Chp 12 Integrated Marketing Communications And Media Choices

Front 1

What Media Decision are made?

Back 1

1. How much to spend
2. When to schedule the ads
3. Which media to use

Front 2

Competitive parity

Back 2

Parity - 平等
"How Much to Spend"
- Determine what competitors are spending
- There is proportionality between ad spending and their incomes

Front 3

Percentage of Sales

Back 3

- Percentage is determined by prior years' sales or industry norms
- Percentage is then adjusted depending upon this year's goals

Front 4

Strategic advertising goal

Back 4

- Set a strategic goal(s) (awareness, attitude change, etc)
- And then work backwards to determine how much should be spent to reach the goal

Front 5

Advertising is viewed as

Back 5

An investment which will return sales and profits
- Need to understand reach and frequency

Front 6

Reach

Back 6

The share of your target that has seen your ad at least once

Front 7

Frequency

Back 7

The average number of times target saw the ad (within set duration

Front 8

GRPs

Back 8

Gross Rating Point

- Reach * Frequency

Front 9

Reach's Goal?

Back 9

The goal is to expose as many of the target customers as possible
- Find the most cost efficient media

Front 10

Frequency's Goal?

Back 10

It depends on the goal
- Awareness and memory- a few exposures
- Persuasion may take more
- Readily（容易的） understood ads wear-out quickly

Front 11

When to schedule? Continuous?

Back 11

Regularity in ad exposure

Front 12

When to schedule? Occasional

Back 12

pop up from time to time

Front 13

When to schedule? Seasonal

Back 13

Infrequent and focused on the preterm season for the product

Front 14

Media Comparisons: TV ads

Back 14

most expensive;
yield the largest reach
yield a broad not targeted reach
cable allows for some targeting
frequency is expensive

Front 15

Media Comparisons: Magazines

Back 15

Have broad appeal or can be targeted

Front 16

Media Comparisons: Radio and newpapers

Back 16

Purchased nationally, but can be purchased for local markets

Front 17

Media Comparisons: Others

Back 17

Billboards are relatively inexpensive; good for local coverage
Radio, newspapers, and magazines are less expensive than TV but thy also deliver smaller audiences
Magazines requires long lead time for production; have good reproduction quality

Front 18

Media Comparisons: Others

Back 18

Newspapers and magazines are non-intrusive;
Online and direct mail can be customized;
Online ads are inexpensive and can be targeted;
Internet penetration isn't 100%
Direct mail is relatively inexpensive and targeted; not efficient

Front 19

Designing a Sales Force: Questions to consider

Back 19

1. How many sales people do I need?
2. Where do I deploy them?
3. How do I compensate them?

Front 20

Designing a Sales Force: Pull Strategies

Back 20

- Direct promotional efforts to consumers
- Rely on advertising and sales promotions

Front 21

Designing a Sales Force: Push strategies

Back 21

Direct promotional efforts to channel
- Rely on trade allowances: price reductions to intermediaries for allocating space

-relies more on personal selling

Front 22

Public Relations

Back 22

Convey a positive image and educate a constituency about the company
- generate goodwill on behalf of the company

- Constituencies include: Customers, suppliers, stockholders, government, employees, general community

Front 23

PR People

Back 23

- Issue press kits
- Maintain company information on website
- Arrange event: speaking engagement, sponsorship, philanthropy
- Handle negative publicity and encourage positive publicity
- PR can issue press releases, but there is no guarantee that they will be picked up

Front 24

Product Placement

Back 24

Products are integrated into shows

Front 25

Event Sponsorship

Back 25

Occur in sports, cultural or artistic endeavors
-Brands draw from event's positive valence and high positive energy

Front 26

Sales Promotion

Back 26

-Activate purchase interest and influence short-term sales
- Coupons, rebates, promotional pricing, loyalty programs, trails, contest

Front 27

Promotional choice depends on goals

Back 27

- Which promotional method to choose, should consider
- The target audience
- The company's goals

-Awareness? Information? Preferences? Purchase trial?

Front 28

Assessing Media Effectiveness:
- If goal is awareness, reach matters

Back 28

Measure viewership, readership, circulation number, traffic indices

Front 29

Assessing Media Effectiveness: If goal is attitudinal

Back 29

use surveys

Front 30

Assessing Media Effectiveness: If can be difficult to assess ROMI

Back 30

Because customers may not remember where they saw the ad

Front 31

IMC Choice Depends on

Back 31

- The target audience
- The company's goals