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Week Nine Integrated Marketing Communications Ajax Persaud Dhruv Grewal Copyright © 2012 McGraw-Hill Ryerson Limited Shirley Lichti Michael Levy Chapter Objectives LEARNING OBJECTIVES LO1 Outline the process that firms use to communicate with consumers LO2 Explain the six tools of integrated marketing communication campaigns LO3 List the steps in planning an integrated marketing communication campaign LO4 Describe what appeals advertisers use to get customers’ attention LO5 Identify how firms determine which media to use LO6 Summarize how firms budget for and measure integrated marketing communications success 14-2 Chapter Roadmap 14-3 LO1 I’m Lovin’ It New tagline introduced in 2003 Platform for global integrated marketing communications Campaign is well-recognized and well-liked worldwide Delivers a consistent message and lowers costs 14-4 LO1 Communicating with Consumers: The Communication Process 14-5 Test Your Knowledge Which of the A) B) C) D) following is NOT considered a form of feedback? A customer’s purchase of an item A complaint or compliment The redemption of a coupon or rebate A customer telling their friend about a purchase 14-6 How Consumers Perceive Communication Receivers decode messages differently Senders adjust messages according to the medium and receivers’ traits 14-7 LO1 Decoding the Message How does the advertiser help the receiver decode this as a breakfast food 14-8 LO1 Is It Deception to Disguise the Message Sender? Marketers use websites to promote movies and TV shows Some sites do not identify that they are promotional tools Is this deception? 14-9 LO2 Integrated Marketing Communication Tools 14-10 LO2 Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Terry Tate/Reebok Commercial 14-11 LO2 Personal Selling Some products require the help of a salesperson More expensive than other forms of promotion Salespeople can add significant value, which makes the expense worth it 14-12 LO2 Sales Promotions Can be aimed at both end user consumers or channel members Used in conjunction with other forms of IMC Can be used for both short-term and long-term objectives 14-13 LO2 Direct Marketing 14-14 LO2 Direct Marketing Characteristics • Annual growth rates outstrip retail sales • One of the fastest-growing forms of retailing with $51 billion in annual sales • Four defining characteristics: • • • • targeted motivates an action measurable can provide information for a marketing database 14-15 LO2 Forms of Direct Marketing Direct Mail targeted, printed communication sent to a prospective consumer’s mailbox FedEx customer acquisition campaign direct mail cube 14-16 LO2 Forms of Direct Marketing Catalogues • hard copy and online • welcomed in 80% of Canadian homes • E.g. Sears, Ikea, and Business Depot 14-17 LO2 Forms of Direct Marketing DRTV • short television commercials and/or infomercials • strong call to action via 1-800 number, mail or website • For example, Canadian Blood Services Save a Life campaign 14-18 LO2 Forms of Direct Marketing Kiosks • Facilitate service delivery, e.g. airline ticket printing • Sell services and products to consumers, e.g. Dell, Virgin Mobile, Hallmark 14-19 LO2 Online Marketing Websites Blogs Social Media 14-20 LO2 Public Relations (PR) “Free” media attention Importance of PR has grown as cost of other media has increased Consumers becoming more skeptical about marketing, PR becoming more important 14-21 LO2 PR Toolkit 14-22 LO2 Sponsorship in Motion What do sponsors do when top athletes change teams? 14-23 Test Your Knowledge What is the key benefit of public relations versus other forms of marketing communications? A) it is “free” B) it is often more credible C) can reinforce the advertising D) these are all benefits of PR 14-24 LO3 Steps in Planning an IMC Campaign 1. Identify Target Audience 4. Convey the Message 2. Set Objectives 5. Evaluate and Select Media 3. Determine the Budget 6. Create Communication 7. Assess Impact Marketing Magazine Website 14-25 LO3 1. Identify Target Audience Tone of Message Appeal Inform Persuade Remind Generate Awareness or Trial Mass or Niche Media Tracking 14-26 LO3 2. Set Objectives • Pull strategy • Push strategy • Nature of the market • Nature of the product • Stage in the product life cycle 14-27 Test Your Knowledge Which of the following attempts to motivate the retailers to purchase one firm’s product, rather than the products of competitors? A) advertising plan B) informative advertising C) push strategy D) pull strategy 14-28 LO3 3. Determine Budget Considerations Role that advertising plays in their attempt to meet their overall promotional objectives Expenditures vary over the course of the Product Life Cycle Nature of the market and the product influence the size of the budget 14-29 LO3 Budgeting Methods Objective-and-task method Sets communication objectives first, then determines best tools and media to reach target markets Competitive parity Match budgets of competitors Percentage of sales Fixed percentage of forecast sales Affordable budgeting Money available after accounting for operating costs and profits 14-30 LO3 Budgeting 14-31 Test Your Knowledge In which budgeting method assumes communication expenses do not stimulate sales and profit? A) competitive parity B) objective and task C) affordable budgeting D) percentage-of-sales 14-32 LO4 4. Convey the Message Unique selling proposition Boost Mobile….Where you at? Nokia….. Connecting People 14-33 LO4 The Appeal Rational appeal Emotional appeal 14-34 LO4 The Appeal Rational appeal Emotional appeal 14-35 LO5 5. Evaluate and Select Media Media planning Media mix Media buy 14-36 LO5 Mass and Niche Media Mass media reach large anonymous audience Niche media reach a smaller more targeted audience 14-37 LO5 Choosing the Right Medium 14-38 LO5 Choosing the Right Medium (continued) 14-39 LO5 Determine the Advertising Schedule Continuous Pulsing Flighting 14-40 LO5 6. Create Communications Creativity plays a major role in the execution stage Creativity should not overshadow the message The type of medium determines the execution style Communications The execution style must match the medium and objectives 14-41 LO5 Creative Elements What appeal is being used in this ad? Is the ad effective in delivering the selling message? 14-42 Test Your Knowledge When employing a combination of media, why must advertisers maintain consistency across the execution styles? A) To deliver a consistent and compelling message B) To reduce costs on the advertising budget C) To impact the largest part of their target audience D) To increase exposure time 14-43 LO5 Managing Creative Elements What to do if creative elements don’t deliver the selling message? 14-44 LO6 7. Assess Impact Using Marketing Metrics Pretesting Tracking Protesting 14-45 LO6 Results: Measuring IMC Success Understand desired outcome at outset Short-term or long-term Should be explicitly defined and measured Frequency Reach Gross rating points Web Tracking 14-46 LO6 Search Engine Marketing Clicks Impressions Click through rate Return on investment (ROI) Transit, an upscale sneaker store in New York City modeled after vintage New York City subway trains. 14-47 LO6 Transit Click through results What does the data tell you? 14-48 LO6 Transit IMC goals and results 14-49