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Chapter 18 Promotion: Integrated Marketing Communications

Chapter 18 Promotion: Integrated Marketing Communications. I. What is Promotion?. Communicating information between the seller and potential buyer to influence the attitudes and behavior of the potential buyer. II. Elements of the Promotion Mix. Personal selling Advertising

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Chapter 18 Promotion: Integrated Marketing Communications

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  1. Chapter 18Promotion: Integrated Marketing Communications

  2. I. What is Promotion? Communicating information between the seller and potential buyer to influence the attitudes and behavior of the potential buyer.

  3. II. Elements of the Promotion Mix • Personal selling • Advertising • Public Relations / Publicity • Sales Promotion • Direct Marketing

  4. Personal Selling • Direct face-to-face communication between sellers and potential buyers. • Examples – car sales person, pharmecutical rep

  5. Advertising • Any paid form of nonpersonal communication through the mass media about a good, service, or idea by an identified sponsor. • Examples – advertisements in magazines, newspapers, radio, and TV

  6. Public Relations • A form of communication that seeks to influence what customers, potential customers, stockholders, suppliers, and employees think about a company and its products. • Examples – special events, annual reports, press conferences

  7. Publicity • News carried by the media about a firm or its products at no charge to the organization for media time and space • Example – book reviews, articles carried in newspaper about new store opening, guest appearances on TV and radio shows

  8. Sales Promotion • Short-term incentives used to arouse interest in buying a good or service. • Examples – coupons, sweepstakes, contests, free samples, rebates

  9. Direct Marketing • Direct communication with consumers to generate a response in the form of an order, a request for information, or a visit to a retail outlet. • Examples – direct mail, catalogs, telemarketing, online marketing

  10. III. Integrated Marketing Communications Designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences.

  11. IV. The Communications Process • Source • Message • Channel of communication • Receiver • Encoding • Decoding • Noise • Feedback

  12. FIGURE 18-1 The communication process Slide 18-7

  13. BMW X3Who is the source and what is the message? Slide 18-9

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