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Chapters 17 & 18 lecture notes

by: Aimee Castillon

Chapters 17 & 18 lecture notes MBUS303

Marketplace > George Mason University > Marketing > MBUS303 > Chapters 17 18 lecture notes
Aimee Castillon
GPA 3.61

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About this Document

Lecture notes for Prof. Joiner's Chapter 17 & 18
Marketing in the Global Economy
Dr. Joiner
Class Notes
Marketing, businessminor
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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. that change lives  ­ I.e.’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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