Objectives. of integrated marketing communications. Definition

Transcription

1 Integrated Marketng o Strategy Chapter 15 Objectves Know the tools of the marketng communcatons mx. Understand the process and advantages of ntegrated marketng communcatons. Learn the steps n developng effectve marketng communcatons. Understand methods for settng promotonal budgets and the factors that affect the desgn of the promoton mx Defnton The Marketng Mx The specfc mx of advertsng, personal sellng, sales promoton, and publc relatons a company uses to pursue ts advertsng and marketng objectves. Integrated Marketng The Marketng Envronment s Changng: Mass markets have fragmented, causng marketers to shft away from mass marketng Meda fragmentaton s ncreasng Improvements n nformaton technology are facltatng segmentaton

2 Integrated Marketng The Need for Integrated Marketng Conflctng messages from dfferent sources or promotonal approaches can confuse company or brand mages The problem s partcularly prevalent when functonal specalsts handle ndvdual forms of marketng communcatons ndependently Integrated Marketng The Need for Integrated Marketng The Web alone cannot be used to buld brands; brand awareness potental s lmted Best bet s to wed tradtonal brandng efforts wth the nteractvty and servce capabltes of onlne communcatons Web efforts can enhance relatonshps Fgure 15-1: 1 Integrated Marketng o Integrated Marketng Integrated Marketng The concept under whch a company carefully ntegrates and coordnates ts many communcatons channels to delver a clear, consstent, and compellng message about the organzaton and ts products. IMC mplementaton often requres the hrng of a MarCom manager

3 The Process Fgure 15-2: Elements n the o Process efforts should be vewed from the perspectve of managng customer relatonshps over tme The communcaton process begns wth an audt of all potental contacts Effectve communcaton requres knowledge of how communcaton works Step 1: Identfyng the Target Audence Affects decsons related to what, how, when, and where message wll be sad, as well as who wll say t Step 2: Determnng Objectves Objectves may be set to move buyers through the sx readness stages

4 Fgure 15-3: Buyer-Readness Stage Step 3: Desgnng a Message AIDA framework gudes message desgn Message content t Ratonal Emotonal appeals: fear, humor, gult, shame, love Moral appeals Humor has long been used n the marketng of soft drnks and beer. These ads use humor to attract attenton and nvoke curosty. Step 3: Desgnng a Message Message structure Draw a concluson? One-sded d or two-sded? d? Strongest arguments presented frst or last? Message format Novelty, contrast, t and more

5 Step 4: Choosng Meda Personal vs. nonpersonal communcaton channels Step 4: Choosng Meda Personal communcaton channels Includes face-to-face, phone, mal, and Internet chat communcatons Word-of-mouth nfluence s often crtcal Buzz marketng cultvates opnon leaders Nonpersonal communcaton channels Includes meda, atmosphere, and events Step 5: Selectng the Message Source Hghly credble sources are more persuasve A poor choce of spokesperson can tarnsh a brand Step 6: Collectng Feedback Recognton, recall, and behavoral measures are assessed May suggest changes n product/promoton t 15-19

6 Settng the Total Promotonal Budget Affordablty Method Budget s set at a level that a company can afford Percentage-of of-sales Method Past or forecasted sales may be used Compettve-Party Method Budget matches compettors outlays Settng the Total Promotonal Budget Objectve-and-Task Method Specfc objectves are defned Tasks requred to acheve objectves are determned Costs of performng tasks are estmated, then summed to create the promotonal budget Settng the Overall Promoton Mx Determned by the nature of each promotonal tool and the selected promoton mx strategy Revlon emphaszes advertsng whle Avon emphaszes personal sellng Promotonal Tool wth hgh frequency Advertsng Sales Promoton Publc Relatons Drect Marketng Reaches large, geographcally dspersed audences, often wth hgh frequency Low cost per exposure, though overall costs are hgh Consumers perceve advertsed goods as more legtmate t Dramatzes company/brand Bulds brand mage; may stmulate short-term term sales Impersonal; one-way communcaton

7 Promotonal Tool Advertsng Sales Promoton Publc Relatons Drect Marketng Most effectve tool for buldng buyers preferences, convctons, and actons Personal nteracton allows for feedback and adjustments Relatonshp-orentedorented Buyers are more attentve t Sales force represents a long- term commtment Most expensve of the promotonal tools Promotonal Tool Makes use of a varety of Advertsng Sales Promoton Publc Relatons Drect Marketng May be targeted at the trade or ultmate consumer Makes use of a varety of formats: premums, coupons, contests, etc. Attracts attenton, offers strong purchase ncentves, dramatzes offers, boosts saggng sales Stmulates quck response Short-lved Not effectve at buldng long- term brand preferences Promotonal Tool Advertsng Sales Promoton Publc Relatons Drect Marketng Hghly credble Many forms: news stores, news features, events and sponsorshps, etc. Reaches many prospects mssed va other forms of promoton Dramatzes company or benefts Often the most underused element n the promotonal mx Promotonal Tool Advertsng Sales Promoton Publc Relatons Drect Marketng Many forms: Telephone marketng, drect mal, onlne marketng, etc. Four characterstcs: acte cs Nonpublc Immedate Customzed Interactve Well-suted to hghly hl targeted marketng efforts

8 Fgure 15-4: Push vs. Pull Promoton o o Strategy Promoton Mx Strateges Push strategy: trade promotons and personal sellng efforts push the product through the dstrbuton channels. Pull strategy: producers use advertsng and consumer sales promotons to generate strong consumer demand d for products Socally Responsble Checklst: Integratng g the Promoton Mx Analyze trends (nternal and external) Audt communcatons spendng Identfy all ponts of contact Team up n communcatons plannng Make all communcaton elements compatble Create performance measures Appont an IMC manager Advertsng and Sales Promoton Avod false and deceptve advertsng Bat and swtch advertsng Trade promotons can not favor certan customers over others Use advertsng to promote socally responsble programs and actons

9 Socally Responsble Socally Responsble Salespeople must follow the rules of far competton Three day coolng- off rule protects ultmate consumers from hgh pressure tactcs Busness-to-busness sellng Brbery, ndustral esponage, and makng false and dsparagng statements about a compettor are forbdden