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MKT 337Promotional ManagementLecture 1

Lecture Download linkhttps://db.tt/A9xC4xfq1

Chapter 1An Introduction to IntegratedMarketing Communications2

Topics of the LectureRapidly changing media environmentThe Growth of Advertising and PromotionThe Role of MarketingThe Idea of Value and Marketing mixGrowing Importance of IMCThe Promotional MixIMC Audience Contact ToolsTouch Points: Control vs. Impact 3

Evolution of Advertising

Bronze plate for printing an advertisement for the Liu family needle shop at Jinan, Song Dynasty China.96012794

Evolution of AdvertisingThe first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is published in the Boston News-Letter.First published on April 24, 1704,

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Evolution of AdvertisingFirst Billboard Appear1835

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Evolution of AdvertisingDoes the Logo look Familiar? 1890

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Evolution of AdvertisingThe first series considered to be a "soap opera" was Painted Dreams, which debuted on October 20, 1930 on Chicago radio station WGN.October 20, 1930

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Evolution of AdvertisingThe first television commercial premiered during a baseball game between the Brooklyn Dodgers and Philadelphia Phillies.It was purchased by the Bulova company to promote their clocks with the phrase, America Runs on Bulova Time.Bulova paid $9 for the worlds first commercial spotJuly 1, 1941

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Evolution of Advertising

The commercial breaks are once again set to be a flashy affair, and it's little surprise: Super Bowl 2015 broadcaster NBC is seeking $4.4 million to $4.5 million per 30-second spot, up on the $4 million price tag FOX set last year.10

Rapidly Changing Media EnvironmentFacebook FACTS: 1.01 billion daily active users on average for September 2015 894 million mobile daily active users on average for September 2015 1.55 billion monthly active users as of September 30, 2015 1.39 billion mobile monthly active users as of September 30, 201511

The Growth of Advertising and PromotionIntegral part of social and economic systems- Carefully prepared messages delivered to carefully targeted audiencesSix-fold increase between 1980 and 2010

New marketing channels- Internet ads (banner ads, videos, webisodes)- Social media- Mobile marketing

Daily Ad Exposure12

Rapidly Changing Media Environment

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The Role of MarketingAdvertising & PromotionInform customers of a product or serviceConvince them of its ability to satisfy their wants or needsHelp develop and sustain relationshipsNonprofit OrganizationsSolicit donationsOffer intangible social and psychological satisfactions

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What is Marketing?The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that havevalue for customers, clients, partners, and society at largereateCommunicateCeliverDalueVarget marketTrofitPto aat a15

Value & Marketing MixCustomers perceptionof all the benefits of aproduct or serviceWeighed against costs of acquiringand consuming it

Benefits can beFunctionalExperientialPsychological

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Marketing MixThe Four PsProductPricePlacePromotion

17Point ofpurchasePublicityInteractivemarketingPublicrelationsDirectmarketingSpecialeventsPackagingSalespromotionDirectresponseMassmediaadvertising

Contemporary IMC ApproachValue of IMCAvoids duplication of marketing effortsSynergy among promotional toolsMore efficient and effective marketing

Rapidly changing environmentConsumer behaviorTechnologyMedia consumption behaviorProliferation of media

Growing Importance of IMC

The Promotion MixInteractive Marketing21

AdvertisingAny paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Can reach masses of geographically dispersed buyersSales PromotionShort-term incentives to encourage the purchase or sale of a product or serviceThe Promotion Mix22

The Promotion MixPersonal SellingPersonal presentation by the firms sales force for the purpose of making sales and building customer relationshipsPublic RelationsBuilding good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Buzz marketing: marketers attempt to create a trend or acceptance of a product or service through seeking out trendsetters in community and get them to talk about the brand.

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The Promotion MixDirect MarketingDirect connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshipsthe use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers24Primary / Selective Demand Business-to-Business Organizations

National Retail / Local Professional Trade Consumers

Advertising Classifications

Interactive mediaInternetKiosksCell phonesOther mobile devices

Interactive Marketing

IMC Audience Contact Tools

Touch-Points: Control Vs. Impact

IMC Communication Planning Model

Promotional Program Situation Analysis

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