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Promoting Products Using Interactive and Integrated Marketing Communications

Promoting Products Using Interactive and Integrated Marketing Communications. Change & Promotion Mix. Definition- Promotion inform people Promotion Mix Integrated Marketing Communication (IMC) Change Technology Build Relationships Interactivity. Factors That Affect The Promotion Mix.

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Promoting Products Using Interactive and Integrated Marketing Communications

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  1. Promoting Products Using Interactive and Integrated Marketing Communications

  2. Change &Promotion Mix • Definition- Promotion inform people • Promotion Mix • Integrated Marketing Communication (IMC) • Change • Technology • Build Relationships • Interactivity

  3. Factors That Affect The Promotion Mix • Type of Product • Stage in the Product Life Cycle • Target Market Characteristics • Actions of Competitors • Available Funds

  4. Objectives of Integrated Marketing • Build Brand Equity • Provide Information • Manage Demand & Build Sales • Differentiate Products • Influence Perceptions, Attitudes, & Buyer Behavior

  5. Figure 16.3 Advertising Expenditure by Media $215 million total (1999)

  6. Total Direct Advertising Expenditures In billions Source: The Direct Marketing Association

  7. Advertising Expenditures 1924 $1 billion 1974 $35 billion 1990 $129 billion 1993 $150 billion 1999 $215 billion 2002 $248 billion $448 billion worldwide

  8. Newspapers Advertising Media: 1. _______________ Television 2. _______________ Ways and places to advertise Radio 3. _______________ Magazines 4. _______________ Outdoor 5. _______________ Direct Mail 6. _______________ Yellow Pages 7. _______________ Internet 8. _______________

  9. What might be the best advertising media for: (and where have you seen them?) -A rock concert at an outdoor theater -Sales at the Mall -Products aimed specifically at women -Product aimed specifically at men -A local news show -Long distance telephone service -Credit cards -Computer software -A storage case for CDs and tapes for the car -Classes at CVCC

  10. Advertising Today • Persuasive Communication • Infomercials • Internet • Global Advertising

  11. “You deserve a break today” “Be all you can be” “Pepsi-Cola hits the spot” “Mm Mm good!” “See the USA in your Chevrolet” “I wish I were an Oscar Mayer wiener” “Double your pleasure, double your fun” “Winston tastes good like a cigarette should” “It’s the real thing” “A little dab’ll do ya” Century’sTop Ad Jingles Source: Advertising Age

  12. Favorite Budweiser Advertising Slogans When you know your beer… it’s bound to be Bud Food’s Favorite Companion Proud to be your Bud America’s Social Companion When you say Budweiser, you’ve said it all It lives with good taste everywhere King of Bottled Beers 1937 1943 1947 1953 1971 1993 1899

  13. Do Blatantly Sexy Ads Turn You Off? Source: USA Today

  14. Amount Spent On... Internet Advertising = $1.92 Billion Outdoor Advertising = $1.58 Billion Source: CIO Web Business, 1/1/1999

  15. 2002 Amount U.S. Spent On... Internet Advertising $5.74 Billion Outdoor Advertising $2.40 Billion Source: AdAge.com

  16. Entertainment Consumer Goods Telecom Hardware & Electronics Travel Web Media Financial Services Retail Goods & Services 0% 5% 10% 15% 20% 25% 30% 35% Top Online Advertising Industries Source: Nielsen/NetRating, 2002

  17. Future Internet Advertising • Will reach $22 billion in the U.S. • The rest of world will spend $10.8 billion. • $27 billion (10% of all U.S. ad spending) will be siphoned from traditional media • Hardest hit: newspapers and direct mail Source: CIO Web Business, 10/1/1999

  18. Steps in Personal Selling Presentation Prospect/Qualify Objections Preapproach Close Approach Follow-up

  19. Steps Listen to the public Change policies and procedures Inform people you are being responsive Publicity +Free (if interesting) +More Effective Than Ads +Believable (as news) - No Control over use - No Repetition likely Public Relations

  20. Sales Promotion Stimulating consumers and dealers • Internal - salespeople • External –outside the company • Sampling – free trials • Word-Of-Mouth • Viral Marketing/Swag • Testimonials • Technology – consumer data collection

  21. Coupons can be used as a “Thank you for buying” or a “Stop and try us.” The value must be enough to attract customers. Use coupon promotions sparingly. Get professional help to get maximum exposure. Color-code your coupons for different groups that use them. Tips onIssuing Coupons

  22. Celebrity Candice Bergen Bill Cosby Kathi Lee Gifford Cindy Crawford Jerry Seinfield Cybil Shepherd Product(s) Sprint Jell-O Carnival Cruise Lines Revlon, Pepsi American Express L’Oreal Top Celebrity Endorsers

  23. Athlete Michael Jordan Tiger Woods Arnold Palmer Andre Agassi Endorsements $ 47.0 Million $ 24.0 Million $ 16.0 Million $ 14.0 Million Top Sports Endorsers Source:Fortune Magazine

  24. Promotional Strategies Push Strategy Promotion Customer Distribution Promotion Retail Store Pull Strategy consumers see and buy consumers request

  25. Building IMC Integrated Marketing Communication • Gather Data & Maintain Database • Respond Quickly To Adjust Policies & Procedures IMC • Provide Accessible Information

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