INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS. Prepared by : W. Rofianto

Transcription

1 INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS Week 3 Prepared by : W. Rofianto

2 Participants in the IMC Process Advertiser (Client) Advertising agency Media organizations Marketing communications specialist organizations Collateral services Directresponse agencies Public relations firms Sales promotion agencies Interactive agencies

3 Advertising Department Under Centralized System President Production Finance Marketing Research and development Human resources Advertising Marketing research Sales Product planning

4 Pros & Cons of Centralization + Positive - Negative Better communications Less goal involvement Fewer personnel Continuity of staff More top management involvement The Centralized System Longer response time Can t do multiple product lines

5 Decentralized Brand Management System Corporate Production Finance Marketing Research and development Human resources Sales Product management Marketing services Brand manager Ad agency Brand manager Ad agency Advertising department Marketing research Sales promotion Package design Merchandising

6 Pros & Cons of Decentralization + Positive - Negative Concentrated attention Ineffective decision making Rapid problem response Increased flexibility The Decentralized System Internal conflicts Misallocation of funds Lack of Authority

7 Pros & Cons of In-House Agencies + Positive - Negative Cost savings Less experience More control The In-house Agency Less objectivity Better coordination Less flexibility

8 Ad Agencies Have Skilled Specialists Artists Writers Researchers Photographers Media Analysts Other Skills

9 Creative Ways to Advertise

10 Full-Services Agencies Planning advertising Creating advertising Producing advertising Strategic market planning Sales promotions Direct marketing Full range of marketing communication and promotion services Nonadvertising services Performing research Selecting media Interactive capabilities Package design Public relations and publicity

11 Methods of Agency Compensation Commissions from media Compensation Methods Fee, cost, and incentivebased systems Percentage Charges (Mark Up)

12 How Agencies Gain Clients Referrals Presentations Solicitations Public Relations Image, Reputation

13 Consumer Decision Making Decision Stage Problem recognition Psychological Process Motivation Information search Perception Alternative evaluation Attitude formation Purchase decision Integration Postpurchase evaluation Learning

14 Sources of Problem Recognition Out of Stock Dissatisfaction New Needs or Wants Related Product Purchase Market-Induced Recognition New Products

15 Two Forms of Evaluative Criteria Evaluative Criteria Objective Subjective Price Warranty Service Style Appearance Image

16 Different Perspectives: Marketer s View Enough power? Traction okay? Too pricy? Product is seen as a bundle of attributes or characteristics.

17 Different Perspectives: Consumer s View How does it cut the taller grass? Will the neighbors be impressed with my lawn? Is it going to be as fun to use later this summer? Will it pull that little trailer I saw at the store? Will I enjoy having more time for golf? Functional Product Is Seen As A Set of Outcomes Psychological

18 Consumer Attitudes Focus on Objects Individuals Products Ads Media Attitudes Toward: Brands Companies Retailers Organizations

19 Adding Attributes Changes Attitudes

20 How Consumers Learn Thinking Conditioning Modeling Intellectual evaluation comparing attributes with values Based on conditioning through association or reinforcement Based on emulation (copying) of respected examples

21 Classical Conditioning for Cosmetics

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