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Chapter Sixteen

Chapter Sixteen. Promoting Products Using Interactive and Integrated Marketing Communications. Change & Promotion Mix. Definition- Promotion Promotion Mix Integrated Marketing Communication (IMC) Change Technology Build Relationships Interactivity.

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Chapter Sixteen

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  1. Chapter Sixteen Promoting Products Using Interactive and Integrated Marketing Communications © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  2. Change &Promotion Mix • Definition- Promotion • Promotion Mix • Integrated Marketing Communication (IMC) • Change • Technology • Build Relationships • Interactivity © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  3. Factors That Affect The Promotion Mix • Type of Product • Stage in the Product Life Cycle • Target Market Characteristics • Actions of Competitors • Available Funds © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  4. Advertising Corporate Communication Crisis Communication E-Commerce Event Marketing Internal Communication Issues Management Marketing Multimedia Public Relations Sales Promotion Strategic Planning Web Design Components of Integrated Marketing © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  5. Objectives of Integrated Marketing • Build Brand Equity • Provide Information • Manage Demand & Build Sales • Differentiate Products • Influence Perceptions, Attitudes, & Buyer Behavior © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  6. Total Direct Advertising Expenditures In billions Source: The Direct Marketing Association *Projected © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  7. Figure 16.3 Advertising Expenditure by Media © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  8. Advertising Today • Persuasive Communication • Infomercials • Internet • Global Advertising © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  9. “You deserve a break today” “Be all you can be” “Pepsi-Cola hits the spot” “Mm Mm good!” “See the USA in your Chevrolet” “I wish I were an Oscar Mayer wiener” “Double your pleasure, double your fun” “Winston tastes good like a cigarette should” “It’s the real thing” “A little dab’ll do ya” Century’sTop Ad Jingles Source: Advertising Age © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  10. Favorite Budweiser Advertising Slogans When you know your beer… it’s bound to be Bud Food’s Favorite Companion Proud to be your Bud America’s Social Companion When you say Budweiser, you’ve said it all It lives with good taste everywhere King of Bottled Beers 1937 1943 1947 1953 1971 1993 1899 © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  11. Do Blatantly Sexy Ads Turn You Off? Source: USA Today © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  12. Amount Spent On... Internet Advertising = $1.92 Billion Outdoor Advertising = $1.58 Billion Source: CIO Web Business, 1/1/1999 © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  13. Internet Advertising- 2004 • Will reach $22 billion in the U.S. • The rest of world will spend $10.8 billion. • $27 billion (10% of all U.S. ad spending) will be siphoned from traditional media • Hardest hit: newspapers and direct mail Source: CIO Web Business, 10/1/1999 © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  14. Steps in Personal Selling Presentation Prospect/Qualify Objections Preapproach Close Approach Follow-up © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  15. Steps Listen Change/Develop Inform Publicity Free More Effective Than Ad Believable No Control No Repetition Public Relations © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  16. Sales Promotion • Internal & External • Sampling • Word-Of-Mouth • Viral Marketing/Swag • Technology • Testimonials © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  17. Coupons can be used as a “Thank you for buying” or a “Stop and try us.” The value must be enough to attract customers. Use coupon promotions sparingly. Get professional help to get maximum exposure. Color-code your coupons for different groups that use them. Tips onIssuing Coupons © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  18. Celebrity Candice Bergen Bill Cosby Kathi Lee Gifford Cindy Crawford Jerry Seinfield Cybil Shepherd Product(s) Sprint Jell-O Carnival Cruise Lines Revlon, Pepsi American Express L’Oreal Top Celebrity Endorsers © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  19. Athlete Micheal Jordan Tiger Woods Arnold Palmer Andre Agassi Endorsements $ 47.0 Million $ 24.0 Million $ 16.0 Million $ 14.0 Million Top Sports Endorsers Source:Fortune Magazine © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  20. Promotional Strategies Push Strategy Promotion Customer Distribution Promotion Retail Store Pull Strategy © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

  21. Building IMC • Gather Data & Maintain Database • Respond Quickly To Adjust Policies & Procedures IMC • Provide Accessible Information © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.

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