1. Integrated Marketing Communications12
chapter
Prepared by
Deborah Baker
Texas Christian University
Chapter 12 Version 3e

2. 1 Promotion Inform Persuade Remind
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Persuade
Remind
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3. Competitive Advantage
Integrated Marketing Communications 1
Competitive Advantage
Unique Features
Excellent Service
Low Prices
Rapid Delivery
High Product Quality
Features
that provide
Competitive
Advantage
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Chapter 14 Version 6e

4. Promotional Mix-Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
Advertising
Elements
of the
Promotional
Mix
Public Relations
Personal Selling
Sales Promotion
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5. 2
Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
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6. Electronic Advertising Media2
Advertising Media
Traditional
Advertising Media
Electronic Advertising Media
Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
Internet
Fax machines
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7. 2 Advertising Advantages Disadvantages
Ability to reach large number of people
Cost per contact is low
Can be micro-targeted
Disadvantages
Total cost is high
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8. 2
Publicity
Public information about a company, good, or service appearing in the mass media as a news item. It is NOT paid for by the marketer.
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9. 2
Sales Promotion
Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.
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10. 2 Sales Promotion Popular Tools for Consumer Sales Promotion
Free samples
Contests
Premiums
Trade Shows
Vacation Giveaways
Coupons
Popular Tools
for
Consumer Sales
Promotion
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11. 2
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
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12. 3
Communication
The process by which we exchange or share meanings through a common set of symbols.
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13. The Sender and Encoding3
The Sender and Encoding
Sender
The originator of the message in the communication process.
Encoding
The conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs.
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14. The Communication Process3
The Communication Process
Noise
Sender
Encoding Message
Message
Channel
Decoding
Receiver
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15. Characteristics of Advertising3
Characteristics of Advertising
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Advertising
Indirect and non-personal
Low
Little
Delayed
One-way
Yes
Fast
Same message to all audiences
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16. Characteristics of Public Relations3
Characteristics of Public Relations
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Public Relations
Usually indirect, non-personal
Moderate to low
Little
Delayed
One-way No
Usually fast
Usually no direct control
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17. Characteristics of Sales Promotion3
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Sales Promotion
Usually Indirect and non-personal
Moderate to low
Little to moderate
Varies
Mostly one-way
Yes
Fast
Same message to varied target
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18. Characteristics of Personal Selling3
Characteristics of Personal Selling
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Personal Selling
Direct and face-to-face
High
Much
Immediate
Two-way
Yes
Slow
Tailored to prospect
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19. Goals and Tasks of Promotion4
Goals and Tasks of Promotion
Informing
Reminding
Persuading
Target
Audience
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20. Goals and Tasks of Promotion4
Goals and Tasks of Promotion
Informative Objective
Increase awareness
Explain how product works
Suggest new uses
Build company image
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21. Goals and Tasks of Promotion4
Goals and Tasks of Promotion
Persuasion Objective
Encourage brand switching
Change customers’ perception of product attributes
Influence buying decision
Persuade customers to call
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22. Goals and Tasks of Promotion4
Goals and Tasks of Promotion
Reminder Objective
Remind customers that product may be needed
Remind customers where to buy product
Maintain customer awareness
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23. 5 The AIDA Concept Attention Interest Desire Action
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
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24. Attention Interest Desire Action5
The AIDA Concept
Attention
Interest
Desire
Action
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25. Factors Affecting the Promotional Mix6
Nature of Product
Stage in PLC
Target Market Factors
Type of Buying Decision
Promotion Funds
Push or Pull Strategy
Factors
Affecting
Choice of
Promotional Mix
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26. Product Life Cycle and the Promotional Mix6
Introduction
Growth
Maturity
Decline
Sales ($)
Time
Light
Advertising,
pre-
introduction
Publicity
Heavy use of
advertising,
PR for
awareness;
sales
promotion
for trial
Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution
Ads decrease.
Sales Promotion,
Personal Selling Reminder &
Persuasive
AD/PR
decrease
Limited
Sales
Promotion,
Personal
Selling for
distribution
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27. Target Market Characteristics6
Target Market Characteristics
FOR:
Widely scattered market
Informed buyers
Repeat buyers
Advertising
Sales Promotion
Less Personal Selling
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28. Type of Buying Decision6
Type of Buying Decision
Advertising
Sales Promotion
Type of
Buying Decision
affects
Promotional
Mix Choice
Complex
Routine
Personal Selling
Not Routine
or Complex
Public Relations
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29. 6 Available Funds Trade-offs with funds available
Number of people in target market
Quality of communication needed
Relative costs of promotional elements
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30. Push and Pull Strategies6
Push and Pull Strategies
Manufacturer
promotes to
wholesaler
Wholesaler
retailer
Retailer
consumer
Consumer
buys from
PUSH STRATEGY
Orders to manufacturer
Manufacturer
promotes to
consumer
Consumer
demands
product
from retailer
Retailer
from wholesaler
Wholesaler
product from
manufacturer
Orders to manufacturer
PULL STRATEGY
Chapter 12 Version 3e