Marketing quốc tế Slides BUSM2412 unit 10 s1 08 compatibility mode

Topic 10 Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations Road Map: Previewing the Concepts  Discuss the p process and advantages g of integrated g marketing communication  Define the five promotion tools and discuss the f factors that h must be b considered id d iin shaping h i the h overallll promotion mix  Describe and discuss the major decisions involved in developing an advertising program p a how o sa sales es p promotion o ot o ca campaigns pa g s a are e  Explain developed and implemented  Explain how companies use public relations to communicate with their publics Marketing Communication Mix or P Promotion ti Mi Mix Product’s Design g Product’s Price Stores that Sell the Product Product’s Package Marketers Have Shifted Away From Mass Marketing Less Broadcasting Factors are Changing g g the Face of Today’s y Marketing Communications: Improvement in Information Technology Has Led to Segmented Marketing More Narrowcasting Market F M Fragmen ntation Led to Med dia Frag gmentation The Changing Communications Environment The Need for Integrated Marketing C Communications i ti With Integrated Marketing Comm Communications nications (IMC), the Company Carefully Integrates and Coordinates Its Manyy Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Products Integrated Marketing C Communications i ti Setting the Overall Communication Mix Advertising Personal Selling S l Sales Promotion Public Relations Direct Marketing Reaches Many Buyers, Repeats Mes sage Many Times, Impersonal, Expensive Personal Interaction, Interaction Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived V Very Believable, B li bl Dramatize D ti a Company or Product, Underutilized Nonpublic Immediate, Nonpublic, Immediate Customized, Customized Interactive Push versus Pull Promotion Strategy Major Decisions in Advertising Setting g Advertising g Objectives j g g Informative Advertising Persuasive Advertising Inform Consumers or Build Selective Demand Build Primary Demand i.e Sony DVD Players i e DVD Players i.e Advertising Objective Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Comparative Advertising Reminder Advertising Compares One Brand Keeps Consumers to Another Thinking About a Product i.e Apple vs PC i.e Coca-Cola 10 Evaluating Advertising Advertising Program Evaluation Communication Effects (Copy Testing) Is the Ad Communicating Well? Sales Effects Is the Ad Increasing Sales? 32 What is Sales Promotion? Sales Promotion Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service Offers Reasons to Buy NOW 33 Rapid Growth of Sales Promotion  Sales promotion can take the form of consumer promotions, business promotions, trade promotions, or sales force promotions promotions  Rapid growth in the industry has been achieved because:  Product managers are facing more pressure to increase their current sales,  Companies face more competition, competition  Advertising efficiency has declined,  Consumers have become more deal oriented 34 Sales Promotion Objectives  Consumer Promotions: increase short-term sales or help build long-term market share  Trade Promotions: get retailers to: carry new items and more inventory, advertise products products, give products more shelf space, and buy product ahead  Sales Force: getting more sales support  In general, sales promotion should focus on consumer relationship l ti hi b building ildi 35 Major Consumer Sales Promotion Tools Sample Trial amount of a product Coupons Savings g when purchasing p g specified p products Cash Refunds Refund of part of the purchase price Price Packs Premiums Advertising Specialties Reduced prices marked on the label or package Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts 36 Major Consumer Sales Promotion Tools Patronage Rewards Point of Purchase Point-of-Purchase Contest Sweepstakes Games C h or Other Cash Oth Award A d Offered Off d for f Regular Use of a Product Displays p y or Demonstrations at the Point of Purchase Consumers Submit an Entry to be Judged Consumers Submit Their Names for a Drawing Consumers Receive Something Each Time They Buy Which May Help Them Win a Prize 37  Which of the sales promotion tools described in the chapter would be best for stimulating sales of the following products or services?  Gummy Bears new Black Cherry flavor,  Proctor & Gamble Gamble’ss efforts to bundle laundry detergent and fabric softener together in a combined marketing effort,  Outpost.com attempts to help consumers remember what it sells as well as its Web address address 38 Major Trade Sales Promotion Tools Trade-Promotion T d P i Objectives Trade-Promotion d Tools Persuade Retailers or Wholesalers to Carry a Brand Discounts Give a Brand Shelf Space Allowances Promote a Brand in Advertising Free Goods Push a Brand to Consumers Push Money Specialty Ad Items 39 Major Business Sales Promotion T l Tools Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Conventions Stimulate St u ate Purchases u c ases Trade Shows Reward Customers Sales Contests Motivate Salespeople 40 Developing the Sales Promotion Program Decide on the Size of the Incentive S tC Set Conditions diti for f Participation P ti i ti Determine How to Promote and Distribute the Promotion Program Determine the Length of the Program Evaluate the Program 41 What is Public Relations? Public Relations Involves Building Good d Relations l With h the h Company’s ’ Various Publics by Obtaining Favorable bl Publicity, bl Building ld Up a Good Corporate Image, and Handling or Heading H di Off Unfavorable U f bl Rumors, R Stories, and Events 42 Major ajo Public ub c Relations e a o s Functions u c o s Press Relations or Agentry P R l ti A t Product Publicity Public Affairs Public Relations Departments May Perform Anyy or All of the Following Functions: Lobbying Investor Relations Development 43 Major Public Relations Tools News W b Site Web Sit S Speeches h Public P blic Service Activities Special Events Corporate Identity Materials Audiovisual Materials Written Materials 44 Public Relations Tools New Product Publicity Tools used by PR Professionals Product Placement Consumer Education Event Sponsorship Issue Sponsorship Internet Web Sites 45 Rest Stop: Reviewing the Concepts  Discuss the p process and advantages g of integrated g marketing communication  Define the five promotion tools and discuss the f factors that h must be b considered id d iin shaping h i the h overallll promotion mix  Describe and discuss the major decisions involved in developing an advertising program p a how o sa sales es p promotion o ot o ca campaigns pa g s a are e  Explain developed and implemented  Explain how companies use public relations to communicate with their publics 46 ... their publics Marketing Communication Mix or P Promotion ti Mi Mix Product’s Design g Product’s Price Stores that Sell the Product Product’s Package Marketers Have Shifted Away From Mass Marketing. .. Broadcasting Factors are Changing g g the Face of Today’s y Marketing Communications: Improvement in Information Technology Has Led to Segmented Marketing More Narrowcasting Market F M Fragmen ntation... gmentation The Changing Communications Environment The Need for Integrated Marketing C Communications i ti With Integrated Marketing Comm Communications nications (IMC), the Company Carefully Integrates