Download Integrated Marketing Communications

Promotion in Marketing
Use communication to influence
the awareness, feelings,
beliefs and behavior
of prospective customers
Goal of Promotion
Role of Promotion in Marketing
Inform
Persuade
Remind
Types of Promotion
“The Promotional Mix”
Personal
Selling
Advertising
Public Relations and publicity
Sales promotion
Personal Selling
“the direct presentation
of a product to
prospective customer
by a representative of
the organization selling
it.”
Advertising
“a non-personal communication paid for by a
clearly identified sponsor promoting ideas,
organizations, or products.”
Sales Promotion
“sponsor-funded,
demand stimulating
activity designed to
supplement
advertising and
facilitate personal
selling.”
Public Relations
Communication efforts that are designed to
favorably influence attitudes toward an
organization , its products, and its policies.
Publicity
A special
type of public relations
This involves any communication about an
organization, its products, or its policies
through the media that is not paid for by the
sponsoring organization.
Integrated Marketing Communication
A strategic
business process
used to plan, develop,
execute, and evaluate
Coordinated, measurable,
persuasive communication
with an organization’s public
Implementing IMC
Personal
Selling
Sales
Promotion
Advertising
Direct
Marketing
Coordinated
to accomplish
objectives
Public
Relations
IMC Elements
Awareness of audience’s information sources
Understanding of audience’s knowledge and beliefs
Mix of promotional tools contributing to common goal
Promotional effort coordinated to communicate
a consistent message tailored to needs
Barriers to IMC
Competing
departments
Communication
Communication Process
Determining the Promotional Mix
STRATEGIC DECISIONS
Target Audience
Promotion Objectives
Nature of product
Product Life Cycle Stage
Funds Available
Target Audience:
Push and Pull Strategies
Promotion Objectives:
Hierarchy of Effects
Purchase
Conviction
Liking
Knowledge
Awareness
Product Life Cycle
The Promotion Budget
Percentage
Of Sales
Following
Competition
All
Available
Funds
Task
or
Objective
Regulation of Promotion
FEDERAL
Federal
Trade
Commission
Act
Lanham
Trademark
Act
Wheeler- Lea
Amendment
Trademark
Law Revision
Act
Robinson
-Patman
Act
Telephone
Consumer
Protection
Act
Regulation of Promotion
STATE AND LOCAL
Printers’
Ink
Statutes
Green
River
Ordinance
PRIVATE ORGANIZATIONS
Council of
Better
Business
Bureaus
National
Advertising
Division
Children’s
Advertising
Review
Unit