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Week 10: Integrated Marketing Communication (Promotion) (Buyer Readiness…
Week 10: Integrated Marketing Communication (Promotion)
Communication purposes
To Inform
Inform new product
Suggesting new users
Price change
Instructions
To persuade
Building brand perference
Encourage switching brand
Changing buyer perceptions
To remind (Product)
Still needed
Where to buy
Awareness
Integrated Marketing Communication
Need
Integration
Communications
Promotional material
Distribution
encoding, decoding and noise
Sociological
Psychological
Communication
Push communication
Promoting products primarily to intermediaries
Pull communication
Promoting products to the end consumers
Buyer Readiness State
Purchase
Conative
Communication needs to stimulate desire
Conviction
preference
Affective
Communication needs to change attitudes and feelings
liking
Knowledge
Cognitive
Communication needs to provide facts
Awareness
Responses
Conative
The realm of motives
Cognitive
The realm of thoughts
Affective
The realm of emotions
IMC Tools
Advertising
Any paid form of non-personal communicatin by an identified sponsor
Print, broadcast, outdoor, interactive
Public relations/publicity
Public relations
Building good corporate image
Press releases, product publicity, corporate communications, lobbying and counselling
Publicity
Promote a company
Direct marketing
Use mass and targeted media to create a direct response from customers
Sales promotion
Offers extra value or incentive to the sales force, distributes or ultimate consumer
Immediate sale
Main tools
Samples
One offs
refunds
Personal selling
Oral presentation
Generating leads
Making sales calls
negotiating and closing the sale
Sponsorship
Enhance a company, product or brand's visibility by associating it with something the market segment views as positive
Includes
People with cultural, sporting or educational importance
Cultural events
Social Media
Points of differentiation for IMC tools
Costs
Reach
Impact
Measuring effectiveness
Budget decisions
All- you- can-afford
Regards promotion as a luxury that is not needed
Percentage of sales
Advertising expenditure rises or falls to reflect changes in sales
Competitive-Parity
Advertising expenditure is determined by the amount spent by competitors
Objective and Task
Starts by defining promotional objectives
Evaluation of Promotion effort
Brand Recall
Product Recall
Sales
Market share
Link with communication objectives