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Chapter 14: Integrated Marketing Communications : 

1 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Chapter 14: Integrated Marketing Communications Objectives: Discuss the role of promotion in the marketing mix. Discuss the elements of the promotional mix. Describe the communication process. Explain the goal and tasks of promotion. Discuss the AIDA concept and its relationship to the promotional mix. Describe the factors that affect the promotional mix. Discuss the concept of integrated marketing communications.

Promotion : 

2 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Inform Persuade Remind 1 Pontiac

Promotional Strategy : 

3 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Promotional Strategy A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion 1

The Role of Promotion : 

4 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning The Role of Promotion 1

Differential Advantage : 

5 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Differential Advantage 1

Promotional Mix : 

6 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Personal Selling Sales Promotion 2

Promotional Mix : 

7 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning On Line http://www.nabiscoworld.com Promotional Mix 2

Advertising : 

8 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. 2 Pepsi 1 Pepsi 2 Pepsi 3

Advertising Media : 

9 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Advertising Media 2 On Line http://www.olympics.org http://www.olympics.com

Advertising : 

10 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Advertising Advantages Reach large number of people Low cost per contact Can be micro-targeted Disadvantages Total cost is high 2

Public Relations : 

11 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning 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. 2

Public Relations : 

12 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Public Relations 2

Publicity : 

13 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Publicity Public information about a company, good, or service appearing in the mass media as a news item. 2

Sales Promotion : 

14 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Sales Promotion Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness. 2

Sales Promotion : 

15 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Sales Promotion 2

Sales Promotion : 

16 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Sales Promotion 2

Personal Selling : 

17 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale. 2

Personal Selling : 

18 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Personal Selling 2

Communication : 

19 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Communication The process by which we exchange or share meanings through a common set of symbols. 3

Marketing Communication : 

20 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Marketing Communication 3

The Communication Process : 

21 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning The Communication Process 3

The Sender and Encoding : 

22 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning The Sender and Encoding 3

The Communication Process : 

23 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning The Communication Process 3

Characteristics of the Elementsin the Promotional Mix : 

24 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Characteristics of the Elementsin the Promotional Mix 3

Characteristics of Advertising : 

25 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Characteristics of Advertising 3

Characteristics of Public Relations : 

26 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Characteristics of Public Relations 3

Characteristics of Sales Promotion : 

27 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Characteristics of Sales Promotion 3

Characteristics of Personal Selling : 

28 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Characteristics of Personal Selling 3

Goals and Tasks of Promotion : 

29 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Goals and Tasks of Promotion 4

Goals and Tasks of Promotion : 

30 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Goals and Tasks of Promotion 4

Goals and Tasks of Promotion : 

31 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Goals and Tasks of Promotion Informative Objective Increase awareness Explain how product works Suggest new uses Build company image 4

Goals and Tasks of Promotion : 

32 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Goals and Tasks of Promotion Persuasion Objective Encourage brand switching Change customers’ perception of product attributes Influence buying decision Persuade customers to call 4

Goals and Tasks of Promotion : 

33 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Goals and Tasks of Promotion Reminder Objective Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness 4 On Line http://www.tide.com

The AIDA Concept : 

34 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning The 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 5

The AIDA Concept : 

35 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning The AIDA Concept 5 Taco Bell

AIDA and the Promotional Mix : 

36 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning AIDA and the Promotional Mix 5

Factors Affecting the Choice of Promotional Mix : 

37 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Factors Affecting the Choice of Promotional Mix 6

Nature of the Product : 

38 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Nature of the Product Product characteristics Business product vs. consumer product Costs and risks Social risk 6

Stage in the Product Life Cycle : 

39 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Stage in the Product Life Cycle 6

Product Life Cycle and thePromotional Mix : 

40 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Product Life Cycle and thePromotional Mix Light Advertising; pre- introduction publicity Heavy use of Advertising; PR for awareness; sales promotion for trial AD/PR decrease; limited sales promotion; personal selling for distribution Ads decrease; sales promotion; personal selling;reminder & persuasive Advertising’ PR, brand loyalty; personal selling for distribution 6

Target Market Characteristics : 

41 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Target Market Characteristics FOR: Widely scattered market Informed buyers Repeat buyers Advertising Sales Promotion Less Personal Selling 6 On Line http://www.radioguide.com http://www.nytimes.com http://www.usatoday.com

Type of Buying Decision : 

42 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Type of Buying Decision 6

Available Funds : 

43 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Available Funds Trade-offs with funds available Number of people in target market Quality of communication needed Relative costs of promotional elements 6

Push and Pull Strategies : 

44 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Push and Pull Strategies 6

Integrated Marketing Communications : 

45 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Integrated Marketing Communications A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused. IMC 7

IMC Popularity Growth : 

46 Chap. 14 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning IMC Popularity Growth Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques 7

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