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Week 8: Deconstructing the IMC - Coggle Diagram
Week 8: Deconstructing the IMC
Advertising
Paid, mediated, form of communication from an identifiable source, designed to persuade the receiver t take some action, now or in the future.
Functions
The nature and purpose of advertising depends on the industry and situation
Communicate and interact
Engage and involve
Brand awarness
Brand Equity
Brand image
Drive demand
Selective demand
Advertising for specific brands such as consumer products is designed to stimulate selective demand
Primary demand
Advertising can also de done by an industry to stimulate a product category
Sales promotion
Activities that offer extra value or incentives to the sales force, ditribuitors, or ultimate consumer to create an immediate sale
An extra incentive to buy
Targeted to different parties
a tool to speed up sales
Compliments other IMC activities in brand building
Sometimes called brand activation
Role = intensify the message
Objectives behaviour = do / conative
Attitude = feel / affective (informational to transformational
How it works
One way (to start) or communication "for", then two way
To add value at the decision making stage
Target audience = consumer and channel / trade
Can be consumer oriented (pull) or trade oriented (push)
Target audiences for sales promotion
Manufacturer (o)
Sales force promotion
Manufacturer to
Pull vs Push strategy
Pull: The retailer is being pulled into stocking item by consumer demand
Promotion -> attract consumer -> purchase -> pressures retailer to stock item
Sales promotions that attract consumers to want to purchase an item are used as part of this strategy
Push: The use of incentives to motivate the buying and reselling of products
Push strategies are used to encourage retail buyers to motivate the buying and reselling of products
Push strategies are used to encourage retail buyers to stocka dn resell stock to consumers
Reasons for growth of sales promotion
Economic conditions
Power of retailers
Declining brand loyalty
Increased sensitivity
Brand proliferation
Fragmentation of consumer markets
Short term focus of marketers
Increased accountability
Penetrating competitive clutter
Digital Growth
CFB vs. non CFB
Consumer Franchise Building: implant idea in the consumers mind about a brands unique advantages or attributes to build an enduring consumer franchise
CFB promotional objectives: Communicate distinctive brand attributes, develop and reinforce brand identity, build long term brand preference.
CFB Techniques: eg. Samples, premiums, competitions, loyalty programs
Non CFB: Accelerate the buying decision by reducing the price temporarily or adding extraneous value
Promotional objectives: Accelerate the purchase decision process, generate an immediate sales increase
Techniques: eg, price off deals, rebates or refunds.
Consumer oriented sales promotion
Identify target audiences
Determine objectives
Obtain trial and repurchase
Trial: Samples, Coupons, Price offs, Refunds
Usage objectives: Premiums, self liquidating gifts, contests/sweepstakes/games, skill vs chance, bonus packs
Increase consumption
Defenc current customers
Target a specivif market segment
enhange IMC and build brand equity
Check onjectives are SMARTT