Promotions - Integrated Marketing Communications Flashcards
Traditional “Dis-integrated” Marketing
Where each marketing medium of a company was independent, and hired by separate companies to carry out
This caused inconsistent messaging, and marketing messages saying different things
Integrated marketing communications (IMC)
Coordinating all of your “touch points” to form a consistent image for your product or brand
Message needs to be consistent across ads, public relations, places to buy, website, etc
What are the 5 Ms of a Communciation Campaign
Set your MISSION
Decide budget (MONEY)
Choose MESSAGE
Decide MEDIA mix
MEASURE effectiveness
What are characteristics of a campaign MISSION
Communication tasks to be accomplished with a specific target audience during a specific time
Can be classified as informative, reminder, or persuasion
Objectives vary across product life cycle
How does a business decide on campaign MONEY?
Budget making strategies:
What the company can afford
As a percentage of sales
To match competitors’ budgets
To achieve a certain objective (sum of costs)
What makes a good campaign MESSAGE
Good messages should: get attention, hold interest and obtain action
Have a single, clear message and break through the clutter!
How can campaign MESSAGES be executed, and what tone should ads have?
Can be executed through: scientific evidence, technical expertise, fantasy, etc
Campaigns can have humourous tones, or emotional tones to grab attention
Campaign MEDIA: Define Reach, frequency, impact and engagement
Reach: calculating the % in your target market who will see your ads
Frequency: how many times someone in your target market will be exposed to your ads
Impact: the qualitative value of an advertisement through a medium
Engagement: whether the consumer is encouraged to take action (pay attention, click the link, share)
How does a business decide on campaign MEDIA medium types and timing?
Based on the target markets attributes, habits and lifestyle: do they watch sports channels, read the financial journal?
Timing: time ads through seasons, or concentrated bursts
What are ways to MEASURE a campaign?
Measure ROI before and after campaign
- Sales are the best indicator but difficult to track
- Click thru, visits, attitude toward product
Define advertising
Any paid form of non-personal promotion of ideas, goods or services by an identified sponsor
Evolving from passive/offline to interactive/online
Product Placement, what is it?
Product placement is commonly used in TV shows and movies today to market products
Steven Spielberg helped Hershey’s obtain the #1 spot in the chocolate bar market after they included Reese’s Pieces in the movie E.T.
Sales Promotions, what are they?
Short-term incentives, usually presented at the point of purchase, designed to encourage the immediate purchase of a product or service
Consumer promotions and examples
increase consumers short-term sales or (sometimes) help build long-term customer relationships
examples: contests, sweepstakes, rebates, bonus packs, samples and coupons
long term sales promotions: loyalty programs
Personal Selling
Paid, personal form of advertisement
Involves two-way communication between salesmen and customers
Cognitive dissonance
the difference between what we think and what we do
purchasing a car, but 2 weeks later looking at car ads and window shopping for other cars
Sales tactics: foot-in-the-door, door in the face
Foot in the door: starting with a small ask and then working your way up to a larger ask
(asking to have a goldfish, then a puppy)
Door in the face: starting with a large ask and then asking for something small
(asking parents to buy you a car, then asking for a drive to the park)
What are characteristics of good public relations?
Building good relations with the company’s various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavourable rumours, stories, and events
(Supersize Me, is an example of bad publicity)
Direct Marketing
Personal, targeted messages, such as personalized mail or direct-response TV commercials
Event marketing and sponsorship, what are the objectives
Companies involve their brand in an experience of occasion
Goal is heighten awareness, create positive associations, create a desired response
Gain visibility from logo displays, pamphlets
Digital Marketing - Benefits
Targeted, impact can be easily and quickly measured, modifications can be quickly assessed, customers can be engaged to forward the message
Marketing metrics involve likes, tweets, Facebook impressions, video views, followers, to name a few
Social Media Influencers - Why are they so effective?
Influencers have carved out a target market, making it easy for businesses to reach their market
Influencers have a sense of trust built up with their audience, and are more likely to purchase than a generic online ad
Content Marketing
Providing relevant and useful niformation to consumers on certain topics associated with your brand
John Deere posting videos on how to increase crop yields, use a double-wheeler tactor, etc
Trade promotions
Short term promotions used to generate support with wholesalers, distributors, and retailers
Examples: attending trade shows to showcase new products, inclusion in a retailer’s ad campaign, price reductions for displaying a product
