Marketing Week 10

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University of Ottawa *

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ADM2320

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Marketing

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Feb 20, 2024

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Uploaded by aleclafrance88

Marketing Week 10 Chapter 15 – Promotions Parts 3, 4 and 5 Integrated Marketing Communications Tools Advertising - It is a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now of in the future - Most viable element of IMC - Extremely effective at creating awareness and generating interest - Can entice consumers conversation with marketers, but must make through the clutter - Since the 1990s, advertisings share of total promotional dollars has fallen as budgets for other forms of promotion increase - Companies have shifted their advertising spend to more online/digital media e.g., websites, social media, blogs, and so on Personal Selling - Personal selling is the 2-way flow of communication between a buyer and a seller designed to influence the buyers purchase decision - It can take place in various settings, including face-to-face, video teleconferencing, on the telephone, or over the internet - Some products require the help of a salesperson - More expensive than other forms of promotion - Salespeople can add significant value, which makes the expense worth it Sales Promotions - Sales promotions are special incentives or excitement-building programs that encourage the purchase of a product or service - They include coupons, rebates, contests, free samples, and point-of-purchase displays - Can be aimed at both end user consumers and channel members - Used in conjunction with other forms of IMC - Can be used for both short-term objectives (e.g., free samples & PoP displays to build short-term sales) and long-term objectives (e.g., contests, sweepstakes to build loyalty)

Direct Marketing - Direct marketing includes sales and promotional techniques that deliver promotional materials to potential customers using a wide variety of tools - Forms of direct marketing: direct response TV (call to action), direct mail/email, kiosks (facilitate service delivery e.g., at airports, sell service & products – McDonald’s restaurants and in shopping malls) and catalogues (IKEA) - As advertising has declined as a percentage of the total communications budget, direct marketing has increased and is easily personalizable - The greatest increase in aggregate spending has been devoted to direct marketing - The growth of databases has fueled its growth and new technologies have enabled new channels Direct Marketing Characteristics - Targeted (e.g., direct mail/email goes to customers mailbox/inbox) - Motivates an action - Is measurable (e.g., uses unique metrics to measure impact – how many people opened emails, made enquiries, used a coupon, etc.) - Provides information – consumers provide information and marketers have huge database of info, which they use to identify, track and target customers Public Relations (PR) - Public relations refer to the organizational function that manages the firms’ communications to achieve a variety of objectives, including o Building and maintaining a positive image o Handling or heading off unfavorable stories or events o Maintaining positive relationships with the media - “Free” media attention i.e. free placement of company story in media - Importance of PR has grown as cost of other media has increased - Consumers becoming more skeptical about marketing, PR is becoming more important - Cause-related marketing refers to commercial activities in which businesses and charities partner to market an image, product, or service for their mutual benefit - Sponsorships occur when corporations support various activities, usually in the cultural, sports, or entertainment sectors Elements of a PR Toolkit

Digital Media - Companies can use digital media to build positive image with customers, strengthen relationships, and build loyalty - Digital media can be targeted - Impact can be easily measured in real-time & modified in real-time - Customers can be engaged to share company story and may engage as co-producers of products/services - Digital media tools include o Websites o Blogs o Social media o Mobile apps The AIDA Model A common model of the series of mental stages through which customers move as a result of marketing communications Attention - Senders first must gain the attention of the consumers - A multichannel approach increases the likelihood the message will be received - Metrics to gauge awareness: o Aided recall: occurs when consumers recognize the brand when the name is presented to them o Unaided recall: the brand occupies a prominent place in people’s memories that they can recall a brand without clues or top-of-mind awareness that triggers a response without them having to put any thought into it o Top-of-mind awareness: a prominent place in people’s memories that triggers a response without them having to put any thought into it Interest - After the customer is aware, they must be persuaded and show interest

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- The customer must want to further investigate the product/service - Ensure that the message includes attributes and benefits of the product/service that are of interest to the target audience - Care must be taken to ensure that the message reaches the targeted audience Desire - Emphasize emotional connection to the brand - Differentiate from competitor’s brand - Sneak previews/trailers in the case of streaming shows/events Action - Purchase is just 1 type of action - Trials: use sales promotion techniques – coupons, discounts, etc. Lagged Effect - Advertising does not always have an immediate impact - Multiple exposures are often necessary - Difficult to determine which exposure led to purchase Advertising Objectives - Inform o Informative advertising: used early in the PLC to inform and educate consumers about the product/service - Persuade o Persuasive advertising: generally, occurs in the growth and early maturity stages of the PLC when competition is most intense (in the later stages of PLC may be used to reposition a brand) - Remind o Reminder advertising: after the products have gained market acceptance  Top-of-the-mind-awareness or unaided recall (evoked set) Types of Advertisements - Product focused: inform, persuade, or remind consumers about specific products or services - Institutional: inform, persuade, and remind consumers about issues related to places, prices, an industry, or particular corporations Product Placement - Product is included in non-traditional situations - Example: products are shown in a scene in a movie or music video Public Service Announcements - A special class of demand advertising - Focus on public welfare

- Sponsored by non-profit organizations, civic groups, religious organizations, trade associations, or political groups - A form of social marketing o The application of marketing principles to a social issue to bring about altitudinal and behavioral change among the general public or a specific population segment Regulatory and Ethical Issues in Advertising - Regulation is a mix of formal laws and informal restrictions - Designed to protect consumers from deceptive practices - Many federal and provincial laws, self-regulatory agencies & agreements - Messages with an economic motivation – advertising and direct marketing - Must be fact-based Agencies that Regulate Advertising Puffery - Legally exaggerated praise that stops just short of deception Class Discussion – March 25 1. What is direct marketing? Give examples of forms of direct marketing techniques. Direct marketing techniques could be annoying to consumers, which could be off- putting. Why then do marketers continue to use these techniques? 2. Identify and explain the benefits of digital media advertising. What, if any are the downsides of digital media advertising? 3. How can marketers of lifestyle brands use digital media to build their brands? 4. What are the main purposes of public relations? Identify and describe the tools of public relations. 5. Explain how social media influence public relations. Be specific and give good examples.

6. You are a manufacturer of pet food, mainly for dogs and cats. One of your products was found to be very harmful to pets (make them sick or even die). Pet owners are angry and have decided to use every means possible to criticize your company and call for a boycott of all your products. Your company announces a recall for this product. As the marketing executive of the company, what PR tools you would recommend the company use to manage this crisis. Explain your answer.

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Marketing Week 10

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