14

Integrated Brand Communication

• Broadcast
• Print
• Support Media
 Direct Marketing Defined

“The
“The total
total of
of activities
activities by
by which
which the
the seller
seller directs
directs efforts
efforts toto aa
target
target audience
audience using
using one
one or
or more
more media
media forfor the
the purpose
purpose of of
soliciting
soliciting aa response
response byby phone,
phone, mail,
mail, or
or personal
personal visit
visit from
from aa
prospective
prospective customer.”
customer.”

TV
TV Selling
Selling
Radio
Radio
Direct
Direct Mail
Mail
Telemarketing
Telemarketing

Direct
Direct Selling
Selling Magazine
Magazine and
and Newspaper
Newspaper
A Comprehensive Consumer Data Base

Name Gender Occupation

Address/ Marital Transaction

Telephone Family Promotion

Length of Inquiring
Education
Residence History

Unique
Age Income
Identifier
Porsche Targets Prospects with Direct Mail
 Overall Direct Marketing Pros & Cons
Advantages Disadvantages
Selective
Selective Reach
Reach Image
Image Factors
Factors

Segmentation
Segmentation Capability
Capability Accuracy
Accuracy

Frequency
Frequency Potential
Potential Content
Content Support
Support

Flexibility
Flexibility Rising
Rising Costs
Costs

Timing
Timing

Personalization
Personalization

Economy
Economy
Measurement
Measurement of of
Effectiveness
Effectiveness
 Internet Communications Objectives

Create
Create
Awareness
Awareness

Generate
Generate
Stimulate
Stimulate Trial
Trial Interest
Interest

Objectives
Objectives

Create
Create aa Strong
Strong Disseminate
Disseminate
Brand
Brand Information
Information

Create
Create an
an Image
Image
Integrating the Internet into an IMC Program

Advertising
Advertising

Sales
Sales Promotions
Promotions

The
The Internet
Internet site
site
should
should be
be Personal
Personal Selling
Selling
integrated
integrated with:
with:

Public
Public Relations
Relations

Direct
Direct Marketing
Marketing
 Internet Advantages and Disadvantages
Advantages Disadvantages
Target
Target Marketing
Marketing Measurement
Measurement problems
problems

Message
Message Tailoring
Tailoring Annoyance
Annoyance

Interactive
Interactive Capabilities
Capabilities Clutter
Clutter

Information
Information Access
Access Potential
Potential for
for deception
deception

Sales
Sales Potential
Potential Privacy
Privacy

Creativity
Creativity Poor
Poor reach
reach

Exposure/Speed
Exposure/Speed Irritation
Irritation

Complement
Complement to
to IMC
IMC
Sales Promotion

“A
“A direct
direct inducement
inducement thatthat offers
offers an
an extra
extra
value
value or
or incentive
incentive for
for the
the product
product toto the
the sales
sales
force,
force, distributors,
distributors, oror the
the ultimate
ultimate consumer
consumer
with
with the
the primary
primary objective
objective of
of creating
creating an
an
immediate
immediate sale.”
sale.”

An
An extra
extra AA tool
tool to
to
incentive
incentive to
to buy
buy speed
speed up
up sales
sales

Targeted
Targeted to
to
different
different parties
parties
 Reasons for Increase in Sales Promotion

Growing
Growing power
power of
of retailers
retailers

Reasons
Reasons Declining
Declining brand
brand loyalty
loyalty

Increased
Increased promotional
promotional sensitivity
sensitivity

Brand
Brand proliferation
proliferation

Fragmentation
Fragmentation of
of consumer
consumer markets
markets

Short-term
Short-term focus
focus of
of marketers
marketers

Increased
Increased accountability
accountability

Competition
Competition

Clutter
Clutter
 Sales Promotion Vehicles
Consumer-Oriented Trade-Oriented
Samples
Samples Contests,
Contests, dealer
dealer incentives
incentives

Coupons
Coupons Trade
Trade allowances
allowances

Premiums
Premiums Point-of-purchase
Point-of-purchase displays
displays

Contests/sweepstakes
Contests/sweepstakes Training
Training programs
programs

Refunds/rebates
Refunds/rebates Trade
Trade shows
shows

Bonus
Bonus packs
Packs
packs
Packs Cooperative
Cooperative advertising
advertising

Price-off
Price-off deals
deals

Frequency
Loyalty
Loyalty programs
Frequency programs
programs
programs

Event
Event marketing
marketing
 Consumer Franchise-Building (CFB) Promotions

CFB
CFB Promotional
Promotional
Objectives
Objectives

Communicate
Communicate Develop
Develop and
and
distinctive Build
Build long-term
long-term
distinctive brand
brand reinforce
reinforce brand
brand brand
attributes
attributes identity
identity brand preference
preference

CFB
CFB Techniques
Techniques and
and
Practices
Practices

“Frequency”
“Frequency” Contests
Contests and,
and,
“Frequency”
“Frequency” “Frequency”
“Frequency” Premium
Premium offers
offers
programs
programs that
that sweepstakes
sweepstakes that
that
programs
programs programs
programs that
that reinforce
reinforce the
the
encourage
encourage repeat
repeat increase
increase
encourage
encourage repeat
repeat encourage
encourage brand
brand image
image and
and
purchase
purchase and
and involvement
involvement and
and
purchase
purchase patronage
patronage loyalty
loyalty help
help build
build equity
equity
loyalty
loyalty help
help build
build equity
equity
 Next Lecture

• Other Brand Communication Functions