Promotion in Marketing Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers

Goal of Promotion

Role of Promotion in Marketing Inform Persuade Remind

Types of Promotion “The Promotional Mix” Personal Selling Advertising Public Relations and publicity Sales promotion

Personal Selling “the direct presentation of a product to prospective customer by a representative of the organization selling it.”

Advertising “a non-personal communication paid for by a clearly identified sponsor promoting ideas, organizations, or products.”

Sales Promotion “sponsor-funded, demand stimulating activity designed to supplement advertising and facilitate personal selling.”

Public Relations Communication efforts that are designed to favorably influence attitudes toward an organization, its products, and its policies.

Publicity A special type of public relations This involves any communication about an organization, its products, or its policies through the media that is not paid for by the sponsoring organization.

Integrated Marketing Communication A strategic business process used to plan, develop, execute, and evaluate Coordinated, measurable, persuasive communication with an organization’s public

Implementing IMC Coordinated to accomplish objectives Advertising Sales Promotion Personal Selling Public Relations Direct Marketing

IMC Elements Awareness of audience’s information sources Understanding of audience’s knowledge and beliefs Mix of promotional tools contributing to common goal Promotional effort coordinated to communicate a consistent message tailored to needs

Barriers to IMC Competing departments Communication

Communication Process

Determining the Promotional Mix STRATEGIC DECISIONS Funds Available Product Life Cycle Stage Nature of product Promotion Objectives Target Audience

Target Audience: Push and Pull Strategies

Promotion Objectives: Hierarchy of Effects Purchase Conviction Liking Knowledge Awareness

Product Life Cycle

The Promotion Budget Percentage Of Sales Task or Objective Following Competition All Available Funds

Regulation of Promotion Federal Trade Commission Act Trademark Law Revision Act Lanham Trademark Act Wheeler- Lea Amendment Robinson -Patman Act Telephone Consumer Protection Act FEDERAL

Regulation of Promotion STATE AND LOCAL Green River Ordinance National Advertising Division Printers’ Ink Statutes Council of Better Business Bureaus Children’s Advertising Review Unit PRIVATE ORGANIZATIONS