mktg 409 (IMC) Exam 3
Building a Brand's Persona
-Snapple facts inside the cap are quirky -Wendy's (snapple spokesperson) persona matched Snapple's brand persona -campaigns designed to emphasize how Snapple is made from the best stuff on earth -born in New York campaign Long term image that will not change over time,person to remain consistent. Marketing mix decisions!
roles and objectives of promotion
1. Create Awareness 2. Stimulate Demand 3. Encourage Product Trial 4. Identify Prospects 5. Retain Loyal Customers 6. Facilitate Reseller Support 7. Combat Competitive Promotional Efforts 8. Reduce Sales Fluctuations
brand (lower case "b")
A name, term, design, symbol, or other feature that identifies the product as distinct from those of other marketers.
Brand (uppercase "B")
A set of mental associations held by a consumer, which add to the perceived value of the product (Kevin Keller) Starbucks customized, trendy.
Advertising
Advantages •Cost efficient •Reach •Repetitive •Visible •Entertaining Disadvantages Expensive Little feedback Difficult to measure impact Less persuasive Limited time exposure
Which Ad pulled best?
Advertising research to investigate ad effectiveness -Recall (remember brand) -Persuasion (interest increased in brand) -Liking (ad itself) Advertising research to investigate ad effectiveness Recall (remember) Persuasion (interest increased) Liking (ad itself) Watch for generalizations of good/bad techniques gallup
"reverse" product placement
Bring the Movie to real life 11 stores "remodeled" The Simpsons turned into kiwk 'e mart. Results •Total merchandise sales doubled, •Fresh bakery sales increased 7x, •Customer count increased 50%, •Est. $7 million in publicity •Website traffic up 20x
Promotion
Communication to build and maintain relationships by informing and persuading AKA Marketing Communications Not the same as Sales Promotion!
Integrated Marketing Communications (IMC)
Coordination of marketing efforts to ensure maximum informational and persuasive impact Goal: consistent message
Integrated Marketing Communications
Coordination of marketing efforts to ensure maximum informational and persuasive impact ensure and reinforce consumers recognition of the brand
Public Relations
Create/maintain favorable relationships between organization and stakeholders. •Affects short-term and long-term •Can be unfavorable
sales promotion
Direct inducement to buy •Free samples •Games •Rebates •Sweepstakes •Contests •Premiums •Coupons inducements to buy`
Word-of-Mouth Strategies
Guerrilla Tactics and Buzz Marketing •Attempts to incite publicity and public excitement surrounding a product though a creative event and get people talking about it (GOAL IS TO GET PEOPLE TALKING ABOUT THE COMPANY, FLASH MOB. Viral Marketing •A strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly. (SHARK WEEK.)
Ocean Spray
Increase brand equity, and HH penetration .5%. Pillars: Taste Health and heritage Ocean spray partnered with Make A Wish foundation. Consistent message on the marketers goal.
Digital (retroactive) Product Placement
Is that a thing? Digital product placement has been out for a while, with a twist. Zookeeper book in the back in the how i met your mother series. Advertise to include a product in an external environment.
Facilitating Reseller Support
Maintain working relationships Share promotional expense
Reducing sales fluctuations:
Minimize seasonal variations in: Sales Production Inventory levels personal needs financial resources
Word of mouth
Non-paid, personal informal exchanges of communication that customers share with one another about the products, brands and companies. not controlled may be by two people
publicity
Nonpaid, Nonpersonal form of communication •Annual reports •Brochures •Event sponsorships •Sponsorship of socially responsible programs •Press releases/Conferences/Feature articles •Social media Publicity is not free!
Advertising
Paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Personal selling
Paid, personal communication that seeks to inform customers and persuade them to purchase products Advantages •Has greater impact on consumers •Provides immediate feedback and flexibility Limitations •Is expensive per person •Is labor intensive and time consuming
Wrap up and more Guerrilla Marketing
Pantene shampoo makes your hair long like Rapunzel from tangled.
Word-of-Mouth Communications
Personal, non-paid informal exchanges of communication that customers share with one another about the products, brands and companies.
Bumble bee:
Plat of tuna salad, new packaging, new services. Headlines supports the idea. Direct product involvement usually quickly informs the reader what the add is about and why should attend to it.
Four P's
Product, Price, Place, Promotion
PUSH AND PULL POLICIES
Push policy •Promoting a product to the next institution down the marketing channel. Pull policy •Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel.
Born in New York Campaign
Snapple commercial: More than just a drink, the opening pop (so satisfying), slogan: everyone will love it.
Generalizations about Effective Advertising
Star power Story line Humor Product integration Analogies and news Giantism Comparisons Product demos need to be effectively impeded. Product demonstration
Creating awareness
Target segments do not know about products, but product has been around for quite a while
Encouraging Product Trail
Techniques: •Free samples •Coupons •Test drives •Contests •Games •Etc. Inform and Persuade Stimulate product adoption Especially important for new products
Product Placement
The strategic location of product or product promotions within entertainment media content to reach the product's target market. (chili's baby back ribs, all business meetings in the series The Office, chili's was trying to protect their image.
Why did the baseball ad win?
Use of celebrities usually attracts above-average attention Should be easily recognizable, otherwise added interest is lost Should be involved in the product story, or celebrity might easily upstage the brand. Should exploit the celebrity's credibility whenever possible Baseball players: are hcarming and likeable Eminem: has negativity
Retaining Loyal Customers
Viewing customers with a lifetime value perspective, rather than on a transaction-by-transaction basis, is key to modern customer retention programs. loyal customers (drop Box) more storage. Pretium solutions: Customer loyalty & loyalty programs Loyalty is more than convenience. How did you deal with the customers before, during and after purchase. Individual relationship by listening.
Branding as storytelling
We make the strongest connections when brands tell a story rather than just make a claim 100 monkeys: taking something that people may take for granted and making it clear. Understanding, making life vivid.
Branding as storytelling (wheat thins)
Wheat Thins willingness to poke fun at themselves for their memo to Stephen Colbert -emphasizing that there should not be consumption of more than 16 crackers Crunch is calling, the perfect snacking sidekick....... but NOW OVER-CONSUMPTION??? no experience of eating 17 crackers. Actual memo of Wheat thins, they were willing to poke fun of this.
DIgital and social media
Where does it fit in the Promotion Mix? •Public Relations? •Advertising media strategy? •Sales promotion vehicle? •Word of mouth vehicle? •Its own category? Mktg tool, advertising vehicle, public relations, global concerns, digital and social media. Treat digital and social as same category.
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
a. After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks. b. Joy advertises that its dish soap has more suds than Dawn and other leading dish soaps. c. Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. d. Hyundai offers 10-year/100,000-mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. e. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef.
Which is the best example of noise that originates with the receiver in the communication process?
a. Celine drives through a tunnel, and her radio signal becomes very weak. b. A mother fails to hear a new commercial for diapers because her new baby is crying. c. Because of poor printing, Nawar cannot read an advertisement in her local newspaper. d. Emily has been studying English for two years and does not understand the symbolism being used in a commercial. e. Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.
For communication to occur, both the sender and receiver of information must
a. have a common understanding of the meaning of symbols, words, and pictures used to transmit information.
One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.
advertising
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?
advertising
the four elements of promotion mix
advertising, personal selling, public relations, sales promotion
_______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages.
advertising; show feedback
In-game advertising Gaming and advertising statistics
billion spent in all devices (2019) Dollars spent per month by millennials on gaming Million Americans played some form of video game (2018)
To maximize promotional effectiveness, marketers must strive to
c. properly plan, implement, coordinate, and control communications.
Staples' use of email to carry its advertising messages to its business customers is which component of the communication process?
communication channel
Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called
communication channels
Which of the following is the most important attribute of a ratings website?
credibilty
Word of mouth: is it always good? Not always..
does not have an CD section for the DVD videos.
To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to
e. facilitate reseller support.
Stimulating demand
expand the total market heighten usage among current customers Primary: Demand for a product category (how almonds are good for you but does not mention a particular brand of almonds) Selective (secondary): does reinforce the brand of the marketers trying to persuade people to buy.
Close-up on the models face called
giantism: caputres attention of the product on her face. The writting on the models nose is the explanation of the product.
A common form of tactile communication in U.S. business activities is
handshaking
Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.
kinesic
Identifying Prospects
locating and identifying customers who are interested in the firm's products and will most likely buy Techniques •Direct-response forms, customer information blanks •Contests and activities •Recommendations
Scout is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Scout's dinner preparation would be considered ____ in the communication process.
noise
The communication Process
occurs when a source codes a message and communicates that message through a particular channel and the receiver decodes the message on the other end. Informal or formal. noise is anything that interrupts the communication process (phonecall).
Rosalie is a sales consultant for Avon Cosmetics. This illustrates
personal selling
Heinz IMDB account.
product placement viral marketing heins getting featured in movies.
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
United Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, Delta Airlines started offering its own sales at prices even lower than United Airlines. This refutes which of the following criticisms of promotion?
promotion increases prices
During the decoding process, the
receiver attempts to convert signs or symbols into concepts and ideas
A spokesperson for Quaker oats encourages television audiences to use its oats in the summer by using them to make healthy overnight oats, which are served cold. In this instance, Quaker is using promotion to
reducing sales fluctuations
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
reducing sales fluctuations
Macbook Air:
reinforces the mental association of how thin the macbook air is. Great example on persuaion attempt on how thin the macbook air is.
Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix.
sales promotion
The manufacturers of Laundry Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 16.2. The makers of Laundry Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Laundry Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Laundry Whizz. The winner of the contest will receive a $100 gift card for the college bookstore along with social media recognition. This method of promotion is an example of ____, and is used to stimulate ____ demand.
sales promotion; selective
Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes?
selective demand
A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the
source
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?
the market size, geographic distribution, and sociocultural and demographic characteristics
Combating competitive efforts
typically defensive hold market share or positioning
Product Placement and Advergaming
•Static Advertising •Virtual Billboards •Product Placement •Dynamic Advertising -Change for timing/geographical -Track data •AdverGaming A customer goes in a subway. Coffee while playing in the morning
Building Mental Associations
•brand elements, characters, etc. •Employees (interaction) •Price •Channel partners •Product/service quality •Integrated Marketing Communications Reinforce the touch image of the company to gain more customers send a consistent message through communication
