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INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING Professor Chip Besio Cox School of Business 17-1 GET ENGAGED…IN THE TWITTERVERSE! Age of Engagement 17-2 THE COMMUNICATION PROCESS Promotional Mix • Inform Prospective Buyers • Persuade Them To Try • Remind Them of the Benefits Integrated Marketing Communications (IMC) 17-3 The communication process consists of six key elements 17-4 THE COMMUNICATION PROCESS Communication Source Message Channel of Communication Receivers 17-5 The North Face Ad Who is the source? What is the message? How would you decode this ad? 17-6 The five elements of the promotional mix 17-7 THE PROMOTIONAL ELEMENTS ADVERTISING Mass Selling vs. Customized Interaction Advertising • Paid Aspect • Advantages • Nonpersonal • Disadvantages 17-8 THE PROMOTIONAL ELEMENTS PERSONAL SELLING Personal Selling • Wasted Coverage • Advantages • Disadvantages 17-9 THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS Public Relations • Publicity • Advantages • Disadvantages 17-10 THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING Sales Promotion • Advantages • Disadvantages Direct Marketing • Advantages • Disadvantages 17-11 IMC—DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE Determine the Balance of the Elements Coordinate the Promotional Effort Assess Target Audience Characteristics • Consumers • Businesses 17-12 MARKETING MATTERS How Can You Reach Millenials? With Mobile Marketing! 17-13 IMC—DEVELOPING THE PROMOTIONAL MIX PRODUCT LIFE CYCLE Introduction Stage Growth Stage Maturity Stage Decline Stage 17-14 Promotional tools used over the product life cycle of Purina Dog Chow 17-15 IMC—DEVELOPING THE PROMOTIONAL MIX PRODUCT CHARATERISTICS Complexity Risk Ancillary Services 17-16 IMC—DEVELOPING THE PROMOTIONAL MIX STAGES OF THE BUYING DECISION Prepurchase Stage Purchase Stage Postpurchase Stage 17-17 How the importance of promotional elements varies during the stages of the consumer purchase decision process 17-18 IMC—DEVELOPING THE PROMOTIONAL MIX CHANNEL STRATEGIES Push Strategy Pull Strategy • Direct-to-Consumer 17-19 A comparison of push and pull promotional strategies 17-20 The promotion decision process includes planning, implementation, and evaluation 17-21 IMC—DEVELOPING THE PROMOTIONAL MIX DEVELOPING THE PROMOTION PROGRAM The Four “W”s: • Who is the Target Audience? • What are the Objectives, Budget, & Tools? • Where Should the Promotion Be Run? • When Should the Promotion Be Run? 17-22 IMC—DEVELOPING THE PROMOTIONAL MIX IDENTIFYING THE TARGET AUDIENCE Target Audience Behaviorial Targeting 17-23 IMC—DEVELOPING THE PROMOTIONAL MIX SPECIFYING THE PROMOTION OBJECTIVES Hierarchy of Effects • Awareness • Trial • Interest • Adoption • Evaluation 17-24 IMC—DEVELOPING THE PROMOTIONAL MIX SETTING THE PROMOTION BUDGET Percentage of Sales Budgeting Competitive Parity Budgeting • Matching Competitors • Share of Market All-You-Can-Afford Budgeting Objective and Task Budgeting 17-25 U.S. promotion expenditures of the top 10 companies 17-26 USING MARKETING DASHBOARDS How Much Should You Spend on IMC? Promotion-to-Sales Ratio Total Promotion Expenditures ($) 100 Total Sales ($) Promotion-to-Sales Ratio (%) = 17-27 DEVELOPING AN IMC PROGRAM Selecting the Right Promotional Tools Designing the Promotion Scheduling the Promotion 17-28 EXECUTING AND ASSESSING THE PROMOTION PROGRAM IMC Audit Pretesting Posttesting 17-29 DIRECT MARKETING The Growth of Direct Marketing The Value of Direct Marketing • Direct Orders • Lead Generation • Traffic Generation Technological, Global and Ethical Issues in Direct Marketing 17-30 Business usage and response rates of popular forms of direct marketing 17-31 MAKING RESPONSIBLE DECISIONS What Information Should Be Private” Do-Not-Call Do Not Mail E-Privacy Directive Do Not Track 17-32
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