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1-2
The Modern World of Marketing
• Rapidly changing media environment• Mass media losing viewers, readers,
listeners
• Digital media targets narrow audience
• Consumers not content to be passive message recipients
• Information now obtained from a myriad of sources
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The Growth of Advertising and Promotion
• Integral part of social and economic systems• Carefully prepared messages delivered
to carefully targeted audiences• Six-fold increase between 1980 and 2010
• New marketing channels• Internet ads (banner ads, videos,
webisodes)• Social media• Mobile marketing
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The Role of Marketing
Advertising & Promotion
Inform customers of a product or service
Convince them of its ability to satisfy their wants or needs
Help develop and sustain relationships
Nonprofit Organizations
Solicit donations
Offer intangible social and psychological satisfactions
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What is Marketing?
The activity, set of institutions, and processes for…
creating, communicating, delivering, and exchanging offerings that have…
value for customers, clients, partners, and society at large
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What is Value?
• Customer’s perceptionof all the benefits of aproduct or service
• Benefits can be…
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The Marketing Revolution
Shift from traditional media ads to other forms of promotion/nontraditional media
Internet and social media changing how companies interact with consumers
Power shift: manufacturers to retailers
Database marketing
Movement away from mass media advertising toward more targeted tools such as event
marketing, direct mail, Internet
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The Role of IMC in Branding
BrandIdentity
Image orAssociations Performance
Name Packaging
Logo Design
Symbols
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The Promotional Mix
Interactive/ Internet
Marketing
Interactive/ Internet
MarketingAdvertisingAdvertising Direct
Marketing
Direct Marketing
Personal Selling
Personal Selling
Sales Promotion
Sales Promotion
Publicity/ Public
Relations
Publicity/ Public
Relations
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Advertising
• Paid, nonpersonal communication• About an organization, product,
service, or idea • With an identified sponsor• No immediate feedback from audience
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Non-Personal Media
• Mass media• TV• Radio• Magazines• Newspapers
• Benefits• Cost effective• Large audiences
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Advertising Classifications
Primary / Selective Demand Primary / Selective Demand
Business-to-Business Business-to-Business
Organizations
National National
Retail / Local Retail / Local
Professional Professional
Trade Trade
Consumers
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Forms of Direct Marketing
Database Management
Database Management
TelemarketingTelemarketing
Direct MailDirect Mail
Shopping ChannelsShopping Channels
CatalogsCatalogs
InternetSalesInternetSales
Direct SellingDirect Selling
Direct Response Ads
Direct Response Ads
1-17
Interactive Marketing
• Interactive media• Internet• Kiosks• Interactive television• Cell phones• Other mobile devices
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Interactive Marketing
• Internet activities• Advertise products and services• Link ads and websites to search engines• Offer coupons, contests, sweepstakes• Conduct direct marketing• Do personal selling• Conduct public relations activities• Measure advertising and promotions
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Consumer vs. Trade Promotions
Consumer-oriented
Trade-oriented Wholesalers, distributors, retailers
Encourages immediate purchases
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Publicity
High credibility and low cost
High credibility and low cost
Not always under company control
Not always under company control
Is sometimes unfavorable
Is sometimes unfavorable
A news story, editorial, or
announcement to a mass audience
A news story, editorial, or
announcement to a mass audience
Not directly paid foror run under
identified sponsor
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Personal Selling
• Person-to-person communication• A seller attempts to assist and/or
persuade prospective buyers to make a purchase or act on an idea
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IMC Planning Model
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
Advertising Salespromotion
PR/publicity
Personalselling
Directmarketing
Advertisingobjectives
Salespromotionobjectives
PR/publicityobjectives
Personalsellingobjectives
Directmarketingobjectives
Messagestrategy
Salespromotionstrategy
PR/publicitystrategy
Personalsellingstrategy
Directmarketingstrategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/interactive
Internet/interactiveobjectives
Internet/interactivestrategy
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Elements of a Marketing Plan
Detailed situation analysis
Marketing strategy and program
Specific marketing objectives
Program for implementing the strategy
Process for monitoring & evaluating performance
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Promotional Program Situational Analysis
Internal
Firm’s promotional organization/capabilities
Review of previous programs and results
Assess firm/brand image
Assess strengths and weaknesses of product or service
External
Customer analysis
Competitive analysis
Environmental analysis
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Analysis of Communications Process
• Communication decisions• Source and message• Communication channels• Media mix• Costs• Marketing goals• Communication objectives
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Budget Determination
• What will the promotional program cost?• How will the money be allocated?