Chapters 17 & 18 lecture notes
Chapters 17 & 18 lecture notes MBUS303
Popular in Marketing in the Global Economy
Popular in Marketing
This 5 page Class Notes was uploaded by Aimee Castillon on Thursday May 5, 2016. The Class Notes belongs to MBUS303 at George Mason University taught by Dr. Joiner in Spring 2016. Since its upload, it has received 21 views. For similar materials see Marketing in the Global Economy in Marketing at George Mason University.
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Date Created: 05/05/16
Organization name Student name Marketing student email address MBUS 303 • Spring 2016 Heading: 4/19/16 Notes: Chapter 17 Coke Zero Chapter 17 Integrated marketing communications Goal: ensure all the various marketing mix elements work together to deliver a consistent message Maximize effectiveness and efficiency IMC takes the best of each communications tool Combines them to achieve the most effective marketing communications campaign possible IMC at its core: The Communication Process Sender (firm) → transmitter encodes message → communications channel (media) → receiver (consumer) decodes message Feedback can be present in all steps of the process Noise from environment is also present Frame of reference = what How consumers perceive communication we bring from experience Receivers (target audience) decode messages differently to interpret message KEY: Frame of reference Experience Sender must adjust messages accordingly familiarity AIDA Model basis for understanding how marketing communications work AIDA model is used to train salespeople Awareness: Senders first must gain the attention of the consumers Ads need to make a lasting Multichannel approach increases the likelihood the message will be received impression Interest: customer must want to further investigate the product/service customers must be persuaded Desire: move the consumer from “I like it” to “I want it” Insert 1313 diagram Action Purchases is just one type of action...what other actions can IMC ask consumers to take? Marketing communications challenge: lagged effect Does not always have an immediate impact Multiple exposures are often necessary Often difficult to determine which exposure led to purchase Elements of an integrated communications strategy (IMC tools) Budgeting can be either for resource or limitation Planning and measuring IMC success Clear objectives understand the outcome they hope to achieve before they begin Shortterm or longterm Should be explicitly defined and measured Budgeting for IMC Objectiveandtask method: Build up method Ruleofthumb methods I.e. competitive parity, percentageofsales, affordable budgeting Chapter 18 There are many steps and decisions in developing an ad campaign Creation of the “ads” is only one part of the process Range of activities illustrated by p lanning process I.e. McCormick uses primary demand advertisement Ad campaign planningbasic decisions: Focus of advertisements Productfocused advertisements: ad for a specific product institutional advertisements: ad that talk about company as a whole Primary vs. selective demand Primary demand geared towards individuals to buy overall product category (i.e. “Got milk” campaign) Selective demand convince individuals to buy the specific product that’s shown on the ad Social marketing Public service advertisement (PSA’s) Under Federal Communication Commission rules, broadcasters must devote a specific amount of free airtime to PSAs The AdCouncil creates and distributes most PSAs Social advertising (i.e. Toms and Yoplait) Identifying target audience Need to be clear about who you are trying to reach Target market, other group… Influences media selection, tone of message, creative details, etc. Pull strategy target audience is the end user (consumer or business) Push strategy target audience are the members of the distribution channel (wholesalers, salespeople) Three general advertising objectives Inform Communicates to create and build brand awareness Provide specific information about brand, product, usage, image, positioning, etc. Persuade: motivate consumers!! Generally occurs in the stages in the product life cycle when competition is most intense May also be used to reposition an established brand in the later stage of the product life cycle Remind (i.e. Coca Cola) Remind or prompt repurchases E.g. after the product has gained market acceptance (i.e. wellknown brands/products) Determining budget Considerations: Role that communication plays in company’s attempt to meet their overall marketing objectives (including past efforts) (i.e. Nike, Apple) Stage of the Product Life Cycle Nature of the market and the product influence the size of the budget (e.g. competition, brand equity) Etc. Convey the message (what to “say”) E.g. nique selling proposition (USP) strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in entire advertising campaign (i.e. Fiji) I.e. Kiva...loans that change lives I.e. Allstate...you’re in good hands The appeal: Different appeals persuade in different ways Informational/rational appeal Emotional appeal Symbols help to convey messages Creativity in advertisements I.e. iPod’s silhouetted campaign; Kia Soul’s dancing hamster; Burger King’s creative risk Delivering the ads: evaluate and select media Media planning Media mix Media buy Media decisions Mass media reach large, less specific audience Niche media reach a smaller, more targeted audience Choosing the right medium Determining the advertising schedule Continuity (continuous) Flighting periods of marketing communication fluctuate (i.e. seasonal products and services, Cadbury eggs) Pulsing some communication going on, but there’s a peak activity (i.e. some companies peak during certain seasons) Create advertisements Assessing impact Pretesting Tracking Posttesting Public relations: another communication “tool” Generating media attention, wordofmouth/buzz, and goodwill Variety of tools with increasing marketing focus Sales promotion (I.e. coupons, contests, sweepstakes, samples, loyalty programs, deals, premiums, POP displays, rebates, product placement) Special incentives offering extravalue that are added to the product Often encourages a specific behavior Can be targeted at either the end user (consumer or business) or channel members Wide range of options Chapter 18 article focused on cataracts Educating people (Baby Boomers) about benefits of cataract surgery Increased interest in cataract surgery IN GENERAL Ads were informative
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