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IMC StrategiesIMC Strategies
HousekeepingHousekeeping
ReadDo
5th Assignment (06/18) Final project
Second part draft (06/15)Case #1 (06/18)
The end is near! The end is near!
6/14 – Objectives & Final Project. Guide for Exam 2
6/15 – Team day 6/18 – Exam 2 6/19 – Final case/Elements of a plans book 6/20 – Media and evaluations 6/21 & 22 – Final presentations
Final ProjectFinal Project
Team leaders: Remember to talk to Dr. Villegas and/or to Prof. Ghanimi about the alternatives.
IMC is larger than IMC is larger than advertisingadvertising
Communication
Contact One-Way Two-Way
Non-Personal
Personal
Involved
Integrated Marketing Communications – Integrated Marketing Communications – Traditional MediaTraditional Media
Integrated Marketing Communications
Advertising Direct Marketing Public Relations Sales promotion
TV, print, radio 1-800s, mailings Sponsorships, Events Discounts, sweepstakes
Integrated Marketing Communications – Integrated Marketing Communications – Interactive MediaInteractive Media
Integrated Marketing Communications
Advertising Direct Marketing Public Relations Sales promotion
Pop up, bannerEmail,
e-commerceWeb sites
Mini Web sites,e-coupons
IMC is larger than IMC is larger than advertisingadvertising
However, all the IMC strategies require a link to the creative strategy.
Most common strategies:AdvertisingPublic RelationsSales promotionsDirect marketing
IMC strategies: AdvertisingIMC strategies: Advertising
Advertising-DefinitionAdvertising-Definition
Advertising is any paid form of non-personal presentation of ideas, goods, and services by an identified sponsor to a target audience and delivered primarily through mass media
IMC strategies: Public RelationsIMC strategies: Public Relations
Public relationsPublic relations
Two typesTraditional (PR)
Take PUR 3000Marketing-oriented (MOR)
Marketing-Oriented PRMarketing-Oriented PR
Public relations activities used in the promotion of products Strengths:
More credible than obvious selling message Less expensive than purchasing media time or space
Weaknesses: Mass communication Message and media not controlled
MOR PR strategiesMOR PR strategies
Mass media coveragePublicity
Direct communication
PublicityPublicity
Dissemination of messages through selected media without payment to the media
How do we get free media coverage?Message has to be newsworthy
Of interest to the media editor Good relationship
Of interest to the readers
Direct Communication - Direct Communication - Reinforcement of relationshipsReinforcement of relationships
Customers: Reward/support valuesSponsorships NewslettersClubs (HOG)Cause-related marketing
IMC strategies: Sales IMC strategies: Sales PromotionPromotion
Main sources of information Main sources of information about the industryabout the industry
AdvertisingAdvertising Age
Sales promotion/Direct marketingPromo Magazine
http://promomagazine.com/
Sales promotion-PurposeSales promotion-Purpose
Short term increase in sales Business building
However, it can also contribute to brand building in the long termThe challenges are:
Not to overuse SPSP should be compatible with brand
positioning
Categories of sales Categories of sales promotionpromotion
Trade sales promotion Wholesalers Retailers Dealers
Consumer sales promotion
Suppliers
Manufacturer
Wholesaler
Retailers
Consumer
Trade sales promotion -Trade sales promotion -DefinitionDefinition
The range of activities and incentives offered to distribution channel members to encourage them to: Stock the manufacturer’s brand Assist in promoting the brand to the end user
Trade sales promotions try to match the objectives of the manufacturer and the members of the distribution channel
Trade sales promotions Trade sales promotions tacticstactics
Money off incentives
Allowances
POP materialsPOP materials
Consumer Sales Promotions Consumer Sales Promotions - Definition and purpose- Definition and purpose
Incentives to stimulate brand sales Objectives
Change consumer purchase behavior by changing perceptions of the price/value relationship
Increase value Price Benefit
Alternatives for behavioral change Purchase acceleration Stockpiling Consumption increase
Reasons for using consumer Reasons for using consumer sales promotionssales promotions
Reach new usersEncourage trade up Introduce a new productHold current users (80/20 rule) Increase/expand product usageReinforce advertising
Consumer sales promotionConsumer sales promotion
Price reduction tacticsValue enhancement tactics
Consumer sales promotion -Consumer sales promotion -Price reduction tacticsPrice reduction tactics
CouponsOverall coupon distribution in North
America up 7.7%, biggest increase in five years
Redemption rates are still below 2.0% (Promo Magazine 2005).
Refunds/rebatesPrice offsSampling
Consumer sales promotion -Consumer sales promotion -Value enhancement tacticsValue enhancement tactics
Special packs Sweepstakes (chance-based) Contests (skills-based) Premiums
Mail-in In-or on- package
PremiumsPremiums
Direct marketing -DefinitionDirect marketing -Definition
Any direct communication to a consumer Purpose: To establish a direct relationship
with a targeted audience to generate immediate response
Frequently based on consumer information contained in databases
Some strategies for direct Some strategies for direct marketingmarketing
MailingsSnail mail: Brochures, coupons, catalogs.
Telemarketing
MailingsMailings
Targeted communication via mail Advantages
Cost efficient Easy to target Quality control is easy
Disadvantages Can be perceived as a nuisance Slow process
TelemarketingTelemarketing
The use of toll-free telephone number and personal telephone sales calls to sell products
AdvantagesPersonal and interactiveMessage controlFeedback is immediate
TelemarketingTelemarketing
DisadvantagesCostlyLack of visual capabilityCan be perceived as an intrusion to
privacy
New strategiesNew strategies
InteractiveE-mail, Web sites.Advantages: Cost efficient, fastDisadvantages: Privacy
New strategiesNew strategies
EntertainmentProduct placementWeb sitesSponsorships
ESPN2’s Ultimate Playground
I Robot
New strategiesNew strategies
EntertainmentAdvantages: Avoids zipping and zapping,
could reinforce brand image.Disadvantages: Needs to be reinforced
with advertising, might alienate consumers.