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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved. LEARNING OBJECTIVES (LO) After reading Chapter 17, you should be able to: LO1 Discuss integrated marketing communication and the communication process. LO2 Describe the promotional mix and the uniqueness of each component. LO3 Select the promotional approach appropriate to a product’s target audience, lifecycle stage, and characteristics, as well as stages of the buying decision and channel strategies. 1-2 Integrated Marketing Communications & Direct Marketing LEARNING OBJECTIVES (LO) After reading Chapter 17, you should be able to: LO4 Describe the elements of the promotion decision process. Explain the value of direct marketing LO5 for consumers and sellers. 1-3 Integrated Marketing Communications & Direct Marketing Maxi-Peel Making Waves in Personal Healthcare 1-4 Opening Story – Maxi-Peel The Communication Process Encoding, Decoding, Feedback & Noise Field of Experience Encoding Feedback LO1 Decoding Response Noise Feedback Loop 1-5 Integrated Marketing Communications & the Communication Process FIGURE 17-1 The communication process consists of six key elements LO1 1-6 Integrated Marketing Communications & the Communication Process The Communication Process Encoding, Decoding, Feedback & Noise LO2 1-7 The Promotional Mix Promotional Elements Advertising LO2 Mass Selling Advertising vs. Customized Interaction • Paid Aspect • Advantages • Nonpersonal Component • Disadvantages 1-8 The Promotional Mix Promotional Elements Personal Selling Personal Selling • Wasted Coverage • Advantages LO2 • Disadvantages 1-9 The Promotional Mix Promotional Elements Public Relations Public Relations • Publicity • Advantages LO2 • Disadvantages 1-10 The Promotional Mix Promotional Elements Sales Promotion & Direct Marketing Sales Promotion • Advantages • Disadvantages Direct Marketing • Advantages • Disadvantages LO2 1-11 The Promotional Mix IMC Developing the Promotional Mix LO2 Determine the Balance of the Elements Coordinate the Promotional Effort 1-12 The Promotional Mix The Target Audience Promotional Approach LO3 Ultimate Consumer Intermediary (e.g. retailer, wholesaler, or industrial distributor) 1-13 Selecting the Appropriate Promotional Approach Marketing Matter Reaching Generation & With Mobile Marketing LO3 1-14 Selecting the Appropriate Promotional Approach The Product Life Cycle Promotional Approach LO3 Introduction Stage Growth Stage Maturity Stage Decline Stage 1-15 Selecting the Appropriate Promotional Approach FIGURE 17-3 Promotional tools used over the product life cycle of Purina Dog Chow LO3 1-16 Selecting the Appropriate Promotional Approach Product Characteristics Promotional Approach LO3 Complexity Risk Ancillary Services 1-17 Selecting the Appropriate Promotional Approach Stages of the Buying Decision Promotional Approach LO3 Prepurchase Stage Purchase Stage Postpurchase Stage 1-18 Selecting the Appropriate Promotional Approach FIGURE 17-4 How the importance of promotional elements varies during the stages of the consumer purchase decision process LO3 1-19 Selecting the Appropriate Promotional Approach Channel Strategies Promotional Approach LO3 Push Strategy Pull Strategy 1-20 Selecting the Appropriate Promotional Approach FIGURE 17-5 A comparison of push and pull promotional strategies LO3 1-21 Selecting the Appropriate Promotional Approach Developing an IMC Program The Promotion Decision Process Identifying the Target Audience Specifying Promotion Objectives • Hierarchy of Effects Awareness Trial Interest Adoption Evaluation LO4 1-22 Elements of Promotion Decision Process FIGURE 17-6 The promotion decision process includes planning, implementation, and evaluation LO4 1-23 Elements of Promotion Decision Process Developing an IMC Program Setting the Promotion Budget Percentage of Sales Budgeting Competitive Parity Budgeting • Matching Competitors LO4 • Share of Market All-You-Can-Afford Budgeting Objective and Task Budgeting 1-24 Elements of Promotion Decision Process FIGURE 17-7 Advertising expenditures of selected Asian companies in 2006 LO4 1-25 Elements of Promotion Decision Process Using Marketing Dashboards How much to spend on IMC? Promotion-to-Sales Ratio Total Promotion Expenditures ($) 100 Total Sales ($) Promotion-to-Sales Ratio (%) = LO4 1-26 Elements of Promotion Decision Process Developing an IMC Program The Promotion Decision Process LO4 Selecting the Right Promotional Tools Designing the Promotion Scheduling the Promotion 1-27 Elements of Promotion Decision Process Developing an IMC Program The Promotion Decision Process LO4 IMC Audit Pretesting Posttesting 1-28 Elements of Promotion Decision Process Direct Marketing Value for Consumers & Sellers The Growth of Direct Marketing The Value of Direct Marketing • Direct Orders • Lead Generation • Traffic Generation LO5 Technological, Global and Ethical Issues in Direct Marketing 1-29 The Value of Direct Marketing for Consumers & Sellers FIGURE 17-8 Business use and response rates of popular forms of direct marketing LO5 1-30 The Value of Direct Marketing for Consumers & Sellers
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