1. Promotion in Marketing Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers

2. Goal of Promotion

3. Role of Promotion in Marketing Inform Persuade Remind

4. Types of Promotion “The Promotional Mix” Personal Selling Advertising Public Relations and publicity Sales promotion

5. Personal Selling “the direct presentation of a product to prospective customer by a representative of the organization selling it.”

6. Advertising “a non-personal communication paid for by a clearly identified sponsor promoting ideas, organizations, or products.”

7. Sales Promotion “sponsor-funded, demand stimulating activity designed to supplement advertising and facilitate personal selling.”

8. Public Relations Communication efforts that are designed to favorably influence attitudes toward an organization, its products, and its policies.

9. Publicity A special type of public relations This involves any communication about an organization, its products, or its policies through the media that is not paid for by the sponsoring organization.

10. Integrated Marketing Communication A strategic business process used to plan, develop, execute, and evaluate Coordinated, measurable, persuasive communication with an organization’s public

11. Implementing IMC Coordinated to accomplish objectives Advertising Sales Promotion Personal Selling Public Relations Direct Marketing

12. IMC Elements Awareness of audience’s information sources Understanding of audience’s knowledge and beliefs Mix of promotional tools contributing to common goal Promotional effort coordinated to communicate a consistent message tailored to needs

13. Barriers to IMC Competing departments Communication

14. Communication Process

15. Determining the Promotional Mix STRATEGIC DECISIONS Funds Available Product Life Cycle Stage Nature of product Promotion Objectives Target Audience

16. Target Audience: Push and Pull Strategies

17. Promotion Objectives: Hierarchy of Effects Purchase Conviction Liking Knowledge Awareness

18. Product Life Cycle

19. The Promotion Budget Percentage Of Sales Task or Objective Following Competition All Available Funds

20. Regulation of Promotion Federal Trade Commission Act Trademark Law Revision Act Lanham Trademark Act Wheeler- Lea Amendment Robinson -Patman Act Telephone Consumer Protection Act FEDERAL

21. Regulation of Promotion STATE AND LOCAL Green River Ordinance National Advertising Division Printers’ Ink Statutes Council of Better Business Bureaus Children’s Advertising Review Unit PRIVATE ORGANIZATIONS