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INTEGRATED MARKETING COMMUNICATIONS (PROMOTION). Marketing Communications Process The Promotional Mix Pull vs. Push Promotional Strategy Advertising, Personal Selling, Sales Promotion , and Public Relations The New Communications Paradigm. Integrated Marketing Communications.

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Integrated marketing communications promotion l.jpg

INTEGRATED MARKETING COMMUNICATIONS (PROMOTION)

Marketing Communications Process

The Promotional Mix

Pull vs. Push Promotional Strategy

Advertising, Personal Selling, Sales Promotion, and Public Relations

The New Communications Paradigm


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Integrated Marketing Communications

Conveying a CONSISTENT message across ALL promotional mix tools

The separate promotional mix messages are complementary, but also CONSISTENT


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Elements in the Communication Process

SENDER

Media

RECEIVER

Message

Encoding

Decoding

Noise

Feedback

Response


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Response Hierarchy Models

AIDA

Modela

Hierarchy-of-

Effects

Modelb

Innovation-

Adoption

Modelc

Communi-

cations

Modeld

Stages

Cognitive

stage

Attention

Awareness

Knowlege

Awareness

Exposure

Reception

Cognitive

response

Affective

stage

Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Attitude

Intention

Behavior

stage

Action

Purchase

Trial

Adoption

Behavior


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PromotionPersuasive Communication

Trying to convince the target market that what you are selling will satisfy its needs better than the competition


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Basic Types of Promotion

  • Primary Demand Promotion-persuasive communication about the generic concept, product, or technology

  • Selective Demand Promotion -persuasive communication about one particular brand vs. another brand


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Pull vs. Push Promotional Strategy

  • Pull -directing promotion at target market in effort to get customers to seek product from channel members

  • Push -directing promotion at channel members in effort to get them to promote product to target market


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Push vs. Pull Promotion

Producer

Interme-

diaries

End users

Marketing

activities

Demand

Demand

Push Strategy

Marketing activities

Producer

Interme-

diaries

End users

Demand

Demand

Pull Strategy


Slide9 l.jpg
Promotional MixTools that marketing management can use to communicate persuasively with the target market

  • Advertising

  • Personal Selling

  • Sales Promotion

  • Publicity (Public Relations)


Advertising l.jpg

Advertising

Mass persuasive communication paid for by an identified sponsor that makes use of various media


The five m s of advertising l.jpg

Message

Message generation

Message evaluation

and selection

Message execution

Social-responsibility

review

Money

Factors to

consider:

Stage in PLC

Market share

and con-

sumer base

Competition

and clutter

Advertising

frequency

Product

substituta-

bility

Mission

Sales

goals

Adver-

tising

objectives

Measure-

ment

Communi-

cation

impact

Sales

impact

Media

Reach, frequency,

impact

Major media types

Specific media

vehicles

Media timing

Geographical

media allocation

The Five M’s of Advertising


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Types of Advertising

  • Product advertising

    http://www.youtube.com/watch?v=p4pscr_vg5I&feature=pyv

  • Institutional advertising

    http://www.youtube.com/watch?v=rubcXpSV9pI

  • Pioneering advertising

    http://www.youtube.com/watch?v=RgBWBUPHUGM

  • Competitive advertising

    Reminder advertising

    http://www.youtube.com/watch?v=QJHWJHYH_bk

  • Comparative advertising

    http://www.youtube.com/watch?v=eudVDoAaTiw


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Advertising Budgeting Methods

  • Percentage of sales

  • Competitive parity

  • All you can afford

  • Arbitrary

  • Objective and task


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Measuring the Effectiveness of Advertising

I know that half of the money I spend on advertising is wasted. I just don’t know which half.

* Communication effects

* Sales effects


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(Attention) How well does the ad catch the reader’s attention?

(Read-through) How well does the ad lead the reader to read further?

(Cognitive) How clear is the central message or benefit?

(Affective) How effective is the particular appeal?

(Behavior) How well does the ad suggest follow-through action?

___ (20)

___ (20)

___ (20)

___ (20)

___ (20)

___Total

Simplified Rating Sheet for Ads

| | | | | |

0 20 40 60 80 100

Poor

ad

Mediocre

ad

Average

ad

Good

ad

Great

ad


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Personal Selling attention?

Persuasive communication delivered via direct spoken words between seller and potential customer


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Major Sales force Management Decision Areas attention?

  • Establishing sales force objectives

  • Designing sales force strategy, structure, size and compensation

  • Recruiting and selecting sales force

  • Training salespeople

  • Supervising salespeople

  • Evaluating salespeople


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Major Steps in Effective Selling attention?

Prospecting and qualifying

Preapproach

Approach

Presentation and demonstration

Overcoming objections

Closing

Follow-up and maintenance


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Steps in Relationship Building attention?

  • Identify key customers for relationship building

  • Assign relationship manager to each customer

  • Develop job description for relationship managers

  • Appoint an overall manager to supervise the relationship managers

  • Hold relationship managers accountable for developing enhanced relationships with customers


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Sales Promotion attention?

Promotional activities (other than advertising, personal selling, or publicity) aimed at stimulating interest, trial, or purchase.

Examples

Coupons, contests, games,

special incentives, deals, etc.


Sales promotion aimed at final consumers or users l.jpg

Sales Promotion Aimed at Final Consumers or Users attention?

Contests

Coupons

Aisle Displays

Samples

POP Displays

Banners and Steamers

Frequent Buyer Programs

Sponsored Events


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Sales Promotion Aimed at Wholesalers or Retailers attention?

Price Deals

Promotion Allowances

Sales Contests

Calendars

Gifts

Trade Shows

Meetings

Catalogs and Videos

Merchandising Aids


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Sales Promotion Aimed at Company’s Own Sales Force attention?

Contests

Bonuses

Meetings

Portfolios

Displays

Sales Aids

Training Materials


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Publicity attention?(Public Relations)

Any form of unpaid nonpersonal presentation of ideas, goods, or services


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The New Communications Paradigm attention?

  • Agents:

  • Advertising Agency

  • Marketing Research

  • Public Relations Firm

  • Traditional Promotional Mix:

  • Advertising

  • Personal Selling

  • Public Relations and Publicity

  • &

  • Social Media:

  • Blogs

  • Social networking sites

  • Video sharing

Marketplace:

Consumers

Social Media

Consumers

Organization

Consumers

From: Mangold, W. Glynn and David J. Faulds (2009). “Social Media : The New Hybrid Element of the Promotion Mix,” Business Horizons, 52, 357-365


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Social Media attention?

Social networking sites (Facebook, Twitter)

http://www.youtube.com/watch?v=6ju4LyQaZCE&feature=related

Creativity Works sharing sites (YouTube, Flickr)

User-sponsored blogs

Company-sponsored blogs

Business networking sites (LinkedIn)

Podcasts

Social bookmarking sites allowing users to recommend online news stories, music, videos (Digg, Newsvine, Mixx it, Reddit)


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Social Media’s Promotional Roles attention?

Companies can “talk” to their customers and customers can “talk” to companies

2. Customers can communicate with one another

http://www.youtube.com/watch?v=gza8dvN8Hkc

From: Mangold, W. Glynn and David J. Faulds (2009). “Social Media : The New Hybrid Element of the Promotion Mix,” Business Horizons, 52, 357-365


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The Power of Social Media attention?

Consumers are turning away from traditional mass media

Consumers utilize social media for information gathering and purchase decisions

Social media is often perceived as a more trustworthy information source

From: Mangold, W. Glynn and David J. Faulds (2009). “Social Media : The New Hybrid Element of the Promotion Mix,” Business Horizons, 52, 357-365


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