Copyright 2007, Prentice-Hall, Inc. 12-1 Figure 12-1 Integrated Marketing Communications
Copyright 2007, Prentice-Hall, Inc. 12-1 Figure 12-1 Integrated Marketing Communications.
Dec 26, 2015
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Copyright 2007, Prentice-Hall, Inc. 12-1
Figure 12-1Integrated Marketing Communications
Copyright 2007, Prentice-Hall, Inc. 12-2
Advertising
Can reach masses of geographically dispersed buyers.
Can repeat a message many times.
Is impersonal, one-way communication.
Can be very costly for some media types.
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Personal Selling
Involves personal interaction between two or more people.
Allows relationship building.
Most effective way for preferences, convictions, and actions to be influenced.
Most expensive promotion tool; requires long-term commitment.
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Sales Promotion
Wide assortment of tools.
Attracts consumer attention.
Offers strong incentives to buy.
Invites and rewards quick consumer response.
Effects are short-lived.
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Public Relations
Very believable. Reaches people who avoid
salespeople and ads. Can dramatize a company
or product. Tends to be used as an
afterthought. Planned use can be effective and
economical.
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Direct Marketing
Many forms that share four primary characteristics:– Nonpublic– Immediate– Customized– Interactive
Well suited to highly targeted marketing.
Direct mail is one form of direct marketing.
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Figure 12-2Push Vs. Pull Promotion Strategy
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Figure 12-3Major Decisions in Advertising
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Fulfilling Objectives
Outdoor advertising (billboard, transit, etc.) is often used for reminder purposes. Print ads can fulfill this objective as well.
Which of the ads above is/are attempting to remind consumers, versus inform or persuade?
Marketing in Action
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Celebrity Endorsements
Celebrity endorsements have been at the heart of the “ Got Milk?” milk mustache campaign for years.
Marketing in Action
www.whymilk.com
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Humorous Advertising Appeals
Humorous advertising tones are being used in the marketing of many products, including dictionaries.
Marketing in Action
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Alternative Media
Marketing in Action
Can you think of any other examples?
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The Summit Combo unit offers the convenience of a refrigerator, freezer, and microwave combined into a single, compact, energy-efficient unit. The product is targeted towards people in college residence halls, assisted-living facilities, government offices, and business offices.
What media categories and vehicles would you use to reach these targets? Can you think of some alternative media that might be useful as well?
Let’s Talk!
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Pull-Oriented Sales Promotions
Pull-oriented sales promotions are those that target the ultimate consumer and encourage consumers to prefer a particular brand to competitive offerings. Contests and coupons are two examples of pull-oriented sales promotions.
Marketing in Action
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Point-of-purchase displays can draw attention to the brand and stimulate impulse buys.
Why do you think many retailers resist using POP displays?
Let’s Talk!
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Trade Shows
The International Consumer Electronics trade show attracts over 20,000 exhibitors and over 130,000 visitors.
Marketing in Action
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Public Relations
Scholastic sponsored low-cost sleepovers, games, and costume contests which effectively promoted the release of
the sixth Harry Potter book.
Marketing in Action
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