Marketing 14 Integrated Marketing Communication. 14.1 Integrated Marketing Communications -- 14 n...
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Transcript of Marketing 14 Integrated Marketing Communication. 14.1 Integrated Marketing Communications -- 14 n...
14.114.1
Integrated Marketing Communications -- 14
Goal of promotion Promo mix Objectives and budgets AIDA IMC
Four Ps of PromotionFour Ps of Promotion
PPaid Advertisingaid Advertising (Reach) (Reach)
PPublic Relations ublic Relations (Credibility)(Credibility)
Sales Sales PPromotion romotion (events, coupons, etc.)(events, coupons, etc.)
PPersonal Selling ersonal Selling (Personal and Interactive) (Personal and Interactive)
Also known as the IMC MixAlso known as the IMC Mix
14.214.2
IMCIMC What is it?What is it?
– Using all 4 promotion PsUsing all 4 promotion Ps– SynergySynergy
ConsistentConsistentComplementaryComplementary InteractiveInteractive
Why is it used? Why is it used? (p.484)(p.484)
Educate CustomersEducate CustomersMaintain ImageMaintain ImageReach MassesReach Masses Stimulate SalesStimulate SalesBuild Relationships Build Relationships
14.314.3
Goals and Tasks of PromotionGoals and Tasks of Promotion
InformingInforming
PersuadingPersuading
RemindingReminding
14.414.4
IMC ObjectivesIMC Objectives
Build Brand EquityBuild Brand Equity
Provide InformationProvide Information
Manage Demand & Build SalesManage Demand & Build Sales
Differentiate ProductsDifferentiate Products
Influence Perceptions, Attitudes, & Influence Perceptions, Attitudes, & BehaviorBehavior
Figure1: Brand Equity Strategy – A Schematic
IMCStrategy
BrandEquity
Brand IdentityStrategy
Brand
IdentityContacts
Brand
EquityContacts
Brand IdentityInterface
Brand EquityInterface
Environment, competitors’ brands, and changing customer needs and preferences
Top Management
Support
IMC SynergyConstructs
• Consistency
• Interactivity
•Complementarity
Brand Equity• Awareness• Image
InternalMarket
Orientation
Brand Identity
OrientedCulture
IMCEffectiveness
Brand Identity Contact Factors
Brand Equity Contact Factors
Figure 2: A Conceptual Framework
14.514.5
Promotion goal:
Move consumers through AIDA– Awareness/Attention
– Interest
– Desire
– Action
14.614.6
Factors Affecting the Promotional MixFactors Affecting the Promotional Mix Nature of the productNature of the product
Consumer vs. BusinessConsumer vs. BusinessRiskRisk
Target marketTarget market Informed, brand loyal, scattered Informed, brand loyal, scattered Adv. Adv.
Push vs. pull strategyPush vs. pull strategy Product life cycle stageProduct life cycle stage
Stimulating Primary vs. Secondary DemandStimulating Primary vs. Secondary DemandLoyaltyLoyaltyReminderReminder
Available fundsAvailable funds Type of Buying Decision Type of Buying Decision (Complexity, Involvement)(Complexity, Involvement)