1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Prepared by Deborah Baker Texas Christian University 14 Integrated Marketing Communications

2 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Learning Objectives 1.Discuss the role of promotion in the marketing mix 2. Discuss the elements of the promotional mix 3. Describe the communication process

3 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Learning Objectives (continued) 4.Explain the goal and tasks of promotion 5. Discuss the AIDA concept and its relationship to the promotional mix 6. Describe the factors that affect the promotional mix 7.Discuss the concept of integrated marketing communications

4 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 The Role of Promotion Overall Marketing Objectives Marketing Mix Product Distribution Promotion Price Marketing Mix Product Distribution Promotion Price Target Market Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotion Plan Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotion Plan 1

5 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Online Promotional Mix Advertising Public Relations Sales Promotion Personal Selling 2

6 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Advertising Media Traditional Advertising Media Traditional Advertising Media Electronic Advertising Media  Television  Radio  Newspapers  Magazines  Books  Direct mail  Billboards  Transit cards  Internet  Electronic mail  Interactive video 2

7 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Functions of Public Relations Evaluates public attitudes Identifies areas of public interest Identifies areas of public interest Executes programs to “win” public 2

8 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Sales Promotion End Consumers End Consumers Trade Customers Company Employees Company Employees 2 Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons

9 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Personal Selling Traditional Selling Traditional Selling Relationship Selling Relationship Selling 2

10 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 The Communication Process Noise Sender Encoding Message Feedback Channel Feedback Channel Message Channel Message Channel Decoding Message Decoding Message Receiver 3 Online

11 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Characteristics of Promotional Methods Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility 3 Public Relations Sales Promotion Personal Selling AdvertisingAdvertising

12 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Goals and Tasks of Promotion Informing Reminding Persuading Target Audience Target Audience 4

13 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 A ttention I nterest D esire A ction The AIDA Concept 5 Online

14 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Factors Affecting the Choice of Promotional Mix Nature of the product Stage in PLC Target market factors Type of buying decision Promotion funds Push or pull strategy 6

15 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Stage in the Product Life Cycle Time Introduction Growth Maturity Decline Sales ($) 6

16 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Target Market Characteristics For… Widely scattered market Informed buyers Repeat buyers Advertising Sales Promotion Less Personal Selling Online 6

17 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Type of Buying Decision Type of buying decision affects promotional choice Type of buying decision affects promotional choice Routine Neither routine nor complex Neither routine nor complex Complex 6

18 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Push vs. Pull Marketers have two ways to get their message through the communication channel: Marketers have two ways to get their message through the communication channel: Push strategy Pull strategy 3 Each strategy has a different audience for the message.