1. McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

2. THE COMMUNICATION PROCESS
LO1
Promotional Mix
Inform Prospective Buyers
Persuade Them To Try
Remind Them of the Benefits
Integrated Marketing Communications (IMC)
18-2

3. FIGURE 18-1 The communication process consists of six key elements
18-3

4. THE COMMUNICATION PROCESS
LO1
Communication
Source
Message
Channel of Communication
Receivers
18-4

5. THE COMMUNICATION PROCESS ENCODING, DECODING, FEEDBACK, & NOISE
LO1
Field of Experience
Encoding
Decoding
Noise
Feedback
Response
Feedback Loop
18-5

6. FIGURE 18-2 The five elements of the promotional mix
18-6

7. IMC—DEVELOPING THE PROMOTIONAL MIX
THE PRODUCT LIFE CYCLE
LO3
Introduction Stage
Growth Stage
Advertising to bring about awareness/ maybe even publicity..
Growth – persuade to buy over competitors..advertising/ even personal selling
Maturity state – maintain existing business..remind sales promotions
Decline…
Maturity Stage
Decline Stage
18-7

8. FIGURE 18-3 Promotional tools used over the product life cycle of Purina Dog Chow
18-8

9. IMC—DEVELOPING THE PROMOTIONAL MIX PRODUCT CHARACTERISTICS
Complexity
Refers to the technical sophistication of the product and hence the amount of understanding..required..financial risk , social risk and physical risk..Ancillary services..pertain to the degree of service or support required after the sale
Risk
Ancillary Services
18-9

10. IMC—DEVELOPING THE PROMOTIONAL MIX
CHANNEL STRATEGIES
LO3
Push Strategy
Pull Strategy
Push channel through..to gain their cooperation in ordering stock ….or pull where it is consumers requesting or asking to be supplied with certain product etc..
Direct-to-Consumer
18-10

11. FIGURE 18-5 A comparison of push and pull promotional strategies
18-11

12. DEVELOPING AN IMC PROGRAM
Identifying the Target Audience
Specifying Promotion Objectives
Hierarchy of Effects
Awareness
Trial
Interest
Adoption
Evaluation
18-12