1. Chapter 15: Integrated Marketing Communication Strategy
Fall 2006

2. Topics to Be Covered Communications Model Promotion Mix
Promotion Objectives
Promotion Budgeting
Setting the Promotion Mix

3. Communications Model Source Encoding Message & Media Noise Decoding
Receiver
Noise

4. Promotion Mix Advertising Personal Selling Sales Promotion
Public Relations
Direct Marketing

5. Advertising
Any paid form on non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

6. Personal Selling
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

7. Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or service.

8. Public Relations
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

9. Direct Marketing
Direct connections with carefully targeted individual consumers to both obtain and immediate response and cultivate lasting customer relationships.

10. Promotion Objectives: Buyer Readiness
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

11. Promotion Budgeting Affordable Percent of Sales Competitive-Parity
Objective-Task

12. Setting the promotion mix
Advertising: legitimize, reach and frequency
Personal Selling: feedback, relationship, and close sale
Sales Promotion: long-term brand preference?
Public Relations: credibility
Direct Marketing: nonpublic, immediate, customized, and/or interactive