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Transcript
The Communications Process Noise Sender Media Message Receiver Feedback Action by Receiver Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-1 Integrated Marketing Communications “A strategic communications program that enables customers to make constructive contact with the company or brand through a variety of media.” Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-2 Marketing Communications Mix Communications Plan Advertising Public Relations Sales Promotion Personal Selling Events/Sponsorship Direct / Interactive Evaluation and Control Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-3 Integrated Marketing Communications IMC is being embraced by organizations because of: Efficiency and accountability concerns The changing business environment The growth of database marketing The synergistic effect of the effort Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-4 Communications Strategies Pull Mfg’r Wholesaler Retailer Consumer Push Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-5 Budget Determination A variety of methods are used. Percentage of Sales Industry Averages Arbitrary Allocation Task (Objective) Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-6 Influences on Budget Size Several factors impact on the amount of funds required. Customer Degree of Competition Stage in Product Life Cycle Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-7 The Role of Advertising 1. To influence the thought patterns of the target audience in a favourable manner. 2. Assuming a favourable attitude the role is to motivate purchase of a specific brand of product. Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-8 Buying Behaviour Stages Awareness Comprehension When deciding what to buy a consumer passes through a series of behaviour stages. Conviction Action Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-9 Consumer Advertising National Consumer Advertising Retail Direct Response End-Product Brand differentiation Image Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-10 Business-to-Business Advertising Business Advertising Trade Industrial Service Awareness Distribution Image Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-11 Creative Planning Creative Objectives What to communicate Creative Strategies How to communicate Creative Execution Specific tactics Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-12 Creative Strategy and Tactics To stimulate interest and desire an advertiser has a variety of options to choose from. Humour Comparison Emotion Lifestyle Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-13 Creative Strategy and Tactics Testimonials Celebrity Endorsements Character Presenters Sex Demonstrations (Hero) Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-14 Media Objectives Establishing objectives involves answers to 5 key questions. Who? What? When? Where? How? Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-15 Media Strategy Shotgun Profile Match Rifle Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-16 Media Strategy Numerous factors converge. Are certain factors more important than others? Reach Frequency Continuity Coverage Timing Media Type Money affects all decisions!!! Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-17 Media Execution Involves details about how the budget will be allocated. Evaluating cost comparisons Scheduling specific media Budget summaries CPM is the cost incurred in delivering a message to one thousand individuals. Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-18 Public Relations Activity undertaken to influence the attitudes, opinions, and behaviours of various publics. Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-19 A Firm’s Publics Internal Publics •Employees •Distributors •Suppliers •Shareholders •Customers Frequent contact External Publics •Media •Governments •Financial Community •Community Groups Infrequent contact Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-20 Roles of Public Relations There are six areas where PR plays a key role. Corporate Messages Placement / Seeding Reputation Management Media Relations Product Publicity Fund Raising Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-21 Corporate Communications A company has to create, build and protect its image. Issue Management Where a company stands on an important issue Corporate Advertising Messages that create goodwill or show social responsibility Advocacy Advertising A point of view on a public issue Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-22 Reputation Management In a time of crisis PR takes centre stage. Executives must be prepared to act Credible and factual communications are essential Avoiding issues can be disastrous Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-23 Product Publicity Getting the brand or company into the news in a favourable way. Publicity Placement Seeding Newsworthy information via press release. Inserting a brand logo or package into a TV show or movie. Placing a new product with some trendsetters. Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-24 Media Relations A good relationship with the media usually results in positive information being communicated about an organization. Relationships are built on respect, honesty, accuracy and professionalism. Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-25 Community Relations and Public Affairs Community Relations Public Affairs In an era of social responsibility companies place a priority on building a positive community image. The lobbying of governments to sway policy in favour of an organization. Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-26 Primary Tools Some communications tools are used routinely. Others are used periodically. Press Release Press Conference Publications Posters and Displays Web Sites Canadian Marketing in Action, 6th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 14-27