《广告学 Advertising - 整合营销传播IMC》课件-IMC04_V97.ppt

Lecture Presentation Series Executing the IMC Launch at CBW CBW Public Relations Strategy at Launch Other CBW Launch Media and Strategies CBW Direct Marketing at Launch Gauging the Launch Campaign Impact Accounting for CBW’s Campaign Success Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik IMC Part IV IMC 4-1 Simple pricing, better value The planet’s coolest phone ATT Network membership Worry-free security The package of benefits: The persuasion tools: TV, radio, outdoor ads Print ads Event sponsorships Direct marketing sales promotion The pitch: superiority over cellular, simplification, and hey, it’s a cool phone! IMC 4-2 1. Use press releases and staged events to develop consumer awareness for Cincinnati Bell Wireless Months before the initial launch, newsworthy developments such as the partnership agreement with ATT were circulated via press release 2. Train CBW employees to the point that they are knowledgeable and well versed prior to launch A “Launch Highlights” newsletter was circulated to CBW employees to apprise them of launch issues and status. Hundreds of employees turned out for the sneak preview. IMC 4-3 Television: Three initial TV spots Promised simplicity Emphasized no contracts Promotions Events: Citywide event participation Holiday price promotions Sponsored baseball golf Print, Radio and Outdoor: Print ads kept the offer present and fresh Radio ads supplemented TV, aided frequency Billboard and transit ads bolstered the basic claims IMC 4-4 The IMC efforts to date helped to create an awareness and preference for CB Wireless. At this stage, CBW employed an array of direct marketing techniques to harvest those prospects 1. Direct mail brochures invited MOPEs to sign up or learn more 2. MOPEs also were sent a letter that detailed CBW benefits 3. Attached to the letter was a $10 coupon, redeemable at purchase 4. Out