Chapters 18 and 3 Lecture Notes
Chapters 18 and 3 Lecture Notes 86498 - MKT 3010 - 006
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86498 - MKT 3010 - 006
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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.
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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) ▯ ▯
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