1. Integrated Marketing Communications
Chapter Fifteen
Integrated Marketing Communications 1

2. Objectives Discuss the basic purposes of promotion
Define the major elements of promotion
Describe a basic model for communication
Explain the communication hierarchy
Explain how the elements of promotion support each other
Identify general promotional strategies
Classify budgeting approaches
Discuss & provide examples of promotional campaigns

3. Promotion Promotion: Inform Remind Applied marketing communication
Persuade
Remind 2

4. Communication Media
Mass Media
Personal Media
Interactive Media 6

5. The Promotional Mix
Effectively blending & integrating & uniting elements
Goal: Coordinated, systematic, & harmonious
The Perfect
Promotional Mix 14

6. The Elements of Promotion
Personal selling:
Person-to-person dialogue
Purpose: To persuade buyer to accept a point of view

7. The Elements of Promotion
Advertising
Informative or persuasive message carried by a non-personal medium

8. The Elements of Promotion
Publicity:
Message not paid for by sponsor
Public Relations:
Management of publicity

9. The Elements of Promotion
Sales Promotion:
Induce buyers to purchase in specific timeframe

10. Communication: Exchanging information and conveying meaning to others
Goal: Common understanding

11. Communication Process
Noise
Source
Encoding
Message
Channel
Decoding
Receiver
Feedback

12. Communication Process
Encoding: process by which the sender translates the idea to be communicated into a message

13. Communication Process
Channel: vehicle through which a message is sent
Examples:
Magazines TV
Radio

14. Communication Process
Decoding: process where receiver interprets the message

15. Hierarchy of Communications Effects
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Brand
ignorance 20

16. Relative Importance of Advertising and Personal Selling
Pretransaction:
Information to aid recognition and understanding
Information to create positive feeling

17. Relative Importance of Advertising and Personal Selling
Transaction:
Persuasion

18. Relative Importance of Advertising and Personal Selling
Post-transaction:
Reminder and reassurance

19. Push Strategy
Supplier promotes product to intermediaries to PUSH the product through distribution channel
Wholesaler
Product
flow
Information($)
Retailer
Product
flow
Information($)
Consumer
Product
flow
Information($)
Manufacturer

20. Pull Strategy
Supplier promotes product to ultimate consumer aiming to stimulate demand and PULL the product through the channel
Consumer
Information($)
Manufacturer
Wholesaler
Retailer
Product
flow

21. Determining Promotional Budgets
Objective and task
Percentage-of-sales
Comparative-parity
Marginal approach
All-you-can-afford Method
Combination
Cooperative promotion 23

22. Promotional Campaigns
Image building:
Symbolic value
Personality
Lifestyle
Creating impression

23. Promotional Campaigns
Product Differentiation:
Set apart from competition
Solving consumer problems
USP

24. Promotional Campaigns
Luxurious
Sporty
Positioning:
Consumer perception
Relative to competition
Fast
Slow

25. Promotional Campaigns
Direct Response:
Direct, measurable response
Order
Inquiry

26. Review Discuss the basic purposes of promotion
Define the major elements of promotion
Describe a basic model for communication
Explain the communication hierarchy
Explain how the elements of promotion support each other
Identify general promotional strategies
Classify budgeting approaches
Discuss & provide examples of promotional campaigns