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Marketing 14 Integrated Marketing Communication Integrated Marketing Communications -- 14 Goal of promotion Promo mix Objectives and budgets AIDA IMC 14.1 Four Ps of Promotion Paid Advertising (Reach) Public Relations (Credibility) Sales Promotion (events, coupons, etc.) Personal Selling (Personal and Interactive) Also known as the IMC Mix IMC What is it? – Using all 4 promotion Ps – Synergy Consistent Complementary Interactive Why is it used? Educate (p.484) Customers Maintain Image Reach Masses Stimulate Sales Build Relationships 14.2 Goals and Tasks of Promotion Informing Persuading Reminding 14.3 IMC Objectives Build Brand Equity Provide Information Manage Demand & Build Sales Differentiate Products Influence Perceptions, Attitudes, & Behavior 14.4 Figure1: Brand Equity Strategy – A Schematic Brand Equity Interface Brand Identity Interface Brand Identity Strategy Brand Identity Contacts IMC Strategy Brand Equity Contacts Environment, competitors’ brands, and changing customer needs and preferences Brand Equity Communication Process Figure 2: A Conceptual Framework Brand Identity Contact Factors Brand Identity Oriented Culture Brand Equity Contact Factors IMC Synergy Constructs Consistency Interactivity Complementarity • • • Brand Equity • Awareness • Image Top Management Support IMC Effectiveness Internal Market Orientation Promotion goal: Move consumers through AIDA – Awareness/Attention – Interest – Desire – Action 14.5 Factors Affecting the Promotional Mix Nature of the product Consumer vs. Business Risk Target market Informed, brand loyal, scattered Adv. Push vs. pull strategy Product life cycle stage Stimulating Primary vs. Secondary Demand Loyalty Reminder Available funds Type of Buying Decision 14.6 (Complexity, Involvement)
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