COMM 131 Chapter Notes - Chapter 12: Integrated Marketing Communications, Mobile Marketing, Narrowcasting

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Published on 20 Apr 2013
School
Queen's University
Department
Commerce
Course
COMM 131
Professor
Marketing
Chapter 12: Advertising and Public Relations
March 5, 2013
The Promotion Mix
- Promotion Mix/Marketing Communications Mix: Specific blend of promotion tools that
the company uses to persuasively communicate customer value and build customer
relationships
Advertising: Any paid for of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor (mass media television,
radio, internet)
Sales Promotion: Short-term incentives to encourage the purchase or sale of a
product or service (discounts, rebates, coupons, contests, displays)
Personal Selling: Personal presentation by the firm’s sales force for the
purpose of making sales and building customer relationships (sales
presentations, trade shows, incentive programs)
Public Relations (PR): Building good relations with the company’s various
publics by obtaining favourable publicity, building a good corporate image,
and handling or heading off unfavorable rumors, stories, and events (press
releases, sponsorships, special events)
Direct Marketing: Direct connections with carefully targeted individual
consumers to both obtain an immediate response and cultivate lasting
customer relationships (catalogues, websites, direct mail, mobile marketing)
Integrated Marketing Communications
- Mass Marketing: Selling highly standardized products to masses of consumers
New Marketing Communications Landscape
- Factors changing today’s marketing communications:
Consumers
- Better informed and more communications empowered
- Use the internet to research on their own
- Easily connect with other consumers to exchange brand-related information
and to create their own marketing messages
Marketing Strategies
- Shifting away from mass marketing
- Developing focused marketing programs to build customer relationships
- Improvements in technology speed the movement to segmented marketing
- Amass detailed customer information, keep track of customers needs, tailor
offerings to narrowly defined groups
Communications Technology
- Changes the way companies and customers communicate
- On-demand television, satellite radio, downloading music, wireless
networks, smartphones, social networking
- Give companies exciting new media to interact with consumers
- Give consumers more control over the nature and timing of messages
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Shifting Marketing Communications Model
- Companies are doing less broadcasting and more narrowcasting
- Mass media costs are rising, audiences are shrinking, ad clutter is increase, viewers are
gaining control of message exposure through technology
- Companies are able to reach smaller groups of consumers in more interactive ways
- New model will consist of a shifting mix of traditional mass media and new, more
personalized media
- Challenge is to bridge the “media divide” that separates traditional creative media
approaches to new interactive and digital ones
Need for Integrated Marketing Communications
- In the consumer’s mind, messages from different media and promotional approaches all
become part of a single message about the company
- Conflicting messages can confuse company images, brand positions, and customer
relationships
- Integrated Marketing Communications (IMC): Carefully integrating and coordinating
the company’s many communications channels to deliver a clear, consistent, and
compelling message about the organization and its products
- IMC recognizes all touch points where the public may encounter the brand
- IMC ties together all of the company’s messages and images
Shaping the Promotion Mix
Nature of Promotion Tools
- Each promotion tool has unique characteristics and costs
Advertising
- Reach masses of geographically dispersed buyers at low cost
- Enables seller to repeat a message many times
- Large-scale advertising says something positive about the seller’s size,
popularity, and success
- Consumers view advertised products are more legitimate
- Expressive allows company to dramatize its products through artful use
of visuals, print, sound, and colour
- Impersonal, cannot be as directly persuasive as salespeople
- One-way communication
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Personal Selling
- Most effective tool for building up buyers’ preferences, convictions, and
actions
- Most common promotional tool for B2B marketers
- Involves long-term personal interaction between decision makers from
customer organization and sales representatives from the vendor
- Focuses on developing customer relationships
- Buyer feels a greater need to listen and respond
Sales Promotion
- Coupons, rebates, contests, discounts, sales offers, etc.
- Designed to attract consumer attention, offer strong incentives to
purchase, dramatize product offers, encourage trial, boost sagging sales
- Invite and reward quick response
- Effects are often short-lived and not as effective as advertising or personal
selling in building brand preference or customer relationships
Public Relations
- Very believable; seem more real
- Reach prospects who avoid advertisements and sales people
- The message gets to the buyer as “news” rather than sales-directed
communication
Direct Marketing
1. Less Public: The message is normally directed to an individual
2. Immediate: Messages can be prepared quickly
3. Customized: Messages are tailored to appeal to specific customers
4. Interactive: Allows for dialogue between marketers and consumer
Promotional Mix Strategies
- Push Strategy: a promotion strategy that calls for using the sales force and trade
promotion to push the product through channels; the producer promotes the product to
channel members who promote it to final consumers (B2B markets use push more)
- Pull Strategy: a promotion strategy that calls for spending a lot on advertising and
consumer promotion to induce final consumers to buy the product, creating a demand
vacuum that “pulls” the product through the channel (B2C markets use pull more)
Advertising
Setting Advertising Objectives
- Advertising Objective: a specific communication task to be accomplished with a
specific target audience during a specific period of time
- Classified by primary purpose to inform, persuade, or remind
Informative Advertising
- Use when introducing a new product or brand
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Document Summary

Promotion mix/marketing communications mix: specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising: any paid for of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (mass media television, radio, internet) Sales promotion: short-term incentives to encourage the purchase or sale of a product or service (discounts, rebates, coupons, contests, displays) Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships (sales presentations, trade shows, incentive programs) Public relations (pr): building good relations with the company"s various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavorable rumors, stories, and events (press releases, sponsorships, special events) Direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships (catalogues, websites, direct mail, mobile marketing)

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