IMC Strategies Housekeeping Read Do

IMC StrategiesIMC Strategies

HousekeepingHousekeeping

ReadDo

5th Assignment (06/18) Final project

Second part draft (06/15)Case #1 (06/18)

The end is near! The end is near!

6/14 – Objectives & Final Project. Guide for Exam 2

6/15 – Team day 6/18 – Exam 2 6/19 – Final case/Elements of a plans book 6/20 – Media and evaluations 6/21 & 22 – Final presentations

Final ProjectFinal Project

Team leaders: Remember to talk to Dr. Villegas and/or to Prof. Ghanimi about the alternatives.

IMC is larger than IMC is larger than advertisingadvertising

Communication

Contact One-Way Two-Way

Non-Personal

Personal

Involved

Integrated Marketing Communications – Integrated Marketing Communications – Traditional MediaTraditional Media

Integrated Marketing Communications

Advertising Direct Marketing Public Relations Sales promotion

TV, print, radio 1-800s, mailings Sponsorships, Events Discounts, sweepstakes

Integrated Marketing Communications – Integrated Marketing Communications – Interactive MediaInteractive Media

Integrated Marketing Communications

Advertising Direct Marketing Public Relations Sales promotion

Pop up, bannerEmail,

e-commerceWeb sites

Mini Web sites,e-coupons

IMC is larger than IMC is larger than advertisingadvertising

However, all the IMC strategies require a link to the creative strategy.

Most common strategies:AdvertisingPublic RelationsSales promotionsDirect marketing

IMC strategies: AdvertisingIMC strategies: Advertising

Advertising-DefinitionAdvertising-Definition

Advertising is any paid form of non-personal presentation of ideas, goods, and services by an identified sponsor to a target audience and delivered primarily through mass media

IMC strategies: Public RelationsIMC strategies: Public Relations

Public relationsPublic relations

Two typesTraditional (PR)

Take PUR 3000Marketing-oriented (MOR)

Marketing-Oriented PRMarketing-Oriented PR

Public relations activities used in the promotion of products Strengths:

More credible than obvious selling message Less expensive than purchasing media time or space

Weaknesses: Mass communication Message and media not controlled

MOR PR strategiesMOR PR strategies

Mass media coveragePublicity

Direct communication

PublicityPublicity

Dissemination of messages through selected media without payment to the media

How do we get free media coverage?Message has to be newsworthy

Of interest to the media editor Good relationship

Of interest to the readers

Direct Communication - Direct Communication - Reinforcement of relationshipsReinforcement of relationships

Customers: Reward/support valuesSponsorships NewslettersClubs (HOG)Cause-related marketing

IMC strategies: Sales IMC strategies: Sales PromotionPromotion

Main sources of information Main sources of information about the industryabout the industry

AdvertisingAdvertising Age

Sales promotion/Direct marketingPromo Magazine

http://promomagazine.com/

Sales promotion-PurposeSales promotion-Purpose

Short term increase in sales Business building

However, it can also contribute to brand building in the long termThe challenges are:

Not to overuse SPSP should be compatible with brand

positioning

Categories of sales Categories of sales promotionpromotion

Trade sales promotion Wholesalers Retailers Dealers

Consumer sales promotion

Suppliers

Manufacturer

Wholesaler

Retailers

Consumer

Trade sales promotion -Trade sales promotion -DefinitionDefinition

The range of activities and incentives offered to distribution channel members to encourage them to: Stock the manufacturer’s brand Assist in promoting the brand to the end user

Trade sales promotions try to match the objectives of the manufacturer and the members of the distribution channel

Trade sales promotions Trade sales promotions tacticstactics

Money off incentives

Allowances

POP materialsPOP materials

Consumer Sales Promotions Consumer Sales Promotions - Definition and purpose- Definition and purpose

Incentives to stimulate brand sales Objectives

Change consumer purchase behavior by changing perceptions of the price/value relationship

Increase value Price Benefit

Alternatives for behavioral change Purchase acceleration Stockpiling Consumption increase

Reasons for using consumer Reasons for using consumer sales promotionssales promotions

Reach new usersEncourage trade up Introduce a new productHold current users (80/20 rule) Increase/expand product usageReinforce advertising

Consumer sales promotionConsumer sales promotion

Price reduction tacticsValue enhancement tactics

Consumer sales promotion -Consumer sales promotion -Price reduction tacticsPrice reduction tactics

CouponsOverall coupon distribution in North

America up 7.7%, biggest increase in five years

Redemption rates are still below 2.0% (Promo Magazine 2005).

Refunds/rebatesPrice offsSampling

Consumer sales promotion -Consumer sales promotion -Value enhancement tacticsValue enhancement tactics

Special packs Sweepstakes (chance-based) Contests (skills-based) Premiums

Mail-in In-or on- package

PremiumsPremiums

Direct marketing -DefinitionDirect marketing -Definition

Any direct communication to a consumer Purpose: To establish a direct relationship

with a targeted audience to generate immediate response

Frequently based on consumer information contained in databases

Some strategies for direct Some strategies for direct marketingmarketing

MailingsSnail mail: Brochures, coupons, catalogs.

Telemarketing

MailingsMailings

Targeted communication via mail Advantages

Cost efficient Easy to target Quality control is easy

Disadvantages Can be perceived as a nuisance Slow process

TelemarketingTelemarketing

The use of toll-free telephone number and personal telephone sales calls to sell products

AdvantagesPersonal and interactiveMessage controlFeedback is immediate

TelemarketingTelemarketing

DisadvantagesCostlyLack of visual capabilityCan be perceived as an intrusion to

privacy

New strategiesNew strategies

InteractiveE-mail, Web sites.Advantages: Cost efficient, fastDisadvantages: Privacy

New strategiesNew strategies

EntertainmentProduct placementWeb sitesSponsorships

ESPN2’s Ultimate Playground

I Robot

New strategiesNew strategies

EntertainmentAdvantages: Avoids zipping and zapping,

could reinforce brand image.Disadvantages: Needs to be reinforced

with advertising, might alienate consumers.