Download imc

14
Integrated Marketing
Communication
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Promotion Mix
ADVERTISING
DIRECT MARKETING
SALES PROMOTION
PERSONAL SELLING
PUBLIC RELATIONS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Advertising
Paid non-personal
presentation and
promotion of ideas,
goods, or services by
an identified sponsor
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Sales Promotion
Short-term incentives used
to encourage the purchase
of a product or service
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Public Relations
Building good relations with the
company’s publics through favorable
publicity, a good corporate image,
and effective handling of unfavorable
news
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Personal
Selling
Personal
presentation by the
sales force used to
enhance sales and
customer
relationships
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Direct Marketing
Gain an immediate
response and lasting
relationship with
targeted consumers
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Communications landscape
Consumers are changing
Marketing strategies are
changing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Need for IMC
SELLING
ADVERTISING
Consistent, clear,
compelling messages
PUBLIC
RELATIONS
SALES
PROMOTION
DIRECT
MARKETING
Copyright © 2011 Pearson
Education, Inc. Publishing as
Prentice Hall
Communications process
NOISE
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Media
Message
DECODE
Source
ENCODE
Receiver
DEVELOPING EFFECTIVE COMMUNICATION
Identify target audience
Set communications objectives
Design the message
Choose the media
Select message source
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Identify
target
audience
COMMUNICATIONS
DECISIONS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
communication
AWARENESS
Objectives
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Rational
appeal
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Emotional
appeal
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Moral
appeal
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Message
structure
and format
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Choose Media
PERSONAL
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
NONPERSONAL
Personal
channels
Word-of-mouth
Opinion leadership
Buzz
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Nonpersonal channels
Major media
Atmospheres
Events
Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall
Major media
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
atmospheres
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Events
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Select
Source
Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall
Budgeting
AFFORDABLE
% OF SALES
COMPETITIVE PARITY
OBJECTIVE-TASK
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Advertising
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Personal
Selling
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Sales Promotion
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Public Relations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Direct Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Promotion mix strategies
PUSH
PULL
PRODUCER
PRODUCER
Promotion
Activity
Demand
RETAILER/
WHOLESALER
Promotion
Activity
RETAILER/
WHOLESALER
Promotion
Activity
Demand
CONSUMER
CONSUMER
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Push strategy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Pull strategy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Promotion mix strategies
Advertising
INTRODUCTION
Sales Promotion
GROWTH
Selling
MATURITY
Public Relations
DECLINE
Direct Marketing
PRODUCT LIFE CYCLE
PROMOTION MIX
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall