Business 100 Introduction to Business Dr. Kathy Broneck.

Slides:

Advertisements

Similar presentations

16-1 Chapter Sixteen Promoting Products Using Interactive and Integrated Marketing Communications.

Advertisements

****** McGraw-Hill/Irwin Understanding Business, 8e © 2008 The McGraw-Hill Companies, Inc., All Rights Reserved. Nickels McHugh McHugh ** Using.

Goals of the Promotional Mix. Effect on Target Market Price, Product, Place, Promotion ProductPlace Price Promotion Target Market Using the overall goals,

Promotional Mix Marketing Mix: Product Price Promotion Place

ADVERTISING IN THE RETAIL COMMUNICATION MIX. Objectives of Communication Program Long-Term -Build Brand Image -Create Loyalty Short-Term -Increase Traffic.

Promoting Products Using Interactive and Integrated Marketing Communications.

Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

The Role and Impact of Marketing

Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.

U SING E FFECTIVE PROMOTIONAL TECHNIQUE WEEK 13. Marketing Mix M ARKETING M IX Product Price P ROMOTION Place Customer Solution Customer Cost Communication.

Chapter 9: Marketing: Providing Value to Customers

McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved Chapter Sixteen Promoting Products Using Interactive and Integrated.

Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.

1.1 INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS Chapter 1:

STANDARD 1 OBJECTIVE 1 Students will understand the concept of market & market identification.

ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close.

Building the Communications Plan Mktg 340 Maureen O’Connor.

An Introduction to Integrated Marketing Communications (IMC)

The marketing concept THE CUSTOMER PROMOTION Market analysis

Chapter 1 Integrated Marketing Communication

An Introduction to Integrated Marketing Communications

Integrated Marketing Communications

Marketing and Distribution

1 Integrated Marketing Communications: An Overview.

Marketing Market Planning Product/Service Development PricingPromotion Distribution Selling Information Management Finance Risk Management.

The Role of IMC in the Marketing Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.

Marketing Promotion. Promotion – Persuasive Communication Product Promotion – explain the major features and benefits of product or service, identify.

An Introduction to Using English in Business How to Improve Business with Your English Speaking Customers by Scott Hovater.

Promotion – 1 Integrated Marketing Communications Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building.

AB 219 Marketing Unit Eight The Promotion Mix Components Note: This seminar will be recorded by the instructor.

McGraw-Hill/Irwin 1-1 Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 16 Promotional Planning for Competitive Advantage.

Overview of Marketing Class 23 Tuesday 11/15/11. Nature of Marketing To create value by allowing people and organizations to obtain what they need and.

© 2005 Pearson Education Canada Inc.1-1 Chapter 1 Integrated Marketing Communications: An Overview.

Chapter 12 10/18/2015 2:03 PM1. Objectives  Know the tools of the marketing communications mix.  Understand the process and advantages of integrated.

Communication mix or promotion mix

MT 219 Marketing Unit Seven Marilyn Radu, Instructor Marketing Channels, Direct Marketing and Integrated Marketing Communications Note: This seminar will.

THE PRODUCT LIFE CYCLE SERM #51. Growth Maturity Decline Introduction Product Life Cycle.

CHAPTER 12 Integrated Marketing Communications M A R K E T I N G Real People, Real Choices Fourth Edition.

McGraw-Hill/Irwin Understanding Business, 7/e © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved NickelsMcHughMcHugh Nickels Cover.

Marketing 14 Integrated Marketing Communication Integrated Marketing Communications n Goal of promotion n Promo mix n Objectives and budgets.

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 10 McGraw-Hill The 4Ps of Marketing: Promotion Promotion mix Integrated Marketing Communication.

Using Effective Promotions Chapter 16 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

MARKETING COMMUNICATION

Promotion -- Marketing Communication Chapter 15 Marketing Communication.

Product Life Cycle Marketing I.

1 Marketing Communications. 2 Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence.

Chap 16: Integrated Marketing Communications Overall objectives: Help generate _____________ Communicate _________ Promotion Tools (p. 304; 309): Advertising,

MARKETING 1. ACTIVITIES DIRECTED TOWARD IDENTIFYING AND SATISFYING CUSTOMER NEEDS AND WANTS THROUGH A PROCESS OF EXCHANGE 2. THE PROCESS OF PLANNING AND.

Course Revision LECTURE-32. Marketing: Creating and Capturing Customer Value LECTURE-1.

Product Characteristics Features Attractiveness Uniqueness Innovation Benefits Customer experience Customer satisfaction.

Creative Tactics Decisions. Creative Tactics Creative Execution Style The way in which an advertising appeal is presented.

Advertising & Consumer Decisions Chapter 1.5. Warm-Up What is Advertising? On your note organizer, answer the following questions: –What is advertising?

An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.

IMC Communication Tools

Integrated Marketing Communication Strategy Definition The Marketing Communications Mix  The specific mix of advertising, personal selling, sales.

ADVERTISING AND PROMOTIONAL MIX Topic 2 Introduction to Advertising.

Marketing Foundations What is Marketing? What is the goal of Marketing?

The World of Advertising and Integrated Brand Promotion

The Promotional Strategy and Marketing Communication

Nickels Cover Nickels McHugh.

Integrated Marketing Communications

Using Effective Promotional

Introduction to Business

Marketing Plan.

Presentation transcript:

Business 100 Introduction to Business Dr. Kathy Broneck

Review Retailing Distribution Consumer Shopping Habits Supply Chain Management

Preview Advertising Public Relations Promotions Integrated Marketing

Total Direct Advertising Expenditures In billions Source: Source: The Direct Marketing Association & Advertising Age, FACTPAK, 2002.

Top Brand Advertisers McDonald’s$629 Mil Verizon Wireless 508 Mil AT&T Wireless 384 Mil Cingular Wireless 347 Mil Home Depot 346 Mil

Advertising Today Persuasive Communication Infomercials Internet Global Advertising

Century’s Top Ad Jingles “You deserve a break today” “Be all you can be” “Pepsi-Cola hits the spot” “Mm Mm good!” “See the USA in your Chevrolet” “I wish I were an Oscar Mayer wiener” “Double your pleasure, double your fun” “Winston tastes good like a cigarette should” “It’s the real thing” “A little dab’ll do ya” (Brylcreem) Source: Source: Advertising Age

Favorite Budweiser Advertising Slogans 1899 King of Bottled Beers America’sSocialCompanion Food’s Favorite Companion 1947 It lives with good taste everywhere 1953 When you know your beer… it’s bound to be Bud 1971 When you say Budweiser, you’ve said it all 1993 Proud to be your Bud

Total Direct Mail Expenditures In Billions Source: Source: The Direct Marketing Association & AdAge.com

Public Relations Steps Listen Change Inform Publicity Free More Effective Than Advertising Believable No Control No Repetition

Sales Promotion Internal & External Sampling Word-Of-Mouth Viral Marketing/Swag Technology

Tips on Issuing Coupons Coupons can be used as a “Thank you for buying” or a “Stop and try us.” The value must be enough to attract customers. Use coupon promotions sparingly. Get professional help to get maximum exposure. Color-code your coupons for different groups that use them

Factors That Affect The Promotion Mix Type of Product Stage in the Product Life Cycle Target Market Characteristics Actions of Competitors Available Funds

Components of Integrated Marketing Advertising Corporate Communication Crisis Communication E-Commerce Event Marketing Internal Communication Issues Management Multimedia Public Relations Sales Promotion Strategic Planning Web Design

Objectives of Integrated Marketing Build Brand Equity Provide Information Manage Demand & Build Sales Differentiate Products Influence Perceptions, Attitudes, & Buyer Behavior

Building IMC IMC  Gather Data & Maintain Database  Respond Quickly To Adjust Policies & Procedures  Provide Accessible Information