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INTRODUCTION
to
PROMOTION
and
INTEGRATED MARKETING
COMMUNICATIONS
1.1
Relationship Between Promotion,
the Promotional Mix, and
Integrated Marketing Communications
PROMOTION
Communication Process in Marketing
Used to Create a Favorable Predisposition Toward:
Brand of Product
Service
Idea
Person
PROMOTIONAL MIX
Blend of Communications Tools and Activities Used by a
Firm
Carries out the Promotion Process
Communicates Directly with Target Markets
1.2
Relationship Between Promotion,
the Promotional Mix, and
Integrated Marketing Communications (con’t)
1.3
Relationship Between Promotion,
the Promotional Mix, and
Integrated Marketing Communications (con’t)
Promotion: Process
1.4
The Promotional Mix
ADVERTISING
Paid Mass Media Attempt to Persuade
Complex System of Strategic Planning and
Creative Genius
INTERNET ADVERTISING
Electronic Mail (e-mail)
Internet Relay Chat (IRC)
Usenet
World Wide Web (www)
SALES PROMOTION
Use of Incentives to Generate a Specific Short-Term Response
Household Consumer
Trade Buyer
Business Buyer 1.5
Example of Mass
Media Advertising
1.6
Example of Sales Promotion
1.7
The Promotional Mix (con’t)
SPONSORSHIP
Funding an Event
Creating an Event to Showcase a Firm’s Brand
POINT-OF-PURCHASE
Materials Used in Retail Setting to Attract Shoppers’ to a
Company’s Brand
SUPPORTIVE COMMUNICATIONS
Used to Target Audiences Outside Mainstream Media or
Electronic Communications
1.9
The Promotional Mix (con’t)
PUBLIC RELATIONS
Communication that can Foster Goodwill Between a Firm
and its Many Constituent Groups
PERSONAL SELLING
Presentation of Information about a Firm’s Products or
Services by One Person to Another Person or to a Small
Group of People
1.10
Personal Selling is the Most
Important Variable in the
Promotional Mix of Many
Organizations
1.11
The Promotional Mix (con’t)
1.12
The Promotional Mix (con’t)
1.13
The Promotional Mix (con’t)
Product (Brand)
1.14
The Promotional Mix (Con’t)
Among Consumers
Building and Maintaining Brand Loyalty
1.15
One Role for Promotion is to
Help Introduce Brand Extensions
Like this Extension of Jell-O into
the Yogurt Market
1.16
The Promotional Mix (con’t)
Distribution
Consumer Access to Brands
1.17
The Role of Promotion in Effective Market
Segmentation, Differentiation and Positioning
Internal
1.18
The Role of Promotion in Revenue and Profits
Sales Occur
Brand has Well-Conceived Marketing Mix
Complete Marketing Mix
Good Promotion
Large-Scale Demand /Production Produces
Cost to Produce Item is Reduced
Known as Economies of Scale
Brand Loyalty at Any Cost
Firm Raises Prices
Known as Inelasticity of Demand
1.19
Promotional Tools Help
Increase Brand Loyalty
1.20
Integrated Marketing Communications
1.21
Promotion and IMC
Help Cut Through the
Clutter of Advertising
1.22
Participants in IMC Management
Marketing Organization
•Marketing Plan
•Goal & Objectives Personal Selling
•Customer/Prospect IMC Management
(Chapter 14)
Databases
Advertising Agency
•Research
•Creative Strategies Public Relations
•Production (Chapter 13)
Advertising
•Message Placement
(Chapter 8)
Sales Promotions
Specialized Promotion P-O-P
Organizations Internet Advertising Supportive
•Media Organizations (Chapter 9) (Chapter 12)
•Event Management Firms
•Web Site Designers
•Sales Promotions Agencies
•Direct Marketing Agencies Direct Marketing Sales Promotions
•Public Relations Firms e-Commerce
•P-O-P Agencies & Designers (Chapter 11)
(Chapter
1.23
10)