Download Managing the IMC Process

Managing the “IMC” Process
Activity
• Think about the people you tried to
persuade over the last day or two.
– Who were the people?
– What were you trying to accomplish?
– Were you successful? If so, why? If not,
why not?
Major Types of Advertising
Institutional
Advertising
Enhance
corporation’s identify
Advocacy
advertising
Pioneering
Product
Advertising
Competitive
Comparative
Money and Trust…
Advertising Campaign
A series of related advertisements focusing
on a common theme, slogan, and set of
advertising appeals.
Creating the Ad Campaign
Determine the
advertising objectives.
Make creative decisions.
Make media decisions.
Evaluate the campaign.
Objectives
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Inform, Persuade, Remind
Where in PLC?
Where in AIDA?
What other important factors?
Be specific, quantifiable and time
oriented
Common Advertising Appeals
Profit
Product saves, makes, or protects money
Health
Appeals to body-conscious or health seekers
Love or romance
Used in selling cosmetics and perfumes
Fear
Social embarrassment, old age, losing health
Admiration
Reason for use of celebrity spokespeople
Convenience
Used for fast foods and microwave foods
Fun and pleasure
Key to advertising vacations, beer, parks
Vanity and egotism
Environmental
Consciousness
Used for expensive or conspicuous items
Centers around environmental protection
Scientific
Slice-of-Life
Musical
Demonstration
Mood or
Image
Lifestyle
Common
Executional
Styles
Real/
Animated
Product
Symbols
Spokesperson/
Testimonial
Fantasy
Humorous
What people say they like…
Demonstration
Slice of Life
Testimonial
Lifestyle
Media Decisions
(know the +/- of each)
Newspapers
Magazines
Radio
Television
Major Types
of
Advertising
Media
Outdoor
Internet
Alternative Media
The New Tactics
• Video games (Media & Marketing News July 28, 2004)
• 14.2% people play videogames for leisure; 64 hours spent
playing games in 2002; 42 million own gaming console
• Nascar 2005 Chase for the Cup – Advertisers include
AutoZone, Dodge, Levi’s Signature, Mr. Clean AutoDry,
Old Spice
• Jeep’s Trail of Life – 250,000 downloads & 40% intentions
• US Army – America’s Army PC online and CD-Rom
• Online tactics (USA Today June 22, 2004)
• Burger King is the King – subservient chicken & Ugoff
• BMW Films
• Online expected to exceed print advertising by 2007
The New Tactics
• Longer Ads (Wall Street Journal July 22, 2004)
• Moving from :30 to 2 minute ads
• Stella Artois beer, P&G, Honda, Under Armour
• Advertainment (USA Today June 22, 2004)
• Mattel’s Hot Wheels will star in a feature length movie
• Yahoo’s Times Square billboard where 800 number got
consumers racing cars for all to see
• Cinema Advertising
• Creativity in outdoor (adidas)
Media Terms to Know
• Media planning – series of decisions involved
in delivering the message to the target
audience.
• Media objectives – objectives sought by the
plan
• Medium – general category of media
channels [broadcast, print]
• Media vehicle – specific carrier in the media
category [television, magazine & specifics]
Media Concepts to Know
• Designated Market Areas (DMA) – NYC is
largest
• Cost Per Thousand (CPM) – used for print
cost comparison
• Cost Per Rating Point (CPRP) – used for
broadcast cost comparison
• Sweeps – Neilson Grading (4 times a year) –
currently testing a new method – The people
meters.
Comparing Media Costs - Magazines
Time Magazine
Newsweek Magazine
Per page cost
$156,000
$144,000
Circulation
4 million
3.1 million
Calculation of CPM
156,000 x 1000/4
million
144,000 x 1000/3.1
million
CPM
$39.00
$46.45
Media Selection Criteria
Cost per
Contact
The cost of reaching one
member of the target market.
Reach
The number of target consumers
exposed to a commercial at least
once during a time period.
Frequency
The number of times an individual
is exposed to a message during a
time period.
Audience
Selectivity
The ability of an advertising
medium to reach a precisely
defined market.
Media Schedules
Continuous
Media Schedule
Advertising is run steadily
throughout the period.
Flighted
Media Schedule
Advertising is run heavily every
other month or every two weeks.
Pulsing
Media Schedule
Advertising combines continuous
scheduling with flighting.
Seasonal
Media Schedule
Advertising is run only when the
product is likely to be used.
Evaluation
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Brand recognition
Brand recall
Attitudes & intentions to purchase
Use research tools again!!
Share of expenditure, share of voice,
share of mind and heart and share of
market
The Confusion of ROI
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Incremental sales revenue created by marketing
Changes in brand awareness
Total sales revenue generated by marketing activity
Changes in purchase intentions
Changes in attitudes toward brand
Changes in market share
Number of leads generated
Ratio of ad costs to sales revenues
Cost per lead generated
Reach/frequency
Gross rating points
Cost per sale generated
Post buy analysis of media
Increase in lifetime value
Public Relations
The Role of
Public Relations
Executes
programs to gain
public
acceptance
Evaluates public
attitudes
Identifies issues
of public concern
Public Relations Functions
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Press/media relations
Product publicity
Corporate communication
Lobbying
Counseling/crisis management
Viral marketing
Creating WOM
BW, 5.17/99
Major Tools for Marketing PR
Publications
Events
Internal
& External
Audiences
Sponsorships
News
Speeches
Public Service Activities
Sales Promotion
Marketing communication activities, other than
advertising, personal selling, and public
relations, in which a short-term incentive
motivates a purchase.
Consumer Promotions
Trade promotions
Objectives of Sales
Promotions
Type of Buyer
Desired Results
Sales Promotion
Examples
Loyal Customers
• Reinforce behavior
•Loyalty marketing
• Increase consumption
•Bonus packs
• Change timing
Competitor’s
Customers
• Break loyalty
• Persuade to switch
•Sampling
•Sweepstakes,
contests, premiums
Brand Switchers
• Persuade to buy your
brand more often
•Price-lowering
promotion
•Trade deals
Price Buyers
• Appeal with low
prices
• Supply added value
•Coupons, price-off
packages, refunds
•Trade deals
Why Use Sales Promotions?
Immediate Purchases
Increase Trial
Boost consumer inventory
Encourage repurchase
Uses
of
Sales
Promotion
Increase ad effectiveness
Encourage brand switching
Encourage brand loyalty
Major Consumer
Promotion Tools
• Samples
• Coupons
• Case refund offers
(rebates)
• Price packs
• Premiums
• Frequency
programs
• Prizes (contests,
sweepstakes)
• Patronage awards
• Free trials
• Warranties
• Tie in promotions
• Cross promotions
• POPs
Major Trade Promotion Tools
• Price Off (off invoice, off list)
• Allowance
• Free Goods
• Trade shows
• Sales contests
• Specialty Advertising
Direct Marketing
• The use of consumer direct channels
to reach and deliver goods and
services to customers w/out
intermediaries
• Talk more in retailing about direct
marketing