Chap017

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LO1Discuss integrated marketing communication and the communication process.

Describe the promotional mix andthe uniqueness of each component.LO2

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:

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LO4Describe the elements of the promotion decision process.

Explain the value of direct marketing for consumers and sellers.LO5

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:

Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stagesof the buying decision and channel strategies.

LO3

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GET ENGAGED…IN THE TWITTERVERSE!

Age of Engagement

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THE COMMUNICATION PROCESSLO1

Promotional Mix

Integrated Marketing Communications (IMC)

• Inform Prospective Buyers

• Persuade Them To Try

• Remind Them of the Benefits

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FIGURE 17-1FIGURE 17-1 The communication process consists of six key elements

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Communication

Source

Channel of Communication

Message

Receivers

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Encoding Decoding

Field of Experience

Feedback Loop

Feedback Response

Noise


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The North Face AdWho is the source? What is the message?

How would you decode this ad?

LO1

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FIGURE 17-2FIGURE 17-2 The five elements of the promotional mix

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THE PROMOTIONAL ELEMENTSADVERTISING

LO2

MassSelling

CustomizedInteraction

Advertising

• Paid Aspect

• Nonpersonal

vs.

• Advantages

• Disadvantages

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THE PROMOTIONAL ELEMENTSPERSONAL SELLING

LO2

Personal Selling

• Wasted Coverage

• Advantages • Disadvantages

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THE PROMOTIONAL ELEMENTSPUBLIC RELATIONS

LO2

Public Relations

• Publicity

• Advantages • Disadvantages

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THE PROMOTIONAL ELEMENTSSALES PROMOTION AND DIRECT MARKETING

LO2

Sales Promotion

Direct Marketing

• Advantages

• Disadvantages

• Advantages

• Disadvantages

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IMC—DEVELOPING THE PROMOTIONAL MIXTHE TARGET AUDIENCE

Determine the Balance of the Elements

Coordinate the Promotional Effort

LO2

Assess Target Audience Characteristics

• Consumers • Businesses

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MARKETING MATTERSHow Can You Reach Generation Y?

With Mobile Marketing!

LO2

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Introduction Stage

Growth Stage

Maturity Stage

Decline Stage

IMC—DEVELOPING THE PROMOTIONAL MIXTHE PRODUCT LIFE CYCLE

LO3

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FIGURE 17-3FIGURE 17-3 Promotional tools used over the product life cycle of Purina Dog Chow

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Complexity

Risk

Ancillary Services

IMC—DEVELOPING THE PROMOTIONAL MIXPRODUCT CHARACTERISTICS

LO3

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Prepurchase Stage

Purchase Stage

Postpurchase Stage

IMC—DEVELOPING THE PROMOTIONAL MIXSTAGES OF THE BUYING DECISION

LO3

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FIGURE 17-4FIGURE 17-4 How the importance of promotional elements varies during the stages of the consumer purchase decision process

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Push Strategy Pull Strategy

• Direct-to-Consumer

IMC—DEVELOPING THE PROMOTIONAL MIXCHANNEL STRATEGIES

LO3

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FIGURE 17-5FIGURE 17-5 A comparison of push and pull promotional strategies

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FIGURE 17-6FIGURE 17-6 The promotion decision process includes planning, implementation, and evaluation

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The Four “W”s:

DEVELOPING AN IMC PROGRAMDEVELOPING THE PROMOTION PROGRAM

LO4

• Who is the Target Audience?

• What are the Objectives, Budget, & Tools?

• Where Should the Promotion Be Run?

• When Should the Promotion Be Run?

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DEVELOPING AN IMC PROGRAMIDENTIFYING THE TARGET AUDIENCE

LO4

Target Audience

Behaviorial Targeting

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DEVELOPING AN IMC PROGRAMSPECIFYING THE PROMOTION OBJECTIVES

LO4

• Awareness • Trial

• Interest • Adoption

• Evaluation

Hierarchy of Effects

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DEVELOPING AN IMC PROGRAMSETTING THE PROMOTION BUDGET

LO4

Percentage of Sales Budgeting

Competitive Parity Budgeting

All-You-Can-Afford Budgeting

Objective and Task Budgeting

• Matching Competitors • Share of Market

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FIGURE 17-7FIGURE 17-7 U.S. promotion expenditures of the top 10 companies

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USING MARKETING DASHBOARDSHow Much Should You Spend on IMC?

Promotion-to-Sales Ratio

Promotion-to-Sales Ratio (%) =

Total Promotion Expenditures ($)

Total Sales ($)

100

LO4

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DEVELOPING AN IMC PROGRAMLO4

Designing the Promotion

Selecting the Right Promotional Tools

Scheduling the Promotion

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EXECUTING AND ASSESSINGTHE PROMOTION PROGRAM

LO4

IMC Audit

Pretesting

Posttesting

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DIRECT MARKETINGLO5

The Value of Direct Marketing

Technological, Global andEthical Issues in Direct Marketing

The Growth of Direct Marketing

• Direct Orders

• Traffic Generation

• Lead Generation

Priceline Ad

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FIGURE 17-8FIGURE 17-8 Business usage and response rates of popular forms of direct marketing

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MAKING RESPONSIBLE DECISIONSWhat Information Should Be Private”

LO5

DMA

Do-Not-Call

Do Not Mail

Do Not Track

E-Privacy Directive

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MOUNTAIN DEW: USING IMC AND SOCIAL MEDIA TO CREATE AND

PROMOTE A NEW FLAVOR

VIDEO CASE 17

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FIGURE 1FIGURE 1 The seven stages of the Dewmocracy 2 campaign

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VIDEO CASE 17MOUNTAIN DEW

1. What changes in the environment provided the opportunity for the Dewmocracy approach?

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2. Which of the promotional elements described in Figure17-2 are used by Mountain Dew in its Dewmocracy 2 campaign?

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3. What are some of the different ways Mountain Dew can assess the success of its campaign?

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Promotional Mix

The promotional mix is the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

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Integrated Marketing Communications (IMC)

Integrated marketing communications (IMC) is the concept of designing marketing communications programsthat coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.

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Communication

Communication is the processof conveying a message to others and that requires six elements:a source, a message, a channelof communication, a receiver,and the processes of encoding and decoding.

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Source

A source is a company or person who has information to convey during the communication process.

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Message

A message consists of the information sent by a sourceto a receiver during the communication process.

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Channel of Communication

A channel of communicationis the means (e.g., a salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

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Receivers

Receivers consists of consumers who read, hear, or see the message sent by a source during the communication process.

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Encoding

Encoding is the process ofhaving the sender transform an idea into a set of symbols during the communication process.

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Decoding

Decoding is the process ofhaving the receiver take a set of symbols, the message, and transform them back to an idea during the communication process.

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Field of Experience

Field of experience is amutually shared understanding and knowledge that the a sender and receiver apply to a message so that it can be communicated effectively during the communication process.

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Response

A response, in the feedbackloop, is the impact the message had on the receiver’s knowledge, attitudes, or behaviors during the communication process.

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Feedback

Feedback, in the feedback loop, is the sender’s interpretation ofthe response, which indicates whether a message was decoded and understood as intended during the communication process.

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Noise

Noise consists of extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.

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Advertising

Advertising is any paid formof nonpersonal communicationabout an organization, good, service, or idea by an identified sponsor.

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Personal Selling

Personal selling consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

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Public Relations

Public relations is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

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Publicity is a nonpersonal, indirectly paid presentation of an organization, good, or service.

Publicity

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Sales Promotion

Sales promotion is a short-term inducement of value offered to arouse interest in buying a good or service.

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Direct Marketing

Direct marketing is a promotion alternative that uses direct communication with consumersto generate a response in theform of an order, a request for further information, or a visit toa retail outlet.

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Push Strategy

A push strategy involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

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Pull Strategy

A pull strategy involves directing the promotional mix at ultimate consumers to encourage themto ask the retailer for a product.

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Hierarchy of Effects

The hierarchy of effects is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation,trial, and adoption.

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Percentage of Sales Budgeting

Percentage of sales budgeting involves allocating funds to promotion as a percentage ofpast or anticipated sales, in terms of either dollars or units sold.

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Competitive Parity Budgeting

Competitive parity budgeting involves allocating funds to promotion by matching the competitor’s absolute level of spending or the proportionper point of market share. Also called matching competitors or share of market.

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All-You-Can-Afford Budgeting

All-you-can-afford budgeting involves allocating funds to promotion only after all other budget items are covered.

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Objective and Task Budgeting

Objective and task budgeting involves allocating funds topromotion whereby the company:(1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and(3) determines the promotion cost of performing these tasks.

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Direct Orders

Direct orders is the result of direct marketing offers thatcontain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

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Lead Generation

Lead generation is the result ofa direct marketing offer designed to generate interest in a productor service and a request for additional information.

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Traffic Generation

Traffic generation is theoutcome of a direct marketing offer designed to motivate people to visit a business.

Chap017

Business

Transcript of Chap017