Integrated Marketing Communications Promotional Strategies at a Glance

Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14

The Changing Nature of Marketing Communication n Before communication was largely mass media based. n Even though this may still be true, this is changing to include alternative methods, that are more personal and interactive, i. e. , social media, viral marketing.

Traditional Marketing Mix Product Advertising Price Promotion Sales Promotions Direct Marketing Distribution Personal Selling Publicity

Communication Model (Exhibit 14 -3) Noise Source Encoding Noise Message Channel Feedback Decoding Receiver

Hierarchy of Communications Effects Purchase Conviction Preference Liking Knowledge Awareness Brand ignorance Visit Exhibit 14 -5, page 398

Factors Affecting the Use of Promotional Tools n Nature of the market n Nature of the product/service n Price of product n Stage(s) of the Product Life Cycle n Budget/Funds available n Company Objectives n Message to be conveyed n Time and location of buying decision n Media characteristics

Promotional Strategy n An activity that informs, persuades and influences the consumer in making a purchase decision. n A promotional strategy is also referred to as Marketing Communications. n Combining the various promotional tools is called the promotional mix. n Firms may use one promo tool, or all of them. This is dependent on many factors.

Message Strategy n Need a good message to communicate n Will have to break through advertising clutter and catch the attention of the target audience n Effective message strategy begins with identifying customer benefits, related to product’s positioning n Need a creative concept, or “big idea” to express that message n For example, www. campaignforrealbeauty. ca/

Campaign Objectives n Image building n Product Differentiation n Positioning Strategies n What is St. FX’s positioning Strategy? Who is this communicated? n Direct response

Promotional Strategies n Push strategy n Promotional effort directed at channel members to carry and promote products to consumers n Driven by personal selling and trade promotions n Pull strategy n Promotional effort to appeal directly to consumers n Driven by advertising and sales promotion

Push vs. Pull Strategy