Marketing Promocional

ADVERTISING PERSPECTIVES.

The advertising industry

• Types of advertising.

• Ad agencias

• Job functions

• Structure

• Compensation

• Suppliers

• Media

Adbertising y large companies:

Centralized

Efificiency

Continuity

Decentralized.

The worldwide advertising

Satnadarzed: global brans,efficiency/recognition.


USING ADVERTISING AND PROMOTION TO BUILD BRANDS.
Chapter outline.

What are the functional areas of marketing communication?
What is the IMC concept and process?
Why is integration so important in marketing communication?


Chapter perspective: changing world.

Old wold new world

“Talking At” Consumers two-way Dialogue With consumers.

Focus on WinnigNew Focus on building long term elationships With
Consumers.

Marketers Relied Primarily on Marketers use and coordinate many Different
On Advertising and Promotions forms of communication with consumers.




Opening case: AFLAC

Challengue----------- only 14% recognized AFLAC brand.

Answer-----------------An IMC program featuring:
• The duck* as ananchor of consistent set of look, one voice* messages.
• The coordinated use of advertising, public, relations, and sales promotion.

What is a brand?
Brand: a perception resulting from experiences with, and information about a company or line of products.

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BRANDS CAN BECOME VERY FAMILIAR TO CONSUMERS.

What is marketing communication?Creating delivering, managing, and evaluating brand messages wich are the information and experiences that impact how a brand is perceived.

Marketing 4p`s
Product
Price
Place
Promotion is the primary focus.

What are the functional areas of MC.

Functions:
• Advertising
• Direct marketing
• Publicity (public relations)
• Sales promotion
• Personal selling• Packaging
• Events y sponsorships
• Customer service.

What is IMC Media?
IMC Media: the means by which the various types of marketing communication message are sent and received.

Media:
• Television
• Radio
• Newspapers
• Megazines
• Outdoor
• Internet
• Mail
• Telephone

IMC concept: a process for managing the brand messages that impactcustomer relationships.
Diffusion esquema de 360º

Challengue------------ launch a new car brand.

Answer---------------- an IMC program featuring.
• New kind of car company*message.
• Focus on satisfied owners as part of a family
• No hassele buying and servicing policies.

Results---------------- Saturn has successfullydeveloped a unique brand image.
Saturn owners feet part of the Saturn family.

Why is integration so important?

Integration= synergy

|When brand messages are integrated…. |….they reinforce each other…. |…and create a synergy effect like. |

Insight: 4 benefits of IMC

1. It drives brand differenriation
2. Brings greater accountability
3.Increases the level of trust
4. Provides international focus.


ATL: medios masivos, mensajes, impersonales.(parte de publicidad)
Publicidad: tv, radio, revistas, prensa, exteriores, internet
ETL: (internet)
BTL: Mensajes, Personales, Medios Directos. (Promociones, Relaciones Publicas, Merchandising (material de punto de venta), Mkt Directa

Old world new worl

Marketingcommunicaction more use oh other marketing communications
Dominated by advertising agencies functions

Focus on mass media willingness to consider


Three players in the golden triangle

The golden triangle of IMC partners









Consumer and other company stack holders


IMAGEN GRAFICA DE IDENTIDAD (signos identificadores básicos)

Advertising y large companies....