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INTEGRATED MARKETING COMMUNI-CATIONS AND DIRECT MARKETING

C HAPTER. INTEGRATED MARKETING COMMUNI-CATIONS AND DIRECT MARKETING. WHAT IS PROMOTION?. Inform. Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response. Remind. Persuade. PROMOTIONAL MIX.

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INTEGRATED MARKETING COMMUNI-CATIONS AND DIRECT MARKETING

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  1. CHAPTER INTEGRATED MARKETING COMMUNI-CATIONS AND DIRECT MARKETING

  2. WHAT IS PROMOTION? Inform Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response. Remind Persuade

  3. PROMOTIONAL MIX Advertising Elements of the Promotional Mix Personal Selling Public Relations Sales Promotion Direct Marketing

  4. ADVERTISING Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

  5. PUBLICITY Public information about a company, good, or service appearing in the mass media as a news item. It is NOT paid for by the marketer, and the company is not identified as the source of the information.

  6. TRADITIONAL ADVERTISING MEDIA • Television • Radio • Newspapers • Magazines • Books • Direct mail • Billboards • Transit cards • E-media

  7. PERSONAL SELLING the two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’sor group’s purchase decision.

  8. PUBLIC RELATIONS The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

  9. SALES PROMOTION Marketing activities-other than personal selling, advertising and public relations-that stimulate consumer buying and dealer effectiveness. GOAL is to enhance and speed up the effectiveness of the other three.

  10. Free samples Popular Tools for Consumer Sales Promotion Contests Premiums Trade Shows Vacation Giveaways Coupons SALES PROMOTION TOOLS

  11. DIRECT MARKETING • direct communication • with consumers • to generate a response in the form of an order, • a request for further information, • or a visit to a retail outlet.

  12. INTEGRATED MARKETING COMMUNICATIONS IMC A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. I can send it out, but how do I know what was received ?

  13. Noise Source EncodingMessage Message Channel Decoding Message Receiver Feedback Channel THE COMMUNICATION PROCESS The process by which we exchange or share meanings through a common set of symbols.

  14. Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Criteria for Selecting Media

  15. The promotional mix

  16. FACTORS EFFECTING MEDIA CHOICE Nature of the Product These are much like the factors that affect your distribution choice Promotional Funds Target Market Factors Type of Buying Decision Stage in PLC Push or Pull Strategy

  17. FIGURE 15-3 Promotional tools used over the product life cycle of Purina Dog Chow

  18. A comparison of push vs pull promotional strategies

  19. Setting the Promotion Budget • % of Sales Budgeting – last year’s sales sets this year’s budget • Competitive Parity Budgeting – do like your competitors • All-You-Can-Afford Budgeting – promo when all other costs are covered • Objective and Task Budgeting – best method; set current objectives & divide current funds

  20. Push Strategy A push strategy consists of directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

  21. Pull Strategy A pull strategy consists of directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

  22. AN IMC FOR ATORO SNOWTHROWER IN-CLASS ACTIVITY 15-1

  23. Toro Power Max News Release (Page 1)

  24. Toro Power Max Radio Ad Click to Play Radio Ad

  25. Toro Power Max Point-of-Purchase Kit (1) Brochure & Holder Hanging Mobile Buying PowerFinance Poster Feature Card Chute Wobbler

  26. Toro Power Max Point-of-Purchase Kit (2) Loop Video Counter Mat Indoor/Outdoor Banner Coop Ad

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