Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
9.4 Exercises TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to determine how to choose the best media weapons to solve communication and advertising problems: You can identify the integrated marketing communications (IMC) perspective and comment on its usefulness. You can list some ways advertising agencies use the integrated marketing communications approach. You can describe SS+K partner Joe Kessler’s thoughts on the evolution of integrated marketing communications and media choices in the marketplace. You can identify and describe the tools of the promotional mix. You can characterize the various forms of sales promotion and how they can be best used to solve problems. You can describe the purpose of public relations and characterize the tools used to implement PR objectives. You can discuss how personal selling can be used effectively in the promotional mix. You can compare and contrast direct marketing and database marketing as means to enhance relations between the company and its customers. You can create an IMC promotional plan by following the execution steps described in the chapter. USE WHAT YOU’VE LEARNED 1. You may not be a NASCAR fan, but this fast-paced sport is hoping to catch your attention in the days ahead. NASCAR is an aggressive marketing and promotion organization (see http://www.nascar.com) with an ever-expanding fan base. This expanding fan base is changing the face of NASCAR and its races. Some say that a NASCAR event today is like going to a “celebrity night out.” Most NASCAR purists, on the other hand, believe that NASCAR is all about cars, cars, and more cars. After seven years of research and design experimentation, NASCAR has unveiled its “Car of Tomorrow” and believes that this speedy but safer car will help advance the popularity of NASCAR even more in the next decade. Considering how NASCAR must appeal to loyal fans and find new ones, design an integrated marketing communication (IMC) promotional plan that would help to spread NASCAR’s message about its new car to its markets. Be sure to specify the Saylor URL: http://www.saylor.org/books Saylor.org 283
various elements of the promotional mix that you would recommend to NASCAR. Do research on NASCAR and its rise in the sports world before designing your IMC plan. 2. Integrated marketing communications (IMC) help advertisers attack communication problems from a variety of points of view. This multimedia approach has been applied to communication by many advertising agencies over the past few years. One challenge for IMC planners, however, is the U.S. Hispanic market. Broadly defined, the Hispanic market includes those of Spanish, South American, Mexican, and Caribbean descent. As the number one minority in the United States, Hispanics comprise a market that is diverse with respect to preferences and lifestyles. Many in this market still speak Spanish (or native country dialect) as their primary language. Investigate the Hispanic market by going tohttp://www.demographics.com or a favorite search engine. After you have reviewed marketing and advertising efforts toward this target market, propose an IMC promotional mix that you believe would be ideal for carrying a shopping mall’s message to Hispanics. The basic message would be “Come to the Mall—We’re Here to Serve Your Needs.” The shopping mall believes that as they attract Hispanics, sales and profits will increase. Discuss your promotional mix plan with peers. DIGITAL NATIVES When you think of Hershey’s, you think of chocolate, right? You might be surprised to know that industry professionals see Hershey’s as a marketing and advertising machine. This is somewhat surprising, given that Hershey’s shunned advertising of any kind for years. Today, however, Hershey’s has embraced a multifaceted approach to its communications, marketing, and advertising. One of these facets is its interactive Web site (see http://www.hersheys.com). After reviewing the basic structure of the Hershey’s Web site, click on the “promotions” button on the opening page. Once you have done this, you will see all the current Hershey’s promotions. Review each of these promotions. Take each highlighted promotion and describe what you believe to be: (a) the primary market for the promotion, (b) the promotional mix tools that would be most useful to the promotion, and (c) an assessment of Hershey’s chances of success for the promotion. Discuss your findings with peers. AD-VICE Saylor URL: http://www.saylor.org/books Saylor.org 284
- Page 234 and 235: Just as people have personalities,
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- Page 278 and 279: Fox: Ads That Can Change Pitch,”
- Page 280 and 281: The third campaign in the series be
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- Page 286 and 287: 1. Assume that you are a proponent
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various elements of the promotional mix that you would recommend to NASCAR. Do research on NASCAR<br />
<strong>and</strong> its rise <strong>in</strong> the sports world before design<strong>in</strong>g your IMC plan.<br />
2. Integrated market<strong>in</strong>g communications (IMC) help advertisers attack communication problems<br />
from a variety of po<strong>in</strong>ts of view. This multimedia approach has been applied to communication by<br />
many advertis<strong>in</strong>g agencies over the past few years. One challenge for IMC planners, however, is<br />
the U.S. Hispanic market. Broadly def<strong>in</strong>ed, the Hispanic market <strong>in</strong>cludes those of Spanish, South<br />
American, Mexican, <strong>and</strong> Caribbean descent. As the number one m<strong>in</strong>ority <strong>in</strong> the United States,<br />
Hispanics comprise a market that is diverse with respect to preferences <strong>and</strong> lifestyles. Many <strong>in</strong> this<br />
market still speak Spanish (or native country dialect) as their primary language.<br />
Investigate the Hispanic market by go<strong>in</strong>g tohttp://www.demographics.com or a favorite search<br />
eng<strong>in</strong>e. After you have reviewed market<strong>in</strong>g <strong>and</strong> advertis<strong>in</strong>g efforts toward this target market,<br />
propose an IMC promotional mix that you believe would be ideal for carry<strong>in</strong>g a shopp<strong>in</strong>g mall’s<br />
message to Hispanics. The basic message would be “Come to the Mall—We’re Here to Serve Your<br />
Needs.” The shopp<strong>in</strong>g mall believes that as they attract Hispanics, sales <strong>and</strong> profits will <strong>in</strong>crease.<br />
Discuss your promotional mix plan with peers.<br />
DIGITAL NATIVES<br />
When you th<strong>in</strong>k of Hershey’s, you th<strong>in</strong>k of chocolate, right? You might be surprised to know that <strong>in</strong>dustry<br />
professionals see Hershey’s as a market<strong>in</strong>g <strong>and</strong> advertis<strong>in</strong>g mach<strong>in</strong>e. This is somewhat surpris<strong>in</strong>g, given<br />
that Hershey’s shunned advertis<strong>in</strong>g of any k<strong>in</strong>d for years. Today, however, Hershey’s has embraced a<br />
multifaceted approach to its communications, market<strong>in</strong>g, <strong>and</strong> advertis<strong>in</strong>g. One of these facets is its<br />
<strong>in</strong>teractive Web site (see http://www.hersheys.com). After review<strong>in</strong>g the basic structure of the Hershey’s<br />
Web site, click on the “promotions” button on the open<strong>in</strong>g page. Once you have done this, you will see all<br />
the current Hershey’s promotions. Review each of these promotions. Take each highlighted promotion<br />
<strong>and</strong> describe what you believe to be: (a) the primary market for the promotion, (b) the promotional mix<br />
tools that would be most useful to the promotion, <strong>and</strong> (c) an assessment of Hershey’s chances of success<br />
for the promotion. Discuss your f<strong>in</strong>d<strong>in</strong>gs with peers.<br />
AD-VICE<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
284
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