New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Chapters 18 and 3 Lecture Notes

Star Star Star Star Star
1 review
by: Alexis Cone

Chapters 18 and 3 Lecture Notes 86498 - MKT 3010 - 006

Marketplace > Clemson University > Marketing > 86498 - MKT 3010 - 006 > Chapters 18 and 3 Lecture Notes
Alexis Cone
GPA 3.31

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Chapter 18 and 3 lecture notes from 11/10 and 11/12
Principles of Marketing
Amanda Cooper Fine
Class Notes
25 ?




Star Star Star Star Star
1 review
Star Star Star Star Star
Randi Jones

Popular in Principles of Marketing

Popular in Marketing

This 5 page Class Notes was uploaded by Alexis Cone on Monday November 16, 2015. The Class Notes belongs to 86498 - MKT 3010 - 006 at Clemson University taught by Amanda Cooper Fine in Spring 2015. Since its upload, it has received 44 views. For similar materials see Principles of Marketing in Marketing at Clemson University.

Similar to 86498 - MKT 3010 - 006 at Clemson


Reviews for Chapters 18 and 3 Lecture Notes

Star Star Star Star Star

-Randi Jones


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 11/16/15
Chapter 18 11/10/2015 ▯ Elements of an Integrated Marketing Communication Strategy  Advertising o Paid and from an identifiable source  Word of mouth advertising isn’t correct because it is not paid, it should be word of mouth marketing instead  As a consumer you should be able to figure out who the source is that produced the advertising o Persuasive  Persuade consumers to act and think in a certain manner now and in the future o Most visible element of IMC o Generates awareness and interest o Can be very very very costly  Many companies when they first start choose to use other forms of promotion until they have the funds to pay for advertising o Impersonal  One way type of communication, where the advertising is just going at you o Tools: broadcast (television and radio), print ads, Internet, outdoor (billboards, wraps on cars, ect.) o Ex. Derren Brown video  About how we see advertising and maybe we don’t think directly about it but its in the back of your mind ▯ Steps in Panning an Ad Campaign  1. Identify target audience o dictates the tone of message, the target market, and the media selection  2. Set advertising objectives o Clarify goals o Advertising plan  Set objectives  Task to accomplish objectives  Metrics to measure if you can accomplish your objectives o Strategies: pull vs. push  Supply chain to push product on consumers  Consumers to pull product through the supply chain o Overall objective  Do you want to:  Inform  Persuade  Remind  Idea is to ultimately get consumers to take action o Focus  Product-focused  Specific product or specific brand  Institutional  Public service advertising  Focus on public welfare and the betterment of society  Ex. Smokey the Bear commercials  Social marketing o Make up the majority of PSA’s  Remind consumers of things that relate to a place, industry, or politics  Ex. High Fructose Corn Syrup commercial  In response to when people were freaking out about the health effects of High Fructose Corn Syrup, they wanted to change peoples attitudes about it  3. Determine the advertising budget o Methods of developing a budget were discussed in chapter 17 o Advertising is typically the largest expenditure in the budget o Considerations:  Role  What is your advertising supposed to do  Where are you in the product life cycle  Nature of the market (competition) and product itself (do people know it, use it often, need to learn about it)  4. Convey the message o Key message  Problem-solving ability  Unique selling proposition  Differentiation factor  Tag line, music, ect.  Want something that will stand the test of the time  Ex. De Beers: A diamond is forever; Rice Kipsies: Snap Crackle Pop o Appeal  Framework of the message  Informational appeals  Consumers have cognitive rational thoughts  Ex. Ford F-150 commercial, states specific facts about why a consumer would want to buy this truck  Emotional appeals  For consumers who don’t need rational facts  Ex. Publix commercial is based on pulling on peoples emotional strings instead of we have better prices or better products  Choose between informational or emotional based on the target market  5. Evaluate and select media o Most expensive part o Media planning o Media mix  What kind and how much of ads are you buying o Media buy  Mass media  Niche media  More segmented markets (narrowcasting) o Determining the advertising schedule  Continuous  Flighting  Has places of intense advertising  Pulsing  Continuous peaks and valleys all year long  6. Create the message o Message translation  Type of medium dictates how the ad is executed  Creativity  Make sure your message has been translated in a creative way, but it must still encompass the actual company  Objectives  7. Assess impact o Pretesting  Get a lay of the land before the ad campaign goes out o Tracking  During the ad campaign o Posttesting  What is the lasting impact of the ad campaign is over ▯ Regulatory and Ethical Issues in Advertising  Federal Trade Commission o Regulates things that relate to consumer protection law o Tries to make sure advertising is truthful  Federal Communications Commission o Regulates PSAs o Regulates intercontinental communications in terms of what is allowed for free speech, censorship, ect.  Puffery o Based on opinion not fact o Legal exaggeration o Ex. Red Bull gives you wings o Ex. Dominos commercial ▯ Elements of an Integrated Marketing Communication Strategy  Public Relations (PR) o “Free” media attention o The importance of PR has grown o Tools: news releases, annual reports, brochures, PSAs, press kits, event sponsorship (about 70% is sports, 10-12% is music festival)  Event sponsorship isn’t really free  Sales Promotions o Effective if done properly o Special incentives o Excitement-building programs o Can be geared toward the end consumer or channel members o The key is that they are short term o Tools: discounts, coupons, POP (point of purchase) displays, demonstrations, premiums (giveaways), contests, sweepstakes, rebates, sampling, pop-up stores (stores or restaurants that are only open for a night/month), cross- promoting (two brands working together to promote a product: ex. Toys in Happy Meals) ▯ ▯


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.