Chapter 12 - MKTG 2150 PDF

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Tuesday, October 29, 2019

Marketing Communications Marketing ! To reach customers, it is essential to get to know them and to talk their language - to communicate well ! Media Usage

- Marketers tailor messages and are shifting advertising dollars online to respond to change media habits ! Evolving Media !

- Real time marketing: making a brand relevant during an events/occurrences with messaging that takes advantage of buzz (book example of Super Bowl example “done after 20 minutes”!

- Content marketing:! MARCOM

- Media • Paid media (advertising): is the media time that is purchased so that messages can be disseminated through channels that are controlled by others!

- TV advertising is an example! • Owned media: refers to the media channels that a company controls, either fully or partially, such as a website, microsite, or social media page that is used to directly communicate with consumers!

- Own that website and they can choose what to put on that website and still be entertained ! • Earned media: a term with origins in the public relations industry, refers to the free publicity secured through unpaid media mentions and consumers who spread the word through word of mouth or the Internet!

- Media that is earned by the brand, the brand is doing a good job and you like their message, their company and you share it with the community !

- Marketing communication agencies

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Tuesday, October 29, 2019

- Board spectrum integrated agencies or specialist agencies that provide marketers with expertise on how best to communicate messages to their audience !

- Generalist or specialist service ! - Media, creative, PR, event management, product placement brand integration, digital marketing, sales promotion !

- Critical to make marketing effective! - Media research companies • Metrics (measurement) are central to smooth functioning of the marketing communication industry ! • Canadian out-of-home measurement bureau: measure the success of all those billboards ! • Is the messaging getting through to the indented target market !

- Associations • Promote learning and improvement ! • Canadian marketing association: put on tutorials and conferences !

- Regulatory bodies • Canadian Radio-television and telecommunications commissions ! Outbound Marketing

- More traditional form where marketers seek out consumers and widely broadcast messages !

- Consumers are avoiding this more and more ! - Old school marketing ! - Its broadcasted to those listening ! Inbound Marketing

- Newer form where interested consumers find product and messaging by using online techniques that marketers facilitate –(SEO, pay-per-click ads, social media)!

- Result of paid, earned and owned media!

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Tuesday, October 29, 2019 Marketing Communications Tools Integrated Marketing Communications (IMC): designing a marketing communications program using these tools to coordinate all promotional activities to provide a consistent message to a target audience

- Advertising: paid form of media used to communicate to consumers about an organization, good, service, or idea! • Paid aspect of this definition is important because advertising space is normally purchased, with the exception of some public service announcements, which may use donated media. ! • Non-personal component of advertising is also important since advertising involves mass media (such as TV, radio, magazines, and the Internet), which are nonpersonal and do not have an immediate feedback loop available as does direct marketing or personal selling! Campaign centric with a central focus —> what are we trying to do?

- Create/increase brand awareness! - Alter consumer perceptions ! - Launch a new product ! - Attract a new target market !

Creative objectives: words/statements that clearly indicate the information to be communicated to the target audience !

- Key benefit statement —> the primary benefit; the promise ! - Support claims —> the substantiation; the proof ! - Offer some kind of proof, Selena Gomez Pantene commercial Creative strategy

- Marketers search for the “BIG IDEA” —> the concept or central theme that will bind the campaign together !

- Key strategic elements:! • Central theme ! 3

Tuesday, October 29, 2019 • Tone and style ! • Appeal techniques !

- Informative ! - Humorous ! - Testimonial ! - Fear ! - Sexual ! - Comparative ! - Lifestyle ! Public Relations: unpaid for media that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure!

- More credible, when spread by media! - Inexpensive, especially when using social media ! - New measurement tools available via social media! - Can be well. Integrated into IMC program ! But…!

- Unable to control media messaging ! - Difficult to influence number of messages media ! - Results can be difficult to evaluate ! Publicity: non personal form of communication that appears in the media and is not paid for directly ! Public Relations Tools for Marketers Press Releases Press Conference Special Events Company Reports

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Tuesday, October 29, 2019 Social Media Release! Sales Promotion

- Short-term incentives to generate interest in a product or cause and encourage purchase or support

- Many options available, both online and offline - Social media provides an affordable way to distribute offers - Results are measurable - Can be well integrated into broader IMC programs! • Tim Hortons: roll up the rim! • McDonalds: monopoly But…..

- Fraud can occur - Can lead to promotional wars - Promotions can be duplicated by competitors - Consumers may wait for promotion before purchasing - Legal regulations are complex Direct Response: designed to communicate with consumers one-to-one and to elicit a direct action either online or offline

- Offline: direct mail, telemarketing, Online: email, pay-per-click! - Facilitates customer relationships (Loyalty Programs) - Results are measurable: Lead Generation, Traffic Generation! • PC Optimum But…..

- Required a well-constructed and up-to-date database - Clutter, negative customer reactions - Both online and offline approaches are expensive!

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Tuesday, October 29, 2019 Event Sponsorship Marketing !

- Event marketing: involvement of a brand in an experience/occasion that heightens awareness, creates positive associations, generates a desired response!

- Sponsorship: advertiser& pays a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself!

- SAP conference, make your employees go to know what SAP is and help the team and to create positive associations with your brand !

- BMO centre events, home and garden show! Product Placement and Branded Entertainment

- vs simple product placement ! - Seamless product integration into programming! - Can create a positive association for the brand with a particular movie or tv show ! • Apple laptop shown in a movie ! But !

- Can be expensive ! - Product placement is becoming ubiquitous ! Personal Selling Process

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Tuesday, October 29, 2019 Designing Marketing Communications Programs

Push strategy

- When marketers focus communication on the distribution channel to gain support from retailers, distributors, and wholesalers.! Pull strategy!

- When marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand for a product.!

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Tuesday, October 29, 2019 Customer Advocacy Funnel

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