Presentation on theme: "MARKETING STRATEGY O.C. FERRELL MICHAEL D. HARTLINE 10 Integrated Marketing Communications."— Presentation transcript:
MARKETING STRATEGY O.C. FERRELL MICHAEL D. HARTLINE 10 Integrated Marketing Communications
10-2 Integrated Marketing Communication Integrated Marketing Communication (IMC) –“…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.” Reasons that IMC is important: –Fosters long-term relationships –Reduces or eliminates promotional redundancies –Technology allows better targeting of customers
10-3 Promotional Elements Used in IMC Exhibit 10.1
10-4 Strategic Issues in Integrated Marketing Communications IMC must have clear promotional goals and objectives The AIDA Model –Attention –Interest –Desire –Action Promotional goals with respect to the supply chain –Push or pull strategy?
10-5 Promotion Strategy Over the Product Life Cycle Exhibit 10.2
10-6 Advertising Types of Advertising –Institutional advertising –Advocacy advertising –Product advertising Determining the Advertising Budget –Objectives and task approach –Percentage of sales approach –Competitive matching approach –Arbitrary approach
10-7 Evaluating Advertising Effectiveness Methods –Evaluating the achievement of advertising objectives –Assessing the effectiveness of advertising copy, illustrations, and layouts –Evaluating the effectiveness of various media Timing of Evaluation –Pretest –During campaign –Posttest
10-8 Public Relations Public Relations Methods Negative Public Relations - News (or press) releases- Investor relations - Feature articles- Employee relations - White papers- Event sponsorship - Press conferences- Product placement - Lobbying
10-9 Personal Selling and Sales Management The Sales Management Process –Developing Sales Force Objectives –Determining Sales Force Size –Recruiting Salespeople –Training the Sales Force –Controlling and Evaluating the Sales Force The Impact of Technology on Personal Selling
10-10 Comparison of Sales Force Compensation Methods Exhibit 10.8
10-11 Sales Promotion in Consumer Markets Types of Sales Promotion to Consumers –Coupons –Rebates –Samples –Loyalty programs –Point-of-purchase promotion –Premiums –Contests and sweepstakes
10-12 Sales Promotion in Business Markets Sales Promotion Methods Unique to Business Markets –Trade allowances –Free merchandise –Training assistance –Cooperative advertising –Selling incentives
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