Integrated Marketing Campaign Design

Creative Brief Development

ADPLAN framework: Attention, Distinction, Positioning, Linkage, Amplification, New equity

Markup Pricing

Adding a standard markup to product cost

Anticipatory Pricing

Adjusting prices in anticipation of future events

Online Advertising

Advantages include traceability, contextual placement, and disadvantages like message screening

COVID-19 Message Changes

Analyze messaging shifts by companies like Royal Caribbean, AB InBev, and Kentucky Fried Chicken during the pandemic

Integrated Marketing Communications (IMC)

Approach using various tools to achieve strategic goals

Evaluating Sales Force

Assessing performance through activity plans and reports.

Economic Value-to-Customer Pricing

Based on buyer's perception of product value

Peak Pricing

Charging higher prices during peak demand periods

Vertical integration

Combining different communication tools

Horizontal integration

Combining similar communication tools

Developing a Media Plan

Considers audience quality, attention, reach, frequency, impact, timing, and allocation

External integration

Coordinating communication tools outside the company

Internal integration

Coordinating communication tools within the company

Packaging

Core principles include visibility, differentiation, and transparency

BANT

Criteria: Budget, Authority, Need, Timeline, used in sales processes.

Sales Force Strategy

Decision between direct and contractual sales force.

Television Advertising

Demonstrates product attributes and benefits, but may face drawbacks like message clutter

Sales Force Size

Determining needed representatives based on workload.

Virgin Group

Diverse companies like Virgin Atlantic, Virgin Active, using direct marketing for brand promotion.

Surge Pricing

Dynamic pricing based on demand and supply

Training Sales Force

Educating salespeople based on industry with varying training periods.

Managing Sales Force Productivity

Efficiently using time, technology, and prospecting norms.

Social Media

Enables sharing text, images, audio, and video with consumers and companies

Customer Interaction

Engaging customers to enhance relationships and drive sales.

Fixed Costs

Expenses not affected by production or sales

Variable Costs

Expenses varying with production levels

FABV Approach

Features, Advantages, Benefits, Value method in sales presentations.

Formula for Measuring Sales Impact

Figure 12.4 formula for different stages in the sales impact of advertising

Marketing Communications

Firms' means to inform, persuade, and remind consumers about products and brands

Micromodel of Marketing Communication

Focuses on consumers' specific responses to communications

Pricing Objective

Goals like short-term profit or market penetration

Macromodel of Marketing Communications

Illustrates interaction between sender (company) and recipient (consumer) of communication message

Message Source Selection

Importance of source credibility, expertise, trustworthiness, and likability

Marketing Communications Mix

Includes advertising, online, mobile, direct marketing, events, word of mouth, PR, packaging, personal selling

Direct Marketing Channels

Includes direct mail, catalog marketing, telemarketing, and infomercials.

Salesforce Compensation

Includes fixed, variable amounts, expenses, and benefits.

Social Media Platforms

Includes online communities, blogs, social networks, influencer marketing, and customer reviews

Influencers

Individuals who impact consumer decisions through social media presence.

Message Appeal

Informational vs. Transformational appeals focusing on product attributes or non-product benefits

Personal Selling

Interacting directly with potential buyers to present products and secure orders.

Online Communication

Involves company websites, microsites, and driving online traffic through SEO and SEM

Ensuring communications integration

Involves coverage, contribution, commonality, complementarity, conformability, and cost

Events and Experiences

Managing events and creating experiences to engage customers

Native advertising

Materials resembling editorial content to promote a product

Price Elasticity of Demand

Measure of how quantity sold changes with price

Crafting Communication Message

Message should resonate, differentiate, and be adaptable across media and markets

Tie-In Promotions

Offering additional products with a main purchase

Price Packs

Offering multiple products for a reduced price

Sales Force Structure

Organizing around regions, products, services, or customer needs.

Print Advertising

Passive advertising in newspapers and magazines with visuals and copy

Mobile Communication

Personal, always-on, immediate consumption, and highly interactive

Radio Advertising

Pervasive medium lacking visual images

Word of Mouth

Power of viral marketing through consumer sharing

Seasonal Discounts

Price reductions during specific times of the year

Public Relations

Programs to promote a company's image among stakeholders, including press coverage and corporate communications

Advertising

Promotion of ideas, goods, services, and brands by a sponsor using paid media

Free Goods

Providing products at no cost to trade partners

Direct Marketing

Reaching customers without intermediaries using consumer direct channels.

Payment Discount

Reducing price for early payment

Superbowl Ads Analysis

Reflect on favorite ads, engagement, and media choice impact on communication effectiveness

Cash Refunds

Returning money to customers after purchase

Publicity

Securing editorial space to promote products or services, offering credibility and awareness

Recruiting Sales Force

Selecting candidates using tests and simulations.

Loss-Leader Pricing

Selling a product below cost to attract customers

Price Discrimination

Selling at multiple prices not reflecting cost difference

Generating a Consumer Response

Sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase

Captive Pricing

Setting low price for main product and high for accessories

Competitive Pricing

Setting price based on competitors' pricing

Target-Return Pricing

Setting price to achieve desired return on investment

Communications Objective

Specific task and achievement level with a defined audience in a set period

Target Audience Identification

Start with a clear target group, considering loyalty, usage, and brand preference

Market Niches

Targeting specific segments for direct marketing purposes.

Sales Force Objectives

Tasks like information gathering, targeting, selling, and servicing.

SPIN

Technique: Situation, Problem, Implication, Need-payoff questions in sales.

Incentives

Tools to stimulate quicker purchase of products

Motivating Sales Force

Using rewards and compensation strategies for different performer types.

Place Advertising

Utilizes billboards, public spaces, product placement, and point of purchase

Social Media Marketing

Utilizing online platforms for promotional activities.

Long-term Relationship

Valuable for customer loyalty and repeat business, crucial for Virgin Group.