Download Chapter 16

Chapter 16
Promoting Products Using
Integrated & Interactive
Marketing Communication
Learning Goals
 1. List and describe the various elements of the promotion mix.
 2. Illustrate the seven steps of the selling process.
 3. Describe the functions of the public relations department and
the role of publicity.
 4. Explain the importance of sales promotion and word of mouth
as promotional tools.
 5. Describe advantages and disadvantages of various
advertising media and explain the latest advertising techniques.
 6. Compare and contrast push and pull promotional strategies.
 7. Describe integrated marketing communication and the role of
interactive communications within it.
Video
The Importance of
Marketing, Communication,
& Promotion
The Promotion Mix
 Promotion tools
 Organization uses
Personal & Business-ToBusiness Selling
Steps in Selling Process
 Prospect and Quality
 Pre-approach
 Approach
 Make presentation
 Answer objections
 Close sale
 Follow-up
Public Relations & Publicity
Public Relation
 Listen to the public
 Develop policies and procedures in
the public interest
 Inform people that you’re being
responsive to their needs
Publicity
Advantages
Disadvantages
 It’s free
 You have no
 It’s more
control
 It does not last
believable
 Publicity reaches
a broader market
 Damage Control?
Word of Mouth
 Promotional
gimmicks; fairs,
clowns, music, etc.
 Clever or funny
advertising
 Asking or paying
people
 Providing a quality
product or service
 QUALITY
Hey! I know
a good
place. . .
Advertising
The Importance of
Advertising
 Television
Commercials
Infomercials
 Newspaper
 Direct Mail
Using Technology in Advertising
and Promotion
 Interactive T.V.
 CD-ROM
Using On-Line Computer Services
in Advertising
Customized Advertising Versus
Global Advertising
Preparing the Promotion
Mix
Promotional Strategies
The Age of Interactive Marketing
Integrated Marketing
Communication
Interactive Marketing On the
Internet
Marketing Services On the Internet
The New Interactive Media