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MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

Explore the importance of IMC in fostering relationships, reducing redundancies, and targeting customers effectively. Learn about promotional goals, AIDA model, advertising strategies, and sales promotion methods.

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MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

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  1. MARKETING STRATEGYO.C. FERRELL • MICHAEL D. HARTLINE 10 Integrated Marketing Communications

  2. Integrated Marketing Communication (IMC) “…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.” Reasons that IMC is important: Fosters long-term relationships Reduces or eliminates promotional redundancies Technology allows better targeting of customers Integrated Marketing Communication

  3. Promotional Elements Used in IMC Exhibit 10.1

  4. Discussion Question • How might the IMC strategy for a dot-com company differ from a traditional company? Would the dot-com company have an advantage or a disadvantage relative to its offline competitors? Explain your answer.

  5. IMC must have clear promotional goals and objectives The AIDA Model Attention Interest Desire Action Promotional goals with respect to the supply chain Push or pull strategy? Strategic Issues in IntegratedMarketing Communications

  6. Discussion Question • Review the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect customers differently when the product is inexpensive versus when it is expensive? Explain your answer.

  7. Promotion Strategy Overthe Product Life Cycle Exhibit 10.2

  8. Types of Advertising Institutional advertising Advocacy advertising Product advertising Determining the Advertising Budget Objectives and task approach Percentage of sales approach Competitive matching approach Arbitrary approach Advertising

  9. Focusing on Women’s Issues

  10. Marketing Strategy in Action • The Dairy Board’s “Got Milk” campaign is a good example of successful pioneer advertising. • How does this type of advertising benefit all sellers in the market? What is the primary goal of pioneer advertising?

  11. Spending on National Advertising:2003 Projections Exhibit 10.3

  12. Top Ten Fortune 500Online Advertisers Exhibit 10.4

  13. Top Ten Web PropertiesHosting Online Advertising Exhibit 10.5

  14. Methods Evaluating the achievement of advertising objectives Assessing the effectiveness of advertising copy, illustrations, and layouts Evaluating the effectiveness of various media Timing of Evaluation Pretest During campaign Posttest Evaluating Advertising Effectiveness

  15. Discussion Question • How does the highly visible nature of advertising relate to the development of brand image? If all advertising for a well-known brand were to stop suddenly, would the image of the brand suffer? Why or why not?

  16. Public Relations Methods Negative Public Relations Public Relations

  17. Degree of Customer Trustin Selected U.S. Industries Exhibit 10.6

  18. Degree of Customer Trust in Selected Corporations and Nonprofits Exhibit 10.7

  19. The Sales Management Process Developing Sales Force Objectives Determining Sales Force Size Recruiting Salespeople Training the Sales Force Controlling and Evaluating the Sales Force The Impact of Technology on Personal Selling Personal Selling andSales Management

  20. Comparison of Sales ForceCompensation Methods Exhibit 10.8

  21. Types of Sales Promotion to Consumers Coupons Rebates Samples Loyalty programs Point-of-purchase promotion Premiums Contests and sweepstakes Sales Promotion in Consumer Markets

  22. Coupons: Sales Promotion to Consumers

  23. Sales Promotion Methods Unique to Business Markets Trade allowances Free merchandise Training assistance Cooperative advertising Selling incentives Sales Promotion in Business Markets

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