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Integrated Marketing Communications 16 Integrated Marketing Communications Professor Close Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 LearningLearning OutcomesOutcomes LO 1 Discuss the role of promotion in the marketing mix LO 2 Discuss the elements of the promotional mix LO 3 Describe the communication process LO 4 Explain the goal and tasks of promotion Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2 LearningLearning OutcomesOutcomes LO 5 Discuss the AIDA concept and its relationship to the promotional mix LO 6 Describe the factors that affect the promotional mix LO 7 Discuss the concept of integrated marketing communications Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3 TheThe RoleRole ofof PromotionPromotion inin thethe MarketingMarketing MixMix Discuss the role of promotion in the marketing mix Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4 The Role of Promotion PromotionalPromotional StrategyStrategy A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5 ExhibitExhibit 16.116.1 RoleRole ofof PromotionPromotion inin thethe MarketingMarketing MixMix Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6 Competitive Advantage HighHigh productproduct qualityquality RapidRapid deliverydelivery LowLow pricesprices ExcellentExcellent serviceservice UniqueUnique featuresfeatures Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7 TheThe PromotionalPromotional MixMix Discuss the elements of the promotional mix Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8 The Promotional Mix al otion Prom PMrioxmotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Includes: Advertising Public Relations Personal Selling Sales Promotion Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9 The Promotional Mix g rtisin Adve Advertising MostMost commonlycommonly distributeddistributed byby traditionaltraditional media,media, thoughthough increasinglyincreasingly throughthrough non-non- traditionaltraditional media,media, suchsuch asas WebWeb sites,sites, e-mail,e-mail, blogs,blogs, andand interactiveinteractive videovideo kioskskiosks inin mallsmalls andand supermarkets.supermarkets. Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10 Advertising Media Traditional Advertising Media Television New Radio Advertising Media Newspapers Magazines Books Internet Direct mail Banner ads Billboards Viral marketing Transit cards E- mail Interactive video Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11 Advertising Advantages Disadvantages Reach large number Total cost is high of people National reach is Low cost per expensive for small contact companies Can be micro- targeted Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12 Public Relations c Publi ions Relat Public Relations Helps an organization communicate with customers, suppliers, stockholders, government officials, employees, and the community. Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13 The FunctionRelations of Public Maintain a positive image Educate the public about the company’s objectives Introduce new products Support the sales effort Generate favorable publicity 14 Copyright ©2012 by Cengage Learning Inc. All rights reserved Chapter 16 Sales Promotion Sales otion Prom Sales Promotion Marketing activities— other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness. Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 15 Sales Promotion FreeFree samplessamples ContestsContests EndEnd ConsumersConsumers PremiumsPremiums TradeTrade TradeTrade ShowsShows CustomersCustomers Company VacationVacation GiveawaysGiveaways Company EmployeesEmployees CouponsCoupons Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 16 Personal Selling nal Perso g SelPlinersonal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale. Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 17 Personal Selling Attempts to persuade the TraditionalTraditional buyer into a specific point SellingSelling of view. Win-lose outcome. Long-term relationships, RelationshipRelationship create a win-win outcome SellingSelling Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 18 MarketingMarketing CommunicationCommunication Describe the communication process Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 19 Communication Communication is… the process by which meanings are exchanged or shared through a common set of symbols. Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 20 Marketing Communication CategoriesCategories ofof CommunicationCommunication InterpersonalInterpersonal MassMass CommunicationCommunication CommunicationCommunication Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 21 Marketing Communication As Senders As Receivers . Inform . Develop messages . Persuade . Adapt messages . Remind . Spot new communication opportunities Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 22 ExhibitExhibit 16.216.2 CommunicationCommunication ProcessProcess Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 23 ExhibitExhibit 16.316.3 CharacteristicsCharacteristics ofof thethe ElementsElements inin thethe PromotionalPromotional MixMix LO3 Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 24 Characteristics of the Elements in the Promotional Mix Advertising Communication Mode Indirect and impersonal Communication Control Low Feedback Amount Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Fast Message Flexibility Same message to all audiences LO3 Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 25 Characteristics of the Elements in the Promotional Mix Public Relations Communication Mode Usually indirect, impersonal Communication Control Moderate to low Feedback Amount Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control No Sponsor Identification No Reaching Large Audience Usually fast Message Flexibility Usually no direct control Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 26 Characteristics of the Elements in the Promotional Mix Sales Promotion Communication Mode Usually indirect and impersonal Communication Control Moderate to low Feedback Amount Little to moderate Feedback Speed Varies Message Flow Direction Mostly one-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Fast Message Flexibility Same message to varied target Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 27 Characteristics of the Elements in the Promotional Mix Personal Selling Communication Mode Direct and face-to-face Communication Control High Feedback Amount Much Feedback Speed Immediate Message Flow Direction Two-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Slow Message Flexibility Tailored to prospect Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 28 Web 2.0 Web 2.0 tools include: • Blogs (online journals) • Podcasting (online radio) • Vodcasts (online videos) • Social Networks (Facebook, MySpace) Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 29 Blogging SponsoredSponsored by by a a company company or or CorporateCorporate oneone of of its its brands brands and and BlogsBlogs maintainedmaintained by by one one or or more more of of thethe company’s company’s employees. employees. IndependentIndependent and and not not Consumer-Consumer- associatedassociated with with the the GeneratedGenerated marketingmarketing efforts efforts of of any any BlogsBlogs particularparticular company company or or brand. brand. Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 30 TheThe GoalsGoals andand TasksTasks ofof PromotionPromotion Explain the goals and tasks of promotion Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 31 Goals and Tasks of Promotion InformingInforming RemindingReminding TargetTarget AudienceAudience PersuadingPersuading Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 32 Goals and Tasks of Promotion InformingInforming RemindingReminding PLC Stages: PLC Stages: Introduction Maturity Early Growth TargetTarget AudienceAudience PLC Stages: Growth Maturity PersuadingPersuading Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 33 Beyond the Chapter 16 Chapter Book . Goals and Tasks of Goalsand Tasks Build company image Build company newSuggest uses Explain how product works Increase awareness Copyright ©2012 by Cengage Learning Inc. All rights reserved reserved rights All Inc. Learning Cengage by ©2012 Copyright Informative Promotion Promotion 34 Goals and Tasks of Promotion Persuasive Promotion e h t . Encourage brand switching . Change customers’ perceptions of d product attributes n . k Influence immediate buying decision o o y . e o Persuade customers
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