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Download Managing the IMC Process
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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 • • • • • 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 • • • • • 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 • • • • • • • • • • • • • • 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 • • • • • • • 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