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Lecture10BMA351MarketingManagementMarketingCommunicationsIntegratedMarketingCommunications©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.IntegratedMarketingCommunications(IMC)“…thestrategic,coordinateduseofpromotiontocreateoneconsistentmessageacrossmultiplechannelstoensuremaximumpersuasiveimpactonthefirm’scurrentandpotentialcustomers.”Takesa360-degreeviewofthecustomerTheImportanceofIMCFoster’slong-termrelationshipsReducesoreliminatespromotionalredundanciesTechnologyallowsbettertargetingofcustomersComponentsofIMCStrategy(Exhibit10.1)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.StrategicIssuesinIntegratedMarketingCommunications©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.IMCmusthaveclearpromotionalgoalsandobjectivesTheAIDAModelAttentionInterestDesireActionPromotionalStrategiesPullstrategy–focuspromotionaleffortstowardconsumersPushstrategy–focuspromotionaleffortstowardthesupplychainPromotionalStrategyOvertheProductLifeCycle(Exhibit10.2)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Advertising©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.CanbeusedtoreachamassaudienceorapreciselydefinedmarketsegmentVerycostefficientwhenusedtoreachamassaudienceTraditionalmassaudiencesarefragmentingduetoincreasingmediaoptionsDigitalcommunication(Internet,mobile)isthefastestgrowingformofadvertising.Traditionalmedia(newspapers,radio,magazines)arestrugglingforrelevance.SpendingonNationalAdvertising(Exhibit10.3)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.InternetAdRevenuesbyAdvertisingFormat(Exhibit10.4)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Top20InternetAdvertisers(Exhibit10.5)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Advertising(continued)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.TypesofAdvertisingInstitutionaladvertisingAdvocacyadvertisingProductadvertisingDeterminingtheAdvertisingBudgetPercentageofsalesapproachObjectivesandtaskapproachCompetitivematchingapproachArbitraryapproachTop25BrandSlogans(Exhibit10.6)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.EvaluatingAdvertisingEffectiveness©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.KeyConsiderationsEvaluatingtheachievementofadvertisingobjectivesAssessingtheeffectivenessofadvertisingcopy,illustrations,andlayoutsEvaluatingtheeffectivenessofvariousmediaTimingofEvaluationsPretestDuringPosttestPublicRelations©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.CorporateAffairsAcollectionofstrategicactivitiesaimedatmarketinganorganization,itsissues,anditsidealstopotentialstakeholders(consumers,generalpublic,shareholders,media,government,andsoon).GoalofPublicRelationsTotrackpublicattitudes,identifyissuesthatmayelicitpublicconcern,anddevelopprogramstocreateandmaintainpositiverelationshipsbetweenafirmanditsstakeholdersUseofPublicRelationsTopromotethefirm,itspeople,itsideas,anditsimageTocreateaninternalsharedunderstandingamongemployeesPublicRelations(continued)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.PublicRelationsMethodsNegativePublicRelationsHonestyisthebestpolicyOpenaccesstoinformationiscriticalNews(orpress)releasesEventsponsorshipFeaturearticlesProductplacementWhitepapersEmployeerelationsPressconferencesU.S.CorporateReputations(Exhibit10.7)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.PersonalSellingandSalesManagement©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Focusedlesson“sales”andmoreondevelopinglong-term,personalrelationshipswithbuyersThemostpreciseformofcommunication,butwithveryhighcostpercontactHasevolvedtotakeonelementsofcustomerserviceandmarketingresearchThefrontlineknowledgeheldbythesalesforceisoneofthemostimportantassetsofthefirm.PersonalSellingandSalesManagement(continued)©2011CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.TheSalesMa
本文标题:Marketing management strategy Lecture 10
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