MKTG 1030 WEEK 10

What does IMC stand for?

Integrated Marketing Communication

What are IMC?

• one consistent message delivery to buyer through promotion

Why are IMC important?

• communication tech changes

• instant info access

What are IMC’s uses?

• coordinate message building brand & developing customer relationship

True or False: In 2020, companies spent more of their promotion budgets on traditional media.

False: In 2020, companies spent more of their promotion budgets on electronic / non-traditional media.

What are the promotional mix elements?

• advertising

• consumer sales promotion

• professional selling

• trade promotion

• direct marketing

What is advertising?

• paying to disseminate message identifying product / brand with identified sponsor reaching many people at once

What are some advertising media examples?

• TV

• magazine & news

• internet

• mail

• radio

• mobile

  • social media

What is consumer sales promotion?

• short-term inventive supplementing sales effort

What are some consumer sales promotion examples?

• coupon

• contest

• game

• rebate

• mail-in offer

What are consumer sales promotions’ targets?

• channel member trading with consumer

What are some direct marketing examples?

• mail

• catalog

• internet

• email

• telephone

• direct-response ad

What is professional selling?

• interactive buyer & seller approach

True or False: Professional selling is more often used by B2C marketers.

False: Professional selling is more often used by B2B marketers.

What is sponsorship?

promotion type

• finance support

• target opportunity

What are some sponsorship examples?

• venue

• apparel

• event

• cause

• info session

• vehicle

• experience

What is cause-related marketing?

• firm supports NPO

What is one of the fastest-growing sponsorship types?

• cause-related marketing

What are some sponsorship key takeaways?

• enhance brand image & build sale

• important promotion mix component due to more spent money

• reason = endorse brand

What are some promotion mix selection factors?

• budget

• PLC stage

• product

• purchase decision

• target market

• willingness to pay

• media preference & availability

• rules

• competition

• environment

• strategy

What are some promotion mix element examples?

• PR

• direct & digital marketing

• sponsorship

What are the communication process stages?

• perceptual

• communication

What is the perceptual process?

• how person interprets advertising info

What is the communication process?

• how to send & receive message

• purchase = tell seller that consumer saw info & tried product

What are some interference / noise examples?

• friend

• other ad

What is the communication process flow?

receiver → sender → encode → message channel → decode → Repeat

What are some sender examples?

• ad agency

• marketing & digital department

• media

What does USP stand for?

Unique Selling Proposition

What is a USP?

• unique differentiating benefit

How is a USP often communicated?

• selling idea

• slogan

What must firms consider when deciding on a message strategy?

• USP

• audience

• objective

• media

• budget

• product

What are the promotion objectives?

• trial

• retrial

• continuity

• load

What is the trial promotion objective?

• give people reason to try product for first time

What is the retrial promotion objective?

• get lapsed person back

What is the continuity promotion objective?

• get person repeatedly back

What is the loading promotion objective?

• sell as many as possible at once

What are the message characteristics?

• objective = product benefit

• facts

• brand character

How do firms achieve the message characteristics?

• develop brand message strategy

What are the messaging strategy components?

• end benefit statement

• support statement

• tone

What is the end benefit statement template?

“To (target consumer), (brand) will be the brand of (reference frame) that delivers (brand key benefit).”

What is the support statement?

• ½ empirical proof point supporting end benefit statement

What is tone?

• sentence describing brand personality

What are the promotion budget approaches?

• last year’s sale %

• affordable

• competitive parity

• objective & task

What is the last year’s sale % method?

• promotion budget approach based on set past / present / future sale %

What is the affordable method?

• promotion budget approach spending what firms think they can afford

What is the competitive parity method?

• promotion budget approach comparing to competitor

What is the objective & task method?

• promotion budget approach based on objective / task & cost

What media had the largest global ad spend in 2020?

• internet

True or False: Mobile marketing continues to become more popular as a way to reach specific audiences.

True

What is a vehicle?

• specific means in medium to reach target market

What is direct marketing?

• targeting customer & measuring ROI & testing strategy

W

What is direct marketing’s desired response?

• call to action

What are some direct marketing disadvantages?

• intrusive

• ignored

What is telemarketing?

• direct marketing by phone

When can telemarketing be effective?

• charity

• service firm

• retailer

What prevents FTC phone number calls?

• National Do Not Call Registry

What is direct response marketing?

• offer & call to action

True or False: The internet is not the preferred direct-response medium.

False: The internet is the preferred direct-response medium due to being less expensive & easier to use.

True or False: Direct response marketing’s effectiveness cannot be easily measured.

False: Direct response marketing’s effectiveness can be easily measured.

What is PR’s use?

• create rapport

• promote offer

• supplement sale effort

What are some PR material examples?

• press release

• publicity

• news conference

What can firms engaging in PR have?

• media

or

• investor

… relation group

• in-house PR department

• external PR firm

• ad agency

What are PR specialists’ roles?

• build media outlet relationships

• generate positive political manager info

• handle crisis communication & put positive view

• ensure products are understood in foreign market

What is a press release?

• news promoting product / firm / person

True or False: There is a guarantee that media will use press releases.

False: There is no guarantee that media will use press releases.

What are some PR opportunity highlight examples?

• charity

• award

• product

• report

• environment / community

• damage control

What is crisis communication?

• process countering bad publicity effects

What does ORM stand for?

Online Reputation Management

What is ORM?

• monitor what’s being said online about firm to influence perception

What are ORM’s uses?

• dispute false info & review

• enhance reputation

True or False: Firms always pay fees to have products placed.

False: Firms may not pay fees to have products placed if it’s part of the plot.

Why is product placement expected to increase?

• consumers skip commercials

What are the sales promotion types?

• sample

• coupon

• premium

• contest

• rebate

What is sales promotion?

• activity supplementing advertising & PR & personal sale effort

What are loyalty programs’ use?

• sales promotion getting repeat business

What is experiential marketing?

• allowing customer to physically interact with brand using as many senses as possible

What are sales promotions’ use?

• increase awareness

• introduce product

• create firm interest

What are some trade promotion examples?

• trade show

• sales contest

• trade allowance

• push money

What is often the easiest promotion approach?

• sale % method