Integrated Marketing Communications
Coordination of all promotional efforts to send a consistent
message to the consumer
Promotion
communicates favorable information about organization and
product to potential buyers
informs - persuades - reminds
primary role is to stimulate demand
Includes:
advertising - personal selling - sales promotion
- public relations
Objectives:
- create awareness
- stimulate demand
- inform
- identify prospects
- encourage product trial
- retain loyal customers
- counter competitive promotion
- facilitate reseller support
- reduce sales fluctuations
Promotion Mix Elements (4)
Advertising
Personal Selling
Sales Promotion
Public Relations
Selecting Promotion Mix Elements
1. Promotion Budget
- how much money is available
- can determine what mix elements can be used
2. Organization Objective
- create awareness ?
- stimulate demand ?
- counter competitive promotion ?
( see objectives list above )
3. Target Market Characteristics
- demographics
- size
- location/concentration
- behavior/lifestyle
4. Product Characteristics
- organization/consumer
- seasonal
- service product
- commodity
- technical
5. Price
- low price
- high price/ very high price
- introductory price
- phasing out price
6. Distribution
- intensive
- limited
- exclusive
7. Product Life Cycle Stage
introductory - growth - maturity - decline
8. Organization Stage
- start-up
- growing
- mature
9. Organization Type
- producer
- reseller
- institutional
- government
Word of Mouth Communication
personal, informal exchanges where customers share
information about products, brands, companies
user generated content
more people are going online to give and share opinions
on products, brands, companies
Electronic Word of Mouth
Social Media - a web technology application links
people to networks that allows rapid exchange of
user generated information
Social Media marketing programs try to create content
that attracts attention and encourages readers to share
with their social network
The message resonates because it appears to come
from a trusted third party as opposed to a company
Marketers still trying to find most effective use of
Social Media - still a developing category
Site like Twitter and Facebook (channels) have made
entry easy
Viral Marketing
Purpose is to facilitate and encourage people to pass
along a marketing message. Needs a high pass - along
rates.
Goal is to create a viral message that appeals to
individuals with high social networking potential with
a high potential of spreading the word in a short time.
Buzz Marketing
Viral marketing technique that attempts to make each
encounter with a consumer appear to be a unique
spontaneous exchange of information.
Goal is to find those who are heavy influencers of
their peers. They create a sophisticated WOM
campaign that is adopted by flattered consumers who
are willing to spread the word
WOM - a rapidly developing communication tool that
can work both ways for the organization
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