Managing the “IMC” Process. Activity Think about the people you tried to persuade over the last...
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Transcript of Managing the “IMC” Process. Activity Think about the people you tried to persuade over the last...
Managing the “IMC” Process
Activity
• Think about the people you tried to persuade over the last day or two.– Who were the people?– What were you trying to accomplish?– Were you successful? If so, why? If
not, why not?
Major Types of Advertising
Enhance corporation’s identify
Enhance corporation’s identify
PioneeringPioneering
CompetitiveCompetitive
ComparativeComparative
ProductProductAdvertisingAdvertising
ProductProductAdvertisingAdvertising
InstitutionalInstitutionalAdvertisingAdvertisingInstitutionalInstitutionalAdvertisingAdvertising
Advocacy advertisingAdvocacy advertising
Money and Trust…
Advertising Campaign
A series of related advertisements focusing
on a common theme, slogan, and set of
advertising appeals.
Creating the Ad Campaign
Determine the advertising objectives.
Make creative decisions. Make media decisions.
Evaluate the campaign.
Objectives
• Inform, Persuade, Remind
• Where in PLC?
• Where in AIDA?
• What other important factors?
• Be specific, quantifiable and time oriented
Common Advertising Appeals
Profit Profit
HealthHealth
Love or romanceLove or romance
FearFear
AdmirationAdmiration
ConvenienceConvenience
Fun and pleasureFun and pleasure
Vanity and egotism Vanity and egotism
Environmental ConsciousnessEnvironmental Consciousness
Product saves, makes, or protects money Product saves, makes, or protects money
Appeals to body-conscious or health seekersAppeals to body-conscious or health seekers
Used in selling cosmetics and perfumesUsed in selling cosmetics and perfumes
Social embarrassment, old age, losing health Social embarrassment, old age, losing health
Reason for use of celebrity spokespeopleReason for use of celebrity spokespeople
Used for fast foods and microwave foodsUsed for fast foods and microwave foods
Key to advertising vacations, beer, parksKey to advertising vacations, beer, parks
Used for expensive or conspicuous items Used for expensive or conspicuous items
Centers around environmental protectionCenters around environmental protection
Mood or Image
Mood or Image
MusicalMusical
Demon-stration
Demon-stration
ScientificScientific
Real/AnimatedProductSymbols
Real/AnimatedProductSymbols
FantasyFantasy
LifestyleLifestyleSlice-of-LifeSlice-of-Life
HumorousHumorous
CommonCommonExecutionalExecutional
StylesStyles
CommonCommonExecutionalExecutional
StylesStyles
Spokes-person/
Testimonial
What people say they like…
Demonstration
Slice of Life
Testimonial
Lifestyle
Media Decisions (know the +/- of each)
NewspapersNewspapers
MagazinesMagazines
RadioRadio
TelevisionTelevision
OutdoorOutdoor
InternetInternet
Alternative MediaAlternative Media
Major Types Major Types ofof
AdvertisingAdvertisingMediaMedia
Major Types Major Types ofof
AdvertisingAdvertisingMediaMedia
The New Tactics• Video games (Media & Marketing News July 28, 2004)
• 14.2% people play videogames for leisure; 64 hours spent playing games in 2002; 42 million own gaming console
• Nascar 2005 Chase for the Cup – Advertisers include AutoZone, Dodge, Levi’s Signature, Mr. Clean AutoDry, Old Spice
• Jeep’s Trail of Life – 250,000 downloads & 40% intentions• US Army – America’s Army PC online and CD-Rom
• Online tactics (USA Today June 22, 2004)• Burger King is the King – subservient chicken & Ugoff• BMW Films• Online expected to exceed print advertising by 2007
The New Tactics
• Longer Ads (Wall Street Journal July 22, 2004)• Moving from :30 to 2 minute ads• Stella Artois beer, P&G, Honda, Under Armour
• Advertainment (USA Today June 22, 2004)• Mattel’s Hot Wheels will star in a feature length movie• Yahoo’s Times Square billboard where 800 number got
consumers racing cars for all to see• Cinema Advertising• Creativity in outdoor (adidas)
Media Terms to Know
• Media planning – series of decisions involved in delivering the message to the target audience.
• Media objectives – objectives sought by the plan
• Medium – general category of media channels [broadcast, print]
• Media vehicle – specific carrier in the media category [television, magazine & specifics]
Media Concepts to Know• Designated Market Areas (DMA) – NYC is
largest• Cost Per Thousand (CPM) – used for print
cost comparison• Cost Per Rating Point (CPRP) – used for
broadcast cost comparison• Sweeps – Neilson Grading (4 times a year) –
currently testing a new method – The people meters.
Comparing Media Costs - Magazines
Time Magazine Newsweek Magazine
Per page cost $156,000 $144,000
Circulation 4 million 3.1 million
Calculation of CPM 156,000 x 1000/4 million
144,000 x 1000/3.1 million
CPM $39.00 $46.45
Media Selection Criteria
Cost perCost perContactContact
Cost perCost perContactContact
ReachReachReachReach
FrequencyFrequencyFrequencyFrequency
AudienceAudienceSelectivitySelectivityAudienceAudienceSelectivitySelectivity
The cost of reaching one member of the target market.
The cost of reaching one member of the target market.
The number of target consumers exposed to a commercial at least
once during a time period.
The number of target consumers exposed to a commercial at least
once during a time period.
The number of times an individual is exposed to a message during a
time period.
The number of times an individual is exposed to a message during a
time period.
The ability of an advertising medium to reach a precisely
defined market.
The ability of an advertising medium to reach a precisely
defined market.
Media Schedules
ContinuousContinuousMedia ScheduleMedia Schedule
ContinuousContinuousMedia ScheduleMedia Schedule
Flighted Flighted Media ScheduleMedia Schedule
Flighted Flighted Media ScheduleMedia Schedule
PulsingPulsingMedia ScheduleMedia Schedule
PulsingPulsingMedia ScheduleMedia Schedule
SeasonalSeasonalMedia ScheduleMedia Schedule
SeasonalSeasonalMedia ScheduleMedia Schedule
Advertising is run steadily throughout the period.
Advertising is run steadily throughout the period.
Advertising is run heavily every other month or every two weeks.Advertising is run heavily every other month or every two weeks.
Advertising combines continuous scheduling with flighting.
Advertising combines continuous scheduling with flighting.
Advertising is run only when the product is likely to be used.
Advertising is run only when the product is likely to be used.
Evaluation
• Brand recognition
• Brand recall
• Attitudes & intentions to purchase
• Use research tools again!!
• Share of expenditure, share of voice, share of mind and heart and share of market
The Confusion of ROI• Incremental sales revenue created by marketing• Changes in brand awareness• Total sales revenue generated by marketing activity• Changes in purchase intentions• Changes in attitudes toward brand• Changes in market share• Number of leads generated• Ratio of ad costs to sales revenues• Cost per lead generated• Reach/frequency• Gross rating points• Cost per sale generated• Post buy analysis of media• Increase in lifetime value
Public Relations
Evaluates public attitudes
Evaluates public attitudes
Identifies issues of public concernIdentifies issues of public concern
Executes programs to gain
public acceptance
Executes programs to gain
public acceptance
The Role of The Role of Public RelationsPublic Relations
The Role of The Role of Public RelationsPublic Relations
Public Relations Functions
• Press/media relations• Product publicity• Corporate communication• Lobbying• Counseling/crisis management• Viral marketing • Creating WOM
BW, 5.17/99
Major Tools for Marketing PR
Internal Internal & External& ExternalAudiencesAudiences
Internal Internal & External& ExternalAudiencesAudiences
EventsEvents
SponsorshipsSponsorships
NewsNews
SpeechesSpeeches
Public Service ActivitiesPublic Service Activities
PublicationsPublications
Sales Promotion
Marketing communication activities, other than
advertising, personal selling, and public
relations, in which a short-term incentive
motivates a purchase.
Consumer Promotions
Trade promotions
Objectives of Sales Promotions
Type of Buyer Type of Buyer Type of Buyer Type of Buyer
Loyal CustomersLoyal Customers
Competitor’sCustomersCompetitor’sCustomers
Brand SwitchersBrand Switchers
Price BuyersPrice Buyers
Desired Results Desired Results Desired Results Desired Results
•Reinforce behavior• Increase consumption•Change timing
•Reinforce behavior• Increase consumption•Change timing
•Break loyalty•Persuade to switch•Break loyalty•Persuade to switch
•Persuade to buy your brand more often
•Persuade to buy your brand more often
•Appeal with low prices
•Supply added value
•Appeal with low prices
•Supply added value
Sales PromotionSales PromotionExamplesExamples
Sales PromotionSales PromotionExamplesExamples
•Loyalty marketing•Bonus packs•Loyalty marketing•Bonus packs
•Sampling•Sweepstakes, contests, premiums
•Sampling•Sweepstakes, contests, premiums
•Price-lowering promotion
•Trade deals
•Price-lowering promotion
•Trade deals
•Coupons, price-offpackages, refunds
•Trade deals
•Coupons, price-offpackages, refunds
•Trade deals
Why Use Sales Promotions?
Immediate PurchasesImmediate Purchases
Increase TrialIncrease Trial
Boost consumer inventoryBoost consumer inventory
Encourage repurchaseEncourage repurchase
Increase ad effectivenessIncrease ad effectiveness
Encourage brand switchingEncourage brand switching
UsesUsesofof
Sales Sales PromotionPromotion
UsesUsesofof
Sales Sales PromotionPromotion
Encourage brand loyaltyEncourage brand loyalty
Major Consumer Promotion Tools
• Samples• Coupons• Case refund offers
(rebates)• Price packs• Premiums• Frequency
programs
• Prizes (contests, sweepstakes)
• Patronage awards• Free trials• Warranties• Tie in promotions• Cross promotions• POPs
Major Trade Promotion Tools
• Price Off (off invoice, off list)
• Allowance
• Free Goods
• Trade shows
• Sales contests
• Specialty Advertising
Direct Marketing
• The use of consumer direct channels to reach and deliver goods and services to customers w/out intermediaries
• Talk more in retailing about direct marketing