Marketing BMEGT20MW01

Transcription

1 1 Marketing BMEGT20MW01 Lecturer: Gyorgyi Dano Department of Management and Corporate Economics, building Q, room B 303b dano@mvt.bme.hu

2 2 Marketing The promotion mix Integrated marketing communications The new marketing communications model Socially responsible marketing communication

3 Marketing Mix (4P) 3 Target market

4 The promotion mix The promotion mix (or marketing communication mix) is the specific blend of advertising, public relations, personal selling, sales promotion and direct-marketing tools that the company uses to engage customers, persuasively communicate customer value and build customer relationships. 4

5 Integrated marketing communications Integrated marketing communications involve carefully integrating and coordinating the company s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. In the consumer s mind, advertising messages from different media and different promotional approaches all become part of a single message about the company. Consistent messages! 5

6 The new marketing communications model 6 Advances in digital technology. Consumers are changing. Marketing strategies are changing. remarkable changes in the ways in which companies and customers communicate with each other better informed, more communications empowered from broadcasting to narrowcasting more communication - less mass marketing

7 Gyorgyi Dano 7

8 Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 8

9 Floating billboard on Amsterdam Canals To promote the Dominican Republic as a holiday destination, Agency Raúl&Rigel transformed the canals of Amsterdam into a Caribbean paradise. A Floating Billboard with Bachata dancers, water, sand, palm trees, fish, fruit and a lot of happiness

10 The coughing billboard The poster has in-built alarms that sense cigarette smoke and react to smokers lighting up and smoking anywhere near it, making the man in the picture suddenly cough. Smokers are then given advice on nicotine replacement products available from the pharmacy. MMAys4M 10

11 A campaign that follows you 11 A campaign for the Battersea Dogs Home, who are trying to get people to adopt Dog s and Cats from their shelter.

12 Super Bowl ads advertainment : the merging of advertising and entertainment

13 Public relations Building good relations with the company s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 13

14 Financial publics: This group influences the company s ability to obtain funds. Media publics: This group carries news, features, and editorial opinion. Government publics: Management must take government developments into account. Citizen-action publics: A company s marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Local publics: This group includes neighborhood residents and community organizations. General public: A company needs to be concerned about the general public s attitude toward its products and activities. Internal publics: This group includes workers, managers, volunteers, and the board of directors. 14

15 PR tools One of the major tools is news. PR professionals find or create favorable news about the company and its products or people. Sometimes news stories occur naturally; sometimes the PR person can suggest events or activities that would create news. Another common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to laser light shows, multimedia presentations, or educational programs designed to reach and interest target publics. Public relations people also prepare written materials to reach and influence their target markets. These materials include annual reports, brochures, articles, and company newsletters and magazines. Corporate identity materials can also help create a corporate identity that the public immediately recognizes. Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks all become marketing tools when they are attractive, distinctive, and memorable. Finally, companies can improve public goodwill by contributing money and time to public service activities. Web and social media are also important PR channels. Storytelling and engagement are core PR strengths, creating buzz marketing which plays well into the use of online and social media. 15

16 Coca-Cola Hug Machine Open Happiness campaign Whether you were hugging the machine or experiencing the event online, our goal was the same - to put a smile on your face and share that emotional connection. The campaign created 112 million impressions in only one week s time

17 MAGNUM Try Shoot Share Campaign 17

18 KFC Edible Finger Lickin Good Nail Polish The campaign is designed to be intriguing and fun to increase excitement around the KFC brand in Hong Kong. 18 Original Recipe Hot & Spicy mn/lick-your-fingers-bite-yournails-now-hows-that-appetite/; y/kfc-just-made-edible-fingerlickin-good-nail-polish-yeahtastes-chicken /

19 KFC New Zealand gave away a chicken-scented candle so your home can smell of delicious fried chicken every day. 19 KFC's Extra Crispy Sunscreen helps protect your skin while the real fried chicken scent leaves you smelling delicious!

20 Personal selling Personal customer interactions by the firm s sales force for the purpose of making sales and building customer relationships. Interpersonal interactions between salespeople and individual customers: more effective than advertising in more complex selling situations can learn more about customer s problems and adjust the marketing offer and presentation to fit each customer s special needs 20

21 Sales promotion Short-term incentives to encourage the purchase or sale of a product or service. 21 Buy it now.

22 Rapid Growth of Sales Promotions 22 Product managers are under pressure to increase current sales. Companies face more competition. Competing brands offer less differentiation. Advertising efficiency has declined (rising costs, legal constraints, etc.). Consumers have become more deal-oriented.

23 Pepsi-Cola s Number Fever Fiasco

24 Direct marketing Engaging directly with carefully targeted individual consumers (and customer communities) to both obtain an immediate response and cultivate lasting customer relationships. 24 communicate directly with specific consumers

25 TAM Airlines: Personalized OwnBoard Magazine

26 Promotional tools 26 Advertising Public Relations Personal selling Sales promotion Direct marketing Broadcast (TV, radio) Print (magazines, leaflets, etc.) Online Mobile Outdoor (e.g. billboards) Press releases (news) Events: speeches, conferences, etc. Sponsorships Written materials: annual reports, company magazine, etc. Corporate identity materials: logos, business cards, uniforms, cars, etc. Contributing money and time to public service activities Sales presentations Sales meetings Incentive programs Fairs and trade shows Discounts, rebates Coupons Contests Games Premiums and gifts Samples Demonstrations Displays Traditional Face-to face Telemarketing Catalog marketing Direct mail marketing Direct response TV marketing Digital and social Online and social media marketing Mobil marketing Buzz marketing

27 Steps in Developing Effective Marketing Communication 27 Identify the target audience Determine the communication objectives Design the message Copyright 2016 Pearson Education, Inc. Choose the media to send the message (personal/non-personal) Select message source and collect feedback

28 28 What will be said How it will be said When it will be said Where it will be said Who will say it Copyright 2016 Pearson Education, Inc.

29 Socially responsible marketing communication Advertising and Sales Promotion Communicate openly and honestly with consumers and resellers Avoid deceptive or false advertising Avoid bait-and-switch advertising Conform to all regulations Personal Selling Follow rules of fair competition Do not offer bribes Do not attempt to obtain competitors trade secrets Do not disparage competitors or their products 29

30 30 고맙습니다 நன ற