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Copyright 2007, Prentice-Hall, Inc. 12-1
Figure 12-1Integrated Marketing Communications
Copyright 2007, Prentice-Hall, Inc. 12-2
Advertising
Can reach masses of geographically dispersed buyers.
Can repeat a message many times.
Is impersonal, one-way communication.
Can be very costly for some media types.
Copyright 2007, Prentice-Hall, Inc. 12-3
Personal Selling
Involves personal interaction between two or more people.
Allows relationship building.
Most effective way for preferences, convictions, and actions to be influenced.
Most expensive promotion tool; requires long-term commitment.
Copyright 2007, Prentice-Hall, Inc. 12-4
Sales Promotion
Wide assortment of tools.
Attracts consumer attention.
Offers strong incentives to buy.
Invites and rewards quick consumer response.
Effects are short-lived.
Copyright 2007, Prentice-Hall, Inc. 12-5
Public Relations
Very believable. Reaches people who avoid
salespeople and ads. Can dramatize a company
or product. Tends to be used as an
afterthought. Planned use can be effective and
economical.
Copyright 2007, Prentice-Hall, Inc. 12-6
Direct Marketing
Many forms that share four primary characteristics:– Nonpublic– Immediate– Customized– Interactive
Well suited to highly targeted marketing.
Direct mail is one form of direct marketing.
Copyright 2007, Prentice-Hall, Inc. 12-7
Figure 12-2Push Vs. Pull Promotion Strategy
Copyright 2007, Prentice-Hall, Inc. 12-8
Figure 12-3Major Decisions in Advertising
Copyright 2007, Prentice-Hall, Inc. 12-9
Fulfilling Objectives
Outdoor advertising (billboard, transit, etc.) is often used for reminder purposes. Print ads can fulfill this objective as well.
Which of the ads above is/are attempting to remind consumers, versus inform or persuade?
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 12-10
Celebrity Endorsements
Celebrity endorsements have been at the heart of the “ Got Milk?” milk mustache campaign for years.
Marketing in Action
www.whymilk.com
Copyright 2007, Prentice-Hall, Inc. 12-11
Humorous Advertising Appeals
Humorous advertising tones are being used in the marketing of many products, including dictionaries.
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 12-12
Alternative Media
Marketing in Action
Can you think of any other examples?
Copyright 2007, Prentice-Hall, Inc. 12-13
The Summit Combo unit offers the convenience of a refrigerator, freezer, and microwave combined into a single, compact, energy-efficient unit. The product is targeted towards people in college residence halls, assisted-living facilities, government offices, and business offices.
What media categories and vehicles would you use to reach these targets? Can you think of some alternative media that might be useful as well?
Let’s Talk!
Copyright 2007, Prentice-Hall, Inc. 12-14
Pull-Oriented Sales Promotions
Pull-oriented sales promotions are those that target the ultimate consumer and encourage consumers to prefer a particular brand to competitive offerings. Contests and coupons are two examples of pull-oriented sales promotions.
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 12-15
Point-of-purchase displays can draw attention to the brand and stimulate impulse buys.
Why do you think many retailers resist using POP displays?
Let’s Talk!
Copyright 2007, Prentice-Hall, Inc. 12-16
Trade Shows
The International Consumer Electronics trade show attracts over 20,000 exhibitors and over 130,000 visitors.
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 12-17
Public Relations
Scholastic sponsored low-cost sleepovers, games, and costume contests which effectively promoted the release of
the sixth Harry Potter book.
Marketing in Action