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IMC (Marketing communication options (Direct response- solicit/elicit…

- - - - TV
        
        Pros
        
        Sight, sound, motion- vivid product attribute, benefit demonstration; compelling way to portray brand intangibles (personality, imagery, etc.)
        
        Low cost per exposure
        
        Reaches broad consumer spectrum
        
        Cons
        
        Fleeting, distracting creative elements- overlook marketing msg
        
        High production, placement cost
        
        Advertising clutter- easy to ignore/forget adv
      - Radio
        
        Pros
        
        Targetted, cheap
        
        Complement, reinforce TV ads
        
        Cons
        
        Lack visuals- weaker cust info processing
      - Print e.g. newspaper, magazines
        
        Pros
        
        Self-paced- detailed product info
        
        Build user, usage imagery
        
        Less intrusive- engaging
        
        Cons
        
        Static nature- non-dynamic presentation
        
        Passive
        
        Less pervasive, timely- short shelf-life
      - Place/out-of-home advertising; alternative/non-traditional media
        
        Billboard, posters e.g. transit ads on buses, billboard laden trucks
        
        Increase brand exposure, goodwill
        
        Movies, lounges- unconventional places; cut thru clutter
        
        Product placement- cameo appearances in movies, TV series, etc.
        
        Point of purchase (in-store ads) e.g. shopping cart ads, radio programming, promotion options like live demonstration
        
        Pros- increase spontaneous buying as consumers make final brand decision in store
        
        Pros
        
        Reaches precise audiences
        
        Cost-effective
        
        Engaging
        
        How?
        
        Simple, direct msg- custs must be able to process it quickly; like a "tweet"
        
        Cons- sheer pervasiveness; consumer backlash against overcommercialisation
  - - - Updated list of current, potential customers
      - Right offer, manner
      - Track effectiveness
    - - Easier to establish consumer r/s
      - Explain new brand development routinely
      - Consumer knowledge- consumers feedback their needs
    - - Intrusive
      - Clutter
  - - - Customer franchise building promotion- enhance attitude, loyalty e.g. samples, demonstrations, educational materials
      - Noncustomer franchise building promotion e.g. sweepstakes, refund offers
    - - Cons- expect/demand trade discounts
      - How?
        
        Financial incentives, discounts
        
        Point of purchase displays, training programmes, cooperative ads
    - - Decreased brand loyalty, quality perceptions
      - Increased price sensitivity
      - Attracted to promotion, not brand merits- will not repurchase when promotion ends
  - - - Convey expertise in consumer-relevant area
      - Store brand info, PR, ads
      - Database- collect name, addresses
    - - Pros
        
        Accountable- can track which ads resulted in sales
        
        Nondisruptive
        
        Targetted- only contacts promising prospects
      - Cons- easy to ignore/filter out
    - - Pros
        
        Establish web presence, public voice
        
        Foster active engagement, sense of community- permits personal, independent expression/feedback
      - Con- not everyone actively uses social media
  - - - Identify with target market- choose events based on attendees attitudes, product usages
      - Increase awareness- sustained brand exposure; better brand recall
      - Create/reinforce brand associations
      - Enhance corporate image dimensions- make favourable impression, favour company for future product choices
      - Evoke feelings- that becomes linked to brand
      - Express commitment to community/social issues- collab with NPO and charities e.g. cause-related marketing
      - Entertain key clients, reward employees- establish goodwill/morale, valuable business contacts
    - - Choosing
        
        Event matches brand marketing objectives, target market
        
        Generates favourable attention
        
        Not oversponsored
      - Designing- has accompanying marketing programme e.g. banners, signs, samples, prizes, promotions
      - Measuring
        
        Supply-side method- media coverage extent to determine potential brand exposure/impressions
        
        Demand-side method e.g. surveys- effects on consumers' brand knowledge, awareness, attitudes, sales
    - - Changes brand knowledge- engages senses, imagination
    - - Success- unpredictable, outside sponsor's control
      - Sponsorship clutter
      - Event commercialisation resentment
  - - - Targeted, interactive
      - Unique opportunity- reaches consumers at point of sale/consumption
      - Drive foot traffic to store
    - - Privacy, regulatory concerns
        
        Solution? Opt-in advertising- users consent to receiving ads
  - - - Inform- describe
      - Persuade
      - Remind
      - Incentivise