Principles of Marketing

Chapter 13- Advertising, Integrated

Marketing Communications, and the
Changing Media Landscape

Integrated Marketing Communications (IMC)

Defined: Approach designed to deliver one
consistent message to buyers across an
organizations promotions
The message can be slightly different for different
audiences, but the overall takeaway is the same.

IMC
Out-of-home advertising- Billboards and
movable promotions that are displayed in a
broad range of public spaces including tray
tables on airplanes, inside of subways, trains,
buses, and bathroom stalls.

Promotion Mix
Defined: Communication tools that may
include advertising, sales promotions, PR,
personal selling, and direct marketing.
Advertising defined: A message that is paid
and sent to large groups of the population at
one time with and identified organization or
brand being promoted.
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Personal Selling
Interactive, paid approach to marketing that
involves a buyer and a seller.
Buying a car, applying for a job, selling your
product to a major retailer

Usage depends on the medium (hard to sell

refrigerators by skype), but generally a vital
part of a sale

Public Relations (PR)

Positive image creation and management.
Press releases, publicity, product placement, and
sponsorships.

Generally controlled in-house or through a

firm that specializes in PR
Some firms specialize in certain types of specific
PR
Celebrity scandal, etc.

Sales Promotion
Coupons, contests, games, rebates, etc.
Generally designed to have some sort of quick
action take place (coupons have valid dates,
rebates have a timeframe for redemption, etc.)
Depending on the firm strategy, could be
useful or not.

Direct Marketing
Delivering personalized promotional materials
directly to individual consumers.
Mail, catalog, internet, email, telephone, etc.

Many are off-put by direct marketing, but still

a very big part of marketing
Generally pretty easy and cheap to do.

Telemarketing
Direct marketing by home.
Depending on the product and demographic, it
can be very useful.
Charities and service firms have decent success
Generally want to stick to something that has a
direct tangible benefit

Direct Mail
Direct marketing through the mail
Efficient since it is mass marketing, but can be
personalized to a degree (name on the mailer)
Cheap and easy to advertise in this medium

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Direct Response Advertising

Direct marketing that includes an offer or call
to action
Call now
Enter your email to

More human stuff, once we are involved

with something, it becomes a part of us

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Promotion Mix
The makeup of the marketing campaign and
how all the promotional components fit
together.
Comprised of several factors:

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Promotion Mix
Budget- Often times is the most critical
component
How many people do we need to expose the
message to (reach) and how often will they be
exposed (frequency).

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Promotion Mix
Stage in PLC
Introduction stage requires (more/less)
advertising?
Would it be a good idea for a major promotional
push at the end of a products life?

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Promotion Mix
Type of product/purchase decision
Would you buy highly technical devices over the
phone?
Promoting an experiential good versus a routine
good is completely different

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Promotion Mix
Target market characteristics and readiness to
purchase
Early adopters versus late adopters
Each have their own motivations

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Promotion Mix
Consumers preferences for various media
Mostly based on the individual products, some
media just work better than others for certain
products.
Most large firms test and retest to find the most
efficient media for their goods

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Promotion Mix
Regulation, competitors, and environmental
factors
Cant advertise cigarettes at al, alcohol has certain
limitations within distances of other things, etc.
Economy will always play a role

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Promotion Mix
Media availability
Popular spots sell quickly and are expensive
Also, external factors can play a role if something
drastic happens (major news event)

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Promotion Mix
Push versus pull strategy
Push is pushed through marketing channels to
consumers
Pull is promoting to final customers

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Communication Process

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Communication Process

Encode- translating the message

Decode- interpretation of the message
Interference- noise that distorts the message
Feedback- Information transmitted back to
sender

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Perceptual Process
The way in which people select to be exposed
to information, pay attention to it, interpret it,
and retain it.
How many of you have read a paragraph,
page, etc, then realized you didnt really
read any of it? Ever listened to a friend talk,
then realize you didnt hear a word?
Same thing in life, but with advertising.
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Message Strategies
Need to know what the Unique Selling
Position (USP) is for the product.
This is completely unique to the
firm/product/etc
Most USPs are hard to transfer meaning across
More saving, more doing. Ace Hardware

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Promotion Objectives
What are we actually doing with the advertisement?
New product awareness
Promotional push
Demand manipulation
Etc.

Primary demand is demand for a product category

Selective demand is for a specific brand
AIDA model- Attention, Interest, Desire, Action

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Message Characteristics
Humor, fear, call-to-action, etc. are all possible
types of characteristics than can shape a
message. What is chosen is again specific to the
campaign.
Open-ended message- A promotional message
that allows the consumer to draw his or her own
conclusions
Closed-ended message- Message draws a
logical conclusion
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Message Characteristics
Use of a jingle
Use of a character
What components will be used will always
vary

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