Integrated Marketing Integrated Marketing Communication: Advertising, Communication: Advertising, Sales Promotion, and Public Sales Promotion, and Public RelationsRelations

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Integrated Marketing Communication

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Push vs. Pull Promotion Strategy

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Major Decisions in Advertising

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Developing Advertising Strategy

• Consists of two major elements:Consists of two major elements:

– Creating advertising Creating advertising messagesmessages

– Selecting advertising Selecting advertising mediamedia

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Comparative Advertising

Progresso makes side-by-side comparisons of its soup versus Campbell’s, inviting consumers to “Enjoy a better soup…with a more adult taste.”

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Message Execution

Slice of LifeSlice of Life

LifestyleLifestyle

FantasyFantasy

Mood or ImageMood or Image

MusicalMusical

Personality SymbolPersonality Symbol

Technical ExpertiseTechnical Expertise

Scientific EvidenceScientific Evidence

Testimonial Evidenceor Endorsement

Testimonial Evidenceor Endorsement

Typical

Approaches

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Message Execution

• Choose a toneChoose a tone

• Use memorable, attention-getting Use memorable, attention-getting wordswords

• Choose correct format elementsChoose correct format elements– IllustrationIllustration– HeadlineHeadline– CopyCopy

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Humor in Advertising

These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.

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Selecting Advertising Media

• ReachReach– Percentage of people exposed to adPercentage of people exposed to ad

• FrequencyFrequency– Number of times a person is exposed to Number of times a person is exposed to

adad

• Media ImpactMedia Impact– The qualitative value of a message The qualitative value of a message

exposure through a given mediumexposure through a given medium

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Choosing Media Type

• Factors to consider:Factors to consider:– Media habits of target consumersMedia habits of target consumers– Nature of the productNature of the product– Type of messageType of message– CostCost– Media vehiclesMedia vehicles

•Specific media within each general media Specific media within each general media typetype

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Deciding on Media Timing

• Must decide how to schedule the Must decide how to schedule the advertising over the course of a yearadvertising over the course of a year– Follow seasonal patternFollow seasonal pattern– Oppose seasonal patternOppose seasonal pattern– Same coverage all yearSame coverage all year

• Choose the pattern of the adsChoose the pattern of the ads– ContinuityContinuity– PulsingPulsing

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Evaluating Advertising

Measure the communication effects of an ad.“Copy Testing”

Measure the sales effects of an ad.Is the ad increasing sales?

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SampleSample

CouponsCoupons

Cash Refunds“Rebates”

Cash Refunds“Rebates”

Price Packs“Cents-Off Deals”

Price Packs“Cents-Off Deals”

PremiumsPremiums

Advertising Specialties

Advertising Specialties

Offers a trial amount of a productOffers a trial amount of a product

Savings when purchasing specified products

Savings when purchasing specified products

Refund of part of the purchase price by mail

Refund of part of the purchase price by mail

Reduced prices marked on the label or package by producer

Reduced prices marked on the label or package by producer

Goods offered free or low cost as an incentive to buy a product

Goods offered free or low cost as an incentive to buy a product

Articles imprinted with an advertiser’s name given as gifts

Articles imprinted with an advertiser’s name given as gifts

Consumer Sales Promotion Tools

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Patronage RewardsPatronage Rewards

Point-of-Purchase Promotions

Point-of-Purchase Promotions

ContestContest

SweepstakesSweepstakes

GamesGames

Cash or other award offered for regular use of a product or serviceCash or other award offered for

regular use of a product or service

Displays or demonstrations at the point of purchase or sale

Displays or demonstrations at the point of purchase or sale

Consumers submit an entry to be judged by a panel

Consumers submit an entry to be judged by a panel

Consumers submit their names for a drawing

Consumers submit their names for a drawing

Consumers receive something each time they buy which may

help them win a prize

Consumers receive something each time they buy which may

help them win a prize

Consumer Sales Promotion Tools

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Trade Promotion

Persuade resellers to carry a brand

Give a brand shelf space

Promote brand in advertising

Push brand to customers

Discounts

Allowances

Free Goods

Push Money

Specialty Advertising Items

Objectives Tools

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Public Relations

• Public relations involves building Public relations involves building good relations with the company’s good relations with the company’s various publics by obtaining various publics by obtaining favorable publicity, building up a favorable publicity, building up a good corporate image, and handling good corporate image, and handling or heading off unfavorable rumors, or heading off unfavorable rumors, stories, and events.stories, and events.

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Public Relations Functions

• Press relations or Press relations or press agencypress agency

• Product publicityProduct publicity

• Public affairsPublic affairs

• LobbyingLobbying

• Investor relationsInvestor relations

• DevelopmentDevelopment

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Public Relations Tools

• NewsNews

• SpeechesSpeeches

• Special eventsSpecial events

• Buzz marketingBuzz marketing

• Mobile marketing Mobile marketing

• Written materialsWritten materials

• Audiovisual Audiovisual materialsmaterials

• Corporate identity Corporate identity materialsmaterials

• Public service Public service activitiesactivities

• Company Web siteCompany Web site