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Marketing 14. Integrated Marketing Communication. Integrated Marketing Communications -- 14. Goal of promotion Promo mix Objectives and budgets AIDA IMC. Four Ps of Promotion. P aid Advertising (Reach) P ublic Relations (Credibility) Sales P romotion (events, coupons, etc.)

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Marketing 14


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marketing 14

Marketing 14

Integrated Marketing Communication

slide2

Integrated Marketing Communications -- 14

  • Goal of promotion
  • Promo mix
  • Objectives and budgets
  • AIDA
  • IMC

14.1

four ps of promotion
Four Ps of Promotion
  • Paid Advertising (Reach)
  • Public Relations (Credibility)
  • Sales Promotion (events, coupons, etc.)
  • Personal Selling (Personal and Interactive)

Also known as the IMC Mix

slide4
IMC
  • What is it?
    • Using all 4 promotion Ps
    • Synergy
      • Consistent
      • Complementary
      • Interactive
  • Why is it used? (p.484)
      • Educate Customers
      • Maintain Image
      • Reach Masses
      • Stimulate Sales
      • Build Relationships

14.2

goals and tasks of promotion
Goals and Tasks of Promotion
  • Informing
  • Persuading
  • Reminding

14.3

imc objectives
IMC Objectives
  • Build Brand Equity
  • Provide Information
  • Manage Demand & Build Sales
  • Differentiate Products
  • Influence Perceptions, Attitudes, & Behavior

14.4

slide7

Figure1: Brand Equity Strategy – A Schematic

Brand Equity

Interface

Brand Identity

Interface

Brand

Identity

Strategy

IMC

Strategy

Brand

Equity

Brand

Brand

Equity

Contacts

Identity

Contacts

Environment, competitors’ brands, and changing customer needs and preferences

slide9

Figure 2: A Conceptual Framework

Brand Identity Contact Factors

Brand Equity Contact Factors

Brand

Identity

Oriented

Culture

  • IMC Synergy
  • Constructs
  • Consistency
  • Interactivity
  • Complementarity

Top

Management

Support

  • Brand Equity
  • Awareness
  • Image

IMC

Effectiveness

Internal

Market

Orientation

slide10

Promotion goal:

  • Move consumers through AIDA
    • Awareness/Attention
    • Interest
    • Desire
    • Action

14.5

factors affecting the promotional mix
Factors Affecting the Promotional Mix
  • Nature of the product
      • Consumer vs. Business
      • Risk
  • Target market
      • Informed, brand loyal, scattered  Adv.
  • Push vs. pull strategy
  • Product life cycle stage
      • Stimulating Primary vs. Secondary Demand
      • Loyalty
      • Reminder
  • Available funds
  • Type of Buying Decision (Complexity, Involvement)

14.6