1. Developing Integrated Marketing Communications
Chapter Fifteen
Developing Integrated Marketing Communications

2. Learning Objectives Describe integrated marketing communications.
Understand the role of promotion.
Explain the purposes of the three types of advertising.
Describe the advantages and disadvantages of the major advertising media.
Identify the major steps in developing an advertising campaign.
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3. Learning Objectives (cont’d)
Recognize the various kinds of salespersons, the steps in the personal-selling process, and the major sales management tasks.
Describe sales promotion objectives and methods.
Understand the types and uses of public relations.
Identify the factors that influence the selection of promotion mix ingredients.
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4. Chapter 15 Outline What Is Integrated Marketing Communications?
The Role of Promotion
The Promotion Mix: An Overview
Advertising
Types of Advertising by Purpose
Advertising Media
Major Steps in Developing an Advertising Campaign
Advertising Agencies
Social and Legal Considerations in Advertising
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15 | 4

5. Chapter 15 Outline (cont’d)
Personal Selling
Kinds of Salespersons
The Personal-Selling Process
Managing Personal Selling
Sales Promotion
Sales Promotion Objectives
Sales Promotion Methods
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15 | 5

6. Chapter 15 Outline (cont’d)
Public Relations
Types of Public Relations Tools
The Uses of Public Relations
Promotion Planning
Promotion and Marketing Objectives
Developing the Promotion Mix
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15 | 6

7. What Is Integrated Marketing Communications?
Coordination of promotion efforts for maximum informational and persuasive impact on customers
Results in a consistent message to customers, long-term customer relationships, and the efficient use of promotional resources
Mass media advertising has given way to targeted promotional tools (e.g., cable TV, direct mail, and the Internet)
The overall cost of marketing communications has risen significantly, pressuring managers to make the most efficient use of marketing resources
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8. The Role of Promotion Promotion Role of promotion
Commonly the object of two misconceptions
Promotional activities make up the entire field of marketing
Promotional activities are unnecessary and cause higher prices
Role of promotion
To facilitate exchanges directly or indirectly by informing individuals, groups, or organizations and influencing them to accept a firm’s products or to have more positive feelings about the firm
Convey product and service information directly to target market segments
Provide information to interest groups, regulatory agencies, investors, and the general public
To maintain positive relationships between a company and various groups in the marketing environment
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9. Information Flows Into and Out of an Organization
A promotional activity’s effectiveness depends on the information available to marketers
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10. The Promotion Mix
The particular combination of promotion methods a firm uses to reach a target market
Advertising
Personal selling
Sales promotion
Public relations
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11. Types of Advertising by Purpose
Primary-demand advertising
Selective-demand (brand) advertising
Used to sell a particular brand of product
Immediate-response advertising
Reminder advertising
Comparative advertising
Institutional advertising
Designed to enhance a firm’s image or build its reputation
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12. Advertising Media
The forms of communication through which advertising reaches its audience
Newspapers
Magazines
Direct mail
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13. Advertising Media (cont’d)
Yellow pages advertising
Out-of-home advertising
Television
Radio
Internet
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14. Major Steps in Developing an Advertising Campaign
Identify and analyze the target audience
Define the advertising objectives
Create the advertising platform
Determine the advertising budget
Develop the media plan
Create the advertising message
Execute the campaign
Evaluate advertising effectiveness
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15. Advertising Agencies
Independent firms that plan, produce, and place advertising for their clients
Large agencies also help with sales promotion and public relations
Media usually pay a commission to agencies
Firms may use both in-house advertising departments and an independent agency
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16. Social and Legal Considerations in Advertising
Criticisms
Advertising is wasteful
Advertising is deceptive
Benefits
Advertising is the most effective and least expensive means of communicating to a large number of individuals and organizations
Advertising encourages and is a means of competition; it thus leads to new/better products, more choice, lower prices
Advertising revenues support our mass communication media
Advertising provides job opportunities
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17. Personal Selling Order getter Order taker
The most adaptable promotion method
The most expensive promotion method
Kinds of salespersons
Order getter
Order taker
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18. Personal Selling (cont’d)
Kinds of salespersons (cont’d)
Sales support personnel
Missionary salespersons
Trade salespersons
Technical salespersons
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19. Managing Personal Selling
Setting sales objectives
Concrete, quantifiable terms
Specified time period
Specified geographic area
Adjusting the size of the sales force to meet changes in the firm’s marketing plan and the marketing environment
Attracting and hiring effective salespersons
Training salespersons
Compensating salespersons
Motivating salespersons
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20. Sales Promotion
Activities or materials that are direct inducements to customers or salespersons
Objectives
To draw new customers
To encourage trial of a new product
To invigorate the sales of a mature brand
To boost sales to current customers
To reinforce advertising
To increase traffic in retail stores
To steady irregular sales patterns
To build up reseller inventories
To neutralize competitive promotional efforts
To improve shelf space and displays
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21. Sales Promotion Methods
Consumer sales promotion method
Trade sales promotion method
Factors influencing the choice of sales promotion method
Objectives of the sales promotional effort
Product characteristics
Target market profile
Distribution channels
Availability of resellers
Competitive and regulatory forces in the environment
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22. Sales Promotion Methods (cont’d)
Rebate
Coupon
Sample
Premium
Frequent-user incentives
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23. Sales Promotion Methods (cont’d)
Point-of-purchase displays
Trade shows
Buying allowance
Cooperative advertising
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24. Public Relations
A broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external
Types of public relations tools
Written and spoken communications
Event sponsorship
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25. Public Relations (cont’d)
Publicity
Communication in news-story form about an organization, its products, or both
News release
Feature article
Captioned photograph
Press conference
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26. The Uses of Public Relations
To promote people, places, activities, ideas
To enhance the reputation of the organization by increasing awareness of company products and activities
To create specific positive company images
To maintain the public visibility of the company
To reduce the effects of negative events on the company’s reputation
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27. Promotion Planning Promotional campaign
A plan for combining and using the four promotional methods—advertising, personal selling, sales promotion, and public relations—in a particular promotion mix to achieve one or more marketing goals
What will be the role of promotion in the overall marketing mix?
To what extent will each promotional method be used in the promotion mix?
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28. Promotion and Marketing Objectives
Providing product information to target markets
Increasing market share by convincing new customers to purchase
Positioning the product relative to the images customers have of competing products
Stabilizing sales by increasing sales during slack periods or for products that are declining
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29. Developing the Promotion Mix
Marketers may use several promotion mixes at the same time for different products
The promotion mix ingredients depend on
Organizational resources and objectives
Target market characteristics
Product characteristics
The cost and availability of promotional methods
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