SMM 7.1

• IMC Planning Process


  1. Review of the Marketing Plan

  2. Promotional Programme Situation Analysis

  3. Budget Determination

  4. Developing the IMC Programme

  5. Monitoring, Evaluation, and Control

  
• Marketing plans can take several forms but generally include FIVE basic elements

  
• Elements of a marketing plan


  • Detailed situation analysis
  • Specific marketing objectives
  • Marketing strategy and programme
  • Programme for implementing the marketing strategy
  • Process for monitoring and evaluating performance

  
• Marketing objectives


  What is to be accomplished by the overall marketing program, often stated in terms of sales, market share, or profitability

  
• Communication objectives


  What the firm seeks to accomplish with its promotional program, often stated in terms of the nature of the message to be communicated or what specific communication effects are to be achieved

  
• Communication objectives


  • Creating awareness or knowledge about a product and its attributes or benefits
  • Creating an image
  • Developing favorable attitudes, preferences, or purchase intentions

  
• Communication objectives should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional-mix area

  
• Market Positioning


  The ability to influence consumer perception regarding a brand or product relative to competitors

  
• Brand Positioning


  The objective of establishing the image or identity of a brand or product so that consumers perceive it in a certain way

  
• Positioning has been defined as "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition."
• Positioning statements


  • To target customer T, our brand X, is the brand of product or service category C, that offers key benefit B
  • To Mums and Dads, McDonald's is the eating place that kids love
  • To in-the-market new car buyers, the VW Passat is the European car that offers "sensible prestige"
• Positioning Strategies


  • Positioning by Product Attributes and Benefits
  • Positioning by Price/Quality
  • Positioning by Use or Application
  • Positioning by Product Class
  • Positioning by Product User
  • Positioning by Competitor
  • Positioning by Cultural Symbols
• The 6 M's of Marketing Communication


  • Mission
  • Money
  • Media
  • Message
  • Measurement
  • Market

  
• Comparative advertising


  The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes
• Fear appeals


  Advertisers should consider how fear operates, what level to use, and how different target audiences may respond
• Humor appeals


  Humorous ads are often the best known and best remembered of all advertising messages
• Media Selection Issues


  • Widely Differing Characteristics
  • Cost
  • Coverage
  • Restrictions
  • Availability
  • Quality
• Media Information Problems


  • Cost
  • Reliability
  • Circulation
  • Audience
  • Availability
• Reach


  Percentage of people exposed to ad
• Frequency


  Number of times a person is exposed to ad
• Media Impact


  The qualitative value of a message exposure through a given medium
• The Communication Process


  1. Information source

  2. Encoding

  3. Message channel

  4. Decoding

  5. Receiver

  6. Feedback

  7. Noise
• Important questions about advertising agencies: Should global, local or combination of both types of advertising agencies be used? How much (legal) control should be placed on advertisers?

  
• Personal selling example


  • A Briton visits a Saudi official to convince him to expedite permits for equipment being brought into the country. The Saudi offers the Briton coffee, which is politely refused (he had been drinking coffee all morning at the hotel while planning the visit). The latter sits down and crosses his legs, exposing the sole of his shoe. He passes the documents to the Saudi with his left hand, enquires after the Saudi´s wife and emphasises the urgency of getting the needed permits.
• 5 Mistakes of Silent Language


  • Selling orientation
  • Hard vs soft sell approach
  • Collective solution or individual benefit?
  • Customer's friend or order taker
  • Problem solver or hard sell
• Types of Consumer Sales Promotion Activities


  • Coupons
  • Price discounts (cents off)
  • Buy this, get that packs
  • 25 percent more free
  • Contests
  • Consumer Premiums
  • Samples
  • Free use in B2B
  • Loyalty rewards
• Types of Trade Sales Promotion Activities


  • Temporary price reduction
  • Increased margin
  • Trade deals
  • Annual sales volume rewards
  • Contests (sales force)

  
• Public Relations


  The job consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and events