The Generalized Communications Model

Notice that there are several places in the model where the marketer can fail.

All parts must be working for the communication to succeed.

What is the relationship between the above diagram and the concepts of segments, target segments, market position, and psychological position?

The Integrated Marketing Communications Mix -- AKA The Promotion Mix

• Advertising Do you remember these ad slogans
• Public Relations       two clips that promote/ inform about Viagra
       What people think of it.
• Personal Selling
• All other sales promotions
    including:
  • coupons
  • special displays at POP
  • trade shows
  • financial incentives to the trade
  • financial incentives to customers --eg rebates and price reductions
  • premiums
  • specialty advertising
  • special sponsored events
  • special sponsored charities or causes
  • special tie-ins with other products or services AXE Fantasy.com integrated campaign.
• Product Placements -- TV and Movies
  "law is the law. Since 1927, listeners have had the right to know who is trying to persuade or influence them. ..... When a corporation pays money to have its product shown on television in an attractive setting, that.s an advertisement." Gary Ruskin
  
• Tie-ins movie -- tv -- books Harry Potter Goblet of Fire examples
• More for all Potter Movies/Books
• The power of endorsements
  
  • When Oprah Speaks -- effects on bra sales
  • The story
  • Other recent stories on same subject
    
    • 20/20 on Bra Business -- 20/20: The Breast Fit Women and '20/20' go in search of the perfect bra.
      
    • And relationship to beauty...
      
    • "technology" More, with a technology twist.

The Persuaders at PBS

View index 1hour 30minutes 6 parts

Example of integrated Marketing Communications

ABC news online: tie in to website of same name as news feature.
Fall 2005 - Winter 2006
When Oprah Speaks -- effects on bra sales The story Other current stories on same subject
20/20 on Bra Business -- 20/20: The Breast Fit Women and '20/20' go in search of the perfect bra.(video)
And relationship to beauty...(story)
"technology" More, with a technology twist.

One result of unraveling the code of luxury (Bali)

Marketing communications is supposed to work like this...

1. -Public relations establishes the need.
2. -Advertising creates the desire.
3. -Direct response focuses on specific markets. (personal selling, email, direct mail, advertorials)
4. -Promotions make the customer want to buy immediately and not from the competition.

"Advertising casts a verbal and emotional net so wide that no American can escape it."
The Third Person Effect.
Alcohol Ads correlated to amount consumed.
But, research shows that there's no cure for an alcohol hangover.

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ABC even has a section called Consumer Moms!

Responses Sought from advertising

Ideally ... Profits

Really

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

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Viral Marketing Communications on the Internet. WON → Buzz

A viral agency

Classifications of advertising and other promotion

by Target Audience

Business

Consumer

by Geographic Area

International

National

Regional

Local

by Medium

TV

Radio

Magazines

Newspapers

Direct Mail

Internet Web sites

Electronic Mail

Movie Theaters

Mobile Phones

Out-of Home (outdoor, transit, etc.)

by Function

Inform

Remind

Persuade

by User

Company

Non-profit cause

Government

Polititian

Individual

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Media Objectives and Decisions

Reach, Frequency, Impact

Media Types

Media Vehicles

   e.g. which magazine

      which tv show

      Which web site or email list

Media timing

     continuous

     seasonal

     pulsed

     hybrid of above

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Setting the Promotion Budget

Rules of Thumb

percent of sales

what company can afford

matching competition

Objective and Task budgeting (bottom up, decide what is needed)

Set objectives

Determine activities that will meet objective

Determine cost of those activities

Defend before top management

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Effects Measurement

Copy testing

Before the campaign

direct ratings

portfolio tests

physiological response

After the campaign

recall

recognition

Sales effect testing

changes in sales over time

experiments to compare promotion mixes

    different cities

    split cable

    different direct mailers

    different email messages/types

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