Integrated Marketing Communications Chapter 17

Unique promo identity, examples Star Jones with Payless Shoe Source T-Mobile, Catherine Zeta Jones Michael J. Fox for Parkinson’s disease

Traditional marketing notions changed for these reasons: Consumer protests about product value and safety began to shake historical views Product recalls Ingredient scares Advertisers were asked how products answered social needs and civic responsibility Rumors about companies spread quickly General imagine problems fanned by media criticism

When publicity can be the most effective element Introducing a revolutionary new product Eliminating distribution problems with retail outlets Small budgets an strong competition Explaining a complicated product Generating new consumer excitement for old product

Cont’d Tying product to unique rep (examples_: 1. Morris the Cat; 2. Jolly Green Giant. 3. BK’s King 4. Ronald McDonald Creating an identity

Third-party spokespeople Editors and producers don’t soon forgive firms that sponsor devious spokespeople (example is actress Kathleen Turner)

Building a band Be early Be memorable Be aggressive Use heritage Create a personality

Trade show preparation Analyze the show carefully Select a common theme Make sure the products displayed are the right ones Consider the trade books Emphasize what’s new Consider local promotional efforts Evaluate the worth

In-Kind promotions 1. Providing services or products as prizes offered by a newspaper or charity in exchange for being listed as a cosponsor in promotional materials

In-Kind promotions 2. Providing services or products to a local business in exchange for having fliers inserted in shopping bags or as statement stuffers

In-Kind promotions 3. Provide services or products to doctors’ offices, auto repair shops, or other businesses in exchange for having brochures prominently displayed

In-Kind promotions 4. Providing samples and gifts of products and services, along with sales literature

In-Kind promotions 5. Providing point-of-purchase displays, literature, events, demonstrations, and samples at the point where the customer decides on purchasing the product or service

In-Kind promotions 6. Providing posters of the product or service at well-trafficked locations

Cause-related marketing These are public relations sponsorships tied to philanthropy

Purposes of PR advertising Mergers and diversifications Personal changes Organizational resources Manufacturing and service capabilities Growth history Financial strength and stability Company customers Organization name change Trademark protection Corporate emergencies

21 st Century IMG Television brand integration: Introducing the products into the fabric of what is being presented on screen Infomercials Word-out of mouth marketing Television and Movie product placements (know examples in book for this particular one)