copyright 2004 paul tilley college of the north atlantic integrated marketing communications chapter...
TRANSCRIPT
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Integrated Marketing Integrated Marketing CommunicationsCommunications
Chapter 16Chapter 16
MR2100MR2100
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Understanding the Understanding the Communication ProcessCommunication Process
See Fig. 19-1See Fig. 19-1 The Communication process involves the The Communication process involves the
two way flow of information and ideas (a two way flow of information and ideas (a message) between a sender and receiver.message) between a sender and receiver.
Many things influence how a message is Many things influence how a message is received. A persons background, received. A persons background, experience and interest with the subject experience and interest with the subject being communicated will have a great being communicated will have a great bearing on how much of the message is bearing on how much of the message is understood.understood.
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Communication ProcessCommunication Process
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Understanding the Understanding the Communication ProcessCommunication Process
A key influence on how much of a given message is A key influence on how much of a given message is understood depends on how much external understood depends on how much external noise noise there is. Noise not only means sound noises but there is. Noise not only means sound noises but other things that the receiver may be thinking of other things that the receiver may be thinking of when you (as the sender) are speaking to them. when you (as the sender) are speaking to them. (Take, for example, this that you are currently (Take, for example, this that you are currently reading -- where/are you also thinking about reading -- where/are you also thinking about something else? -- that would be noise.) something else? -- that would be noise.)
Another key element in the communications process Another key element in the communications process is the ability of the receiver to offer is the ability of the receiver to offer feedback.feedback. Feedback allows for clarification of the Feedback allows for clarification of the communications process. communications process.
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
The Promotional Mix ToolsThe Promotional Mix Tools
The Promotional Mix (or Marketing The Promotional Mix (or Marketing Communications mix) is the combination Communications mix) is the combination of tools available to marketers in order to of tools available to marketers in order to communicate with potential customers.communicate with potential customers.
Tools include:Tools include:– AdvertisingAdvertising– PromotionPromotion– Public relationsPublic relations– Personal SellingPersonal Selling– Direct SellingDirect Selling
Integrated Marketing Communications
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Selecting Promotional Mix toolsSelecting Promotional Mix tools
Several factors affect which promotional Several factors affect which promotional mix tools to use when communicating with mix tools to use when communicating with customers.customers.– The size and type of Target AudienceThe size and type of Target Audience– The Stage in the Product Life Cycle that the The Stage in the Product Life Cycle that the
product is at.product is at.– The Characteristics of the Product The Characteristics of the Product – The Stage of the Buying Decision that the The Stage of the Buying Decision that the
Consumer is at.Consumer is at.– The Marketing Channel Strategy being used.The Marketing Channel Strategy being used.
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
The Stage in the Product Life Cycle The Stage in the Product Life Cycle
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Stage of the Buying DecisionStage of the Buying Decision
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Sales PromotionSales Promotion
Consumer Oriented Sales PromotionsConsumer Oriented Sales Promotions– CouponsCoupons– DealsDeals– PremiumsPremiums– ContestsContests– SweepstakesSweepstakes– SamplesSamples– Continuity Programs (Frequent user promos)Continuity Programs (Frequent user promos)– Point-of-Purchase displaysPoint-of-Purchase displays– Consumer rebatesConsumer rebates
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Sales PromotionSales Promotion
Trade Oriented Sales PromotionsTrade Oriented Sales Promotions– AllowancesAllowances– DiscountsDiscounts– Co-op AdvertisingCo-op Advertising– Training of sales forceTraining of sales force
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Public RelationsPublic Relations
Public relation hopes to positively Public relation hopes to positively influence the perceptions of potential influence the perceptions of potential customers towards the organization.customers towards the organization.
Organizations do not directly pay for Organizations do not directly pay for Public Relations.Public Relations.
Unlike with paid advertising Unlike with paid advertising organizations exercise limited control organizations exercise limited control over public relations effortsover public relations efforts
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Public Relations ToolsPublic Relations Tools
Some Frequently used Publicity ToolsSome Frequently used Publicity Tools– News releasesNews releases– News ConferencesNews Conferences– Press KitsPress Kits– Informational DocumentsInformational Documents– Web SitesWeb Sites– Special Event SponsorshipSpecial Event Sponsorship– Public Service ActivitiesPublic Service Activities– Promotional MaterialsPromotional Materials
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Direct MailDirect Mail
Sends information on the Sends information on the organization and its products directly organization and its products directly to households through the mail.to households through the mail.
Variations include Telemarketing, Variations include Telemarketing, Fax marketing, Internet marketing Fax marketing, Internet marketing and tele-shopping.and tele-shopping.
JUNK MAIL? JUNK MAIL?
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Developing a Promotional ProgramDeveloping a Promotional Program
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Stage 1 - PlanningStage 1 - Planning
Who do we want to sell to? – this is our Who do we want to sell to? – this is our target audiencetarget audience
What are our objectives? (unit sales, What are our objectives? (unit sales, market share etc.)market share etc.)
Set a budget (% of sales, Competitive Set a budget (% of sales, Competitive parity, AYCA,O/T budgeting)parity, AYCA,O/T budgeting)
Select the right mix of promotional toolsSelect the right mix of promotional tools Design and schedule a promotion with a Design and schedule a promotion with a
consistent message.consistent message.
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Step 2 – Executing the PlanStep 2 – Executing the Plan
Promotional campaigns are made Promotional campaigns are made better by protesting the promotional better by protesting the promotional campaign. campaign.
Carry out the Promotion – again Carry out the Promotion – again being sure to have present a being sure to have present a consistent message across the consistent message across the promotional mix promotional mix
copyright 2004 Paul Tilley College copyright 2004 Paul Tilley College of the North Atlanticof the North Atlantic
Step 3 - ControlStep 3 - Control
Ensure the campaign is meeting the Ensure the campaign is meeting the objectives.objectives.– Post – testPost – test– Make necessary changesMake necessary changes
– Review steps 1 & 2 Review steps 1 & 2