MKTG 3000 Lecture Notes - Lecture 24: Integrated Marketing Communications, Younkers, Cyber Monday
Chapters 13-18
Lipton Brisk Case Quiz due Sunday
I. Promotion (4th P of marketing)
a. Communication
b. Incentives
c. Connections
d. Come in different forms, such as print ads and commericals and incentives
II. Promotion cannot solve product, price value or distribution probems
a. It supports sound product, pricing and distribution strategies
b. The est ad a’t fi a terrile produt
III. Black Friday and cyber Monday
a. A lot of different promotional tools were used
i. Patagonia: cause related marketing and publicity. All revenue goes to
environmentally conscious organizations
ii. Younkers- sales promotion and advertising
iii. Dresslily mermaid blankets- facebok- advertising aand direct
iv. Best buy- personal selling
IV. Promotional mix
a. Advertising
b. Public relations
c. Sales promotion
d. Personal selling
e. Social media
f. Promotion plan
V. Integrated marketing communications
a. A tangible represenataion of brand and identity
b. Need to be consistent
c. Every communication pint with consumers and stakeholders
d. Make sure everything fits within brand standards
VI. Why is integrated marketing communication growing?
a. Proliferation of media/new channels for niche goods
b. Fragmentation of mass markets
c. Sheer excess of goods and services, desire for increased share and loyalty
d. Need for meansurable results (direct marketing, sales promotions, loyalty programs)
i. Come up with advertisements to use direct response. That way you can tell how
many people are being reached
VII. What can communication/incentive do?
a. Goals and tasks of promotion
i. Inform: during introduction and early growth
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Promotion (4th p of marketing: communication, connections, come in different forms, such as print ads and commericals and incentives. Promotion cannot solve product, price value or distribution probems: the (cid:271)est ad (cid:272)a(cid:374)"t fi(cid:454) a terri(cid:271)le produ(cid:272)t. Black friday and cyber monday: a lot of different promotional tools were used. It supports sound product, pricing and distribution strategies: patagonia: cause related marketing and publicity. All revenue goes to environmentally conscious organizations: younkers- sales promotion and advertising, dresslily mermaid blankets- facebok- advertising aand direct, best buy- personal selling. Promotional mix: advertising, public relations, sales promotion, personal selling, social media, promotion plan. Integrated marketing communications: a tangible represenataion of brand and identity, need to be consistent, every communication pint with consumers and stakeholders, make sure everything fits within brand standards. That way you can tell how many people are being reached. What can communication/incentive do: goals and tasks of promotion, inform: during introduction and early growth.
