Ch.15
description
Transcript of Ch.15
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Integrated Marketing
CommunicationsIntro to Marketing
Chapter 15
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Objectives of Promotion
– Informing, persuading, and
influencing the consumer’s purchase
decision
• Integrated Marketing Communications
– Coordinating all promotional
activities
• Media advertising, direct mail,
personal selling, sales promotion
& public relations
• To produce a unified, customer-
focused promotional message
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The Communications Process
• An effective message should:– Attract the receiver’s attention– Achieve an understanding by both the
receiver and the sender– Suggest a method to satisfy the
receiver’s needs• AIDA Concept – steps that a person
goes through when making a purchase
• A – ttention• I – nterest• D – esire• A - ction
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Objectives of Promotion
• Provide Information to consumers• Increase demand• Differentiate a product• Accentuate a products value
– Show how a product will make life better
• Stabilize sales– Sales are not uniform throughout the
year
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Promotional Mix• Personal Selling• Non-Personal Selling
– Advertising• Paid, non-personal communication through
various media– Product Placement– Sales Promotion
• Displays, shows, demonstrations, non-recurrent selling efforts
– Direct Marketing• Includes direct mail, phone, infomercials
– Publicity & PR• News, not paid for, press releases
– Guerilla Marketing• Innovative low cost way to reach the market using
a unique approach
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Promotional Mix
ProductPricePlaceAdvt.Sales PromoDirect Mkt.Publicity/PRPersonal Selling
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Sponsorships
• Occurs when an organization provides cash or in-kind resources to an event or activity
• Purchases two things:– Exposure– Image
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Direct Marketing
• Growing rapidly• Interactive electronic media,
direct mail, telemarketing, infomercials, & direct response advertising
• International direct marketing has grown – internet
• Databases are important
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Direct Mail
• Sales letters, postcards, leaflets, folders, booklets, catalogs
• Advantages– Can select a narrow target
market, intensive coverage, personalized response rates are measurable
• Disadvantages– High cost, dependence on quality
of mailing list, junk mail
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Catalogs
• Speigel, LL Bean, Lands End, & Eddie Bauer depended on catalog sales for years, then moved into retail stores & web pages.
• CD ROM catalogs– Display 3 dimensional views
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TelemarketingPhone– Most frequently used
form of direct marketing
– Inexpensive, get immediate response, personalized
– Predictive dialers skip busy signals & answering machines, waits for human voice
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Direct Marketing via Broadcast Channels
• Brief direct response ads on TV or radio encourage viewers to respond immediately
• Home Shopping Channels– QVC & HSN– Work best for $20-$50 range
• Infomercials– 30 minute or longer product
commercials– Usually air on non-prime-time slots or
less expensive cable channels
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Electronic
• Web Advertising• E-mail• Auction sites• Kiosks
– Provide instant delivery
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Personal Selling AdvertisingNature of the market Number of buyers Geographic concentration Type of customer
Limited numberConcentratedBusiness purchaser
Large numberDispersedUltimate consumer
Nature of the product Complexity Service requirements Type of good or service Use of trade-ins
Custom-made, complexConsiderableBusinessTrade-ins common
StandardizedMinimalConsumerTrade-ins uncommon
Stage in the product life cycle
Often emphasized at every stage; heavy emphasis in the introductory and early growth stages in acquainting marketing intermediaries and potential consumers with the new good or service
Often emphasized at every stage; heavy emphasis in the latter part of the growth stage, as well as the maturity and early decline stages, to persuade consumers to select specific brands
Price High unit value Low unit value
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Pulling & Pushing Strategies
• Pulling Strategy– Effort by the seller to stimulate
final user demand• Pushing Strategy
– Effort by the seller to channel members to motivate them to carry the product.
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Budgeting
• Most effective is to increase promotional expenditures until each dollar of promotion expense is matched by a dollar of profit.
• Percentage of sales is the most common
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Measuring the Effectiveness• Direct sales results• Indirect
– Recall– Electronic media
• Hits on the web