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Understanding the Marketing Context of Advertising and Promotion Strategies

This document provides a comprehensive overview of the marketing promotion context, highlighting its importance in achieving overall marketing objectives like sales and market share. It discusses various aspects of integrated marketing communication (IMC), branding, and audience segmentation. The focus is on creating brand identity, trust, and experience while implementing effective promotion strategies, including advertising, public relations, and guerrilla marketing. The document also outlines the components of an IMC plan, emphasizing the need for a synergistic approach to marketing efforts.

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Understanding the Marketing Context of Advertising and Promotion Strategies

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  1. Promotion P: a review The Marketing Context of Advertising and Promotion

  2. Promotion • Includes all communication efforts of the firm • Company to customer contact • Help company meet overall marketing objectives (sales, market share, etc.) • Has its own objectives (Branding, awareness, attitude, positioning, experience, etc.) • Flows naturally from the Marketing Plan (the other 3 P’s)

  3. Objectives • Review P: Promotion • Discuss the IMC Plan • Go through an example • Practice through Group exercise

  4. Promotion = Branding • Advertising • Sales Promotions • Personal Selling • Public Relations • Alternative/Guerrilla Marketing Follow a synergistic (integrated) strategy

  5. Branding “We don’t just want people to buy a brand, we want people to buy into a brand, to make it part of their lives” • Stan Richards, The Richards Group (emphasis mine)

  6. What is Branding? • Creating a brand • Brand Identity • Brand Name, Logo, Letterhead, Business card, Packaging, Website, etc. • Brand Promise – physical, psychological, emotional • Brand Experience • Brand Harmonization

  7. The Audience = Target Market • Define your Segments • Geographic • Psychographic • Demographic • Behavioristic • Select your Target Market(s) • Profits • Best suited

  8. Know your audienceWhat are they really buying?

  9. Find the Brand Concept • Functional vs. Emotional Benefits • Brand Trust • Brand Associations • Brand Essence • What we are about • You can depend on us because we are • How the brand directly affects you • This is what will happen to you

  10. Brand Aproaches • Heritage • Unique Brand Strengths • Forward thinking • The Standard • Provenance • Cutting Edge/Techie • Sophisticated • Original • Iconic Personalities • Down to Earth • Community • Company Values • Personal • Humor • Fun • We Understand • Attitude

  11. The importance of Branding • Loyalty • Product differentiation • Brand Equity • Brand personality

  12. The IMC Plan • Situation Analysis • The Audience • Segmentation • What do we want to accomplish? • Define Objectives • The Message: attributes  benefits • Positioning • Creative Strategy • How will we achieve this? • The tactics: be synergistic • The media: be realistic • The Budget: find ways to extend dollars

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