ࡱ> egd#` %bjbj\.\. .R>D>D\\\\\\\p&&&&&pW>P'P'P'P'P'555=======$ ?huA=\82588=\\P'P' >;;;8\P'\P'=;8=;;V<\\^=P'D' h`&:F= z=\'>0W>R= CB;CB^=CB\^=56;78555==; 555W>8888ppp$"&ppp&ppp\\\\\\ SEGMENT 11: INTEGRATED MARKETING COMMUNICATION (Related chapter in text: 18) LEARNING OBJECTIVES 1. Describe the five components of the promotional mix and their roles 2. Understand the meaning of synergy in the promotional mix 3. Describe the communications process and its elements 4. Know how to use the hierarchy-of-effects model to set promotional objectives Know how to use the multiattribute model to devise promotional message strategy INTEGRATED MARKETING COMMUNICATION (IMC): Designing marketing communication programs to coordinate all promotional activities and provide a consistent image across all audiences. Speak with one voice with all the different approaches we make. Marketing mix (this is promotional mix 5 tools in promo mix) PROMOTIONAL "MIX"-integrated marketing communication-to be consistent ADVERTISING-paid media insertions, mass media, paid for PERSONAL SELLING-one on one communication between company and consumer, phone, face to face SALES PROMOTION,-coupons, rebates, trials, sample, sweepstakes PUBLIC RELATIONS- publicity=info about company that appears in media, that is in directly paid for. (dell and exploding computer) pr is attempt to influence the nature of publicity that they get, publicity = negative (not controlled), pr=positive (controlled) DIRECT MARKETING- mail (earliest) , telephone , email permission marketing (sign up with website to receive email) easy to opt out. SOME OTHER IMC TOOLS SPONSORSHIPS-nascar, rolling billboards, Nextel cup, motorala headsets for nfl, American airline arenas, event marketing-nissan sponsoring the volleyball tours, series of events. Guriella marketing-attention on short run basis (vault truck at basketball finals, handing out samples) attention from people on street. Most effective with the people interest in category and interest in event, taste of product and link to between brand and event, a lot of money, message of product. Mutiple sponsors with bad name . Ambush marketing-pay to be official sponsor, then do something to gain attention (target paid city to shrink wrap trains with target stuff, and got full coverage to people visiting winter Olympics) PRODUCT PLACEMENTS- Using wonderbread in Movie. E.T and reeses pieces.. went up 2/3 rds, Tom cruise and red stripe beer. Straight fee-company pays movie for exposure. Barter-company gives producer product for movie. Recipical- company gets placement, movie gets hype from promotions in stores. Degree of effectiveness-number of viewings concur, how long. Really successful is flow of product in action (jerry and pez dispenser) new things are video games with product placement, online gaming can input commercials. Nielson now tracks product placement in video games, etc. 1. Branded entertainment-integrate brand into programming, webisodes (bmw) burger king chicken will do whatever you want, Advergame-game that exsist for the company on the website INFOMERCIALS- direct sales, Consumer control-multitasking, entertaining them digitial, personal Consumer genertated media-give control to the media, fill in the black, write the commercial, problem is consumers can say things they dont want them to (chevy and killing hippies) MIX ELEMENTS HAVE: different characteristics - DIFFERENT TASKS- advertising-buil awareness and image, Sales promotion build shirt term sales, different task performed by different aspects of promo mix - CONSISTENCY-promotional campaign, make sure message is consistent - COMPLEMENTARITY-various promo mixes blend to complemenat each other (tv-convey image, magazine convey info, personal selling-close the sell. - SYNERGY-whole being greater than the sum of the parts. Tiger woods and nike golf balls, won the u.s open by 15 strokes (Tiger playing with golf balls on course, tiger in commercial ) PROMOTION IS COMMUNICATION COMMUNICATIONS THEORY SOURCE where the message comes from, advertiser, spokespeople  ENCODING-what we would like to communicate and convert into message , has errors-which is noise what the source would like to convey, and what it actually conveys MESSAGE-message we send  FEEDBACK-audience output, research, sales, also has noise CHANNEL-means that we exchange, newspaper, mag, radio  DECODING-make sense of what they say, also has noise AUDIENCE-who encounters it  SOURCES PERSONAL IMPERSONAL Contact noncontact-media to convey (tv) MARKETER-CONTROLLED Complete control PERSONAL SELLING ADVERTISING & SALES PROMO. INDEPENDENT Word of mouth-potent form of influence, info gathering stage is most important, along with decision making, electronic aspects epinians.com Weblurkers track what people say about products, sometimes poise and make good comments buzz marketing WORD OF MOUTH PUBLICITY  SOURCES COMPANY SPOKESPERSON E.G., CELEBRITY ENDORSERS- 25% BASIC FACTORS CREDIBILITY-how believable more credible more appropriate EXPERTISE-degree to which that person is considered an expertise TRUSTWORTHINESS-how much you trust the person is telling the truth ATTRACTIVENESS-likeablility, I wanna be like Mike Q rating-familiarity and likeablity. Name and face recongition MESSAGE FACTORS OBJECTIVES- objectives we have for communication program for what we want to do STRATEGY-general approach for to accomplish objectices TACTICS-specific execution to finish objectives OBJECTIVE FORMULATION THE HIERARCHY OF EFFECTS-series of stages we go through in purchasing situation RADIO STATION WHOA 100% Total potential market  85% Aware  75% Knowledge  70% Like  60% Intend  50% Listen   COMPUTE THE RATIOS BETWEEN THE STEPS 100 / 85 = 1.18 85 / 75 = 1.13 75 / 70 = 1.07 70 / 60 = 1.17 60 / 50 = 1.20* THEREFORE, THE INDICATED OBJECTIVE IS TO INCREASE THE NUMBER OF ACTUAL LISTENERS-establish objective then re-evaluate ILLUSTRATING MESSAGE STRATEGY: TENNIS RACQUETS BRAND/MODEL WILSON PRO STAFF PRINCE PRO 2 SPALDING PARADOX BRANds atTRIBUTE WILSON PRINCE SPALDING IMPORT. POWER 9 (10) 7 6 9 (+ 1)=10 CONTROL 5 (10) 7 9 8 (+ 5 )=40 HEAD SIZE 5( 10) 9 9 3 (+5 )=15 STABILITY 8 5 5 5 atTRIBUTE WILSON PRINCE SPALDING IMPORT. POWER 9 (1) 6 (1) 6 (1) 9increase to 10 CONTROL 5 (2) 7 (14) 9 8 (10) HEAD SIZE 5 9 9 3 STABILITY 8 5 5 5 TOTAL WEIGHTED RATINGS WILSON 176 PRINCE 171 SPALDING 178 THREE POSSIBLE STRATEGIES ASSUME RATING OR IMPORTANCE WEIGHT CAN BE CHANGED TO THE MAXIMUM (10) 1. RATING CHANGE NEW TOTAL WILSON: CONTROL ( 216 PRINCE: 171 SPALDING: 178 2. IMPORT. WT. CHANGE NEW TOTAL---harder to do WILSON: STABILITY ( 216 PRINCE: 196 SPALDING: 203 NOTE: NEED TO FOCUS ON RELATIVE CHANGE VS. COMPETITORS! 3. ADD A NEW ATTRIBUTE short gain E.G., "TOUCH" WILSON PRINCE SPALDING IMPORT. 9 ? ? 7 NEW TOTAL FOR WILSON = 239 TACTICS - HOW TO SAY IT (APPEAL) Change perceptions change Marketshare TYPES OF APPEALS INFORMATIONAL-straight forward, tech products, print ads, internet COMPARATIVE- has to document superior, IMAGE-create particular image for brand (ax) FEAR-arose some type of fear, than a product to extinguish fear. HUMOR-tied into nature of product SEX-not used all the time, tied into some way. 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