Download Week 10 Integrated Marketing Communication

13.12.2016
Learning Objectives
1.
What is the role of marketing communications?
2.
What is the marketing communications mix?
3.
How do marketing communications work?
4.
5.
Designing and Managing Integrated
Marketing Communications
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The Role of Marketing
Communications
What is an integrated marketing communications
program?
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• Advertising
• Sales promotion
• Events and
experiences
• Public relations and
publicity
– The means by which firms attempt to inform,
persuade, and remind consumers about the products
and brands they sell
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Common Communication
Platforms
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How should the communications mix be set and
evaluated?
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Marketing Communications Mix
• Marketing communications
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What are the major steps in developing effective
communications?
• Online and social
media marketing
• Mobile marketing
• Direct and database
marketing
• Personal selling
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Figure 19.1
Elements in Communications Process
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Figure 19.2
Response Hierarchy Models
Micromodel of Consumer
Responses
• With an ideal ad campaign:
1.
The right consumer is exposed to the message at the right place
and time
The ad causes the consumer to pay attention
The ad reflects consumer’s level of understanding of brand
The ad positions points-of-difference and points-of-parity
The ad motivates consumers to consider purchase
The ad creates strong brand associations
2.
3.
4.
5.
6.
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Developing Effective
Communications
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Developing Effective
Communications
• Identify the target audience
• Set the communications objectives
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–
–
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Developing Effective
Communications
Establish need for category
Build brand awareness
Build brand attitude
Influence brand purchase intention
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Creative Strategy
• Informational appeals
• Design the Communications
– One-sided vs. two-sided arguments
• Transformational appeals
Message strategy
– Negative/fear vs. positive appeals
Creative strategy
Message source
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CARLS JR. BURGERS
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Message source
DOVE REAL BEAUTY CAMPAIGN
• Messages delivered by attractive or
popular sources can achieve higher
attention and recall
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Developing Effective
Communications
Establish the Marketing
Communications Budget
• Select the communications channels
– Personal communications
– Nonpersonal channels
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Selecting the Marketing
Communications Mix
•
•
•
•
•
•
•
•
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Marketing Communications Mix
Characteristics
• Advertising
Advertising
Sales promotion
Events and experiences
Public relations and publicity
Online and social media marketing
Mobile marketing
Direct and database marketing
Sales force
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– Pervasiveness (Yagın olma)
– Amplified expressiveness
– Control
• Sales Promotion
– Ability to be attention-getting
– Incentive
– Invitation
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Marketing Communications Mix
Characteristics
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Marketing Communications Mix
Characteristics
• Events and experiences
• Online and social media marketing
– Relevant
– Engaging
– Implicit
– Rich
– Interactive
– Up to date
• Public relations and publicity
• Mobile marketing
– High credibility
– Ability to reach hard-to-find buyers
– Dramatization
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– Timely
– Influential
– Pervasive
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Marketing Communications Mix
Characteristics
Setting the Marketing
Communications Mix
• Direct and database marketing
• Type of product market
– Personal
– Proactive
– Complementary
– Consumer vs. business
marketers
– Advertising/sales
promotion vs. personal
selling
• Personal selling
– Customized
– Relationship-oriented
– Response-oriented
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• Product life-cycle stage
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Setting the Marketing
Communications Mix
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Measuring Communication
Results
• Buyer-readiness stage
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Managing Integrated Marketing
Communications
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WHAT IS SALES PROMOTION ?
• Integrated marketing communications
(IMC)
Sales promotion is a mass communication technique
– “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”
that offers short-term incentives
to encourage purchase or sales of a product or service.
Offers Reasons to Buy Now.
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RAPID GROWTH OF SALES
PROMOTION
SALES PROMOTİON OBJECTİVES
• Sales promotion can take the form of consumer promotions,
business promotions, trade promotions or sales force
promotions.
• Rapid growth in the industry has been achieved because:
– Product managers are facing more pressure to
increase their current sales,
– Advertising efficiency has declined,
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Trial amount of a product
Coupons
Savings when purchasing specified
products
Cash Refunds
Refund of part of the purchase price
Price Packs
Reduced prices marked on the label or
package
Premiums
Goods offered free or low cost as an
incentive to buy a product
Advertising
Specialties
Articles imprinted with an advertiser’s
name given as gifts
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COUPON
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carry new items and more inventory,
advertise products,
give products more shelf space, and
buy product ahead.
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SAMPLE
MAJOR CONSUMER SALES
PROMOTION TOOLS
Sample
• Get retailers to:
• In general, sales promotion should focus on consumer
relationship building.
– Consumers have become more deal oriented.
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– obtaining trial and purchase
– increasing consumption of established brand
– defending current customers
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–
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– Companies face more competition,
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• Increase short-term sales or help build long-term market
share.
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PRICE PACKS
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ADVERTISING SPECIALTIES
PREMIUMS
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MAJOR CONSUMER SALES
PROMOTION TOOLS
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PATRONAGE REWARDS
Patronage Rewards
Cash or other rewards for the use of a
certain product
Point-of-Purchase
Displays and demonstrations that take
place at the point of sale
Contests
Consumers submit an entry to be judged
Sweepstakes
Consumers submit their names for a
drawing
Game
Presents consumers with something every
time they buy
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MAJOR TRADE SALES PROMOTİON
TOOLS
Trade-Promotion
Objectives
TRADE SHOWS
Trade-Promotion
Tools
Persuade Retailers or
Wholesalers to Carry a Brand
• Trade shows can be considered
– A highly cost-effective mechanism
– for meeting a large number of potential
suppliers and customers
– in a short span of time in one location
Discounts
Give a Brand Shelf Space
Promote a Brand in
Advertising
Allowances
Push a Brand to Consumers
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TRADE SHOWS
TRADE SHOWS
• Selling motives
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• Non-selling motives
Enhancing and maintaining company profile
Establishing relationships with potential new customers
Developing existing relationships with customers
Actual sales at trade shows
Testing new product ideas
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TRADE SHOW
EFFECTIVENESS
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Providing information about new products
Providing market information
Providing information about competitors
Enhancing and maintaining morale of company
employees
– Enhancing and maintaining morale of customers
– Finding new sources of supply
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WHAT IS PUBLIC RELATIONS?
• (1) preshow activities (i.e. identifying and formulating
objectives, planning);
• (2) trade show activities (i.e. behaviour and quality of
booth personnel, identifying buyer needs, recording
buyer name and position);
• (3) post-show activities (i.e. visiting or calling
customers/potential customers identified at the show,
assessing trade show performance).
Public relations involves building good relations with the
company’s various publics
by obtaining favorable publicity,
building up a good corporate image,
and handling or heading off unfavorable rumors, stories,
and events.
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MAJOR PUBLİC RELATİONS
FUNCTİONS
MAJOR PUBLIC RELATIONS TOOLS
News
Press Relations or Agentry
Product Publicity
Public Affairs
Web Site
Public Relations
Departments May
Perform Any of All
of the Following
Functions:
Speeches
Public
Service
Activities
Special
Events
Corporate
Identity
Materials
Lobbying
Investor Relations
Audiovisual
Materials
Written
Materials
Development
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INTERNATIONAL CRISIS
MANAGEMENT
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BP CRISIS
•
•
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on April 20, 2010
an undersea BP oil well exploded in the Gulf of Mexico 40 miles off the
Louisiana coastline, killing 11 workers on the Deepwater Horizon rig and
causing one of the worst environmental disasters in US history.
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Discussion Question
If you were responsible for marketing
an anti-aging cream,
WHAT EVENTS OR CAUSES WOULD YOU CHOOSE
TO SPONSOR (LOCAL OR NATIONAL)?
WHY?
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