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Catching the Buzz: Promotional Strategy and Integrated Marketing Communication. Chapter Objectives. marketing communication communications model promotion mix. Chapter Objectives. word of mouth marketing, buzz marketing, viral marketing, guerrilla marketing

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Catching the buzz promotional strategy and integrated marketing communication

Catching the Buzz: Promotional Strategy and Integrated Marketing Communication


Chapter objectives

Chapter Objectives

  • marketing communication

  • communications model

  • promotion mix


Chapter objectives1

Chapter Objectives

  • word of mouth marketing,

  • buzz marketing,

  • viral marketing,

  • guerrilla marketing

    • provide effective marketing communication


Chapter objectives cont d

Chapter Objectives (cont’d)

  • integrated marketing communication

    • characteristics

  • database marketing

    • in integrated marketing communication

  • IMC plan & stages


Tailoring marketing communication to consumers

Tailoring marketing communication to consumers


Tailoring marketing communication to consumers1

Tailoring MarketingCommunication to Consumers

  • Promotion:

  • the coordination of marketing communication efforts

  • to influence attitudes or behavior


Tailoring marketing communication to consumers2

Tailoring MarketingCommunication to Consumers

  • Marketing communication:

    • Informs

    • Reminds

    • Persuades

    • Builds relationships


Tailoring marketing communication to consumers cont d

Tailoring Marketing Communicationto Consumers (cont’d)

  • Integrated marketing communication (IMC):

  • A process

  • used to plan, develop, execute, and evaluatecoordinated, measurable, persuasive brand communication programs

  • over time to targeted audiences

    • Consumers see the variety of messages

    • from a firm as a whole.


Figure 12 2 the communication model

Figure 12.2: The Communication Model


The communication model

FRAM.COM

The Communication Model

  • Encoding:

    • process of translating an idea into a form of communication

  • Source:

    • organization or individual sending the message


The communication model1

FRAM.COM

The Communication Model

  • Message:

    • communication in physical form

  • Medium:

    • communication vehicle

    • used to reach members of a target audience


The communication model cont d

The Communication Model (cont’d)

  • Receiver:

    • individual or organization

    • that intercepts and interprets the message

  • Decoding:

    • process whereby a receiver assigns meaning to a message


The communication model cont d1

The Communication Model (cont’d)

  • Noise:

    • anything that interferes with effective communication

  • Feedback:

    • receiver’s reactions to the message


Marketing communication strategy promotion mix

Marketing Communication Strategy& Promotion Mix


Marketing communication strategy and promotion mix

Marketing CommunicationStrategy and Promotion Mix

  • Promotion mix:

    • communication elements

    • the marketer controls


Marketing communication strategy and promotion mix1

Marketing CommunicationStrategy and Promotion Mix

  • Promotion mix:

    Advertising

    Sales promotion

    Public relations

    Personal selling

    Direct marketing


Figure 12 3 control continuum

Figure 12.3: Control Continuum


Appeals

APPEALS


Mass appeals

Mass Appeals

  • Advertising:

  • Non-personal communication

  • from an identified sponsor

  • using mass media


Mass appeals cont d

Mass Appeals (cont’d)

  • Sales promotion:

  • contests, coupons, & other incentives

  • designed to build interest

  • or encourage product purchase

  • during a specified period


Mass appeals cont d1

Mass Appeals (cont’d)

  • Public relations:

  • communication activities

  • that create/maintain a positive image

  • of a firm and its products


Personal appeals

Personal Appeals

  • Personal selling:

  • direct interaction

  • between a company representative

  • and a customer


Personal appeals1

Personal Appeals

  • Direct marketing:

  • efforts to gain a direct response

  • from individual consumers


Buzz appeals

Buzz Appeals

  • Buzz:

  • everyday people

  • who help marketing efforts

  • by talking about a product or a company

  • to others


Buzz appeals1

Buzz Appeals

  • Buzz marketing:

  • high-profile entertainment or news

  • that gets people to talk

  • about the brand


Buzz appeals2

Buzz Appeals

  • Viral marketing:

  • entertaining or informative messages

  • designed to be passed along


Buzz appeals cont d

Buzz Appeals (cont’d)

  • Word of mouth (WOM) marketing:

  • activities that give people a reason

  • to talk about the product


Buzz appeals cont d1

Buzz Appeals (cont’d)

  • Guerrilla marketing:

  • activities that

  • “ambush” consumers

  • with promotional content

  • where not expected


Group activity

SPALDING.COM

Group Activity

  • Your team is a word-of-mouth marketing department for a sports equipment company such as Spalding.

  • Develop 3 ways to create buzz for your company’s products.


Catching the buzz promotional strategy and integrated marketing communication

IMC


Integrated marketing communication imc

Integrated Marketing Communication (IMC)

  • marketing communication programs

  • create and maintain

  • long-term relationships

  • with customers

  • by satisfying their needs.


Integrated marketing communication imc1

Integrated Marketing Communication (IMC)

  • IMC unifies

  • all marketing communication tools

  • to send a consistent, persuasive message.


Characteristics of imc

Characteristics of IMC

  • Creates a single unified voice for firm.

  • Begins with the customer.

  • develop relationships with customers through1-to-1 marketing.

  • Relies on 2-way communication.


Characteristics of imc cont d

Characteristics of IMC (cont’d)

  • Focuses on stakeholders,

    • not just customers.

  • Generates a continuous stream

    • of communication.

  • Measures results

    • based on actual feedback.


Imc database marketing

IMC & Database marketing


Imc and database marketing

IMC and Database Marketing

  • Database marketing:

  • creation of ongoing relationship

    • with a set of customers

  • who have identifiable interest

    • in a product


Imc and database marketing1

IMC and Database Marketing

  • Customers’ responses

    • = ongoing communication process.

    • Is interactive

    • Builds relationships

    • Locates new customers

    • Stimulates cross-selling

    • Is measurable

    • Yields trackable responses


Developing the imc plan figure 12 4

Developing the IMC plan (Figure 12.4)


Developing the imc plan

Developing the IMC Plan

  • Step 1: Identify target audiences


Developing the imc plan1

Developing the IMC Plan

  • Step 2: Establish communication objectives

    • Create awareness

    • Inform the market

    • Create desire

    • Encourage purchase and trial

    • Build loyalty


Figure 12 5 the hierarchy of effects step 2

Figure 12.5: The Hierarchy of Effects – Step 2


Catching the buzz promotional strategy and integrated marketing communication

  • Step 3:Determine and allocate the marketing communication budget

    • Determine total promotion budget

    • Top-down budgeting techniques

    • Percentage-of-sales

    • Competitive-parity

    • Bottom-up

    • Objective-task


Catching the buzz promotional strategy and integrated marketing communication

Step 3: Determine and allocate the marketing communication budget

  • Push strategy:

    • move products through the channel by convincing channel members to offer them

  • Pull strategy:

    • move products through the channel by building desire among consumers, convincing retailers to respond to demand


Catching the buzz promotional strategy and integrated marketing communication

Step 3: Determine and allocate

the marketing communication budget

  • Allocate the budget to a specific promotion mix

  • Organizational factors

  • Market responsiveness

  • Market potential

  • Market size


Catching the buzz promotional strategy and integrated marketing communication

THEWOMB.COM

  • Step 4: Design the promotion mix

  • Type of appeal

  • AIDA model:

    • communication goals of attention, interest, desire, & action

  • Structure of the appeal

  • Communication channel


Step 5 evaluate the effectiveness of the communication program

Step 5: Evaluate the effectiveness of the communication program

  • Are communication objectives

  • adequately translated

  • into marketing communication

  • that is reaching the right target market?


The end

The end


Real people real choices

Real People, Real Choices

  • General Motors R* Works (Vince O’Brien)

  • Needed marketing plan supporting Chevy’s commitment to skiing while increasing sales at local dealerships

    • Option 1: continue ski promotion but better qualify test-drive traffic

    • Option 2: offer season passes to local ski mountain as purchase incentive for designated SUV

    • Option 3: scrap ski relationship and look for another platform to promote Chevy’s products


Discussion

Discussion

  • With an IMC program, firms need to coordinate all marketing communication activities.

    • What inherent problems do you see in ensuring this coordination?


Group activity discussion

Group Activity/Discussion

  • Traditional promotion elements include advertising, sales promotion, public relations, personal selling and direct marketing.

  • --Which do you feel is most effective for each of the following clients?

    • 1. a cellular phone service provider

    • 2. a hotel

    • 3. a university

    • 4. the manufacturer of a new soft drink


Discussion1

Discussion

  • Some say buzz marketing is just a craze that will fade in a year or two.

    --Is it here to stay?

    --Do you think buzz is effective? Why or why not?


Discussion2

Discussion

  • Consumers are concerned that databases invade privacy.

    • --Do you feel this is a valid concern?

    • --How can marketers use databases effectively and protect individuals’ rights?


Discussion3

Discussion

  • Some people argue there’s really nothing new about IMC.

    • What do you think? Why?

    • Why is the IMC plan superior to conventional advertising?


Real people real choices1

SKICHEVY.COM

Real People, Real Choices

  • General Motors R* Works (Vince O’Brien)

  • Vince chose option 2: offer season passes to local ski mountain as purchase incentive for designated SUV.

  • Chevrolet has completed its sixth year of this Ski Chevy promotional program, and it’s all smooth going from here!


Marketing in action case you make the call

Marketing in Action Case:You Make the Call

  • What is the decision facing American Express?

  • What factors are important in understanding this decision situation?

  • What are the alternatives?

  • What decision(s) do you recommend?

  • What are some ways to implement your recommendation?


Keeping it real fast forward to next class decision time at bzzagent

Keeping It Real: Fast-Forward to Next Class, Decision Time at BzzAgent

  • Meet Joe Chernov, director of PR at BzzAgent, Inc.

  • Buzz marketers accused of “perpetrating large scale deception upon consumers”

  • The decision: What public relations strategy to use to respond to the criticism?


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