Download Marketing in Action

Figure 12-1
Integrated Marketing Communications
Copyright 2007, Prentice-Hall, Inc.
12-1
Advertising
 Can reach masses of



geographically
dispersed buyers.
Can repeat a message
many times.
Is impersonal, one-way
communication.
Can be very costly for
some media types.
Copyright 2007, Prentice-Hall, Inc.
12-2
Personal Selling
 Involves personal



interaction between
two or more people.
Allows relationship
building.
Most effective way
for preferences,
convictions, and actions to be influenced.
Most expensive promotion tool; requires
long-term commitment.
Copyright 2007, Prentice-Hall, Inc.
12-3
Sales Promotion
 Wide assortment of




tools.
Attracts consumer
attention.
Offers strong
incentives to buy.
Invites and rewards quick consumer
response.
Effects are short-lived.
Copyright 2007, Prentice-Hall, Inc.
12-4
Public Relations
 Very believable.
 Reaches people who avoid



salespeople and ads.
Can dramatize a company
or product.
Tends to be used as an
afterthought.
Planned use can be effective and
economical.
Copyright 2007, Prentice-Hall, Inc.
12-5
Direct Marketing
 Many forms that
share four primary
characteristics:
–
–
–
–
Nonpublic
Immediate
Customized
Interactive
 Well suited to highly
targeted marketing.
Copyright 2007, Prentice-Hall, Inc.
Direct mail is one form of
direct marketing.
12-6
Figure 12-2
Push Vs. Pull Promotion Strategy
Copyright 2007, Prentice-Hall, Inc.
12-7
Figure 12-3
Major Decisions in Advertising
Copyright 2007, Prentice-Hall, Inc.
12-8
Marketing in Action
Fulfilling Objectives
Outdoor advertising (billboard, transit, etc.) is
often used for reminder purposes. Print ads can
fulfill this objective as well.
Which of the ads above is/are attempting to remind
consumers, versus inform or persuade?
Copyright 2007, Prentice-Hall, Inc.
12-9
Marketing in Action
Celebrity Endorsements
www.whymilk.com
Celebrity endorsements have been at the heart of
the “ Got Milk?” milk mustache campaign for years.
Copyright 2007, Prentice-Hall, Inc.
12-10
Marketing in Action
Humorous Advertising Appeals
Humorous advertising tones are being used in the
marketing of many products, including dictionaries.
Copyright 2007, Prentice-Hall, Inc.
12-11
Marketing in Action
Alternative Media
Can you
think of
any other
examples?
Copyright 2007, Prentice-Hall, Inc.
12-12
Let’s Talk!
The Summit Combo unit offers the
convenience of a refrigerator, freezer,
and microwave combined into a
single, compact, energy-efficient unit.
The product is targeted towards
people in college residence halls,
assisted-living facilities, government
offices, and business offices.
What media categories and vehicles
would you use to reach these
targets? Can you think of some
alternative media that might be useful
as well?
Copyright 2007, Prentice-Hall, Inc.
12-13
Marketing in Action
Pull-Oriented Sales Promotions
Pull-oriented sales
promotions are those that
target the ultimate
consumer and encourage
consumers to prefer a
particular brand to
competitive offerings.
Contests and coupons are
two examples of pulloriented sales promotions.
Copyright 2007, Prentice-Hall, Inc.
12-14
Let’s Talk!
Point-of-purchase
displays can draw
attention to the
brand and stimulate
impulse buys.
Why do you think
many retailers resist
using POP displays?
Copyright 2007, Prentice-Hall, Inc.
12-15
Marketing in Action
Trade Shows
The International Consumer Electronics trade show
attracts over 20,000 exhibitors and over 130,000 visitors.
Copyright 2007, Prentice-Hall, Inc.
12-16
Marketing in Action
Public Relations
Scholastic sponsored low-cost sleepovers, games,
and costume contests which effectively promoted
the release of the sixth Harry Potter book.
Copyright 2007, Prentice-Hall, Inc.
12-17