Transcription: IMC Chapter #1 - YouTube

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00:00:00
Welcome to our class today integrated marketing communication as the title of this chapter, which is just an overview of the all of the issues that we're going to talk about.

They start off with an opening story and it was a campaign from 2012 that Miracle Whip brand was Kraft and they sell both mayonnaise.
They sell Miracle Whip and they're trying to drum up a little bit more energy.
You can see they have a new new bottle, a new kind of logo there and they wanted you to choose sides, I'm a Miracle Whip person or on a mayonnaise person.

Now I guess a lot of it depends on what you grew up with, but it's not the first example of this type of campaign.
There's multiple ones, Charmian ran a campaign.
You pull the toilet paper over the top, or do you pull it down from the back? Twix ran a campaign which side of the Twix candy.

Do you like, so it's kind of interesting and kind of a fun kind of fun kind of a strategy.
So here's an app which I'm going to put up a link to later that you're going to watch there's also an another ad here.
Another thing they did that I thought was kind of interesting - was that they had a pretty good Twitter feed, now bear in mind that this is just you know, Miracle Whip.

Oh it popped out more than I wanted to.
Let's pull a vacuum like this, so breaking news mail removed from a small town in Florida.
Here's why no more mail! So it's kind of a fun thing we got to have everybody, try the Miracle Whip and so they're out about doing some interesting marketing.

If your product that's been around as long as miracle wood paths, people know who you are it's kind of an idea to get you to try them again for the the first time.
If you didn't grow up with them, then you're probably not used to eating it.
They also have this hang them up.

I don't know what this is about really, but I think it's kind of interesting.
I don't know if it's appealing to a different audience, so there you go a little bit of fun from them.
They also had a YouTube contest.

I'm gon na go up.
I had an upload an example of that, and you and your friends could get together and create an ad saying why you liked Miracle Whip versus mayonnaise, so that was the opening campaign and just a little bit about what they were trying to do with it.

00:02:29
Now the book I'm using has an opening sort of campaign and every chapter, but I'm not always able to find ads that come from that campaign, or even you know.

This is where we are now and this when I was lucky enough to find a few ads and so terms of class discussion.
We talked about if we feel was successful or not.

00:02:47
So this is the model communication which you've seen before in other classes.

We have one side, we have the source.
On the other side, we have the receiver, the source is a little bit more complicated than than just you know the company we're going to talk about that later.
How do I choose the face of my company to represent? Who we are, as you over here, receive a message if your field of experiences overlaps quite a bit with the source or sender, then communication is going to be much easier, you're going to both come up with the same message and it's and it's going to work Out, okay, because the source can't put his thoughts, pull them right out of his head and shove them right into your head.

They have to encode the message and by that, what language do we use? Do we use verbal communication? Do we use nonverbal communication? Do we use visual symbols that we use cartoons do? Do we use CGI? How do we encode it and hopefully Lee as a receiver, our decoding, it kind of the same way? You have to choose a channel and you can see that the message development is kind of inside the channel box.
And by that we mean that if you decide that outdoor media is your channel, then your message is limited to that outdoor media includes blimps the sides of buses bus stops.
Those are all kind of unique places.

To put your message walking across campus, you can put chalk on the sidewalk.
It's a very good way to do it, you're limited to them what your channel can do and then, as you put your message together, it has to fall in line with that.
So a later chapter, we're going to talk about the different possible channels and some of the pluses and minuses of each of those we have a big feedback loop.

So we should receive a respond to this message that we sent out over here.
At the same time, all that's going on.
We have noise, and sometimes we call this noise clutter.

This is all the other things that are going on or making just making stuff happen for us, and it's hard to hear it's hard to know and how we get around that clutter.
So that's our essentially basic communication model and it's still what we use today we're going to talk about some modifications of it more peer-to-peer communication and more back-and-forth communication, so just from the source to us, as kind of a new way to communicate with consumers.
So everything that we do communicates and we're talk about that a little bit, but we also have something that specifically is designed to help communicate.

We call that the promotional mix, so we have advertising public relations, personal selling, direct marketing, those are the ones so advertising personal selling, public relations, direct marketing sales promotion, that's another one we threw in there.
Of course, personal selling is a type of direct marketing, but is so important and so strong that we pull it out and give it its own little box to talk about it.

00:05:51
So advertising is a generic message sent to everybody.

It's really not customizable.
We use the major media to get it out there.
It has identified sponsor.

So it's not.
We don't have to guess who's.
Trying to talk to us.

This, I think, is a very nice visual magazine ad Heinz ketchup, mostly tomato.
It's pretty cool.
I think it's a fun visually strong ad.

Now.
Sales promotion, on the other hand, is a short term sort of thing.
We're offering a discount we're offering coupons, sometimes we're setting up displays.

Sometimes we have demonstration.
One of the problems with sales promotion is that we tend to overuse discounts and coupons which may cheapen the image of our product.
If I can use brand equity building sales promotion such as displace and demonstration, that's going to be good.

I'm gon na have a link here to a sales promotion.
I think that is more about brand building and so that'll be fun.
To look at populations involves feeling good with relationships with the company's various publics.

By obtaining favorable publicity, they have a good corporate image and handling or or heading off, unfavorable ruler stories in advance.
So when we think of public relations, one of the things that we do think of is we've just had some bad publicity.
But publicity is just one part of a public relations campaign.

But if something happens we put out a product that ends up giving people Salmonella.

00:07:22
Then we have to really scramble when we tend to call that public relations, but public relations is every company.
Has all these people that feel like they should have a say in what the company does they're the various publics.

So public relations is about reaching out to those various publics.

00:07:42
This is a link to the alumni page at Western Oregon, so it kicks out.
You only seen a portion of the page.

Now I treat the Alumni as a public quite a bit different than I do.
The staff, then I do the students, then I do the the faculty.
I look to them to be generous in their giving it's a whole different communication pattern.

I have alumni boards, I have newsletters.
I have opportunities for them to come to homecoming those sorts of things.

00:08:19
Press releases is a tool that we have created a special event, so an example of coming up of both the public relations here in the special event.

So if I'm going out and I'm buying ad time, I'm paying for media, so that's a paid media.
That's typical retirement TV and radio.
I put some stuff out of my own blog, my own websites.

That's media that I own.
One thing that I try to do is to generate publicity via news reports and then ask my earned media.
So my example - I'm gon na show up here, is that Monteith's brewery and it's pretty good and how they went out and tried to earn media shared media.

Is this idea that you, as a user end up reading something in it and putting it up online? For me, so the miracle with example when they have the YouTube competition, that was shared media user generated media.
So it's a it's great, because what it means is that they're, more involved with your product they're more excited about what you do, the more engaged and that's that's a good thing.
Personal selling is our biggest tool.

It has the shortest feedback loop, it's our most expensive.
When it comes to a per person contact basis, but it is very persuasive its face to face rarely do i use personal selling when it comes to selling consumer products because consumer products their their mass marketed, and so i'm selling you know coke i'm selling cigarettes, i'm Selling beer and each individual purchase is quite small, but personal selling is more related to selling big-ticket items.
Automobiles use, personal selling, fine jewelry, perhaps uses personal selling, but we tend to see it in the channel and that's our example.


00:10:12
I havent going to have a little clip about Procter and Gamble and the role the personal selling plays for them, as I think it's fairly interesting, direct marketing and there are a ton of different examples of direct marketing.

00:10:26
Now it's a very broad category.
Some of the direct marketing - I'm not happy about it all telemarketing I do not like the catalog, is surprisingly still effective, because catalogs are fairly obtrusive.


00:10:39
You know they come out to your house and knock on your door.
Let you know that you're there there and every time you move it around.
The house are usually pretty nice.

You just don't want to throw it away.
You have to look at it, so that's pretty cool.
So here are some other things that are that are fun.

Kiosks, that's become kind of a new sort of direct marketing, deal another kiosk and getting us in and out quickly and that so this is a gift registry.
This is you know that that kind of stuff we're seeing kiosks become quite a bit more sophisticated in the United States.

00:11:16
This sort of mini machine approach is very big in Japan, but not necessarily big in the United States, but you're, seeing more higher-end products that are working their way to these many machine type.

Kiosks and kiosks can be these small retail spaces.
So you have a product or an idea that can't fill up a whole store, but in a small space it's gon na work fairly.
Well for you, okay, so more direct response.

We used to do to shorten up the the feedback.
Loop we'd call it a call-to-action and we'd have up here a website or a 1-800 number.
But now all we have is a hashtag.

So we have.
This is an article that'll, probably link to, and have it up here and some of the successful companies that have run direct response campaigns.
Direct response is very dependent upon your database, but especially if you're going very broad, the more accurate your database is the less money you'll spend on people that are not interested at all in the product that you have to offer.

So that's pretty that's what a database brings to direct response.
It's all part of that alternative media.
Just click on this real quick.

I may link some of the individual items as well.
Sometimes we call it guerilla marketing.
You can see some of the things that they have that's probably about pollution that one in particular street art.

This was a thing for viet the flash mob that would show up.
They even actually had a intelligence show about a flash mob and people have put together.

00:12:59
So there's some good things about guerrilla marketing.

Cheeked executed, creative thinking, but if it's to mr.
Issa could be misunderstood and generally only works the first couple of times, here's an axe, one now they're chasing the guy Guinness on a cue Shark Week on the Discovery Channel.
That's pretty good.

This is some bathing and what it can do for you put you in a coffin, wait, wait! Watchers you reach up and pull off those little stickers, that's pretty cool visually! That's too scary! For me, I'm not good at that kind of stuff.

00:13:41
Swiss sky dive that seems fairly clever.

00:13:43
I do like the sterotype approaches IKEA.


00:13:45
They were doing it in one town and Belgium they're trying to get people to walk more, and so they put actual musical keys on the stair.
She could still right up the escalator.
If you wanted, but you can walk up the stairs and make music just like from the movie big, so that ended up being pretty good.


00:14:08
This is a for a King Kong movie.
I thought that was kind of fun.

00:14:15
This is oh wait.

I'm running out of time there's a 15 minute time limit to this, so that's kind of what we're gon na stop right there and then we'll talk about some of this other stuff in the next program.


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