chapter 16 copyright ©2012 by cengage learning inc. all rights reserved 1 lamb, hair, mcdaniel...
TRANSCRIPT
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1
Lamb, Hair, McDaniel
CHAPTER 16
Integrated Marketing Communications
2011-2012
© P
hil A
shle
y/Li
fesi
ze/G
etty
Im
ages
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2
LO 1 Discuss the role of promotion in the marketing mix
LO 2 Discuss the elements of the promotional mix
LO 3 Describe the communication process
LO 4 Explain the goal and tasks of promotion
Learning OutcomesLearning Outcomes
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3
LO 5 Discuss the AIDA concept and its relationship to the promotional mix
LO 6 Describe the factors that affect the promotional mix
LO 7 Discuss the concept of integrated marketing communications
Learning OutcomesLearning Outcomes
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4
Discuss the role of promotion in the
marketing mix
The Role of Promotion in The Role of Promotion in the Marketing Mixthe Marketing Mix
LO1
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5
The Role of Promotion
A plan for the optimal use of
the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion
PromotionalStrategy
PromotionalStrategy
LO1
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6
LO1
Exhibit 16.1Exhibit 16.1Role of Promotion in Role of Promotion in the Marketing Mixthe Marketing Mix
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7
Competitive Advantage
Unique featuresUnique features
Excellent serviceExcellent service
Low pricesLow prices
Rapid deliveryRapid delivery
High product qualityHigh product quality
LO1
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8
Discuss the elements of the
promotional mix
The Promotional MixThe Promotional Mix
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9
The Promotional Mix
Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Includes:
Advertising Public Relations Personal Selling Sales Promotion
Promotional
MixPromotional
Mix
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10
The Promotional Mix
Most commonly distributed Most commonly distributed by traditional media, though by traditional media, though increasingly through non-increasingly through non-traditional media, such as traditional media, such as Web sites, e-mail, blogs, Web sites, e-mail, blogs, and interactive video kiosks and interactive video kiosks in malls and supermarkets.in malls and supermarkets.
AdvertisingAdvertising
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11
Advertising Media
Traditional Advertising Media
NewAdvertising
Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Banner ads Viral marketing E- mail Interactive videoLO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12
AdvertisingAdvantages Disadvantages
Reach large number of people
Low cost per contact
Can be micro-targeted
Total cost is high
National reach is expensive for small companies
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13
Public Relations
Helps an organization communicate with customers, suppliers, stockholders, government officials, employees, and the community.
Public
RelationsPublic
Relations
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 14
The Function of Public Relations
Maintain a positive image Educate the public about the
company’s objectives Introduce new products Support the sales effort Generate favorable publicity
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 15
Sales Promotion
Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness.
Sales
PromotionSales
Promotion
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 16
Sales Promotion
EndConsumers
EndConsumers
Company EmployeesCompany
Employees
Trade Customers
Trade Customers
Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 17
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Personal
SellingPersonal
Selling
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 18
Personal Selling
Traditional Selling
Traditional Selling
Relationship Selling
Relationship Selling
Attempts to persuade the buyer into a specific point of view. Win-lose outcome.
Long-term relationships, create a win-win outcome
LO2
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 19
Describe the communication
process
Marketing CommunicationMarketing Communication
LO3
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 20
Communication
LO3
the process by which meanings are exchanged or shared through a common set of symbols.
Communication is…
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 21
Categories of CommunicationCategories of
Communication
InterpersonalCommunicationInterpersonal
CommunicationMass
CommunicationMass
Communication
Marketing Communication
LO3
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 22
As Senders As Receivers
Develop messages
Adapt messages
Spot new communication opportunities
Inform
Persuade
Remind
Marketing Communication
LO3
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 23
LO3
Exhibit 16.2Exhibit 16.2Communication ProcessCommunication Process
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 24
LO3
Exhibit 16.3Exhibit 16.3Characteristics of the Elements in Characteristics of the Elements in the Promotional Mixthe Promotional Mix
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 25
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
AdvertisingIndirect and impersonal
Low
Little
Delayed
One-way
Yes
Yes
Fast
Same message to all audiences
Characteristics of the Elementsin the Promotional Mix
LO3
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 26
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Public RelationsUsually indirect, impersonal
Moderate to low
Little
Delayed
One-way
No
No
Usually fast
Usually no direct control
LO3
Characteristics of the Elementsin the Promotional Mix
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 27
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Sales PromotionUsually indirect and impersonal
Moderate to low
Little to moderate
Varies
Mostly one-way
Yes
Yes
Fast
Same message to varied target
LO3
Characteristics of the Elementsin the Promotional Mix
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 28
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Personal SellingDirect and face-to-face
High
Much
Immediate
Two-way
Yes
Yes
Slow
Tailored to prospect
LO3
Characteristics of the Elementsin the Promotional Mix
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 29
Web 2.0
Web 2.0 tools include:
• Blogs (online journals)
• Podcasting (online radio)
• Vodcasts (online videos)
• Social Networks (Facebook, MySpace)
LO3
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 30
Blogging
Sponsored by a company or
one of its brands and
maintained by one or more of
the company’s employees.
Sponsored by a company or
one of its brands and
maintained by one or more of
the company’s employees.
Consumer-Generated
Blogs
Consumer-Generated
Blogs
CorporateBlogs
CorporateBlogs
Independent and not
associated with the
marketing efforts of any
particular company or brand.
Independent and not
associated with the
marketing efforts of any
particular company or brand.
LO3
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 31
Explain the goals and
tasks of promotion
The Goals and Tasks The Goals and Tasks of Promotionof Promotion
LO4
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 32
Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
LO4
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 33
Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
LO4
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 34
Goals and Tasks of Promotion
Increase awareness
Explain how product works
Suggest new uses
Build company image
Informative Promotion
LO4B
eyo
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 35
Goals and Tasks of Promotion
Encourage brand switching
Change customers’ perceptions of product attributes
Influence immediate buying decision
Persuade customers to call
Persuasive Promotion
LO4B
eyo
nd
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Book
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 36
Goals and Tasks of Promotion
Remind customers that product may be needed
Remind customers where to buy product
Maintain customer awareness
Reminder Promotion
LO4B
eyo
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Book
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 37
Discuss the AIDA concept and its
relationship to the promotional mix
Promotional Goals Promotional Goals and the AIDA Conceptand the AIDA Concept
LO5
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 38
The AIDA Concept
Model that outlines the process for
achieving promotional goals in
terms of stages of consumer
involvement with the message.
AttentionInterestDesireAction
AttentionInterestDesireAction
AIDA ConceptAIDA
Concept
LO5
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 39
Exhibit 16.4Exhibit 16.4
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 40
The AIDA Concept
Action
Desire
Interest
Attention Cognitive (thinking)
Affective (feeling)
Conative (doing)
LO5
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 41
Describe the factors that affect the
promotional mix
Factors Affecting the Factors Affecting the Promotional MixPromotional Mix
LO6
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 42
Factors Affecting the Choice of Promotional Mix
Nature of the productNature of the product
Stage in PLCStage in PLC
Target market characteristicsTarget market characteristics
Type of buying decisionType of buying decision
Promotion fundsPromotion funds
Push or pull strategyPush or pull strategyLO6
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 43
LO6 Exhibit 16.5Exhibit 16.5Product Life Cycle and Product Life Cycle and
the Promotional Mixthe Promotional Mix
Advertising, PR, brandloyalty;personal selling fordistribution
Ads decrease;sales promotion;personal selling;reminder & persuasive
AD/PR decrease; limited sales promotion; personal selling for distribution
Heavy use of Advertising;PR forawareness;sales promotionfor trial
Light Advertising; pre-introductionpublicity
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 44
Target Market Characteristics
For… Widely scattered
market
Informed buyers
Brand-loyal repeat purchasers
AdvertisingAdvertising
Sales PromotionSales Promotion
Less Personal SellingLess Personal Selling
LO6
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 45
Type of Buying Decision
Advertising
Sales PromotionRoutineRoutine
Personal Selling
Neither Routinenor Complex
Neither Routinenor Complex
Advertising
Public Relations
Print AdvertisingComplexComplex
LO6
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 46
Available Funds
Trade-offs with funds availableNumber of people in target marketQuality of communication neededRelative costs of promotional
elements
LO6
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 47
LO6
Exhibit 16.6Exhibit 16.6Push Strategy versus Pull Push Strategy versus Pull StrategyStrategy
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 48
Discuss the concept of integrated marketing
communications
Integrated Marketing Integrated Marketing CommunicationsCommunications
LO7
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 49
Integrated Marketing Communications
IntegratedMarketing
Communications
IntegratedMarketing
Communications
The careful coordination of all
promotional messages to assure
the consistency of messages at
every contact point where a
company meets the consumer.
LO7
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 50
IMC Popularity Growth
Proliferation of thousands of media choices
Fragmentation of the mass market
Slash of advertising spending in favor of promotional techniques that generate immediate response
LO7
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Chapter 16 Copyright ©2012 by Cengage Learning Inc. All rights reserved 51
Beyo
nd
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BookChapter 16 Videos
Vans – Integrated Marketing Communication
This video examines the carefully planned strategy that Vans developed to create loyalty in a fickle niche market. Describe Vans’ pyramid strategy. How does it protect the brand?
http://www.cengage.com/marketing/book_content/1439039429_lamb/company_clips/ch16.html