MRK317 Integrated Marketing Communications

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MRK317Integrated Marketing Communications

• Week 10
• Out of Home
• Sales Promotion
• Publicity

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Objectives

• These slides provide you with an overview of
  chapters 11, 12, and 13. Focus on the material
  on the slides.
• The purpose of the material is to give you an
  overview of the strengths and weaknesses of these
  options and to give you some ideas on how to use
  them.

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On Sunday, April 9th, six beautiful women will
show you their panties
On Sunday, April 9th, 69 will not be out of the
question
On April 9th, 12 men will go both ways
On Sunday, April 9th, eight Oklahoma Tourists
will be beaten in downtown L.A.
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Outdoor Advertising

• Outdoor advertising offers significant variety
• Posters
• Backlit Posters
• Superboards (Spectaculars)
• Mall Posters

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Outdoor Advertising

• Other alternatives include
• Electronic Signage
• Street Level Advertising
• Transit Shelters
• Wall Banners and Murals

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Audience Measurement

• Canadian Outdoor Measurement Bureau (COMB)

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Outdoor Advertising Advantages

• Wide Local Coverage
• Broad base of day and night local exposure
• Frequency
• High exposure for frequently purchased goods
• Geographic Flexibility
• Can be placed on highways, near stores, etc.
• Creativity
• Use of color, size, shape, and movement
• Creation of awareness
• Use of short, high-impact messages
• Efficiency
• CPM very competitive with other media
• Effectiveness
• Can often lead directly to sale of the goods
• Production Capability
• Technology has reduced production times

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Outdoor Advertising Disadvantages

• Wasted coverage
• The market isnt geographically concentrated
• Limited message capability
• Limited reading speed and exposure time
• Wear out
• High frequency may lead to quick wear out
• High cost
• Due to reduced availability and cost creep
• Image Problems
• Adverse publicity, regulation degrade image

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Other Out-of-Home Media

• Aerial Advertising
• Sky Banners
• Sky Writing
• Blimps
• Mobile Billboards
• Trucks
• Vans
• Trailers
• In-Store Media
• Signs
• Video
• Kiosks

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Special Outdoor Media

• Parking meters
• ATM displays
• Trash cans
• Ski lift poles
• Car top signs
• Sidewalk signs
• Garden plantings
• Wall drawings

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Buying Outdoor Space
Space is quoted on a 4-week basis. Minimum
purchase of 12-weeks apply to some forms of
outdoor. Space is purchased on the basis of GRPs
(e.g., 100 GRPs the equivalent of 100 market
coverage). With outdoor you reach the same people
frequently.
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Transit Advertising

• Transit options include
• Interior Cards
• Overhead Cards
• Door Cards
• Exterior Cards
• Superbuses and Murals
• Station Posters and Backlits

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Transit Advertising Advantages

• Exposure
• Captive audience with little else to do
• Frequency
• Especially high with daily commuters
• Timeliness
• Exposure coincides with shopping trips
• Selectivity
• Geographically selective for local ads
• Economy
• Low absolute and relative cost

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Transit Advertising Disadvantages

• Image Factors
• Image in minds of public and advertisers is poor
• Reach
• Unable to reach those who dont use transit
• Waste Coverage
• Many who arent potential customers are exposed
• Copy and Creative Limitations
• Format strictly limits copy and creative options

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Movie, Videotape Ads

• Advantages
• High Exposure
• Audience Mood
• Cost (Maybe)
• Good Recall
• Lack of Clutter
• Proximity

• Disadvantages
• Irritation
• Cost (Maybe)

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Placements

• Advantages
• High exposure
• High frequency
• Media support
• Source association
• Economy
• High recall
• Bypass regulations
• Viewer acceptance

• Disadvantages
• High absolute cost
• Time of exposure
• Limited appeal
• Lack of control
• Public reactions
• Competition
• Negative placements

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Sales Promotion
A direct inducement that offers an extra value
or incentive for the product to the sales force,
distributors, or the ultimate consumer with the
primary objective of creating an immediate sale.

• An extra incentive to buy
• An inducement to intermediaries
• Targeted to different parties

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Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, dealer incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Trading programs
Refunds/rebates
Trade shows
Bonus packs
Cooperative advertising
Price-offs
Event sponsorship
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Promotion Strategy
Pull
Marketer
Wholesaler
Retailer
Consumer
Push
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Consumer Promotion Activities

• Coupons
• Free Samples
• Contests
• Cash Refunds
• Premiums
• Loyalty Programs
• Delayed Payment Incentives

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Free Samples
Free product in a trial or regular size.

• Effective for achieving trial purchase
• In-store samples are most common method of
  delivery
• Cross-sampling

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Contests
Contests create temporary excitement for a brand.

• Sweepstakes
• Instant Wins

Successful contests have significant media
advertising support.
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Cash Refunds
Money returned directly to the consumer by the
manufacturer.

• Encourage loyalty and multiple purchases
• Slippage commonly occurs
• Successful refund offers require strong P-O-P
  support

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Premiums
An item offered free or at a bargain price when a
product is purchased. It is usually offered three
ways.

1. Mail-in
2. In/On Pack
3. Coupon Offer at P-O-P

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Loyalty Programs
A frequent buyer program offers consumers a
bonus, such as points or play money.

• Canadian Tire Money
• Club Z at Zellers and Bay
• Shoppers Drug Marts Optimum Card

The goal is to encourage loyalty through repeat
purchases.
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Trade-Oriented SalesPromo Objectives

• Obtain Distribution of New Products
• Maintain Trade Support for Existing Products
• Encourage Retailers to Display Existing Brands
• Build Retail Inventories

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Types of Trade-Oriented Promotions

• Contests and Incentives
• Trade Allowances
• Buying Allowances
• Promotional Allowances
• Slotting Allowances
• Point-of-Purchase Displays
• Sales Training Programs
• Trade Shows
• Cooperative Advertising

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Evaluating Sales Promotions

• Frito-Lay
• Objective To create a promotional event with
  broad consumer appeal to generate incremental
  sales. Objective was to grow overall sales of
  Lays and Doritos by 10 vs. last yr.

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Superhero Mania Campaign
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• 30 club health club tour
• Target 25-49 yr old females
• Sharon Mann will lead fitness classes
• Signing up for a class requires a 5 donation to
  CDA amount will be matched by equal
• No advertising in-club promotions (posters etc.)

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Public Relations
The variety of activities and communications an
organization undertakes to monitor, evaluate, and
influence the attitudes, opinions and behaviours
of groups or individuals who constitute their
publics.
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Public Relations
Public relations is distinguished from
advertising in two ways

1. Advertising is focused on brand image public
   relations is more focused on corporate image.
2. Advertising is controlled and paid for by a
   sponsor the media control public relations.

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Tools of the Trade
The tools available are diverse. Some are used
routinely while others are used periodically.

• Press Release
• Press Conference
• Publications
• Posters and Displays
• Web Sites

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Advantages of Public Relations

• Credible source of information
• Can positively influence sales
• Helps build relationships

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Disadvantages of Public Relations

• Lack of control
• Costs associated with waste

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Event Marketing
Integrating a variety of communication elements
to support an event theme.
Event Marketing
Event Sponsorship
Financial support of an event in return for
advertising privileges.
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Primary Types of Sponsorship
Sports
The largest segment is sports. It reaches a
mass target audience. Music plays a major role
in entertainment sponsorships. Cultural
sponsorships are aimed at a class target
audience.
Entertainment
Culture And Arts
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