Into to IMC

Integrated Marketing Communication (IMC)

ensures all forms of comm. and messages are carefully linked together (synthesizing tools), focuses on brand building by designing and delivering unified professional messages and experiences

5 Ps of Marketing

product, price, place, promotion, people

Brand

your “promise” to the customer

IMC Toolbox

PR, advertising, out-of-home and transit, direct marketing, sales promotion, internet and social media, mobile, alternative media, personal selling

Personal Selling

face-to-face communication about an organization’s products, services, and ideas (7 steps in sales process)

PR

unpaid form of comm. to a target market, creates new value for the organization

Advertising

paid form of strategically places comm. to a target market, initiates a transaction/call to action

Out-of-home and Transit

advertising outside the home, “on the move”

Direct Marketing

direct response, direct mail/catalogs/infomercials/telemarketing, databases target individuals/households

Sales Promotion

incentives/motivators to entice potential customers

Internet/Social Media

targeted info. sharing, pushes to a website, brand awareness

Mobile

strategic comm. on a device a customer owns

Alternative Media

clean, printable surface to deliver an advertisement

Consumer Behavior

the study of the processes involved when individuals/groups select, purchase, use, or dispose of products, services, ideas, or EXPERIENCES to satisfy needs and desires

Demographics

tangible and quantifiable characteristics of a population

Psychographics

intangible and qualifiable characteristics of a population

Role Theory

much of consumer behavior resembles actions in a play, you step into a role (Disney World, yoga studios, etc.)

Pop Culture

media/entertainment the mass market consumes, both a product of and an inspiration for marketers

Why capitalize on pop culture?

increases revenue, broadens target market, covers generation gap

Learning

a relatively permanent change in behavior caused by experience

Incidental Learning

casual/unintentional acquisition of knowledge

Classical Conditioning

occurs when a stimulus that elicits a response is paired with another stimulus that initially does not illicit a response on its own, Pavlov

Pavlov’s Experiment

dog, bell rings for food so drool, eventually bell ring brings drool)

Applications of Classical Conditioning

repetition (slogans, logos, jingles), family branding, product line extension, licensing, look-alike packaging

Instrumental Conditioning (Operant Conditioning)

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

Applications of Instrumental Conditioning (Operant Conditioning)

positive reinforcement, frequency marketing

Cognitive Learning

approaches stress the importance of internal mental processes

Observational Learning

when people watch others’ actions and note reinforcements they receive for their behaviors, learning occurs as a result of vicarious rather than direct experience

Observational Learning Process

attention, retention, production processes, motivation

Memory

the process of acquiring info. and storing it over time so it will be available when we need it

Memory Process

external inputs, encoding, storage, retrieval