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Learning Outcomes: Chapter 14 Integrated Marketing Communications

Learning Outcomes: Chapter 14 Integrated Marketing Communications. 1. Discuss the role of promotion in the marketing mix 2. Discuss the elements of the promotional mix 3. Describe the communication process 4. Explain the goals and tasks of promotion

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Learning Outcomes: Chapter 14 Integrated Marketing Communications

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  1. Learning Outcomes: Chapter 14 Integrated Marketing Communications • 1. Discuss the role of promotion in the marketing mix • 2. Discuss the elements of the promotional mix • 3. Describe the communication process • 4. Explain the goals and tasks of promotion • 5. Discuss the AIDA concept and it relationship to the promotional mix • 6. Describe factors affecting the promotional mix • 7. Discuss the concept of integrated marketing communications

  2. Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. A plan for the optimal use of the elements of promotion: • Advertising • Public Relations • Sales Promotion • Personal Selling LO1 The Role of Promotion Promotion Promotional Strategy

  3. Overall Marketing Objectives • Promotional Mix • Advertising • Public Relations • Sales Promotion • Personal Selling • Promotion Plan • Marketing Mix • Product • Place • Promotion • Price Target Market The Role of Promotion in the Marketing Mix LO1

  4. High product quality Rapid delivery Low prices Excellent service Unique features Competitive Advantage LO1

  5. Combination of promotiontools used to reach the target market and fulfill theorganization’s overall goals. • Advertising • Public Relations • Sales Promotion • Personal Selling Elements of The Promotional Mix Promotional Mix LO2

  6. The Promotional Mix Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. LO2

  7. Advertising Media NewAdvertising Media Traditional Advertising Media • Television • Radio • Newspapers • Magazines • Books • Direct mail • Billboards • Transit cards • Internet • Banner ads • Viral marketing • E- mail • Interactive video LO2

  8. Reach large number of people Low cost per contact Can be micro-targeted Advantages Disadvantages Advertising • Total cost is high • National reach is expensive for small companies LO2

  9. Public Relations 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. LO2

  10. Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons Sales Promotion End Consumers Company Employees Trade Customers LO2

  11. Examples of Sales Promotion

  12. Personal Selling Traditional Selling Relationship Selling LO2

  13. Categories of Communication Interpersonal Communication Mass Communication http://www.mcdonalds.com Online Communication & the Communication Process Communication The process by which we exchange or share meanings through a common set of symbols. LO3

  14. Noise Sender EncodingMessage Message Channel Decoding Message Receiver Feedback Channel The Communication Process LO3

  15. Characteristics of the Elementsin the Promotional Mix LO3

  16. Corporate Blogs Sponsored by a company or one of its brands and maintained by one or more of the company’s employees. NoncorporateBlogs Independent and not associated with the marketing efforts of any particular company or brand. The Impact of Blogging LO3 LO3

  17. Informing Reminding Target Audience PLC Stages: Introduction Early Growth PLC Stages: Maturity Persuading PLC Stages: Growth Maturity LO4 Goals and Tasks of Promotion

  18. HarleyDavidsonImage reminding you it is still the American Outlaw

  19. LO5 The AIDA Concept AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention Interest Desire Action

  20. The AIDA Concept LO5

  21. Nature of the product Stage in PLC Target market factors Type of buying decision Promotion funds Push or pull strategy Factors Affecting the Choice of Promotional Mix LO6

  22. Maturity Decline Growth Introduction Sales ($) Time Ads decrease; sales promotion; personal selling;reminder & persuasive Light Advertising; pre- introduction publicity Heavy use of Advertising; PR for awareness; sales promotion for trial Advertising, PR, brand loyalty; personal selling for distribution AD/PR decrease; limited sales promotion; personal selling for distribution LO6 Stage in the Product Life Cycle

  23. Advertising Sales Promotion Less Personal Selling LO6 Target Market Characteristics For… • Widely scattered market • Informed buyers • Brand-loyal repeat purchasers

  24. Advertising Routine Sales Promotion Advertising Neither Routine nor Complex Public Relations Complex Personal Selling Print Advertising LO6 Type of Buying Decision

  25. LO6 Available Promotional Funds • Trade-offs with funds available • Number of people in target market • Quality of communication needed • Relative costs of promotional elements

  26. PUSH STRATEGY Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer Orders to manufacturer PULL STRATEGY Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer Orders to manufacturer LO6 Push and Pull Strategies

  27. Integrated Marketing Communications Integrated MarketingCommunications The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. LO7

  28. IMC Popularity Growth Is Due To: • Proliferation of thousands of media choices • Fragmentation of the mass market • Slash of advertising spending in favor of promotional techniques that generate immediate response LO7

  29. Learning Outcomes: Chapter 14 Integrated Marketing Communications – We know • 1. The role of promotion in the marketing mix • 2. The elements of the promotional mix • 3. The communication process • 4. The goals and tasks of promotion • 5. The AIDA concept and it relationship to the promotional mix • 6. The factors affecting the promotional mix • 7. The concept of integrated marketing communications

  30. Now • Go to www.mktg4.com • Review flash card for chapter 14 • Explore other aspects of this site for chapter 14 as time permits • Take chapter 14 practice quiz on this site • Go to WebCt and take chapter 14 quiz in the allocated time • Good Luck

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