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Promoting Products Using Interactive and Integrated Marketing Communications.
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Transcript of Promoting Products Using Interactive and Integrated Marketing Communications.
Promoting Products Using Promoting Products Using Interactive and Integrated Interactive and Integrated Marketing CommunicationsMarketing Communications
Change &Change & Promotion MixPromotion Mix
Definition- Promotion Definition- Promotion inform peopleinform people
Promotion MixPromotion Mix Integrated Marketing Integrated Marketing
Communication (IMC)Communication (IMC) ChangeChange
TechnologyTechnology Build RelationshipsBuild Relationships InteractivityInteractivity
Factors That Affect Factors That Affect
The Promotion MixThe Promotion Mix Type of ProductType of Product Stage in the Stage in the
Product Life CycleProduct Life Cycle Target Market Target Market
CharacteristicsCharacteristics Actions of Actions of
CompetitorsCompetitors Available FundsAvailable Funds
Objectives of Objectives of Integrated Integrated MarketingMarketing
Build Brand EquityBuild Brand Equity Provide InformationProvide Information Manage Demand & Manage Demand &
Build SalesBuild Sales Differentiate ProductsDifferentiate Products Influence Perceptions, Influence Perceptions,
Attitudes, & Buyer Attitudes, & Buyer BehaviorBehavior
Figure 16.3 Advertising Expenditure by Figure 16.3 Advertising Expenditure by MediaMedia
$215 million total (1999)$215 million total (1999)
Total Direct Total Direct Advertising Advertising
ExpendituresExpenditures
In billionsIn billions
Source: Source: The Direct Marketing Association
$104.3
$142.1 $153.0$164.1
$231.4
$0.0
$50.0
$100.0
$150.0
$200.0
$250.0
1992 1996 1997 1998 2002
1999 $215 billion1999 $215 billion
Advertising Advertising ExpendituresExpenditures
1924 $1 billion1924 $1 billion
1974 $35 billion1974 $35 billion
1990 $129 billion1990 $129 billion
1993 $150 billion1993 $150 billion
2002 $248 billion2002 $248 billion
$448 billion $448 billion worldwideworldwide
5. _______________5. _______________
Advertising Advertising Media:Media:
1. _______________1. _______________
2. _______________2. _______________
3. _______________3. _______________
4. _______________4. _______________
8. _______________8. _______________
6. _______________6. _______________
7. _______________7. _______________
Ways and Ways and places to places to advertiseadvertise
NewspapersNewspapers
TelevisionTelevision
RadioRadio
MagazinesMagazines
OutdoorOutdoor
Direct MailDirect Mail
Yellow Yellow PagesPages
InternetInternet
What might be the best advertising media for: (and where have you seen them?)
-A rock concert at an outdoor theater -Sales at the Mall -Products aimed specifically at women -Product aimed specifically at men -A local news show-Long distance telephone service-Credit cards-Computer software-A storage case for CDs and tapes for the car-Classes at CVCC
Advertising Advertising TodayToday
Persuasive Persuasive CommunicationCommunication
InfomercialsInfomercials
InternetInternet
Global AdvertisingGlobal Advertising
Century’sCentury’s Top Ad JinglesTop Ad Jingles
““You deserve a You deserve a break today”break today”
““Be all you can Be all you can be”be”
““Pepsi-Cola hits Pepsi-Cola hits the spot”the spot”
““Mm Mm good!”Mm Mm good!” ““See the USA in See the USA in
your Chevrolet”your Chevrolet”
““I wish I were an I wish I were an Oscar Mayer wiener”Oscar Mayer wiener”
““Double your Double your pleasure, double pleasure, double your fun”your fun”
““Winston tastes Winston tastes good like a cigarette good like a cigarette should”should”
““It’s the real thing”It’s the real thing” ““A little dab’ll do yaA little dab’ll do ya””
Source: Source: Advertising Age
Favorite Budweiser Favorite Budweiser Advertising SlogansAdvertising Slogans
18991899
King ofKing of
Bottled BeersBottled Beers
America’sAmerica’s
Social Social
CompanionCompanion
19371937 19431943
Food’s Food’s Favorite Favorite
CompanioCompanionn
19471947
It lives with It lives with good taste good taste everywhereeverywhere
19531953
When you When you know your know your beer… it’s beer… it’s
bound to be bound to be BudBud
19711971
When you When you say say
Budweiser, Budweiser, you’ve said it you’ve said it
allall
19931993
Proud to Proud to be your be your
BudBud
Do Blatantly Sexy Do Blatantly Sexy Ads Turn You Off?Ads Turn You Off?
4
5145
4
72
24
01020304050607080
Strongly/SomewhatAgree
Strongly/SomewhatDisagree
Don't Know
Per
cen
t
Men Women
Source: Source: USA Today
Amount Spent On...Amount Spent On...
Internet Advertising Internet Advertising = =
$1.92 Billion$1.92 Billion
Outdoor Advertising Outdoor Advertising ==
$1.58 Billion$1.58 Billion
Source: Source: CIO Web Business, 1/1/1999
2002 Amount U.S. Spent 2002 Amount U.S. Spent On...On...
Internet Internet Advertising Advertising
$5.74 Billion$5.74 Billion
Outdoor Outdoor AdvertisingAdvertising
$2.40 Billion$2.40 Billion
Source: Source: AdAge.com
Top Online Top Online Advertising IndustriesAdvertising Industries
Source: Nielsen/NetRating, 2002
0% 5% 10% 15% 20% 25% 30% 35%
Retail Goods & Services
Financial Services
Web Media
Travel
Hardware & Electronics
Telecom
Consumer Goods
Entertainment
Future Internet Future Internet AdvertisingAdvertising
Will reach $22 billion in the U.S. Will reach $22 billion in the U.S. The rest of world will spend The rest of world will spend
$10.8 billion.$10.8 billion. $27 billion (10% of all U.S. ad $27 billion (10% of all U.S. ad
spending) will be siphoned from spending) will be siphoned from traditional mediatraditional media
Hardest hit: newspapers and Hardest hit: newspapers and direct maildirect mail
Source: Source: CIO Web Business, 10/1/1999
Steps in Personal Steps in Personal SellingSelling
Prospect/QualifyProspect/QualifyProspect/QualifyProspect/Qualify
PreapproachPreapproachPreapproachPreapproach
ApproachApproachApproachApproach
PresentatioPresentationn
PresentatioPresentationn
ObjectionsObjectionsObjectionsObjections
CloseCloseCloseClose
Follow-upFollow-upFollow-upFollow-up
Public Public RelationsRelations
StepsStepsListen to the Listen to the
publicpublic
Change policies Change policies and proceduresand procedures
Inform people you Inform people you are being are being responsive responsive
PublicityPublicity+Free (if interesting)+Free (if interesting)+More Effective Than +More Effective Than
AdsAds+Believable (as +Believable (as
news)news)- No Control over use- No Control over use- No Repetition likely- No Repetition likely
Sales PromotionSales Promotion Internal - salespeopleInternal - salespeople External –outside the External –outside the
companycompany Sampling – free trialsSampling – free trials Word-Of-MouthWord-Of-Mouth Viral Marketing/SwagViral Marketing/Swag TestimonialsTestimonials Technology – consumer Technology – consumer
data collectiondata collection
Stimulating consumers and dealersStimulating consumers and dealers
Tips onTips on Issuing CouponsIssuing Coupons
Coupons can be Coupons can be used as a “Thank used as a “Thank you for buying” or a you for buying” or a “Stop and try us.”“Stop and try us.”
The value must be The value must be enough to attract enough to attract customers.customers.
Use coupon Use coupon promotions promotions sparingly.sparingly.
Get professional Get professional help to get help to get maximum maximum exposure.exposure.
Color-code your Color-code your coupons for coupons for different groups different groups that use them.that use them.
Top Celebrity Top Celebrity EndorsersEndorsers
CelebrityCelebrityCandice BergenCandice BergenBill CosbyBill CosbyKathi Lee Kathi Lee
GiffordGiffordCindy CrawfordCindy CrawfordJerry SeinfieldJerry SeinfieldCybil ShepherdCybil Shepherd
ProductProduct(s)(s)SprintSprintJell-OJell-OCarnival Cruise Carnival Cruise
LinesLinesRevlon, PepsiRevlon, PepsiAmerican ExpressAmerican ExpressL’OrealL’Oreal
Top Sports Top Sports EndorsersEndorsers
AthleteAthleteMichael Michael
JordanJordan
Tiger WoodsTiger Woods
Arnold PalmerArnold Palmer
Andre AgassiAndre Agassi
EndorsementsEndorsements$ 47.0 Million$ 47.0 Million
$ 24.0 Million$ 24.0 Million
$ 16.0 Million$ 16.0 Million
$ 14.0 Million$ 14.0 Million
Source:Source: Fortune Magazine
Promotional Promotional StrategiesStrategies
Push StrategyPush Strategy
Pull StrategyPull Strategy
PromotioPromotionn
DistributionDistribution
Retail Retail StoreStore
CustomerCustomer
PromotioPromotionn
consumers see and buyconsumers see and buy consumers requestconsumers request
Building IMCBuilding IMC
IMCIMC
Gather Data & Gather Data & Maintain Maintain DatabaseDatabaseRespond Quickly To Respond Quickly To Adjust Policies & Adjust Policies & ProceduresProcedures
Provide Provide Accessible Accessible InformationInformation
Integrated Marketing CommunicationIntegrated Marketing Communication