Download Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14

Integrated Marketing
Communications
Promotional Strategies at a Glance
Chapter 14
The Changing Nature of Marketing
Communication
 Before communication was largely mass
media based.
 Even though this may still be true, this is
changing to include alternative methods, that
are more personal and interactive, i.e., social
media, viral marketing.
Traditional Marketing Mix
Product
Advertising
Price
Promotion
Sales
Promotions
Direct
Marketing
Distribution
Personal
Selling
Publicity
Communication Model
(Exhibit 14-3)
Noise
Source
Encoding
Noise
Message
Channel
Feedback
Decoding
Receiver
Hierarchy of Communications Effects
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Brand
ignorance
Visit Exhibit 14-5,
page 398
Factors Affecting the Use of
Promotional Tools
 Nature of the market
 Nature of the product/service
 Price of product
 Stage(s) of the Product Life Cycle
 Budget/Funds available
 Company Objectives
 Message to be conveyed
 Time and location of buying decision
 Media characteristics
Promotional Strategy
 An activity that informs, persuades and
influences the consumer in making a
purchase decision.
 A promotional strategy is also referred to as
Marketing Communications.
 Combining the various promotional tools is
called the promotional mix.
 Firms may use one promo tool, or all of them.
This is dependent on many factors.
Message Strategy
 Need a good message to communicate
 Will have to break through advertising clutter and
catch the attention of the target audience
 Effective message strategy begins with identifying
customer benefits, related to product’s positioning
 Need a creative concept, or “big idea” to express that
message
 For example, www.campaignforrealbeauty.ca/
Campaign Objectives
 Image building
 Product Differentiation
 Positioning Strategies

What is St.FX’s positioning Strategy? Who is
this communicated?
 Direct response
Promotional Strategies
 Push strategy
 Promotional effort directed at channel
members to carry and promote products to
consumers
 Driven by personal selling and trade
promotions
 Pull strategy
 Promotional effort to appeal directly to
consumers
 Driven by advertising and sales promotion
Push vs. Pull Strategy