Integrated Marketing Communication Chapter 16

Assignment  Will Post

Chick Fil A’s Supply Chain  Who they “qualify” as vendors?  #1 Issue with consumers about vendor quality.  For Grandkids to work there.  What founder called the company.

Topic Outline For Ch 16  Promotion: The Communication Function The Promotion Mix  The Communication Process  Promotion Management  Factors Affecting Promotion Strategy

Advertising Research at AB

Promotion =  Marketing Communications  Integrated Marketing Communications

SELU As An Example  Many communication flows to different audiences…..question is are they managed?  All of the flows to significant publics

Promotion Mix  Advertising  Personal Selling  Sales Promotion  Public Relations  Social Media  Why is it a “mix.”

Examples of The Mix  Zara vs Dillards  Apple vs. Competition  Geico vs Allstate  Walmart vs. Associated Grocers

Copyright 2013 by Cengage Learning Inc. All Rights Reserved 10 The Role of Promotion in the Marketing Mix Overall Marketing Objectives Marketing Mix Product Place Promotion Price Marketing Mix Product Place Promotion Price Target Market Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotional Mix Advertising Public Relations Sales Promotion Personal Selling

Communication Process  Sender  Receiver  Channel  Feedback  Noise

Copyright 2013 by Cengage Learning Inc. All Rights Reserved 12 The Role of Promotion in the Marketing Mix Overall Marketing Objectives Marketing Mix Product Place Promotion Price Marketing Mix Product Place Promotion Price Target Market Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotional Mix Advertising Public Relations Sales Promotion Personal Selling

Copyright 2013 by Cengage Learning Inc. All Rights Reserved 13 Noise Sender Encoding Message Feedback Channel Feedback Channel Message Channel Message Channel Decoding Message Decoding Message Receiver The Communication Process 13

Based On The Communications Model, Which Promotion mix element is most effective??  Advertising  Sales Promotion  Personal Selling  Public Relations  Social Media

Integrated Marketing Communications  As a concept of managing information flows……  SELU Model….many units communicate to many audiences

Promotion Management  Promotion Objectives  Sales objectives  Communications Objective  AIDA Model  Attention….Interest...Desire..Action  (Awareness) (Inform)

Assignment for Tonight AFLAC  1.Based the article, what situation did the American Family Life Assurance Company find themselves in terms of brand awareness 4 years before the duck arrived. Why was this a problem in your opinion? (1 point)  2.In Chapter 16, you will find a section about Promotion Objectives. Please read this section. Based upon the article, what would you say Aflac’s Promotion Objectives were with regard to communications? Write or state the objective in specific terms based upon what you concluded that AFAC was trying to accomplish. (2 points)  3.What is a Q score? (use Wikipedia to find the definition). How did Aflac’s Q score Compare to Ronald McDonald and The Energizer Bunny? What was the difference in The Advertising Budgets of the three companies? (2 points)  4.Chapter 16, you will find a discussion of the “promotion mix elements.” These elements include advertising, personal selling, sales promotion and public relations/ publicity. Based upon the information in the article, describe which promotion mix elements Aflac used to achieve their marketing objectives. For each promotion mix element that you found employed by Aflac, explain/support your answer (briefly explain What Aflac did). (4 Points)  5.Did Aflac achieve their promotion objectives? Explain. (1 point)

What was the promotion objective of Aflac?  “ Increase top of mind awareness from 12 percent to 50 percent among adults in the next year.”  What was Aflac’s Promotion strategy to reach this objective?

Copyright 2013 by Cengage Learning Inc. All Rights Reserved 19 Factors Affecting the Choice of Promotional Mix Nature of the product Stage in PLC Target market factors Type of buying decision Promotion funds Push or pull strategy

Push vs. Pull Strategy