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Integrated Marketing Communications. Jeremy Kees, Ph.D. Advertising. Some thoughts…. “I know I’m wasting half of my ad spend….I just don’t know which half.” We’re in a advertising/promotions world…full of clutter…and it’s a vicious cycle”. Overview of Advertising….
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Integrated Marketing Communications Jeremy Kees, Ph.D.
Some thoughts… “I know I’m wasting half of my ad spend….I just don’t know which half.” We’re in a advertising/promotions world…full of clutter…and it’s a vicious cycle”
Overview of Advertising… • Paid and non-personal communication through various media by business firms, not-for-profit organizations, and individuals who are identified in the advertising message and who hope to inform or persuade members of a particular audience
Step 1: Setting Objectives • Inform • Persuade • Remind • Reinforce What is the goal? • Heinz? • Honda? Cog • Based on the PLC…
Message Generation and Execution • Comparative Advertising • Pepsi
Message Generation and Execution • Celebrity Testimonials • Risks??
Message Generation and Execution • Interactive Advertising • Wrigley's
Message Generation and Execution • Message Appeals… • Fear • Example 1 • Example 2 • Sex • Example 1 • Example • Humor • Example • Example 1 • Example 2 • Emotion Evoking (sadness and humor) • Example
Media Selection • Just as important as the ad itself • Radio • Newspapers
Media Selection • Magazines • Direct Mail • Outdoor • Human Billboards • http://www.tatad.com/
Creative Development and Execution • Interactive Media • Television
Legal and Social Issues • Common sense (e.g., don’t be false or misleading) • Not-so-common sense (e.g., reaching your target market—and ONLY your target market) • Cigarettes/Alcohol • Norelco and other risqué ads
Legal and Social Issues • The value in being proactive in spending ad/promo $$ on tangential social issues • Corporate Social Responsibility (CSR) • An example… • Dove
Sales Promotions • A collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade • Customer Oriented • Trade Oriented
Why Sales Promotions? • Increased Promotional Sensitivity • Declining Brand Loyalty • Response to Competition (viscous cycle) • Brand Proliferation • Fragmentation of Markets • Pressures for Short-Term Performance • Increased Accountability • Advertising Inefficiency
Consumer-Oriented Promotions • Coupons
Consumer-Oriented Promotions • Refunds • Similar to Rebates • Samples • Bonus Packs • Premiums
Consumer-Oriented Promotions • Contests • Sweepstakes
Consumer-Oriented Promotions • Specialty Advertising • Peanut Chews Opening Night T-Shirt
Consumer-Oriented Promotions • Event Marketing • Becoming part of a personally relevant moment in consumers’ lives • Sponsorships are perhaps the most prevalent/popular form of event marketing • Example: Bryant Park and the Simpsons • Free ice skating (skate rentals) • Ned Flanders' hot chocolate • Simpsons Sprinkalicious donuts • "Duff & D'oh!Nuts" ice cream • Empire State Building of shining “Simpsons” yellow
Trade-Oriented Promotions • Trade Allowances • Point-of-Purchase Displays • Trade Shows • Dealer Incentives
And finally… • Marketers’ response to the DVR / TiVo revaluation… • Product placement • Some examples • Apprentice / Survivor • The Office (1) • We now see it in… • Movies • TV programming • Video games
Group Exercise • Is product placement a useful tool for marketers? • If so, under what circumstances • Are there any ethical considerations? • For instance, some countries not permit product placements in domestic made films.
Marketing Public Relations (MPR) • The firm’s communications and relationships with its various publics • Includes a variety of programs to promote or protect a company’s image or individual products Corporate Ads – Boeing VSB
MPR Functions • Building Marketplace Excitement • PS3 • Creating Advertising News • Super Bowl Ads • Substitute for Advertising • Providing Value-Added Customer Service • Butterball
Advantages of MPR • Credibility • Cost • Avoidance of Clutter • Image Building
Publicity …. nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium Sprint Fires Customers Really, a subset of the MPR effort.
Advantages of Publicity • Credibility (even more than public relations) • News Value Disadvantages??
Personal Selling …. interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer • Oldest and most traditional form of “marketing” • Traditionally a negative stereotype (unfortunately) • Today, we see an emphasis on “relationship selling” • Emphasis on LTV of customers • Constant building/fostering of relationships
Today’s Salesperson… • A highly-trained professional • Takes a customer-oriented approach in order to satisfy the long-term needs of both the customer and the selling firm • Problem solvers • Account managers • Know customers inside and out so that the company can adapt to customer needs
Sales Force Decisions • Objectives • Strategy • Structure • Size • Compensation