overview april 7 th today’s objectives let’s meet! tell me about yourselves! stating course...
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Overview
April 7th
Today’s Objectives
Let’s meet! Tell me about yourselves!
Stating course objectives Going over the syllabus
Stating course requirements
Discussing Marketing concept Discussing IMC
Course Objectives
Understanding What How Who Why When
Real Life Examples
Marketing Defined
The process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods and
services to create exchanges that satisfy
individual and organizational objectives.
American Marketing Association
Product Price Place Promotion
The Four “Ps”
The Four “Cs”
Customer Cost Convenience Communications
What is IMC
IMC is a planning process designed to assure that
all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
American Marketing Association
SellerBuyer
ProductPlacePrice
Promotion
Value
Plan
nin
g
Execu
ting
Communication ObjectivesWHO
WHERE
WHEN
WHAT
How Often
Several categories of advertising
objectives guide advertising strategy
Communication ObjectivesWHO
WHERE
WHEN
WHAT
How Often
Specify target market
Advertising Objectives
Kellogg’s Special K
Target
women in the age group
16-35 who are concerned
with their physical
appearance
Advertising Objectives
Quaker Oats
Target
middle-aged males
who are robust yet
concerned with their
health
Communication ObjectivesWHO
WHERE
WHEN
WHAT
How Often
EmphasisEmphasis: the features and benefits to be emphasized and the emotions to be evokedGoalsGoals: objectives that need to be accomplished at the present stage in a brand’s life cycle
•What emphasis?•What goals?
Communication ObjectivesWHO
WHERE
WHEN
WHAT
How Often
Which geographic markets need to be
emphasized?
Communication ObjectivesWHO
WHERE
WHEN
WHAT
How Often
What months or seasons are best?
Communication ObjectivesWHO
WHERE
WHEN
WHAT
How Often
How often should the brand be advertised?
Product or Offering Product or Offering
Value and Satisfaction Value and Satisfaction
Needs, Wants, and DemandsNeeds, Wants, and Demands
Exchange & TransactionsRelationships & Networks Exchange & TransactionsRelationships & Networks
Target Markets & Segmentation Target Markets & Segmentation
Marketing Channels Marketing Channels
Supply Chain Supply Chain
Competition Competition
Marketing Environment Marketing Environment
Core Concepts of Marketing
The average high school student will be exposed to 1,500 ads each day.
Marketing Communication Reality
They will actively view (attend) less than 50 ads each day.
Marketing Communication Reality
They will remember 3 - 4 .
Marketing Communication Reality
THE CHALLENGE
Create messages... that attract attention, are attended, clearly shows why they should buy your
product or service (attend / visit / inquire about your school)
and are remembered!
MAC VS PC
Elements of the Promotional Mix
AdvertisingAny paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
What is a Brand?
A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition
Definition of Brand
What is a Brand?
At most basic level, identifying mark or name (typically copyrighted).
What is a brand, in consumer’s minds?
What does branding do for companies?
Product Image
When you see this?
Marlboro--Recently Macho ---man’s product Marlboro Man Western themes Advertising:
1. No women in ads2. Only very virile men3. Forceful men—no name4. Reveal tattoo (old)
http://www.npr.org/programs/morning/features/patc/marlboroman/
Elements of Marlboro Man Image
Western Landscape Rugged Cowboy Red Color
Marlboro Country
Marlboro Man 1956, 2002
Marlboro Demographics
65% male 70% 18-34 years old 70% high school or less 92% white
25% market share, U.S.
Leader world wide That’s marketing!
Application
What does a University IMC plan look like?
What are the objectives of an IMC plan for a research University?
Success toward clear, measurable,goals in support of the University’spriorities and evaluated each year.11
A disciplined communications strategyfocused on multiple levels and tactics.22
Consistent University messages to build both audience understanding and shared commitment to university goals internally and externally.33
The advancement of University’s reputation, within the city,nationally, and internationally.44
What are the goals of the University?
Goal 1: Recruiting high-performing students Goal 2: Improving organizational
communicationand shared commitment to excellence
Goal 3: Improve University reputation nationally
Key Features of IMC
1. Start with the customer, work back to company
2. Use any form of relevant contact
3. Achieve synergy (single voice)
4. Build relationships between the brand and the consumer
5. Affect behavior
IMC Exercise
Using any form of relevant contact:
Suppose you’re advertising a product marketed specifically to high school seniors. Identify 7 truly different contact methods you could use to reach them.
OTHER EXAMPLES
“Bana evlenme teklif ederken bunu verdi.Bunu ise hiçbir şey için.Ev içi şiddet için hiçbir bahane yok. İlgilenen biriyle konuşun.”
ABD’de, City of Hope adlı kuruluş, eşleri tarafından şiddete maruz kalan kadınları uyarmak ve onlara yardım etmek için kullandığı kampanyada, kadınların anlamlı günlerde alınan pahalı hediyelerden ne kadar mutlu oldukları ve ardından eşlerinin onlara karşı kötü tavrına nasıl boyun eğdiklerinden yola çıktı.
SUM UP
Marketing Definition Advertising Definition Questions to be answered through out
the course
Course requirements
Next Class
Review the various elements of the promotional mix Introduce the IMC planning process
examine how various elements must be coordinated to communicate effectively with the IMC perspective and
examine the steps in a marketing communications program
To do!!! Read chapter 1 Study the Course Requirements (ask questions!!! Before it is too
late!)