Daily Lectures MKTG 477
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This 4 page Bundle was uploaded by Clara Kerrone on Friday February 13, 2015. The Bundle belongs to MKTG 477 at Washington State University taught by Dr. Darrel Muehling in Fall. Since its upload, it has received 182 views. For similar materials see Promotion Management in Marketing at Washington State University.
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Date Created: 02/13/15
Principles for Success Tuesday January 27 2015 142 PM Why social marketing is difficult Deal with huge social issues 0 For decades 0 Competition is better equipped 0 Resources experience distribution 0 Competition companies promoting combat behaviors 39 Fitness companies vs fast food companies 0 Few incentives in short term 0 Tell people to wear a condom and they wont contract AIDS but if they never get aids they wont know it was from condoms Need help from partners 0 Politicians police officers health care providers etc PrinciplesforSuccess 1 Take advantage of prior and existing successful campaigns a Social marketers collaborate with each other not compete b Example dog waste in big cities To respond to this cities joined efforts and created quotScoop the Poopquot campaign 2 Start with target markets most ready foraction a Convince those that may be inconsistently doing the behavior those that are most likely to comply b Ideal characteristics fora target segments i someonewho already has a wantneedproblem and needs a solution 1 Someonewho wants to cut their water usage and bill will ii Someonewho already knows about the downsides iii Self efficacy and response efficacy 1 Believe in their own powerto do something and believes in the benefits ofthe action iv People who are already engaged in the behavior but isn39t very consistent 3 Promote single simple doable behaviors one at a time a More likely to influence consumers to do the behavior b MaGrath the Crime dog combats crime since the 19805 that provides simple and clear tips to follow to prevent cyber crime 4 Identify and remove barriers to the behavior change a Why hasn t someone been successful before b Focus groups and interviews can help identify barriers c Ex trying to reduce traffic and cars on the road Creating carpool websites etc 5 Bring real benefits into the present a Bring real valued targets to the consumerand have it occur sooner rather than later b Ex smoke alarms save lives BECAUSE they wake you up and keep you from dying ofsmoke inhalation 6 Highlight costs of competing behaviors a Point out the things that are wrong with their competitors 7 Promotetangible goods and services to help target audiences perform the behavior a Free or discounted nicotine patches an 800 numberto provide help with quitting support groups b This can help target audience continue the behavior for long amount of time 8 Consider non monetary incentives in the form of recognition and appreciation a Thanking people for doing the right thing b Ecolabels reward companies that produce less harmful products 9 Make access easy a Make adoption of behavior you39re promoting easy for people b Organ donation chooseto do it when you get yourlicense Everyone is exposed to this and are likely to do it but not as likely to go find the way to sign up forit otherwise 10 Have a little fun with messages a Use humorto create memorability and grab attention b Can backfire if in poor taste 11 Use media channels at the point of decision making a Trying to make people choose healthier options when eating out give people discount coupons in the food court for the healthier options Hit them right at the decision time and place That s when the message will be most effective 12 Try for popular entertainment media a Usinga celebrity or sports figure to promote b Social networking sites like Facebook and Twitter 13 Get commitments and pledges a Texting and driving campaigns b Want people to recycle If you tell one group to recycle and don t say anything to another those who say they would have tried when told are more likely to recycle more c Second only to behavioral patterns d Getting a commitment does have a measurable effect on their behavior 14 Use promptsforsustainability a Remind them that they should be doing something b Back to Sleep campaign that fights SIDS reminds parents to put their kids to sleep on their back and swaddlethem to prevent movement and choking on a blanket 15 Create plans forsocial diffusion a Attemptto describe how behaviors and social ideas spread amonga population and find ways to facilitate positive word of mouth b Try to get people to walk to and from the grocery store Invented the collapsable shopping cart to help people have a way to get their groceries home 16 Track results and make adjustments a All successful campaigns monitortheir progress and make adjustments as needed i GO GIRLS advocacy group that wanted to convince modeling ads and retailers that there should be more diverse body types in the media because it is reducing the self esteem of real life girls to only see idealized body types Then changed their plan and only went after retail stores and convinced them to put clothes under clothes on mannequin to make full figured appearance M a rketi n g Resea rch Thursday February 5 2015 217 PM Common myths regarding MKTG research 0 I39m already doing enough research 0 Doing more research almost always helps you out 0 Environment changes often 0 Research is only for big decisions 0 Can give a lot of insights 0 Sometimes big decisions don t need that much research maybe you ve already done it a few times before and have already researched Market research is simply conducting surveys and surveys are expensive 0 Social marketers use focus groups and interviews more than they do surveys o Surveys are some ofthe cheapest way to do research 0 Most research is a waste 0 If not conducted properly yes it is a waste 0 Ahdkba Research terminology Research characterized by research objective Exploratory 0 Get some preliminary info 0 0 Descriptive 0 Describe the various factors that drive the target audiences behaviors o Lifestyles demographics attitudes Causal 0 Test cause and affect relationships 0 Compare to hypothesis Research Characterized by stage in the planning process Formative research 0 What strategy would work best for what audience 0 Quantitative and Qualitative 0 Primary and secondary 0 Ex in 2002 around 80 of Washingtonians wore seat belts They took data and found the most vulnerable populations which were teenagers and men 1824 Created focus groups for this demographic and found out that the message of the slogan currently being used was too soft Pretest 0 Evaluate different strategies found in formative research 0 Showed the focus groups new ideas forslogan and decided on the quotclickit or ticketquot campaign 0 Monitoring 0 Research conducted throughout the social campaign to assess outcomes how successful is it o Analyzed tickets by police news media coverage 0 Evaluation 0 Final eval of campaign after it is finished 0 Compare benchmarks for desired result and actual result 0 Ended with 96 ofdrivers in WA wearing their seatbelt Research Characterized by Source of Information 0 Secondary 0 Collecting info that already exists 0 Journal articles news articles research studies etc 0 Use a database like Lexis Nexus 0 Pros 39 Don t need to spend money the data is already collected 39 Immediately available III Time and Money 0 Cons 39 Inaccuracy I Nd Prknary 0 Your own research 0 Pro You know it is reliable and upto date 0 Cons take a long time and cost money Research characterized by approaches to collecting primary data 0 Key informantinterviews 0 Technical expert on the topic in question 0 Could help you interpret secondary data 0 Interviewing a smoker when studying smoking 0 Translate info into plain english Focus groups 0 612 people usually 0 Make sure the people are part of your target demographic o 12 hours sessions usually paid very well SlOOhr 0 Result in statements that can be converted to numbers Surveys 0 Widely used in academic commercial and social research 0 Collect data from a lot of people 0 Larger sample more accurate information 0 Experiments 0 Benefit is having a lot of control ofthe environment 0 ObservationalResearch 0 Test toys this way 0 Must not know they are being watched or they will act differently Ethnographic research 0 People know they are being observed 0 Join a group that you wantto observe and become a part ofthat groupfor a certain duration of time 0 Used a lot in commercial and academic not so much social 0 Observe motorcycle water rafting communities star trek grou pies etc 0 Mystery Shoppers o Asked to go to restaurant and pretend to be a regular customer get meal paid for then fill out survey 0 Pretend to be unemployed go to unemployment office and see how treated Research characterized by technique Quantitative o Answerin numbers predict cause and affect 0 Pro very reliable Qualitative 0 Small number of participants so not as reliable 0 Follow up questions help identify underlying issues 0 Personal interviews focus groups etc Ch 5 Mappingthe Internal and External Enviro Thursday February 122015 143 PM Choosinga Social Issue What social issue is this plan intended to contribute to Typical areas include 0 Health 0 Safety 0 Environment 0 Community involvement Steps 1 Describe the plan background purpose and focus a Background identify the social issue the plan will be addressing and facts that have led to the development of this plan i Gives a lot of details about the problem Could be historical in nature the severity contributing factors etc b Purpose what is the potential impact ofa successful campaign And what difference will it make c Focus narrow the scope ofthe plan to an option that will contribute to the plans purpose but provides some focusfor this specific plan i Choosinga focus evaluate potential approaches based on 1 behavior change potential 2 Market supply 3 Organizational matchthe mission culture and expertise 4 Funding sources and appeal some issues are naturally issue to raise money on then others Grants can be available like for obesity research for example 5 Impact on the social issue 2 The marketing environment a Perform a SWOT analysis External Pulvlh s quotquot 39 Phllllwll Legal 39 quot Cultural l F1 1 MS I 39 I F1 43 39l x R951 vllllics l quotl 391 x I 139 n I B v lt 39t39 det l39 A gt A fgp39V H u Pam mum 39 393 Hll vly V II xi I lelllt t I Pll H V 39 L l l f I Target 239 l Man r Villa l39 39l TP39lllI Ill MINll ll z l I quot 7 L I x y 7 lquot rquot Current 39 Ecrmnmlc F m Hg Alll lllkHb and AudMnce u n F t 39 l quot l39 quot I l t I III I 39 ID 39 39 Partners l 39 39l ll V quot l L I I 7 A Plat 4 ll Pnnpntonn39 I v 1 4 I 5 quot1 39 Internal 39 39 Ismw 39 Put ill s 39l PH 4 Ify 39 ll 39 I 39 2 39 39 quot M39C39Oonviro m cn 39 39 I 39 Nc m r il Iquot Demc n39uapmc 39 Fl 41 HS ll Fr In o X a 39 a l K Mac 39 en 39 m w OOnVIrOI I figure 5 l39m u 1 and 1 in Us lnl luusnc mg i ur 39l39u gltI lu ktl and i nur I ll vrts Microenvironment internal factors Strengths and weakness of the org 0 Make it easy or hard for an org to be successful 0 Resourcegt amount of funding time Managerial support do the managers support this plan 0 Issue priority is this a really big deal to them How many other issues are they focused on 0 Internal publics O 0 Current alliances and partners 0 Does deal with some external things The companies and partners that you have 0 Past performance 0 Have you dealt with this problem before How did you do were you successful f failed in past may not have as much access to funding Macro environment external factors Opportunities and threats in the outside Describes various forces that could affect the target market and things the org has no control over 0 Cultural forces cultural values will affect how easy it is to work changing trends and lifestyles preferences etc Society39s attitude toward exercising recycling guns etc Technological forces do new techs come out that make it easier foryou to reach yourtarget audience Social networking make it extremely easy to get your message across to millions of consumers Demographic forces trends in population characteristics A change in any ofthe demographic factors Hispanics and other minority groups are increasing very fast and it is changing the makeup of our country Household composition is changing more single parents than ever less jobs 0 Natural forces we have zero control over this 0 Economic forces the amount of money that people spend today has less to do with their actual income and more to do with their future expectations oftheir financial stability Politicallegalforces External Publics Groups outside the organization that they are not partners or alliances with but could still target and affect yourtarget audience Ex all the controversy about vaccine39s right now Ethical considerations How do you address potential concerns that yourplan isn39t addressing all areas of focus Say you39re dealing with an anti drinking and driving campaign You come up with several solutions or focus specifically on the most dangerous demographic How you focus affects the way you deal with the problem Something may be successful with one way and not with another One way to address this concern rank order the areas of focus and then decide what the campaign will deal with for a certain amount of timemoney Afteryou have fulfilled that move on to the next most importantfocus and so on
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