ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close
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Transcript of ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close
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ADVERTISING MANAGEMENT
…through the lens of Branding
Dr. Close
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Key Participants in IMC Management
Marketing Organization•Marketing Plan•Goal & Objectives•Customer/Prospect Databases
Marketing Organization•Marketing Plan•Goal & Objectives•Customer/Prospect Databases
Specialized Promotion Organizations•Media Organizations•Event Management Firms•Web Site Designers•Sales Promotions Agencies•Direct Marketing Agencies•Public Relations Firms•P-O-P Agencies & Designers
Specialized Promotion Organizations•Media Organizations•Event Management Firms•Web Site Designers•Sales Promotions Agencies•Direct Marketing Agencies•Public Relations Firms•P-O-P Agencies & Designers
Advertising Agency•Research•Creative Strategies•Production•Message Placement
Advertising Agency•Research•Creative Strategies•Production•Message Placement
Internet AdvertisingInternet Advertising
Advertising Advertising
Sales PromotionsSales Promotions
IMC ManagementIMC Management Personal SellingPersonal Selling
Direct Marketing e-Commerce
Direct Marketing e-Commerce
Sales PromotionsP-O-P
Supportive
Sales PromotionsP-O-P
Supportive
Public RelationsPublic Relations
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Integrated Marketing Communications
FACTORS CONTRIBUTING TO IMC’s RISING PROMINENCE• Fragmentation of Media• Better Audience Assessment Through Database Technology• Consumer Empowerment• Increased Advertising Clutter• Shifting Channel Power• Desire of Greater Accountability
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Relationship Between Promotion, the Promotional Mix, &
Integrated Marketing Communications
PROMOTION• Communication Process in Marketing• Used to Create a Favorable Predisposition Toward:– Brand of Product– Service– Idea– Person
PROMOTIONAL MIX• Blend of Communications Tools & Activities Used by a Firm• Carries out the Promotion Process• Communicates Directly with Target Markets
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Relationship Between Promotion, the Promotional Mix, &
Integrated Marketing Communications (con’t)
INTEGRATED MARKETING COMMUNICATIONS (IMC)• Manages the Processes & Activities of Using Promotional Tools• Unified Way• Produces a Synergistic Communications Effect
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Relationship Between Promotion, the Promotional Mix, &
Integrated Marketing Communications (con’t)
• Promotion: Process
• Promotion Mix: Tools
• IMC: Management of the Promotion Mix
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The Promotional Mix
ADVERTISING• Paid Mass Media Attempt to Persuade• Complex System of Strategic Planning &
Creative Genius
INTERNET ADVERTISING• Electronic Mail (e-mail)• Internet Relay Chat (IRC)• Usenet• World Wide Web (www)
SALES PROMOTION• Use of Incentives to Generate a Specific Short-Term Response
– Household Consumer– Trade Buyer– Business Buyer
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DIRECT MARKETING & e-COMMERCE• Distinguished From Other Primary Promotional Tools
in 3 Ways– Uses a Combination of Media– Designed to Elicit a Direct Response– Transactions Can Occur Anywhere
• E-Commerce is Another Form of Direct Marketing– Business is Conducted Between Buyers & Sellers
Using Electronic Exchange Media
The Promotional Mix The Promotional Mix
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The Promotional Mix
SPONSORSHIP• Funding an Event• Creating an Event to Showcase a Firm’s Brand
POINT-OF-PURCHASE• Materials Used in Retail Setting to Attract Shoppers’ to a
Company’s Brand
SUPPORTIVE COMMUNICATIONS• Used to Target Audiences Outside Mainstream Media or
Electronic Communications
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The Promotional Mix
PUBLIC RELATIONS• Communication that can Foster Goodwill Between a Firm
& its Many Constituent Groups
PERSONAL SELLING• Presentation of Information about a Firm’s Products or
Services by One Person to Another Person or to a Small Group of People
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The Promotional Mix
ROLE OF PROMOTION IN MARKETING STRATEGY• Must Have Marketing Strategy Decisions about Products
(Brand)– Branding – Established Name, Term, Symbol or Design
that Identifies for Consumers that a Product is being Offered by a Particular Seller & Clearly Distinguished the Product of that Seller from those Offered by Competitors
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The Promotional Mix
ROLE OF PROMOTION IN MARKETING STRATEGY Affects 3 Key Aspects of Decision Making with Respect to Brands– Creating the Marketing Mix– Achieving Effective Market Segmentation, Product
Differentiation, & Positioning– Enhancing Revenues & Profits
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The Promotional Mix
– Assumes a Wide Range of Responsibilities Related to:• Conception• Pricing
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The Promotional Mix
ROLE OF PROMOTION IN THE MARKETING MIX (con’t)– Promotion Affects the Product Area of the
Marketing Mix• Information & Persuasion• Introduction of New Brand or Brand Extensions• Building & Maintaining Brand Loyalty
Among Consumers• Building & Maintaining Brand Loyalty
Within the Trade
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One Role for Promotion
is to Introduce Brand/LineExtensions
Example: Extension ofJell-O intothe Yogurt Market
Go-gurt?(I say no-gurt!)
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The Promotional Mix
ROLE OF PROMOTION IN MARKETING _Price
• Effects the Consumer Market• Effects the Trade Market
– Distribution• Consumer Access to Brands• Securing Trade Distribution
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Role of Promotion in Effective Market Segmentation, Differentiation & Positioning
• Promotion is Important in Helping to Execute These Strategies–Market Segmentation–Product Differentiation–Positioning• External• Internal
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The Role of Promotion in Revenue & Profits
• Sales Occur– Brand has Well-Conceived Marketing Mix– Complete Marketing Mix– Good Promotion
• Large-Scale Demand /Production Produces– Cost to Produce Item is Reduced– Known as Economies of Scale
• Brand Loyalty at Any Cost– Firm Raises Prices– Known as Inelasticity of Demand
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Promotional Tools HelpIncrease Brand Loyalty(or even brand love)
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Cut Through the Cr*@!