Imc2+f2012 (1)
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The document discusses the key elements of an integrated marketing communications strategy, including advertising, sales promotion, publicity, personal selling, and social media. It provides details on the marketing, creative, media and assessment decisions involved in advertising. It also outlines various sales promotion techniques for consumers and trade partners, and how publicity and personal selling are used to communicate with stakeholders.
Imc2+f2012 (1)
- 1. Integrated Marketing Communications Advertising Sales Promotion Publicity Personal Selling Web 2.0/Social Media
- 2. Advertising Marketing decisions Account executive Creative decisions Copywriter Graphic designer Media decisions Media planner Assessment decisions
- 3. Advertising Marketing decisions http://www.yo Objective (Response Hierarchy) utube.com/wat Cognitive Affective ch?v=wtaXjzQQ Behavioral GE8 Message Generic strategy, positioning, CBP Other message Target
- 4. Advertising Creative decisions Source Company Spokesperson Encoding Break through clutter Receive attention Speaks to target Appeal (Ex 17.1, p280) Rational Emotional (humor, fear, sex, etc.) Execution (Ex 17.2, p281) Slice of life, lifestyle, testimonial, musical, p ersonality symbol, technical expertise, etc., etc.
- 5. Advertising Media decisions Types Television (network, cable) Radio Magazines Newspapers Outdoor Internet Other Direct marketing Directories Advantages/disadvantages Exhibit 17.3, p283
- 6. Advertising Media decisions Objectives Reach Frequency Vehicles Cost Audience attention Audience quality Editorial quality Assessment decisions Back to objectives
- 7. Sales Promotion Value-adding incentives offered by organization to: Obtain consumer response Induce trade response Motivate salesforce Value equation Value = Benefits Price Typically, a sales promotion increases value by: Increasing benefits Decreasing price
- 8. Sales Promotion Trend toward sales promotion Budget breakdown Advertising 25% Consumer promotion 25% Trade promotion 50% Reasons Balance of power transfer Increased brand parity, less brand loyalty Splintering of mass market, reduced media effectiveness, clutter Responsiveness Measurability
- 9. Sales Promotion Capabilities By itself, no long-term, compelling reason to buy Consumers Induce trial Invigorate mature brand Encourage repeat purchases Loading Counter competitive efforts Attract attention Obtain goodwill Trade Introduce new products Obtain shelf space, retail support Motivate sales force
- 10. Sales Promotion Consumer techniques Price reductions Price packs Multiple unit Bonus packs Refunds/rebates Coupons Cross-promotions Tie-ins Products Creative Events Existing (sponsorship) Created Contests, sweepstakes, games
- 11. Sales Promotion Consumer techniques Premiums In-pack, on-pack, close-by, container Sampling, trial sizes Specialties Loyalty programs
- 12. Sales Promotion Trade techniques Trade allowances Quantity discount Price-off allowance Display Co-op advertising Sales training, etc. Dealer loaders Gifts, premiums for purchasing in quantity, performing services Trade contests Merchandising (POS/POP) materials Quality/appearance, fit with store, likely to move merchandise? Trade shows
- 13. Publicity Public Relations Communication with publics of organization Publicity is sub-field dealing with media and word-of-mouth Proactive News releases Print, video, press kits News contacts Of interest Press conferences Media tours/links Access for media Alignment with eventsts, sales promotions, etc.
- 14. Publicity Reactive Crisis management Collect facts Dont stonewall Single spokesperson Do the right thing
- 15. Personal Selling Only personal two-way communication mechanism Relationship marketing Identify customers needs Match to your organizations offerings (if possible) Convince customer of match Sales positions Inside (order-taking) Phone, retail, brokers Outside (creative) Other Missionary, installation, after- sale service
- 16. Personal Selling Process Prospecting and qualifying Cold-calling Secondary sources Help from firm Pre-approach Further research Key players and decision- makers Call objectives Approach Meet & greet
- 17. Personal Selling Process Presentation Story Need/satisfaction approach Listening (75%) Demonstration Handling objections Seek out, clarify Preparation Closing Seeking and gaining commitment Process, not manipulation Follow-up Ensure satisfaction Continue relationship
- 18. Personal Selling Sales management Territories Geography, product, customer, s ales task, etc. Personnel Special traits of salespeople High turnover Selection, motivation, and retention Compensation Salary (base) vs. commission Quotas and bonuses