Chapter 7 (imc)

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Chapter 7 (imc)

  1. 1. CHAPTER SEVEN ADVERTISING MANAGEMENT
  2. 2. ADVERTISING MANAGEMENT PROGRAM It is the process of preparing and integrating a company’s advertising efforts with the overall IMC message that already exists.
  3. 3. COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT • 1. IDENTIFY POTENTIAL CUSTOMERSA. End users. (Sunsilk)
  4. 4. COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT • 1. IDENTIFY POTENTIAL CUSTOMERSB. Other businesses (DELL)
  5. 5. COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT • 1. IDENTIFY POTENTIAL CUSTOMERSC. Others (GREEN UNIVERSITY)
  6. 6. COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT • 2. PRODUCTS AND SERVICES ARE DESIGNED TO MEET CUSTOMER NEEDS. (minivan in U.S.A.)
  7. 7. COMPANY ACTIVITIES IN ADVERTISING MANAGEMENT • 3. MATCH THE COMPANY’S IMC PROCESS WITH ITS ADVERTISING MANAGEMENT PROGRAM. (OTOBI – Billboard VS. TV ad)
  8. 8. CHOOSING AN ADVERTISING AGENCY • Large companiesa) in-house advertising group, b) outsourcing some of the functions.
  9. 9. CHOOSING AN ADVERTISING AGENCY • 1. 2. 3. 4. 5. DECISION VARIABLES Size of the account Money that can be spent on media Objectivity factor Complexity of the product Creativity issue
  10. 10. THE ROLES OF CREATIVES • Creative are the persons who actually develop and produce advertisements.
  11. 11. ADVERTISING CAMPAIGN MANAGEMENT • Review the communication market analysis • Establish communication and advertising objectives
  12. 12. Review the communication market analysis • The media usage habits of the target market. (Age & media) • The media utilized by the competition
  13. 13. Establish communication and advertising objectives • Building brand image (Top of mind & top choice)
  14. 14. Establish communication and advertising objectives • Persuasion (convincing customers that a particular brand is superior to other brands )
  15. 15. Establish communication and advertising objectives • Supporting marketing efforts (McDonald’s Christmas discount offer)
  16. 16. Establish communication and advertising objectives • Encouraging action (Asian Sky Shop- Quick purchase)
  17. 17. CHAPTER EIGHT ADVERTISING MEDIA SELECTION
  18. 18. ACHIEVING ADVERTISING OBJECTIVES • Effective reach- percentage of audience • Effective frequency- number of times
  19. 19. MEDIA SELECTION Reach Frequency Cost Clutter Top of mind • • • • Television Outdoor Internet Newspapers
  20. 20. CHAPTER ELEVEN TRADE PROMOTIONS
  21. 21. KMART WALMART TARGET
  22. 22. THE NATURE OF TRADE PROMOTIONS • Used by manufacturers and other members of the marketing channels. • For the purpose of having the good resold.
  23. 23. TYPES OF TRADE PROMOTIONS • • • • • • • • TRADE ALLOWANCES TRADE CONTESTS TRADE INCENTIVES TRAINING PROGRAMS VENDOR SUPPORT PROGRAMS TRADE SHOWS SPECIALTY ADVERTISING POINT-OF PURCHASE ADVERTISING
  24. 24. TYPES OF TRADE PROMOTIONS • TRADE ALLOWANCESA. OFF-INVOICE ALLOWANCE B. DROP-SHIP ALLOWANCE C. SLOTTING FEES D. EXIT FEES
  25. 25. TYPES OF TRADE PROMOTIONS A. OFF-INVOICE ALLOWANCE Channel member will receive a financial discount on each case ordered. Used during off season.
  26. 26. TYPES OF TRADE PROMOTIONS B. DROP-SHIP ALLOWANCE Money paid to retailers who bypass wholesalers or brokers for preplanned orders Strong relationship Lower price Need not to make sure that middle person will push the manufacturer’s brand.
  27. 27. TYPES OF TRADE PROMOTIONS C. SLOTTING FEES To the retailers To stock new products To take the shelf space
  28. 28. TYPES OF TRADE PROMOTIONS D. EXIT FEES Money paid to retailers to remove an item from their Stock Keeping Units (SKU).
  29. 29. DISADVANTAGES OF TRADE PROMOTIONS 1. Failing to pass along allowances to retail customers 2. A retailer purchases a product on-deal in one location and ships it to another location where it is off-deal. (Diversion)
  30. 30. TRADE CONTESTS • Rewards are given as contests prizes to brokers, retail salespeople, retail stores, wholesalers or agents. • These funds are known as SPIFF MONEY.
  31. 31. CHAPTER FIFTEEN DATABASE AND DIRECT MARKETING PROGRAMS
  32. 32. DEVELOPING THE IMC DATABASE • • • • • • DETERMINE OBJECTIVES COLLECT DATA BUILD DATA WAREHOUSE MINE DATA FOR INFORMATION DEVELOP MARKETING PROGRAMS EVALUATE MARKETING PROGRAMS AND DATA WAREHOUSES
  33. 33. DETERMINE OBJECTIVES WHO WHEN WHAT WHY WHERE HOW
  34. 34. DETERMINE OBJECTIVES • Creating information about why customers purchase the products they do. • Tracking changes in purchasing behaviors. (ready to eat)
  35. 35. MAIL • The most common form of direct marketing. • President Obama was sending out direct mail that targeted females in Pennsylvania, highlighting the effectiveness of his healthcare plan.
  36. 36. MAIL • Advantages1. One-to-one communication with potential customers 2. Higher response rate • Disadvantages1. Cost 2. Competitors have identified the same set of consumers 3. Large volume of junk mail
  37. 37. CATALOGS • The key to successful cataloging is an enhanced database. • Placing catalogs on website/ placing web address on catalogs.

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