Promotion

Promotion: the coordination of a marketers

communications efforts to influence attitudes or
behavior
Integrated marketing communications (IMC): a
strategic business process that marketers use to
plan, develop, execute, and evaluate
coordinated, measurable, persuasive brand
communication programs over time with targeted
audiences.
 Communications Model
Marketing communications model:
explains how ideas are translated into
messages and transmitted from the
marketer (the source) to the consumer
(the receiver) who hopefully understands
what the marketer intended.
 Communications Model

message decoding receiver

sender encoding

media

noise

feedback response
 Promotion Mix
Promotion mix: the major elements of
marketer-controlled communications
including advertising, sales promotions,
public relations, and personal selling.
 Advertising
Advertising: nonpersonal communication paid for by a
n identified sponsor using mass media to persuade or
inform.
Product advertising: an advertising message that focu
ses on a specific good or service.
Institutional advertising: an advertising message that p
romotes the activities, personality, or point of view of a
n organization or company.
Advocacy advertising: a type of public service advertisi
ng provided by an organization that is seeking to influe
nce public opinion on an issue because it has some st
ake in the outcome.
Public service advertising (PSAs): advertising run by t
he media without charge for not-for-profit organization
s or to champion a particular cause.
 Advertising
Who does advertising?
What media can be used for advertising?
 Direct Marketing
Direct marketing: any direct communication to a
consumer or business recipient that is designed
to generate a reponse in the form of an order, a r
equest for further information, and/or a visit to st
ore or other place of business for purchase of a
product.
Mail order : catalogs; direct mail
Telemarketing
M-commerce: promotional and other e-commerc
e activities transmitted over mobile phones and
other mobile devices such as personal digital as
sistants (PDAs)
 Public Relations
Public relations (PR): communication
function that seeks to build good
relationships with an organizations
publics, including consumers,
stockholders, and legislators.
Publicity: unpaid communication about an
organization appearing in the mass media.
 Sales Promotion
Sales promotion: programs designed to bu
ild interest in or encourage purchase of a
product during a specified time period.
Sales promotion techniques: trade show; i
ncentive program; point-of-purchase displ
ays; push money; promotional products; c
ooperative promotions; coupons; samples;
contests; sweepstakes; bonus packs; gifts
with purchase