Download promotion mix

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Promotion:
Integrated Marketing
Communication
Promotion Mix
ADVERTISING
DIRECT MARKETING
SALES PROMOTION
PERSONAL SELLING
PUBLIC RELATIONS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
The promotion mix
The promotion mix is the specific
blend of advertising, public
relations, personal selling, and
direct-marketing tools that the
company uses to persuasively
communicate customer value and
build customer relationships.
Advertising
Paid non-personal presentation
and promotion of ideas, goods,
or services by an identified
sponsor
Sales Promotion
Short-term incentives used
to encourage the purchase
of a product or service
Sales promotion: programs
such as contests ‫المسابقات‬,
coupons, or other incentives
used to build interest in or
encourage purchase of a
product
Public Relations
Building good relations with the
company’s
publics
through
favorable
publicity,
a
good
corporate image, and effective
handling of unfavorable news
Public Relations: press releases,
sponsorships, damage control ‫احتواء‬
‫االضرار‬
Personal
Selling
It is a Personal
presentation
by
the sales force
used to enhance
sales and customer
relationships.
It is flexible but
high cost per
contact
Direct Marketing
Gain
an
immediate
response
and
lasting
relationship with targeted
consumers.
Direct Marketing Tools (to
reach carefully targeted
customers):
1) Use of direct mail.
2) Telephone.
3) Direct-response television.
4) E-mail
5) The Internet.
Communications landscape
Several
major
factors
are
changing the face of today’s
marketing communications:
1) Consumers are changing: They
are better informed and more
communications empowered.
2) Marketing
changing:
strategies
are
Marketing
strategies
are
changing: Marketers are shifting
away from mass marketing and
are developing focused marketing
programs designed to build closer
relationships with customers in
more
narrowly
defined
micromarkets.
Sweeping changes ‫تغييرات‬
‫كاسحة‬
in
communications
technology are also causing
remarkable changes in the
ways in which companies
and customers communicate
with each other.
Although television, magazines,
and other mass media remain
very important, their dominance
is declining.
Advertisers are now adding a
broad
selection
of
morespecialized and highly targeted
media
to
reach
smaller
customer segments.
The Need for
Integrated Marketing
Communications
Need for IMC
SELLING
ADVERTISING
Consistent, clear,
compelling messages
‫رسائل متسقة وواضحة ومقنعة‬
PUBLIC
RELATIONS
SALES
PROMOTION
DIRECT
MARKETING
Copyright © 2011 Pearson
Education, Inc. Publishing as
Prentice Hall
The Need for Integrated Marketing
Communications
1. In the consumer’s mind, advertising
messages from different media and
different promotional approaches all
become part of a single message
about the company. Conflicting
messages from these different
sources can result in confused
company images and brand
positions.
2. Companies fail to integrate their
various
communications
channels
because
communications often come
from
different
company
sources.
Today,
more
companies are adopting the
concept
of
integrated
marketing communications
(IMC).
3.Under
this
concept
the
company carefully integrates
and coordinates its many
communications channels to
deliver a clear, consistent, and
compelling message about the
organization and its brands.
4.IMC builds brand identity and
strong customer relationships
by tying together all of the
company’s messages and
images. Brand messages and
positioning are coordinated
across all communication
activities and media.
Communications process
NOISE
Media
Message
DECODE
Source
ENCODE
Receiver
Components (Factors) of
Communication Process:
1. Sender is the party sending
the message to another party.
2. Encoding is the process of
putting thought into symbolic
form.
3. Message is the set of
symbols the sender transmits.
4. Receiver is the party receiving
the message sent by another
party.
5. Media is the communications
channels through which the
message moves from sender to
receiver.
6. Decoding is the process by
which the receiver assigns
meaning to the symbols.
7. Feedback is the part of the
receiver’s
response
communicated back to the sender.
8. Noise is the unplanned static or
distortion
during
the
communication process, which
results in the receiver’s getting a
different message than the one the
sender sent.
The Five steps of Developing Effective Communication
Identify target audience
Set communications objectives
Design the message
Choose the media
Select message source