marketers to embrace this
because there are many channels of communication to consider between the business
and the consumer. The marketers must choose the best way to communicate the
message to their target market.
http://www.sales-and-marketing-for-you.com/integrated-marketingcommunication.html
IMC
Deiny Moretta
10/9/2012 1:59:23 PM
According to the American Marketing Association, integrated marketing
communications 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." "It is the coordination and
integration of all marketing communications tools, avenues, and sources within a
company into a seamless program that maximizes the impact on consumer and other
end users at a minimal cost."
Integrated
Marketing
Communication
Daveed Yisrael
10/9/2012 8:32:15 PM
Integrated marketing Communication is an important concept of marketing planning that recognizes the
added value of a comprehensive plan. The plans evaluate the strategic role of a variety of
communication disciplines. Organizations can use integrated marketing communication plans to present
a unified message to the target audience. Advertising, public relations, promotion, direct marketing,
high-technology tools are integrated to effectively listen to and communicate with consumers.
http://www.emerson.edu/academics/departments/marketing-communication/graduatedegrees/integrated-marketing-communication
Marketing
Communications
Professor Forbes
10/10/2012 9:30:33 AM
Suppose...
You were doing the media planning planning for those outstanding urban cowboy
boots: "The Buffalo Chips" we discussed last week...you have to decide on ad
placement of the major types of media represented in chapter 18, which three or four
would you consider- what are the pros and cons and why do you feel these are the way
to go?
RE: Marketing
Communications Semyya Cunningham
10/10/2012 8:32:06 PM
Professor Forbes, if I were marketing your boots, I can tell you based on
the amounts of Reach, Frequency and Impact I hope to obtain, I would
NOT utilize radio ads because the customer can't HEAR the boots, I
wouldn't use newspapers; not enough people really read them anymore,
and I wouldn't dare do direct mailers---mine are almost always thrown
directly in the trash. I would instead use internet advertising. Definitely
print ads in magazines. Billboards are another good idea. A TV
commercial of someone sexy wearing your boots takes the cake.
RE: Marketing
Communications Julie Hicks
10/10/2012 9:16:25
PM
I agree, Semyya. Newspapers and mailers are more and more the
least used in todays society of the internet surfers. I do the same with
mailers, place them right in the trash. The internet or commercials
get to a more wide range audience and its seen more often.
RE: Marketing
Communications Semyya Cunningham
10/12/2012 6:20:03
PM
Julie, it's funny you mention internet surfers; I am
definitely one of those! And I am seeing internet
advertisements pop up EVERYWHERE and I can't say I
like it. If I click on a page I normally frequent and all of
a sudden, the page goes dim and I am asked to fill out a
survey or if my mouse accidentally dithers across a
picture and the ad pops up or I am taken directly to
another site---I HATE THAT. Would you consider this a
form of direct marketing?
RE: Marketing
Communications Daveed Yisrael
10/10/2012 9:20:13 PM
Because television commercial are so expensive now, I probably would choose to use place
advertising such as billboards, point of placement and product placement to advertise the
urban cowboy boots. The reason is a lot of markerter are moving towards out-of-home
advertising because it is creative and uses unexpected forms to grab consumers’ attention.
The rationale is that marketers are better off reaching people while they’re at work, play, and
shopping. The pros for using this method is really affordable to market the buffalo chips the
con would be the limited audience selectivity.
RE: Marketing
Communications Professor Forbes
10/13/2012 10:00:32
AM
Semyya, Julie, Daveed, & All- Great Work...
Let's stay to these major media types and the pros and cons- let's be sure
we cover off the text's examples here too..
RE: Marketing
Communications Jason Ho

10/10/2012 10:27:20 PM
Outdoor advertising/billboards: These reach more people for a dollar than any other
media, but are limited to a picture and no more than eight words.

Radio: Reaches the second most people for a dollar, but cannot be targeted
geographically and can only be loosely demographically targeted. But if people will
drive significant distances to buy your product, or if you're selling a "we come to
you" service, this is likely your best bet.

Cable television: Offers the impact of moving images as well as spoken words. Can
easily be geographically targeted. But your ad will likely look homemade.

Broadcast television: Big prestige. Big bucks. But able to target psychographic
profiles. Buy specific shows; never buy a rotator.

Newspapers: Reach customers who are in the market to buy today. Unfortunately,
people not currently in the market for your product or service are less likely to
notice your ad than if it had appeared in another media.

Magazines: Expensive, but high-impact with tight targeting. Little waste. Weakness
is infrequency of repetition.

Direct mail: Highly targeted, all the way down to the level of the individual. But
shockingly expensive to do right.

Yellow Pages: Essentially a service directory for the customer who has not yet made
up his or her mind. Very foolish for retail businesses
Since Buffalo Chip is marketing toward an exclusive and prestige line, I would consider
Television and Magazines to start with;.
RE: Marketing
Communications Christine Moore
10/10/2012 2:08:40 PM
The ad placement types I would choose for "The Buffalo Chips" advertising would probably
include primarily television, magazines and internet.
television: because even though it is a higher cost and less selective in audience it has a
possible high reach, and is appealing to the senses being able to visualize the boots and see
them on hi-def would help grab consumers attention while reaching a multitude of people.
Magazines: while they have no guarantee in position and have some waste
circulation they also provide high geographic and demographic selectivity; credibility
and prestige; high-quality reproduction; are long lived and allow for good pass-along
readership. As a high end boot, placing ads in high end magazines would be ideal, it
would appeal to our target market especially as a purchased good.
Internet: While this type of marketing might be relatively new with a low number of
users in some countries, it would ideally reach our target market. It would also be
beneficial because it is a low cost and has interactive properties that could allow us
to direct consumers directly to the product.
Integrated
Marketing
Communications
(IMC)
Yonny Leon
10/10/2012 3:18:52 PM
Integrated Marketing Communications (IMC) is a management concept that is
designed to make all aspects of marketing communication such as advertising, sales
promotion, public relations, and direct marketing work together as a unified force,
rather than permitting each to work in isolation.
IMC
Cary Mitchell
10/10/2012 3:54:12 PM
Integrated Marketing Communication is the correlations between advertising,sales
which a marketer has to align all of its efforts to a product so the introduction into
market will be smooth. With multi media marketers has a chance to reach further than
they ever could because they can use tools that they did not have in the past like email,
and phone apps. Some the main concerns would be is it getting to the right people and
is the market research reliable.
Marketing
Communications
Professor Forbes
10/11/2012 6:13:58 AM
Excellent IdeasAll...........Remember to point out the pros and cons of each of your three and four
choices based in the Profiles of Major Media types in Chapter 18 (Table 18.1)...So
let's dig in -Any other thoughts?
While we are at it...I believe our text mentions in the beginning of chapter 17 that by
2010 traditional television advertising will be one-third as effective as it was in
1990.....What are some of the reasons this could be? Do you agree? Other Factors?
RE: Marketing
Communications Kristin Muchowski
10/11/2012 9:01:37 AM
Of course the first thing that comes to mind is DVR... Americans seem to
busy and tend to record their favorite shows. The good part? They can skip
through the commercials and cut their show time down in order to continue
with their busy life! I definitely agree with television advertising, I have also
heard when working in radio advertising might be affected by satellite radio,
which never took off... only about 3% of the US ever invested in this type of
listening. I think the biggest cut will still be in paper form, advertising in a
newspaper or magazine will eventually be nonexistent with the rapid growth
of the internet.
RE: Marketing
Communications Michael Soo
10/11/2012 11:22:19
AM
Kristin, I completely agree with you on DVR. Last night for me was
a perfect example. I had DVR'd the new episodes of Modern Family,
and it was late. Rather than sit and watch the commercials, and spend
a full hour of my time watching the show plus commercials, I only
spent about 40 minutes total. Sure, I could have watched everything
today, but the "immediate gratification" and "need it now" feeling
that we all have took hold. I had mentioned this in another posting,
but I agree that traditional television advertising is only 1/3rd as
effective. I watch a considerable amount of EPL soccer, and in the
matches, there are names on the uniforms, and rotating
advertisements along the sidelines. Companies will do anything to
make their product stand out and get in front of as many people as
possible.
On the topic of satellite radio, I listen to Pandora rather frequently,
and get the commercials now and then. I don't believe they are very
effective, as I typically blank them out.
RE: Marketing
Communications Daveed Yisrael
10/11/2012 6:50:20 PM
The reason that in 2010 traditional television was only one-third as effective ad it was in
1990 is the fragmentation of the U.S. audiences, digital technology and the fact that the
media now uses the Internet to reach audiences. The country’s prime-time ratings and
circulations have been on a downslide since the 1970s and there are new proliferations of
media and entertainment option such as hundreds of TV cable channels, radio stations web
sites, and blogs. Consumers not only have more choices of media to use, they also have a
choice about whether and how they want to watch commercial content. Modern technology
devise like DVRs allow consumers to eliminate commercials with one push of a button. It is
estimated that 40% to 50% of U.S. households may own DVRs. The Internet is even more of
a threat now for advertising using traditional television.
RE: Marketing
Communications Jason Ho
10/11/2012 10:24:52
PM
Yup, I agree with you Daveed. Online video ads are so great now that you can see
on youtube and Hulu. Americans watched more than 8.3 billion video ads in
March, according to comScore’s latestonline video rankings. The report comes on
the heels of Google and Hulu in particular pushing new ways to charge for display
and video ads, in hopes of drawing more advertising dollars from TV to the Web.
RE: Marketing
Communications Cary Mitchell
10/11/2012 10:47:14
PM
I agree with you that more households use DVR's
now more than ever they can delate commercials ease
because most of us don't want to watch them. Except
advertiser are getting smart because they are
partnering up on apps and the one's you get for free
they have advertising on it. So not only do you have
to read the advertising when you open an app. you
have to buy it just to get around the advertising
RE: Marketing
Communications Professor Forbes
10/14/2012
5:29:07 PM
Great insights on traditional television advertising
and it's shaky effectiveness in the future....let's keep
up on some of the reasons this could be...
Sales
Promotion...
Professor Forbes
10/12/2012 8:13:11 AM
Let's talk Sales Promotion........
What is it? Why is it on the rise? What are the major Consumer-Promotion Tools? If
you were going to use four or five of these (say to market those sexy Buffalo Chip
Boots- or any other product you might choose) Which would you choose? Why? What
are the Advantages you see of each of your choices?
RE: Sales
Promotion... Yonny Leon
10/12/2012 6:32:48 PM
Sales promotion is any initiative undertaken by an organization to promote an
increase in sales, usage or trial of a product or service (i.e. initiatives that are
not covered by the other elements of the marketing communications or
promotions mix).
RE: Sales
Promotion... Christine Moore
10/12/2012 6:33:01 PM
Sales promotion is any initiative undertaken by an organization to
promote an increase in sales, usage or trial of a product or service.
These efforts can attempt to generate product interest, trial, or
purchase. Examples of items used in sales promotion include
coupons, samples, premiums, point-of-purchase (POP) displays,
contests, rebates, and sweepstakes.
According to the Kotler text, promotion is on the rise and has became
more accepted by top management as an effective sales tool because
of many reasons, some being the number of brands increased; other
competitors used promotions frequently; too many brands were seen
as similar; consumers became more price oriented; the trade
demanded more deals from manufacturers; and advertising efficiency
declined.
RE: Sales
Promotion... Anish Varghese
10/14/2012 11:36:35 AM
Some of the other consumer promotions tools that are
used are buy one get one free and customer relationship
management. Buy one get one free is an example of a
self-liquidating promotion. “For example if a loaf of
bread is priced at $1, and cost 10 cents to
manufacture, if you sell two for $1, you are still in
profit especially if there is a corresponding increase
in sales.” The Customer Relationship Management
incentives are where the customer is earning bonus
points or money off coupons based on their past
purchases.
http://www.marketingteacher.com/lesson-store/lessonsales-promotion.html#
RE: Sales
Promotion... Deiny Moretta
10/12/2012 11:50:17 AM
Sales promotion is an initiative taken by organization to promote an increase
in sales, product or service and also to promote a new product. It can be used
to inform, persuade, and remind target customers about the business and its
marketing mix. Some common types of sales promotion include samples,
coupons, sweepstakes, contests, in-store displays, trade shows, price-off
deals, premiums, and rebates.
RE: Sales
Promotion... Connie Brooks
10/14/2012 8:19:38 PM
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.
Marketing allows you to communicate the unique selling
propositions of your products and services. It includes branding,
direct marketing, retail by point of purchase online or offline,
promotions, events, public relations, pricing, packaging, and
distribution. Sales are directly related to marketing. Unfortunately, in
many corporations and even small businesses, sales and marketing
are often divorced, living in separate parts of the house and
communicating like estranged husband and wife. Sales is a part of
marketing, but others view this relationship conversely, seeing
marketing a part of sales. Either way, the two must work together to
promote the overall business plan.
RE: Sales
Promotion... Bweleka Kasonso
10/12/2012 11:54:35 AM
Sales promotions are activities the business engages in to attract consumers to
buys their goods and services. Retailers can be target individual customers for
sales promotions and businesses can also target other businesses in the supply
chain. Types of sales promotions include rebates, coupons, discounts,
coupons, vouches, contests and so on. An example of a sales promotion is
buy 3 get 2 free; Bath and Body Works uses this technique and I often take
advantage of it to stock up on seasonal fragrances and perfumes.
One of the reasons why sales promotions are on the rise is the decline in
brand loyalty which has been largely caused by the plethora of generic goods
in the market. You rarely find generic brands participating in sales
promotions; it is often name brands. Manufacturers of name brands are trying
to remind customers that their products are the best so they give them
incentives to entice them into buy name brands products again.
RE: Sales
Promotion... Indisha Mussington
10/12/2012 2:28:17 PM
I used to have a part time job doing in store demonstrations for new and
existing products. In addition, to the demonstrations I would pass out
samples and coupons. To measure consumer reaction to the product; prior to
the demos I would count the number of product on the shelves and at the end
of my shift I would recount the number of products on the shelves. The
advantage if the POP (point of purchase) displays and demo is that we are
able to record customer comments and reactions immediately. Retailers are
also able to see if based on samples and coupons if their product moves off
the shelves. Based on my experience, this method works extremely well in
grocery stores, especially with food and drink products. However, if i'm
promoting something like sexy Buffalo Chip Boots then this method would
not be effective. A price pack deal or buy one get one 50% off might work
better with this type of product. The advantage to this would be either the
consumer buys two pair of boots for themselves or one for them and one for
someone else. Either way the retailer moves 2 units of boots.
RE: Sales
Promotion... Bweleka Kasonso
10/13/2012 10:52:03 PM
There are many times that I decided to purchase a product that I had not intended
to purchase but did so because of a sample or demonstration. It is commendable
that you as an employee had a way to measure customer reaction to the
product. Did the store use the same measure to evaluate the overall effectiveness
of demonstration? One of the cons to this type of measure is that customers can
pick up the product and then change their minds and leave the product on the
different shelve. I did that once when the man that was doing the demo was overly
aggressive about me trying a product; to be polite and to get myself out this
uncomfortable situation, I took the coupon and the product and then left both it in a
different aisle. So if that man had counted the products on the shelf, he would have
concluded that there was good customer reaction but that may not have been
entirely accurate.
RE: Sales
Promotion... Professor Forbes
10/14/2012 5:28:11
PM
Yonny, Anish, Indisha, Et.al........Great Job!
So All: Are you going to tie the use of Sales Promotion into
your plan? Inquiring minds like mine need to know!
RE: Sales
Promotion... Indisha Mussington
10/14/2012 10:05:09
PM
Right now I don't have any plans of using sales
promotion in my plan. But should things go well I
just might incorporate sales promotion via one of
those mall kiosks. However, my main concern with
a mall kiosk would be the people who stop by for
free services already knowing that they have no
intention of purchasing the product (ie the make-up
counter mooches).
RE: Sales
Promotion... Bweleka Kasonso
10/14/2012 8:41:46
PM
Definitely! This the discussion about sales
promotions and direct marketing became very
useful particularly in the section of the plan that is
due this week. We had to write about the marketing
mix( product, place, price and promotion) and the
discussion helped me decide which sales promotion
techiques would best suit my business.
RE: Sales
Promotion... Ira Hughes
10/14/2012 9:41:29
PM
Sales promotion/advertising figured prominently into my
paper. I'm tapping into a service industry and it is very
important to have advertising as part of my marketing
plan. The advertising promotion ultimately will drive the
sales and finances. I hope that you enjoy the paper.
RE: Sales
Promotion... Latonya Hughes
10/12/2012 3:19:56 PM
According to the website below, "Sales promotion is any initiative undertaken
by an organisation to promote an increase in sales, usage or trial of a product
or service (i.e. initiatives that are not covered by the other elements of the
marketing communications or promotions mix). Sales promotions are
varied." I believe it is on a rise because everybody is looking for a deal,
especially with the economy being in the state that it is. Plus, everything is
marked up anyway in my opinion and is promoted and on sale at the price it
should be anyway. According to Kotler the major consumer promotion tools
are: rebates, coupons, samples, price packs, premiums, prizes, free trials,
etc. I like the "Buy One Get One Free" promotion deals, coupons, samples,
and free-trials. I like these deals because I feel like I am getting a bargain and
something free, even though in reality I am probably not. With the trials and
samples, I at least have a chance to see if I want to purchase the item and
don't have to purchase if I don't like or really want it is an advantage. If I buy
one that I would have anyway, I will get another one free at the original cost.
http://www.marketingteacher.com/lesson-store/lesson-sales-promotion.html#
RE: Sales
Promotion... Drew Gallagher
10/12/2012 8:41:37 PM
I agree with you Latonya. Everyone is looking for a deal and thus
sales promotions are on the rise. I use the cable company I have now
because of a promotion they were doing a few years back. I knew it
would only last for a year with rates about half the price I was paying
for Dish but I saved a lot of money within that year. I love this new
cable company and now wouldn't switch because of all the benefits it
offers that I wouldn't get from other services. Sales promotions are
on the rise because they work.
RE: Sales
Promotion... Latonya Hughes
10/13/2012 3:13:28
PM
Drew - I did the same thing with the cable company. It
works and save me a bit for a year. It is best when they do
not have contracts, because you can switch back and forth. I
have done that as well. Some will give rebates and gift
cards to keep them for a year and then I switch to another
one. It saves money and plus, I think they are over charging
anyway for these services. The part that disturbs me most is
that the cable companies are able to charge as much and
monopolize the area with being the only one to choose
from. They should not be allowed to do that and the
government needs to do something about it in my opinion. I
know that we have other options to choose from like Dish
and Direct TV, but when there is a rain or snow storm we
loose service and with cable that doesn't usually
happen. There should be other options available.
RE: Sales
Promotion... Rose Neal
10/14/2012 11:03:26
AM
Drew and Latonya I am in the process of doing the
same thing. Many of these companies use
"bundling" to get people to switch and this allows
them to combine different products in order to save
even more money. For instance Comcast has
television, internet, and home phone bundling into
one price. They are giving customers a lower price
but factoring in the convenience piece as well
which saves time and money.
As one of our classmates said earlier, some stores
offer a buy 2 get 1 free deal as incentive to buy
products and save a little. I also like the As Seen on
TV deals and now there are stores that carry nothing
but what we see on late night tv and they offer the
same deal without having to pay "separate handling
and shipping" for these items.
RE: Sales
Cary Mitchell
10/13/2012 11:22:37 AM
Promotion...
Sales promotion is the ability of a Company to promote new products to the
consumer, wholesalers, and retailers. I think it is on the rise because more
people want products that is going to make life easier. Some of the major
tools of consumer-promotion is: Advertising, Direct-marketing, public
relation. If I where to market a product I would chose Advertising. The
reason would be because it can reach more people and different demographics
easily. One of the major advantages would be that you can hit all sort of
people and would not have to just pick a segment. Secondly more people
would see it.
RE: Sales
Promotion... Julio Rhymer
10/13/2012 5:19:57 PM
Sales promotion includes several communications activities that attempt to
provide added value or incentives to consumers, wholesalers, retailers, or
other organizational customers to stimulate immediate sales. The sales
promotion tools are on the rise because there must be an incentive for
consumers to enter your store or shop on your website. Therefore you
promote a sale in order to generate interest in the hopes that customers would
not only by the promotional items but acquire non sale items too.
RE: Sales
Promotion... Julie Hicks
10/12/2012 9:43:23 PM
The major consumer promotion tools are samples, coupons, rebates, price
packs,gifts, etc. Promoting the Buffalo Chip boots , I would definitely use
coupons, price packs, these are really good looking boots so they would sell
extremely well. Giving the consumer a percentage off to by one or two pairs
would definitely be enticing. Price packs would offer the biggest bang or you
buck to both the consumer and the retailer.
Sales
Promotion...
Professor Forbes
10/13/2012 9:58:28 AM
Great Work...
And great overview of the major consumer-promotion tools on page 517 - Have we hit
them all? Clearly defined their value? Know the four or five you might use and the
advantages............
Also remember our push versus pull conversations? How does that apply relative to
sales promotion tools and how (who) they are targeted at?
RE: Sales
Promotion... Anish Varghese
10/13/2012 2:56:31 PM
Push promotional strategies work well for lower cost products
where consumers may make a decision on the spot. New
businesses use push strategies to develop retail markets for
their products and to generate publicity. Once a product is
already in stores, a pull strategy creates additional demand
for the product. Pull strategies work well with highly visible
brands, or where there is good brand awareness. This is
usually developed through advertising.
RE: Sales
Promotion... Ryan Phillips
10/13/2012 10:06:27 PM
Sale promotions are a great way for retailers to drive customer
interest which in the end may cause consumers to buy multiple
products. Just the other day I heard about a 50% off sale at Macy's
and sure enough this sale's promotion caused me to go in and
shop. Consumers always want to feel they are getting a great deal
and the strategy of sale promotions are to play on those emotions that
you are getting a great deal. In the end it works plain and simple and
we consumers love it.
RE: Sales
Promotion... Drew Gallagher
10/14/2012 7:21:41
PM
Sales promotions can have the opposite effect some times. I
recently went to a store to buy some clothes and they had
some sort of promotion in the store where you open a card
that gives you a percentage off the purchase. I had a gift
card so I was already going to purchase clothes from their
store yet I opened the card and got 40% off. I was already
there to buy clothes but ended up saving 40% on my
purchase so all the promotion seemed to accomplish from
my perspective was lost profit.
RE: Sales
Promotion... Deiny Moretta
10/13/2012 8:17:25 PM
A pull strategy involves motivating customers to look out your brand. It requires a highly
visible brand which can be developed through mass media advertising or similar tactics.
If customers want a product, the retailers will stock it - supply and demand in its purest
form and this is the basis of a pull strategy. Create the demand, and the supply channels
will almost look after themselves.
RE: Sales
Promotion... Jennifer Magana
10/13/2012 11:09:25 PM
Sales promotions are used to attract and retain customers. Grocery stores use
a ton of major consumer promotion tools to give the customer incentive to
shop at their market versus the competitors. One major consumer promotion
tool that Vons stores use is the frequency program. Its a sales promotion
program called Just for You. The store takes all the data from your past
purchases and generates special coupons for you. The more purchases you
make, the more coupons you are likely to get. Here is a link to the
information page for the Just for u program.
http://www.vons.com/ShopStores/Offers-Landing-IMG.page
RE: Sales
Promotion... Ira Hughes
10/14/2012 11:16:33 AM
Sales promotions are the best way to drive as well as gauge consumer interest in
items, products, as well as companies.
Companies today use a wide range of promotions to drive sales such as:
*E-Commerce
*Sale items
*Membership points
*Site promotions
*Volume discounts
Below is an interesting article about marketing and sales promotions in regards to a
gym that I happened to be a member of. I found that this article was right on.
http://www.lonelymarketer.com/2011/03/01/lifetime-fitness-advertising/
RE: Sales
Promotion... Yonny Leon
10/14/2012 9:17:04 AM
Sales promotion tools can be varied. They can be aimed at different target
audiences: the consumer, the sales team and the trade. Whoever they are
targeted to, they have one common goal: to increase sales. Since the sales
function is the most important functioning of any marketing activity, sales
promotions have to be taken seriously and have to be part of the strategic
marketing plan of the brand.
RE: Sales
Promotion... Semyya Cunningham
10/14/2012 9:26:07 AM
Push marketing if I remember correctly is "pushing" the product onto
people; making sure they know about it at all costs. Pull marketing is
getting customers to come to you through having special sales,
advertising and through word of mouth referring. It seems the majority
of the ones we have discussed are more targeted at pulling rather than
pushing and I think it's for the best.
RE: Sales
Promotion... Christine Moore
10/14/2012 9:55:33 PM
I plan on using many of these consumer promotion tools such as coupons,
free trials, premiums. cross promotions and frequency programs. These could
be especially beneficial for my marketing plan as my business deals with
contracted clientele, retention and client generation is crucial. These tools
could hold inherent value for creating and maintaing business. The push/pull
strategies apply to these relative sales promotion tools as some are better for
certain marketing strategies than others. As we went over earlier, push
strategies are often used when there is low brand loyalty, product is an
impulse to them, or product choice is made on the spot, push strategies are
usually forced. A pull strategy would be used when there is high brand
loyalty or when they choose a brand before they buy, pull strategies are more
persuasive than forceful. Depending on your product/service would depend
on the strategy/promotional tool. For my business, since it is customer service
related, I know I would want to use more of a pull strategy so I would
probably aim more towards using advertising and promotional deals rather
than a sales force.
Closer...
Professor Forbes
10/14/2012 5:26:54 PM
A powerful week in review....
Please see my closing posts of the week- we have covered some deeply interesting topics
with regard to reaching our target markets and impactfully delivering our message and
hopefully driving results!