chapter 13 imc

8/3/2019 Chapter 13 IMC

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Integrated Marketing

Communications13


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Promotional Strategy

CompetitiveAdvantage

Promotional Strategy

A plan for the optimal use of the

elements of promotion: Advertising Public Relations Sales Promotion

Personal Selling Direct/Interactive


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Promotion

Communication that informs,

persuades, and remindspotential buyers of a product

to influence an opinion or

elicit a response.


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Goals and Tasks of Promotion

Informative Objective

Increase awareness

Explain how product works

Suggest new uses

Build company image

http://www.tide.com
http://www.tide.com/http://www.tide.com/


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Persuasion Objective

Encourage brand switching

Change customers perception ofproduct attributes

Influence buying decision

Persuade customers to call


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Reminder Objective

Remind customers that productmay be needed

Remind customers where to buy product

Maintain customer awareness


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Marketing Communication

Categories ofCommunication

InterpersonalCommunication

MassCommunication

New Trend Old Trend


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The Changing CommunicationsEnvironment

Two Factors

are Changing the Face of Todays

Marketing Communications:

Improvements inInformation Technology

Has Led toSegmented Marketing

More Narrowcasting

Marketers Have ShiftedAway From Mass

MarketingLess Broadcasting


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Marketing Communications(Promotional) Mix

Any Paid Form ofNonpersonal Presentation byan Identified Sponsor.

Advertising

Sales Promotion Short-term Incentives toEncourage Sales.

Interactive MktgDirect Communications WithIndividuals to Obtain an

Immediate Response.

Public RelationsBuilding Good Relations withVarious Publics by ObtainingFavorable Publicity.

Personal Selling Personal Presentations

by a Firms Sales Force.


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Promotional Mix Characteristics


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But Dont Forget

Products Design

Price

Shape and color of its package

Stores that sell the product

All must be coordinated with thepromotional mix for maximumimpact among your target audience


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Goal: Deliver a Clear, Consistent,Compelling Message

Advertising PersonalSelling

PublicRelations

SalesPromotion

InteractiveMarketing


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IMC Programs

Ad Age Fact Pack

Sara Lee (Levesque Design)
http://adage.com/datacenter/article?article_id=122455&search_phrase=2007+fact+packhttp://www.levesquedesign.com/case_sara.cfm?startrow=7http://www.levesquedesign.com/case_sara.cfm?startrow=7http://adage.com/datacenter/article?article_id=122455&search_phrase=2007+fact+pack


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The Communication Process

Noise

SenderEncodingMessage

MessageChannel

MessageChannel

DecodingMessage

Receiver

Online

http://www.mcdonalds.com

Enter Site, Havin Fun, i am asian
http://www.mcdonalds.com/http://www.mcdonalds.com/


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The Communication Process

Communication: The process bywhich we exchange or share

meanings through a common set ofsymbols

Sender: Originator of the message

Encoding: The conversion ofsenders ideas into a message,usually in the form of word or signs


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Click

Levitra
http://12levitra1.mpg/http://12levitra1.mpg/


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Factors Affecting Promotional Mix

Nature of the product Business vs. Consumer

Costs and risks of product

Stage in the PLC Target market characteristics Location of customers

Informed or not informed

Repeat or new customers

Type of buying decision Budget Push vs. Pull Consumer Involvement with the Message (AIDA)


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Visual of Factors Affecting Promo Mix


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Stage in the PLC

Informing Reminding

Persuading

TargetAudience

PLC Stages:

IntroductionEarly Growth

PLC Stages:GrowthMaturity

PLC Stages:

Maturity


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Product Life Cycle and thePromotional Mix

LightAdvertising,

pre-

introductionPublicity

Heavy use ofadvertising,

PR for

awareness;sales

promotionfor trial

AD/PRdecreaseLimited

SalesPromotion,PersonalSelling for

distribution

Adsdecrease.

Sales

Promotion,PersonalSelling

Reminder &Persuasive

Advertising,PR, Brand

loyalty

PersonalSelling for

distribution

Introduction Growth

Maturity

Decline

S

ales($)

Time


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Type of Buying Decision

Advertising

Sales PromotionType of

Buying DecisionaffectsPromotionalMix Choice

Complex

Routine

Personal Selling

Not Routineor Complex

Advertising

Public Relations


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Push versus Pull Strategies

MANUFACTURER

RETAILER

Trade Promotions &

Sales Force

CONSUMER

Retail

Promotions

Consumer

Promotions


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Push and Pull Strategies

Manufacturerpromotes towholesaler

Wholesalerpromotes to

retailer

Retailerpromotes toconsumer

Consumerbuys from

retailer

PUSH STRATEGY

Orders to manufacturer

Manufacturer

promotes toconsumer

Consumer

demandsproductfrom retailer

Retailer

demandsproductfrom wholesaler

Wholesaler

demandsproduct frommanufacturer

Orders to manufacturer

PULL STRATEGY


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Pull Strategy


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AIDA Concept

AIDA Concept

Model that outlines theprocess for achieving

promotional goals in terms of

stages of consumerinvolvement with the

message.


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The AIDA Concept

Action

Desire

Interest

Attention Cognitive (thinking)

Affective (feeling)

Conative (doing)


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AIDA Concept

Attention Interest Desire Action

Advertising

PublicRelations

SalesPromotion

PersonalSelling

Very

effective

Somewhat

effective

Not

effective


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Communication Effectiveness

Effectiveness

P.R.Adv.

Sponsorships

Salespromotion

Personalselling

Attention Interest Desire Action

chapter 13 imc

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