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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