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1、 2010 South-Western,a part of Cengage LearningAll rights reserved.,Other Advertising Media,CHAPTER 14,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Explain why postal mail advertising is an efficient and effective ad medium.Understand p-mails five distinctive features compared to
2、mass forms of advertising.Appreciate the role of database marketing,data mining,and lifetime-value analysis.Appreciate branded entertainment and brand placements in various venues(movies,TV,etc.).Appreciate the value of yellow-pages advertising.,Chapter ObjectivesAfter reading this chapter you shoul
3、d be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,142,Recognize the growth and role of video-game advertising(advergaming).Understand the role of cinema advertising.Appreciate the potential value of various“alternative”ad media.,Chapter Objectives(contd)After reading t
4、his chapter you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,143,2010 South-Western,a part of Cengage Learning.All rights reserved.,144,Framework for Various Forms of“Other”Advertising,Table 14.1,Direct Advertising via Postal MailBrand Placements in Movies,in
5、 TV Programs,and ElsewhereYellow-Pages AdvertisingVideo-Game Advertising(Advergaming)Cinema AdvertisingPotpourri of Alternative Ad Media,2010 South-Western,a part of Cengage Learning.All rights reserved.,145,Direct Advertising via Postal Mail,Postal Mail(P-mail)AdvertisingIs any advertising matter t
6、he postal service delivers to the person whom the marketer wishes to influence.Letters,postcards,programs,calendars,folders,catalogs,videocassettes,blotters,order blanks,price lists,and menus.Why Use P-mailLess expensive than television advertisingBetter targeting of messages to desired prospectsEas
7、ier identification of prospects who purchased advertised productFavorable attitudes of consumers toward mail ads,2010 South-Western,a part of Cengage Learning.All rights reserved.,146,Illustrations of Successful P-mail Campaigns,2010 South-Western,a part of Cengage Learning.All rights reserved.,147,
8、P-mails Distinctive Features,2010 South-Western,a part of Cengage Learning.All rights reserved.,148,What Functions Does P-mail Accomplish?,P-mail Campaigns Can:Increase sales and usage from current customersSell products and services to new customersBuild traffic at a specific retailer or Web siteSt
9、imulate product trial with promotional offers and incentivesGenerate leads for a sales forceDeliver product-relevant information and newsGather customer information that can be used in building a databaseCommunicate with individuals privately to minimize the likelihood of competitive detection,2010
10、South-Western,a part of Cengage Learning.All rights reserved.,149,The Special Case of Catalogs,Effects of CatalogsTwo-thirds of recipients visit cataloguers web siteSales to catalog recipients are 150%greaterCatalog recipients buy more items and spend more moneyAdvantages of Using CatalogsSaves time
11、 No fear for securityNo shopping pressure Ease of purchasingComparable goods Attractive guarantees,2010 South-Western,a part of Cengage Learning.All rights reserved.,1410,Growth in Catalog Marketing,2010 South-Western,a part of Cengage Learning.All rights reserved.,1411,Audiovisual Advertising,Audio
12、visual Advertising Involves the use of electronic devices to present audiovisual advertising messages captured in the form of videotapes,CD-ROMs,or DVDs.Appears to be both more effective and less expensive than print advertising delivered via direct mail.Research shows customers are less likely to t
13、hrow away these mailings than a brochure or other printed material.,2010 South-Western,a part of Cengage Learning.All rights reserved.,1412,The Use of Databases,Benefits of an Up-to-date DatabaseDirects advertising efforts to the best prospects for a companys products or servicesOffers varied messag
14、es to different groups of customersCreates long-term relationships with customersEnhances advertising productivityProvides the capability to calculate the lifetime value of a customer or prospect,2010 South-Western,a part of Cengage Learning.All rights reserved.,1413,The Use of Databases(contd),Cust
15、omer Lifetime ValueIs valuing each present or prospective customer is viewed not as an address but as a long-term assetIs the net present value(NPV)of the profit that a firm could realize on average new customer during a given number of yearsAugmenting the Lifetime Value of CustomersIncrease the ret
16、ention rateIncrease the referral rateEnhance the average purchase volume per customerCut direct costs for distribution channelReduce marcom costs,2010 South-Western,a part of Cengage Learning.All rights reserved.,1414,Customer Lifetime-Value Analysis,Table 14.2,Note:Discount rate assumes an interest
17、 rate of 20 percent:D=(1+i)n,2010 South-Western,a part of Cengage Learning.All rights reserved.,1415,The Use of Databases(contd),Database MiningThe computerized process of discovering hidden facts(i.e.,revealing relationships among customer buying behavior variables)contained in a firms databases.Da
18、tabase Manipulation and Mail TargetingR-F-M system of point valuesRecency of a customers purchaseFrequency of a customers purchasesMonetary value of a customers purchases,2010 South-Western,a part of Cengage Learning.All rights reserved.,1416,The Use of Databases(contd),RFM System in ApplicationTest
19、ing effectiveness:Categorize customers into quartiles or quintiles cellsTake a representative random sample from each cellDistribute a catalogue,brochure or other p-mailingProvide sufficient time for sampled customers to respond Determine response rate and average expenditure per cellProject these s
20、tatistics to full membershipBased on response-rate and average-expenditure and with knowledge of the cost of distributing the mailing,calculate whether this mailing is a profitable propositionDecision rule:Target direct mailing only to those cells whose revenue potential outstrips mailing expense,20
21、10 South-Western,a part of Cengage Learning.All rights reserved.,1417,Brand Placements in Movies and TV Programs,Brand Placement(Branded Entertainment)Shows evidence of limited but growing effectivenessBuilds brand awareness and enhances recall Provides a peripheral route of persuasion Is low risk i
22、n that it:Is less intrusive that adsIs less like to be rejected by younger consumersEnhances the brand image when appropriately placedCan be detrimental if placement control is lostCan be difficult to calculate its effectiveness and ROIIs becoming more expensive,2010 South-Western,a part of Cengage
23、Learning.All rights reserved.,1418,Brand Placements in Movies and TV Programs(contd),Factors determining the value of a brand placement:The amount of onscreen time and foreground or background positioning of the brand in a sceneWhether characters use the brand,mention it,and exclaim its virtuesWheth
24、er the brand appears during an important plot pointYounger consumers appear to be the most responsive to brand placement in movies,2010 South-Western,a part of Cengage Learning.All rights reserved.,1419,Yellow-Pages Advertising,Yellow PagesIs an online and print ad medium for both local and national
25、 advertisers that 60%of consumers use weekly to:Save time when they are seeking a product or service supplier and are prepared to make a purchaseSave energy and moneyFind information quicklyTypical UsersAre in the 25-to-49 age categoryAre college educatedHave household incomes of$60,000 and up,2010
26、South-Western,a part of Cengage Learning.All rights reserved.,1420,Yellow-Pages Advertising(contd),Distinguishing Features of Yellow-Pages AdvertisingAds actively sought by consumersQuality of ad placements determined by ad size and long-term participation of advertisersCreative limits on ad format
27、and for entire yearAnnualized method of purchasing ad space,2010 South-Western,a part of Cengage Learning.All rights reserved.,1421,Video-game Advertising(a.k.a.Advergaming),Market CharacteristicsIn-game advertising totaled$400 million in 2008Paid advertising to total nearly$2 billion by 201160+mill
28、ion gamers by 2009UsersAre young and over 40 percent are femalePlay a game for an average of 40 hours Have an average household income between$35,000 and$75,000Play online with multiple other players,2010 South-Western,a part of Cengage Learning.All rights reserved.,1422,Cinema Advertising,Market Fe
29、aturesIn-theater advertising is a$1 billion marketAdvertisements appearing prior to a featured film do not antagonize consumersTarget Market CharacteristicsYounger consumers are more positively disposed toward cinema advertising than older individuals,2010 South-Western,a part of Cengage Learning.Al
30、l rights reserved.,1423,Potpourri of Alternative Advertising Media,Alternative Media ExamplesPost-it notesStadium cup holdersSides of garbage trucksRestroom spaceLabels on fruits and vegetables,Back covers of comic booksSkywritingHuman body,2010 South-Western,a part of Cengage Learning.All rights re
31、served.,1424,3Ms Post-it Notes as an Advertising Medium,Figure 14.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,1425,A Football Stadiums CupHolders as an AdvertisingMedium,Figure 14.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,1426,Closing Advice to Advertisers,Contact brand users wherever and whenever possibleUse all appropriate touch points to convey messages that will increase brand awareness and augment imagesBe sure to integrate messages across all touch points to assure they speak with a single voice.,
