1. Integrated Marketing Communications March 23, 2009

2. Promotion in Marketing Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers

3. Goals and Tasks of Promotion Informing Reminding Target Audience Persuading

4. Examples of Promotion Objectives Informative (Awareness) Objective To increase the top-of-mind awareness level for Vijaya peanut butter from 16 percent to 24 percent Persuasion (Attitudinal) Objective To increase the percentage of parents who feel that Vijaya peanut butter is the best peanut butter for their children from 22 percent to 35 percent Reminder Objective To remind consumers that Vijaya peanut butter is the creamiest peanut butter and is available at their nearest grocery and convenience stores

5. The Changing Communications Environment Market Fragmentation Led to Media Fragmentation Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting CHP: 17&18-5

6. CHP: 17&18-6 The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.

7. IMC Builds Brands

9. Packaging inserts

10. Motion pictures

11. Brochures and booklets

12. Posters

13. Billboards

14. POP displays

15. Logos

17. Premiums

18. Sampling

19. Trade shows, exhibits

20. Coupons

21. Rebates

22. Entertainment

24. Entertainment

25. Festivals

26. Arts

27. Causes

28. Factory tours

29. Company museums

31. Speeches

32. Seminars

33. Annual reports

34. Charitable donations

35. Publications

36. Community relations

38. Sales meetings

39. Incentive programs

40. Samples

42. Mailings

43. Telemarketing

44. Electronic shopping

45. TV shopping

46. Fax mail

47. E-mail

49. Strategy Selected Depends on: Type of Product-Market & Product Life-Cycle Stage Push Strategy Pull Strategy Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Promotion Mix Strategies

50. CHP: 17&18-13 Elements in the Communications Process

51. To communicate an idea or thought, it needs to be converted into words and pictures. Adidas presents the evolution of its brand thought Impossible is Nothing with a campaign that encourages everyone to take their first step in reaching what seems impossible. Through stories of real people attempting and achieving what once seemed like impossible, Adidas hopes to inspire people to overcome their own hindrances. www.adidas.com

52. Response Hierarchy Models

53. When Elements Are Most Useful Advertising Personal selling Effectiveness Sales promotion Public relations Awareness Knowledge Liking Preference Conviction Purchase Very effective Somewhat effective Not effective

54. Factors that Affect the Promotion Mix Nature of the Product Stage in the Product Life Cycle Target Market Characteristics Type of Buying Decision Available Funds Rs Push–and–Pull Strategies

55. Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC CHP: 17&18-18

56. CHP: 17&18-19 Designing the Communications Message strategy Creative strategy Message source Personal communication channels Nonpersonal communication channels Integration

57. CHP: 17&18-20 Creative Strategy Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy

61. CHP: 17&18-24 The Importance of Taglines

62. CHP: 17&18-25 Message Source Celebrity Characteristics Expertise Trustworthiness Likeability

63. Personal Communications Channels Advocate channels Expert channels Social channels

64. Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations CHP: 17&18-27

65. One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. Affordable Based on What the Company Can Afford Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Objective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Competitive-Parity Based on the Competitor’s Promotion Budget CHP: 17&18-28 Setting the Total Promotion Budget

66. Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Selling Personal Interaction, Relationship Building, Most Expensive Promo Tool Sales Promotion Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Public Relations Very Believable, Dramatize a Company or Product, Underutilized Direct Marketing Nonpublic, Immediate, Customized, Interactive CHP: 17&18-29 Setting the Promotion Mix

68. Radio

69. Magazines

70. Online

71. Website