IMC - Mix, Industry, and Advertising Tools (PDF)

IMC Mix, Industry, and Advertising, & Traditional Tools Chapter 12 & 13 Learning Objectives 1 2 3 4 Describe the Describe the Explain the Outline the integrated process of current promotional marketing promotional trends...

IMC Mix, Industry, and Advertising, & Traditional Tools Chapter 12 & 13 Learning Objectives 1 2 3 4 Describe the Describe the Explain the Outline the integrated process of current promotional marketing promotional trends mix and communicati program affecting overview on process planning marketing Advertising communicati tools ons 2 Promotion: Integrated Marketing Communications Integrated = consistent, coordinated, concise Outcome = synergy Balance and integration  Push and Pull Push strategy: When marketers focus communication on the distribution channel to gain support from retailers, distributors, and wholesalers Pull strategy: When marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand  Steps in the Marketing Communications Process Funnel + Reach & frequency Customer Touch Points Metrics Product Life Cycle Figure 12-3 5  The Customer Advocacy Funnel Advocac Loyalty y Purchase Trial Engageme Interest nt Awarene ss 6  Tactical vs. Strategic Click to Tactical add Objectives Click to add Click Strategic to add Objectives text text text - Short-term First level First level- Long-term aims to grow aims First to build level brand (sales and market Second level Second level brand image and develop Second level share) Third leveland motivate actions Third level relationships with consumers Third level from Fourth consumers level Fourth level Fourth level - Build brand image - Capture market share - Increase brand awareness - Encourage trial - Reinforce existing attitudes - Sales conversions - Improve attitudes - Sign-ups - Change beliefs or shift - Direct traffic perceptions - …and others - …and others  Reach vs. Frequency Reach: The percentage of an advertiser’s target audience that is exposed to at least one ad over an established time frame Frequency: The number of times, on average, within a media- planning period that members of the target audience are exposed to the advertiser’s  Product Life-Cycle Considerations Figure 12-4 © 2024 McGraw Hill Education Limited A Changing Landscape Connected Consumers Affordable Internet Canadians are among the most connected in the world Media usage – changing habits toward digital devices Evolving Media Streaming services Traditional media are moving online (e.g., YouTube news, Radio having podcasts, magazines have interactive websites) Out-of-home being replaced with digital boards Digital shifting to mobile 11 The Marketing Communications Industry Areas work together to form an industry that is ethical, trustworthy, cohesive, and measurable Marketing Media Media Communicat Research ion Agencies Companies (Professional Regulatory ) bodies Associations Promotional Mix In this diverse media environment, a wide range of marketing communications tools are available These tools are also known as the promotional mix Which tools you use depend on the objectives of your campaign The Promotional Mix Advertising Public relations Sales promotions Direct response Traditional Events sponsorship Product placement and branded entertainment Personal selling Online marketing Digital Social media marketing Mobile Marketing Advertising Advertising – paid form of media used for non- personal (mass media) communication to consumers about an organization, good, service, or idea Designing the Advertisement An advertising message usually focuses on key benefits that are important to a prospective buyer functional what problem does this product solve? how does this product help me symbolic express myself? status, identity, belonging what emotions or physical sensations experiential does this product allow me to experience? Designing the Advertisement Message depends on the general form or appeal used in the ad and the actual words included in the ad Ads can: Inform Persuade Add value Remind Assist other company efforts Designing the Advertisement Common types of emotional appeals Fear appeals Guilt appeals Sex appeals Humorous appeals Advertising Media – TV and Radio (Broadcast)  Advertising Media – Newspapers and Magazines (Print) https://calgaryherald.com/ https://www.wired.com/ Advertising Media - OOH Direct Mail + Email Email: go to your inbox right now. What marketing emails do you find? Digital – Display/Banner Ads, Search Ads, Social Media Ads, and Mobile Ads  Advertising Media Choices Projected advertising revenue in Canada in 2023 ($millions) Figure 13-3 Scheduling the Advertising Three factors must be considered: 1) buyer turnover - how often new buyers enter the market to buy the product 2) purchase frequency – the more frequently the product is purchased, the less repetition is required 3) forgetting rate - speed with which buyers forget the brand if advertising is not seen Three Basic Scheduling Approaches Continuo Steady us Intermittent (e.g. Flighting seasonal) Pulse Burst Scheduling Questions?