910 likes | 929 Views
Launch your PollEV session: Text : UWMBUSINESS to 37607. *Text LEAVE at the end of class*. Alternate #: (747) 444-3548. Wednesday. No lecture I will be in my office. Final Exam: To do or not to do??. YOUR decision You can ESTIMATE and make a wise decision.
E N D
Launch your PollEV session: Text: UWMBUSINESS to 37607 *Text LEAVE at the end of class* Alternate #: (747) 444-3548
Wednesday • No lecture • I will be in my office
Final Exam: To do or not to do?? • YOUR decision • You can ESTIMATE and make a wise decision
The Fourth ‘P’: Integrated Marketing Communications (“IMC”) Ref: Text, chapter 18 (and chapter 19)
“Promotion*” = Communication** *in Marketing **Persuasive
Successful IMC?? • High brand recognition • Has become the 2nd largest insurer in the US • Acquired more new customers than any other insurance company • Annual growth rate of 10%+
The Communication Process“General model” • The Sender: the message originates from the sender • The Transmitter: the sender works with the creative department or ad agency (the transmitter) to develop marketing communications • Encoding: converting the sender’s ideas into a message ( verbal, visual, or both). The most important asset of encoding is not what is sent but rather what is received • The Communication Channel: the medium – print, broadcast, the Internet – that carries the message. The media chosen must be appropriate to connect the sender with its desired recipient
The Communication Process • The Receiver: the person who reads, hears, or sees and processes the information contained in the message. Decoding refers to the process by which the receiver interprets the sender’s message • Noise: any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels. If there is a difference between encoding (what the sender intends to say) and decoding (what the receiver hears), it is probably due to noise • Feedback Loop: allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. Can take many forms ( increase in sales, store traffic, complaint, compliment, redemption of a coupon or rebate)
The AIDA model • How marketing communications work. • Move consumers stepwise through a series of mental stages. The AIDA model explains these: • Awareness Interest Desire Action. ( think, feel, do)
The AIDA Model Sustained advertising
Awareness • “Brand awareness” refers to a potential customer’s ability to recognize or recall that the brand name is a particular type of retailer or product • Awareness metrics: aided recall, top-of-mind awareness • High top-of-mind awareness means that a product probably will be carefully considered when customers decide to shop for it
Awareness • “Brand awareness” refers to a potential customer’s ability to recognize or recall that the brand name is a particular type of retailer or product • Awareness metrics: aided recall, top-of-mind awareness • High top-of-mind awareness means that a product probably will be carefully considered when customers decide to shop for it
Attribute Sets U-R-E
Interest, Desire, Action • Interest: Once consumers are aware, communication must work to increase interest level; they must be persuaded that it is a product worth investigating • Desire: after the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from “I like it” to “I want it.” • Action: the ultimate goal of any marketing communication is to drive the receiver to action. Consumers act on the interest generated by either searching for the product or making a purchase.
The AIDA Model Sustained advertising
Interest, Desire, Action • The Lagged Effect: sometimes consumers don’t act immediately after receiving a marketing communication because of this effect. It is a delayed response to a marketing communication campaign. • Several exposures to an ad are needed before a consumer fully processes its message • Measuring the effect of a current campaign becomes difficult
The Fourth ‘P’: Advertising, PR, and Sales Promotions Ref: Text, chapter 19
In this topic, we will: • Describe the steps in designing and executing an ad campaign • Identify 3 objectives of advertising • Describe the different ways that advertisers appeal to consumers • Identify the various types of media • Identify agencies that regulate advertising • Describe the elements of a PR toolkit • Identify the various types of sales promotions
Advertising • Advertising: a paid form of communication, delivered through media, from an identifiable source, designed to persuade the receiver to take some action, now or in the future • Represents an enormous industry ($570B worldwide). Present everywhere!
Advertising • Advertising is not free • Must be carried by some medium • It is persuasive in its intent – it desires that the receiver take some action • Legally, the source of the message must be known The SENDER/ ADVERTISER
4th P(Promotion) communicating Value: Mediated, ftf “PRODUCT” (Value) M E D I A Seller Buyer VALUE
Advertising, since it’s paid for, and persuasive in its intent, has to be clearly identified. So that readers/ viewers can discern between information intended to inform/entertain them, and information intended to persuade them
Steps in planning and executing an Ad Campaign Convey the message
Step 1: Identify target audience • The success of an ad program depends on how well the advertiser can identify its target audience. • Research, set tone, pick media • Note that the audience may not be the same as the target market
Step 2: Set advertising objectives • All ad campaigns aim to achieve certain broad objectives: to inform, persuade, and remind consumers, so you can have informative, persuasive, or reminder advertising General Objectives Specific