mkt 522 lesson plan week 6 student (1)

8/18/2019 MKT 522 Lesson Plan Week 6 Student (1)

1/44

Lesson Plan April 7, 2016

elcome to eek 6


2/44

Topics for Today

Lecture:

Chapters 14, 15, 16

17


3/44

TCO’s5

Given a company’s promotion of the value of its oering toconsumers through advertising, public relations, personal selling,and direct and online marketing, critique or benchmark theeectiveness of its integrated marketing communications (!C"#

$e%ne integrated marketing communications (!C"

$emonstrate an a&areness of and an ability to design strategiesthat communicate value to the consumer through the creationof an integrated approach to a marketing communicationscampaign (!C" plan

'peci%cally, eplore, analy)e, and evaluate best practices in the

development of digital media campaigns


4/44

!"L#"$ %#&C'&!"T!P#C&:

(ee) 6:Ad*ertisin+ $ecti*eness

#nte+rated -ar)etin+Co..unications /#-C


5/44

Warm-Up

*hich ad campaign particularly stands outin your mind as being eective+

+


6/44

What Do We Mean By Promotion in the 4P’s?

+


7/44

The Co..unication Process

NoiseNoise

'ource'ource

eceivereceiver

-ncoding-ncoding

!essagechannel

!essagechannel

$ecoding$ecoding

.eedback.eedback

14-7


8/44

Chec)in+ our no3led+e

In this ad for the Toyota Siennaminivan, the company is usingeggs to convey the message ofsafety. The decision to use eggsas a representation of delicate

cargo to be protected is a partof which element in thecommunication process?

A. message channel

B. encodingC. decoding. feedbac!". noise


9/44

&teps in %e*elopin+ $ecti*e-ar)etin+ Co..unications


10/44

%enin+ our oals

/uyer eadiness 'tages01$11ttentionnterest$esire1ction


11/44

(hich &ta+e %o These Ads Tar+et


12/44

(hich &ta+e %oes This Ad Tar+et


13/44

%esi+nin+ our -essa+e

*hat to say (message content"2o& to say it (message structure and format"

!essage Content0ational appeal-motional appeal (negative or positive"

https033&&youtube#com3&atch+v45vk62i7d8k!oral appeal

!essage 'tructure0$ra& a conclusion or leave the it open9resent the strongest message %rst or last

One:sided or t&o:sided argument!essage .ormat0Color'i)e9icture vs tet-tc

https://www.youtube.com/watch?v=R4vkVHijdQkhttps://www.youtube.com/watch?v=R4vkVHijdQkhttps://www.youtube.com/watch?v=R4vkVHijdQk


14/44

Choosin+ -edia /Channels ofCo..unication

9ersonal Communication Channels$irect communication ; phone, email, &ord:

of:mouth, etc/u)) marketing ; opinion leaders


15/44

&electin+ -essa+e &ource

Types of spokespeopleCelebritiesCompany leaders-perts

*hat are the bene%ts of a spokesperson+

*hat are the risks of a spokesperson+

https://www.youtube.com/watch?v=6z_VpVaPLWshttps://www.youtube.com/watch?v=ijdcyyLcUokhttp://adland.tv/commercials/milk-chevy-chase-speaks-out-milk-sn-1975-150-usahttp://adland.tv/commercials/milk-chevy-chase-speaks-out-milk-sn-1975-150-usahttps://www.youtube.com/watch?v=ijdcyyLcUokhttps://www.youtube.com/watch?v=6z_VpVaPLWs


16/44

&electin+ -essa+e &ource

Types of spokespeopleCelebrities-pertsCompany leaders

*hat are the bene%ts of a spokesperson+

*hat are the risks of a spokesperson+


17/44

&ettin+ the Total Pro.otion ud+etand -i8

.our methods for determining promotion budget0 The 1ordable !ethod

9ercentage of 'ales !ethod

Competitive:9arity !ethod

Ob7ective:and:Task !ethod

'haping the 9romotion !i

1dvertising

9ublic relations

'ales promotion

9ersonal selling

$irect marketing


18/44

Ad*ertisin+

*hat is advertising+

+


19/44

-ust &et the Ad*ertisin+ !9ecti*e

*hat is the primary purpose of the advertising+nforming

9ersuading

eminding

nforming ; used &hen introducing a ne& productcategory

9ersuasive ; used &hen there is more competition,build selective demand

eminding ; important for mature brands


20/44

#nfor.in+ Ad*ertise.ent


21/44

Competitive

Advertising

Emphasizes

SelectiveDemand

Competitive1dvertising-mphasi)es

'elective$emand


22/44

Competitive

Advertising

Emphasizes

SelectiveDemand

A Competitive

Ad That’s

Comparative

1Competitive

1d That’sComparative

C i i


23/44

Competitive

Advertising

Emphasizes

SelectiveDemand

A Competitive

Ad That’s

Comparative

Reminder

Advertising

Reinforces a

Favorable

Relationship

eminder1dvertisingeinforces a

.avorableelationship

14-24


24/44

Pro.otion Plannin+ in the AdoptionProcess

Pro.otion ;aries !*er the Life Cycle

=This ne&idea is

good>

=Our brandis best>

=Our brandis better,

really>

=?et’s tellthose &ho

still &antour

14-24

9rimary$emand

'elective


25/44

&ettin+ the Ad*ertisin+ ud+et

1fter determining the ob7ectives, must set thebudget

$epends on the stage of the product life cycle

1lso depends on the competitive landscape of

the market


26/44

Creatin+ the Ad*ertisin+ -essa+e


27/44

&elect the Ad*ertisin+ -edia

$etermine0each 4 of people in the target market &ho are eposed to the ad

campaign.requency 4 ho& many times the average person is eposed to the ad

Choose among ma7or media types (dierentadvantages3disadvantages"0 T6adio


28/44

Pu9licity

• Any unpaid form of nonpersonal communication• #ore credible than advertising• $arder to control than advertising• %iral

• &ebinars• &hite papers• Case studies• Social media• 'eviews

• Awards


29/44

&ales Pro.otion

• (romotion activities other than advertising, publicityor personal selling

• )sually of shorter duration than the other promotion

activities• *ood for short+term push. &hy do it?


30/44

&ales Pro.otions i*e &hort


31/44

Pro.otion Plan &trate+ies

9ushing through the channel9ulling policy ; building customer demand

*hich strategy do /DC companies follo& more+/D/+


32/44

&ales Pro.otion Tools

*hat are some types of sales promotions+

+


33/44

Point


34/44


ido, Inc. is a producer of dog food and is getting ready tointroduce a new brand. The firm-s mar!eting researchdepartment learns that a competitor is planning to launchanother brand about two wee!s after ido-s launch. ido-smar!eting department uic!ly mails a set of dated coupons to

several thousand consumers in a purchased database of dogowners, encouraging them to as! for the new ido brand in theirfavorite store and to stoc! up on the new brand using thecoupons. This is an e/ample of0

A. pulling.

B. noise.C. pushing.. encoding.". decoding.


35/44

Personal &ales

&hat is personal selling?&hat are the advantages? isadvantages?

+


36/44

%irect -ar)etin+

*hat is $irect !arketing+

+


37/44

eys to &uccessful %irect -ar)etin+

$ataEno&ing your customerecency.requency

!onetary


38/44

=or.s of %irect -ar)etin+

$irect mailCatalog

-:mail

Telemarketing

$irect:response T6

Eiosk marketing


39/44

Ad*anta+es of %irect -ar)etin+

*hat are the advantages for companies+

+


40/44

!nline -ar)etin+

*ebsitesOnline ads ('-!"

'earch marketing ('-O"

'ocial media

Content marketing


41/44


A television ad for Target encourages consumers

to go to their nearest Target store for a big end+

of+season sale coming up in two wee!s. This

type of advertising is0

A. pioneering.

B. reminder.

C. indirect competitive.

. direct competitive.". institutional.


42/44


Community Ban! sends an advertisement via direct mailto several thousand customers, uoting special low

financing rates on new vehicles for a limited time only.

The ad names some other financial institutions and

shows their respective loan rates. Community Ban!

promises to beat any rate offered for a comparable

term. This type of advertising is0

A. pioneering.

B. indirect competitive.C. comparative.

. reminder.

". institutional.


43/44

%essert

https033&&youtube#com3&atch+v4Fe**fhttps033&&youtube#com3&atch+v4ib:8iyk

lq:8

https033&&youtube#com3&atch+v4

ll9J?@e?cKL

https://www.youtube.com/watch?v=R6_eWWfNB54https://www.youtube.com/watch?v=R6_eWWfNB54https://www.youtube.com/watch?v=j7OHG7tHrNMhttps://www.youtube.com/watch?v=j7OHG7tHrNMhttps://www.youtube.com/watch?v=ib-Qiyklq-Qhttps://www.youtube.com/watch?v=ib-Qiyklq-Qhttps://www.youtube.com/watch?v=ib-Qiyklq-Qhttps://www.youtube.com/watch?v=llPZL9eLc3Yhttps://www.youtube.com/watch?v=llPZL9eLc3Yhttps://www.youtube.com/watch?v=llPZL9eLc3Yhttps://www.youtube.com/watch?v=llPZL9eLc3Yhttps://www.youtube.com/watch?v=ib-Qiyklq-Qhttps://www.youtube.com/watch?v=ib-Qiyklq-Qhttps://www.youtube.com/watch?v=ib-Qiyklq-Qhttps://www.youtube.com/watch?v=j7OHG7tHrNMhttps://www.youtube.com/watch?v=j7OHG7tHrNMhttps://www.youtube.com/watch?v=R6_eWWfNB54https://www.youtube.com/watch?v=R6_eWWfNB54


44/44

Assi+n.ent due (ee) 7

>ead Chapters ?, 1@, 1 20Course Proect: (ritten proect report

%iscussions:lo9al 9randsCli.ate chan+e

mkt 522 lesson plan week 6 student (1)

Documents