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  • having designed our product,

  • priced it, made our supply chain management decisions

  • let's continue on with the integrated marketing communications

  • aspect of market value creation. In terms of marketing communications,

  • one of the decisions we'll have to make is

  • what tools we will use to communicate

  • the value of our product, price, and supply chain

  • management activities to the customer. so remember

  • last lesson we defined

  • integrated marketing communications as selecting

  • and strategically using appropriate

  • marketing communications tools to create one

  • consistent message across multiple channels

  • to ensure maximum impact on the firm's current and potential customers

  • based upon our communication objectives.

  • So, what are those tools

  • we can use for marketing communications.

  • well we're going to refer to these as the marketing communications mix

  • or the promotion mix. We have basically

  • five tools that we can use - advertising,

  • sales promotion, public relations,

  • personal selling, and social media.

  • I want to emphasize that when you say

  • sales promotion, you have to refer to

  • sales promotion jointly using both words

  • because if you just refer to promotion,

  • some people equate that to all methods

  • of the marketing communications mix; saying that promotion

  • would include advertising, social media,

  • and personal selling. so, sales promotion

  • is part of promotion, and if you are

  • referring to sales promotion, you have to use

  • those two words together. so, let's look at these

  • in a little bit greater detail. what do I mean by

  • advertising? first of all, advertising

  • is paid for. if it's free advertising,

  • we would refer to that as publicity.

  • so for it to be advertising, it's paid for.

  • It's non-personal, meaning

  • that everyone basically gets the same advertising messages.

  • now, indirect mail or magazine subscriptions,

  • they can actually do things to put your name

  • in the ad to make it appear more personal, but actually

  • your all getting a mass, customized version; so it's not

  • really personal communication. so advertising

  • is paid, it's non-personal, and it uses a mass medium

  • like TV, radio,s,

  • magazines, newspaper or outdoor billboards or mass transit placement.

  • keep in mind, that advertising has

  • both high placement costs; and when we talk about placement costs,

  • we're referring to that three million dollar cost for the time you buy

  • in a 30-second Super Bowl commercial;

  • or the hundreds of thousands dollars you spend to buy one

  • full-page color ad in a major magazine

  • like Sports Illustrated, or

  • the cost of buying an ad in your small community

  • newspaper. production costs refer to the cost of

  • actually shooting that commercial or

  • making that advertisement that gets placed.

  • so advertising has both high production placement costs,

  • and also has relatively slow feedback.

  • people you don't get out immediately and go purchase your product.

  • it's very difficult to measure the effectiveness, although we know

  • if your product is out of sight - in other words, if people

  • aren't aware of it, they can't buy it.

  • Advertising does offer the ability to have a consistent message;

  • so you don't have to worry about an individual delivering the message

  • it's very consistent time after time. let's look at some key terms

  • related to advertising. the first key term

  • is that of reach and reach is the total

  • percentage of the target audience who are exposed to your commercial

  • at least once throughout a campaign.

  • and this represents unduplicated

  • audience exposure. so, if I saw

  • your commercial on two different television programs

  • the unduplicated reach would be one -

  • I would still be only one person seeing

  • it on two different programs. so it's

  • very important to have a large enough reach

  • to generate a large enough potential base

  • of customers in your target market

  • who are aware of and understand the features and benefit of

  • your product. so reach is the number of people

  • who see your advertising message.

  • frequency describes the number of times that a person you

  • reach has the opportunity to see it

  • over the campaign period. generally, people have to see your

  • advertising message multiple times for

  • them to remember it - for it to be effective.

  • even here as we talk about different concepts in marketing

  • you really have to hear about them a number of times

  • before they really began to make sense. and so, if your product is a product in

  • introduction, they may have to hear

  • about your product many more times

  • than if your product is a product in mature phase

  • of the product life cycle.

  • additionally, effective frequency

  • refers to the minimum number of times

  • people must be exposed to your message

  • in order for it to positively impact

  • buying behavior. And generally, we would say

  • that the minimum minimum effective frequency would have to be at

  • least three-times. You know if

  • you don't hear something least three times

  • or are exposed to it in least three different ways,

  • generally speaking it's not going to be effective.

  • so you can begin to see here if you have unlimited

  • advertising budget, and you have to reach a certain number

  • people and you have to reach them an effective number of

  • frequency times, there's some trade offs between

  • reaching more people and reaching them

  • more often. another important term in

  • advertising is that of share.

  • and share is the viewing that

  • one channel or one program generally

  • referred to share with television or radio audiences.

  • so it's the share of that

  • one program for a particular time period.

  • so what we would do, we would calculate this by

  • dividing that channel's average

  • audience during that time period by

  • the average audience of all channels - in other words,

  • all people using television during that

  • channel to calculate share. so people that have higher

  • viewership during a time period have a higher share

  • and therefore can charge more for their advertising

  • during that time period. that's why people are willing to pay

  • so much for a Super Bowl commercial

  • because you - the Super Bowl has such

  • a large share and such a large reach -

  • but if you can only advertise once during the Super Bowl

  • your total promotion budget in terms of just

  • placement cost is three million dollars - the

  • Super Bowl is probably not effective for you

  • because you're not going to have an effective frequency.

  • people aren't going to be able to hear your message often enough.

  • so one way - one tool in your

  • marketing communications toolbox

  • is paid non-personal

  • communication using a mass media

  • and that is what we would call advertising.

  • another tool in your

  • marketing communications toolbox is personal selling.

  • and personal selling generally refers to

  • two-way communication where two people are talking to each other.

  • it's usually face-to-face, although

  • there are many new technologies emerging

  • with the internet, chat rooms. where you can

  • visit a website and chat with a sales representative.

  • usually those are more inside customer service

  • sales representatives than they are

  • are more traditional face-to-face personal selling.

  • personal selling is very expensive

  • because it's one person talking to

  • one person but it also provides

  • immediate feedback - you can see immediately

  • what the customer's response is

  • to your presentation and you can tweak your presentation

  • based upon that. generally, personal selling

  • involves a process of prospecting; in other words

  • finding people within your target audience

  • that you can then approach

  • and you have to decide how you want to approach them

  • in a creative way that will generate

  • interest and meet their needs. And, when you approach them,

  • what you have to first do is to find out their needs

  • and show - identify their needs

  • for which your product can provide a solution

  • that you can address when you present your product

  • and address any resistance to your product.

  • You would then close your sales presentation

  • by asking them to buy and provide any

  • necessary follow-up so that you make sure

  • that the product you have delivered to that customer

  • meets their needs and they have a satisfactory response

  • to generate repeat business.

  • so it's very important to know the benefits of your product

  • from the customer's perspective because personal selling is

  • is all about helping customers

  • to see how your product can meet their needs

  • versus trying to get them to buy your product.

  • another tool in your integrated marketing communications

  • toolbox besides advertising

  • and two-way communication through personal selling

  • is what we would call sales promotion.

  • when we use those two terms together sales promotion

  • refers to special dues

  • or value I am

  • to get people to want to buy your product

  • now and sometimes you might notifying them

  • national Center oranges through persons

  • some or through akers

  • some examples sales promotions

  • are contest which are based upon

  • skill or sweepstakes which are based

  • punch or gains or people well

  • print pay with your brand to generate additional

  • interest there also frequent user

  • or hula hoop were people who buy

  • hit incent our reforms

  • further frequency their use are visiting

  • are purchasing your particular brain

  • fun read a free sample

  • I'm flying everything also allow keep

  • people to it try your problem this is the

  • Ashley M or in the introduction paid for the product lifecycle

  • premium sometimes you might give away

  • rei product or seen

  • or misleading product with the purchase of another

  • sell for example you I to you I'll

  • conditioner on Shia

  • purchased or you might hidden free cut when you buy a particular shake

  • me Tom point-of-purchase displays you might see

  • and should come through retail special displays

  • sometimes card warner said within the hi all

  • 2 per mile particular haha

  • our product placement here you might

  • the particular brands placed in

  • television show whose our movie

  • I am being used who are very similar to

  • target market and again kitsch

  • your product additional exposure

  • am so sales promotion is another tool

  • in addition to personal selling and 120

  • in your marketing communication tool

  • another form %uh marketing communication

  • is public relations and we want to find

  • Lee as managing the reputation

  • up your brand were you were organization

  • the Public Relations Society of America defines

  • our public relations as eat me management function

  • devaluing public into

  • and identifies policies and procedures

  • an organization with public entrance

  • and cleaned XQ

  • grams action to earned public

  • Upton that brain or sanction

  • so some common PR tools might be

  • news releases or press conference in

  • to obtain hapless City coverage

  • about our communication about your product sir

  • in the media for which you do not directly

  • hey creating annual report

  • hanging specially all all sorts of things

  • heat good just only good publicity

  • or public relations for your program

having designed our product,

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IMCと広告 (IMC and Advertising)

  • 51 6
    ST に公開 2021 年 01 月 14 日
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