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ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close

ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close. Key Participants in IMC Management. Marketing Organization Marketing Plan Goal & Objectives Customer/Prospect Databases. IMC Management. Personal Selling. Advertising Agency Research

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ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close

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  1. ADVERTISING MANAGEMENT…through the lens of BrandingDr. Close

  2. Key Participants in IMC Management • Marketing Organization • Marketing Plan • Goal & Objectives • Customer/Prospect Databases IMC Management Personal Selling • Advertising Agency • Research • Creative Strategies • Production • Message Placement Public Relations Advertising Sales Promotions P-O-P Supportive • Specialized Promotion Organizations • Media Organizations • Event Management Firms • Web Site Designers • Sales Promotions Agencies • Direct Marketing Agencies • Public Relations Firms • P-O-P Agencies & Designers Internet Advertising Sales Promotions Direct Marketing e-Commerce 1.23

  3. Integrated Marketing Communications FACTORS CONTRIBUTING TO IMC’s RISING PROMINENCE • Fragmentation of Media • Better Audience Assessment Through Database Technology • Consumer Empowerment • Increased Advertising Clutter • Shifting Channel Power • Desire of Greater Accountability 1.21

  4. Relationship Between Promotion, the Promotional Mix, & Integrated Marketing Communications PROMOTION • Communication Process in Marketing • Used to Create a Favorable Predisposition Toward: • Brand of Product • Service • Idea • Person PROMOTIONAL MIX • Blend of Communications Tools & Activities Used by a Firm • Carries out the Promotion Process • Communicates Directly with Target Markets 1.2

  5. Relationship Between Promotion, the Promotional Mix, & Integrated Marketing Communications (con’t) INTEGRATED MARKETING COMMUNICATIONS (IMC) • Manages the Processes & Activities of Using Promotional Tools • Unified Way • Produces a Synergistic Communications Effect 1.3

  6. Relationship Between Promotion, the Promotional Mix, & Integrated Marketing Communications (con’t) • Promotion: Process • Promotion Mix: Tools • IMC: Management of the Promotion Mix 1.4

  7. The Promotional Mix ADVERTISING • Paid Mass Media Attempt to Persuade • Complex System of Strategic Planning & Creative Genius INTERNET ADVERTISING • Electronic Mail (e-mail) • Internet Relay Chat (IRC) • Usenet • World Wide Web (www) SALES PROMOTION • Use of Incentives to Generate a Specific Short-Term Response • Household Consumer • Trade Buyer • Business Buyer 1.5

  8. The Promotional Mix DIRECT MARKETING & e-COMMERCE • Distinguished From Other Primary Promotional Tools in 3 Ways • Uses a Combination of Media • Designed to Elicit a Direct Response • Transactions Can Occur Anywhere • E-Commerce is Another Form of Direct Marketing • Business is Conducted Between Buyers & Sellers Using Electronic Exchange Media 1.8

  9. The Promotional Mix SPONSORSHIP • Funding an Event • Creating an Event to Showcase a Firm’s Brand POINT-OF-PURCHASE • Materials Used in Retail Setting to Attract Shoppers’ to a Company’s Brand SUPPORTIVE COMMUNICATIONS • Used to Target Audiences Outside Mainstream Media or Electronic Communications 1.9

  10. The Promotional Mix PUBLIC RELATIONS • Communication that can Foster Goodwill Between a Firm & its Many Constituent Groups PERSONAL SELLING • Presentation of Information about a Firm’s Products or Services by One Person to Another Person or to a Small Group of People 1.10

  11. The Promotional Mix ROLE OF PROMOTION IN MARKETING STRATEGY • Must Have Marketing Strategy Decisions about Products (Brand) • Branding – Established Name, Term, Symbol or Design that Identifies for Consumers that a Product is being Offered by a Particular Seller & Clearly Distinguished the Product of that Seller from those Offered by Competitors 1.12

  12. The Promotional Mix ROLE OF PROMOTION IN MARKETING STRATEGY Affects 3 Key Aspects of Decision Making with Respect to Brands • Creating the Marketing Mix • Achieving Effective Market Segmentation, Product Differentiation, & Positioning • Enhancing Revenues & Profits 1.13

  13. The Promotional Mix • Assumes a Wide Range of Responsibilities Related to: • Conception • Pricing 1.14

  14. The Promotional Mix ROLE OF PROMOTION IN THE MARKETING MIX (con’t) • Promotion Affects the Product Area of the Marketing Mix • Information & Persuasion • Introduction of New Brand or Brand Extensions • Building & Maintaining Brand Loyalty Among Consumers • Building & Maintaining Brand Loyalty Within the Trade 1.15

  15. One Role for Promotion is toIntroduce Brand/Line Extensions Example: Extension of Jell-O into the Yogurt Market Go-gurt? (I say no-gurt!) 1.16

  16. The Promotional Mix ROLE OF PROMOTION IN MARKETING _Price • Effects the Consumer Market • Effects the Trade Market • Distribution • Consumer Access to Brands • Securing Trade Distribution 1.17

  17. Role of Promotion in Effective Market Segmentation, Differentiation & Positioning • Promotion is Important in Helping to Execute These Strategies • Market Segmentation • Product Differentiation • Positioning • External • Internal 1.18

  18. The Role of Promotion in Revenue & Profits • Sales Occur • Brand has Well-Conceived Marketing Mix • Complete Marketing Mix • Good Promotion • Large-Scale Demand /Production Produces • Cost to Produce Item is Reduced • Known as Economies of Scale • Brand Loyalty at Any Cost • Firm Raises Prices • Known as Inelasticity of Demand 1.19

  19. Promotional Tools Help Increase Brand Loyalty (or even brand love) 1.20

  20. Cut Through the Cr*@! 1.22

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