Integrated Marketing Integrated Marketing Communication: Advertising, Communication: Advertising, Sales Promotion, and Public Sales Promotion, and Public RelationsRelations
12
12-5
Developing Advertising Strategy
• Consists of two major elements:Consists of two major elements:
– Creating advertising Creating advertising messagesmessages
– Selecting advertising Selecting advertising mediamedia
12-6
Comparative Advertising
Progresso makes side-by-side comparisons of its soup versus Campbell’s, inviting consumers to “Enjoy a better soup…with a more adult taste.”
12-7
Message Execution
Slice of LifeSlice of Life
LifestyleLifestyle
FantasyFantasy
Mood or ImageMood or Image
MusicalMusical
Personality SymbolPersonality Symbol
Technical ExpertiseTechnical Expertise
Scientific EvidenceScientific Evidence
Testimonial Evidenceor Endorsement
Testimonial Evidenceor Endorsement
Typical
Approaches
12-8
Message Execution
• Choose a toneChoose a tone
• Use memorable, attention-getting Use memorable, attention-getting wordswords
• Choose correct format elementsChoose correct format elements– IllustrationIllustration– HeadlineHeadline– CopyCopy
12-9
Humor in Advertising
These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.
12-10
Selecting Advertising Media
• ReachReach– Percentage of people exposed to adPercentage of people exposed to ad
• FrequencyFrequency– Number of times a person is exposed to Number of times a person is exposed to
adad
• Media ImpactMedia Impact– The qualitative value of a message The qualitative value of a message
exposure through a given mediumexposure through a given medium
12-11
Choosing Media Type
• Factors to consider:Factors to consider:– Media habits of target consumersMedia habits of target consumers– Nature of the productNature of the product– Type of messageType of message– CostCost– Media vehiclesMedia vehicles
•Specific media within each general media Specific media within each general media typetype
12-12
Deciding on Media Timing
• Must decide how to schedule the Must decide how to schedule the advertising over the course of a yearadvertising over the course of a year– Follow seasonal patternFollow seasonal pattern– Oppose seasonal patternOppose seasonal pattern– Same coverage all yearSame coverage all year
• Choose the pattern of the adsChoose the pattern of the ads– ContinuityContinuity– PulsingPulsing
12-13
Evaluating Advertising
Measure the communication effects of an ad.“Copy Testing”
Measure the sales effects of an ad.Is the ad increasing sales?
12-14
SampleSample
CouponsCoupons
Cash Refunds“Rebates”
Cash Refunds“Rebates”
Price Packs“Cents-Off Deals”
Price Packs“Cents-Off Deals”
PremiumsPremiums
Advertising Specialties
Advertising Specialties
Offers a trial amount of a productOffers a trial amount of a product
Savings when purchasing specified products
Savings when purchasing specified products
Refund of part of the purchase price by mail
Refund of part of the purchase price by mail
Reduced prices marked on the label or package by producer
Reduced prices marked on the label or package by producer
Goods offered free or low cost as an incentive to buy a product
Goods offered free or low cost as an incentive to buy a product
Articles imprinted with an advertiser’s name given as gifts
Articles imprinted with an advertiser’s name given as gifts
Consumer Sales Promotion Tools
12-15
Patronage RewardsPatronage Rewards
Point-of-Purchase Promotions
Point-of-Purchase Promotions
ContestContest
SweepstakesSweepstakes
GamesGames
Cash or other award offered for regular use of a product or serviceCash or other award offered for
regular use of a product or service
Displays or demonstrations at the point of purchase or sale
Displays or demonstrations at the point of purchase or sale
Consumers submit an entry to be judged by a panel
Consumers submit an entry to be judged by a panel
Consumers submit their names for a drawing
Consumers submit their names for a drawing
Consumers receive something each time they buy which may
help them win a prize
Consumers receive something each time they buy which may
help them win a prize
Consumer Sales Promotion Tools
12-16
Trade Promotion
Persuade resellers to carry a brand
Give a brand shelf space
Promote brand in advertising
Push brand to customers
Discounts
Allowances
Free Goods
Push Money
Specialty Advertising Items
Objectives Tools
12-17
Public Relations
• Public relations involves building Public relations involves building good relations with the company’s good relations with the company’s various publics by obtaining various publics by obtaining favorable publicity, building up a favorable publicity, building up a good corporate image, and handling good corporate image, and handling or heading off unfavorable rumors, or heading off unfavorable rumors, stories, and events.stories, and events.
12-18
Public Relations Functions
• Press relations or Press relations or press agencypress agency
• Product publicityProduct publicity
• Public affairsPublic affairs
• LobbyingLobbying
• Investor relationsInvestor relations
• DevelopmentDevelopment
12-19
Public Relations Tools
• NewsNews
• SpeechesSpeeches
• Special eventsSpecial events
• Buzz marketingBuzz marketing
• Mobile marketing Mobile marketing
• Written materialsWritten materials
• Audiovisual Audiovisual materialsmaterials
• Corporate identity Corporate identity materialsmaterials
• Public service Public service activitiesactivities
• Company Web siteCompany Web site