Download Direct Marketing

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts
no text concepts found
Transcript
INTEGRATED
MARKETING
COMMUNICATIONS
AND DIRECT
MARKETING
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE COMMUNICATION PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE COMMUNICATION PROCESS
 Communications
 Source
 Message
 Channel of Communication
 Receivers
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE COMMUNICATION PROCESS
• Encoding and Decoding
 Field of experience
• Feedback
 Response
• Noise
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PROMOTIONAL MIX
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PROMOTIONAL ELEMENTS
• Advertising
• Personal Selling
• Public Relations
 Publicity
• Sales Promotion
• Direct Marketing
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
INTEGRATED MARKETING
COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• The Target Audience
• The Product Life Cycle
•
•
•
•
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotional tools used over the product life
cycle of Purina Dog Chow
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
INTEGRATED MARKETING
COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• Product Characteristics
• Stages of the Buying Decision
• Prepurchase Stage
• Purchase Stage
• Postpurchase Stage
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The importance of promotional elements varies during the
consumer’s purchase decision
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
INTEGRATED MARKETING
COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• Channel Strategies
• Push Strategy
• Pull Strategy
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A comparison of push and pull promotional
strategies
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
INTEGRATED MARKETING
COMMUNICATIONS—DEVELOPING
THE PROMOTIONAL MIX
• Integrated Marketing Communications
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
PROMOTION PROGRAM
 Who is the target audience?
 What are (1) the promotion objectives,
(2) the amounts of money that can be
budgeted for the promotion program,
and (3) the kinds of promotion to use?
 Where should the promotion be run?
 When should the promotion be run?
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
PROMOTION PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
PROMOTION PROGRAM
• Identifying the Target Audience
• Specifying Promotion Objectives
 Hierarchy of effects
• Setting the Promotion Budget
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
U.S. promotion expenditures by companies in 2000
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
PROMOTION PROGRAM
• Setting the Promotion Budget
•
•
•
•
Percentage of Sales
Competitive Parity
All You Can Afford
Objective and Task
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The objective and task approach
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
PROMOTION PROGRAM
• Selecting the Right Promotional Tools
• Designing the Promotion
• Scheduling the Promotion
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
EXECUTING AND EVALUATING
THE PROMOTION PROGRAM
Ideally, pretest and posttest
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DIRECT MARKETING
• The Growth of Direct Marketing
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Direct marketing expenditures, sales and
employment by medium
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DIRECT MARKETING
• The Value of Direct Marketing
 Direct orders
 Lead generation
 Traffic generation
• Technological, Global, and Ethical
Issues in Direct Marketing
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Related documents