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CHAPTER
INTEGRATED
MARKETING
COMMUNICATIONS AND
DIRECT
MARKETING
WHAT IS PROMOTION?
Communication by
marketers that informs,
reminds, and persuades
potential buyers of a
product in order to
influence an opinion or
elicit a response.
PROMOTIONAL MIX
Advertising
Elements
of the
Promotional
Mix
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
ADVERTISING
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.
PUBLICITY
Public information about a
company, good, or service
appearing in the mass media as a
news item. It is NOT paid for by
the marketer, and the company is
not identified as the source of the
information.
TRADITIONAL ADVERTISING MEDIA
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Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
E-media
PERSONAL SELLING
the two-way flow of
communication between a buyer
and seller, often in face-to-face
encounter, designed to influence
a person’s
or group’s purchase decision.
PUBLIC RELATIONS
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public may
be interested in, and executes a
program of action to earn public
understanding and acceptance.
SALES PROMOTION
Marketing activities-other
than personal selling,
advertising and public
relations-that stimulate
consumer buying and
dealer effectiveness.
GOAL is to enhance and speed up
the effectiveness of the other three.
SALES PROMOTION TOOLS
Free samples
Contests
Premiums
Trade Shows
Popular Tools
for
Consumer Sales
Promotion
Vacation Giveaways
Coupons
DIRECT MARKETING
direct communication
with consumers
to generate a response
in the form of an order,
a request for further
information,
or a visit to a retail
outlet.
INTEGRATED MARKETING
COMMUNICATIONS
A method of carefully
coordinating all promotional
activities to produce a
consistent, unified message
that is customer focused.
I can send it out, but how do I know what was received ?
THE COMMUNICATION PROCESS
The process by which we exchange or share
meanings through a common set of symbols.
Noise
Source
Encoding
Message
Message
Channel
Feedback
Channel
Decoding
Message
Receiver
Criteria for Selecting Media
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
The promotional mix
FACTORS EFFECTING MEDIA CHOICE
Nature of the Product
Promotional Funds
Target Market Factors
Type of Buying Decision
Stage in PLC
Push or Pull Strategy
These are
much like
the factors
that affect
your
distribution
choice
FIGURE 15-3 Promotional tools used over
the product life cycle of Purina Dog Chow
A comparison of push vs pull promotional strategies
Setting the Promotion Budget
% of Sales Budgeting – last year’s sales sets this year’s budget
Competitive Parity Budgeting – do like your competitors
 All-You-Can-Afford Budgeting – promo when all other
costs are covered
 Objective and Task Budgeting – best method; set current
objectives & divide current
funds
Push Strategy
A push strategy consists of directing the
promotional mix to channel members to
gain their cooperation in ordering and
stocking the product.
Pull Strategy
A pull strategy consists of directing the
promotional mix at ultimate consumers to
encourage them to ask the retailer for a
product.
IN-CLASS ACTIVITY 15-1
AN IMC FOR A
TORO SNOWTHROWER
Toro Power Max News Release (Page 1)
Toro Power Max Radio Ad
Click to Play Radio Ad
Toro Power Max Point-of-Purchase Kit (1)
Brochure & Holder
Feature Card
Buying Power
Finance Poster
Hanging Mobile
Chute Wobbler
Toro Power Max Point-of-Purchase Kit (2)
Counter Mat
Indoor/Outdoor Banner
Loop Video
Coop Ad