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Slide 1: 

Slide 18-6 THE COMMUNICATION PROCESS Promotional Mix Integrated Marketing Communications (IMC) Communication Source Message Channel of Communication Receivers

Slide 2: 

Slide 18-7 FIGURE 18-1 The communication process

Slide 3: 

Slide 18-8 THE COMMUNICATION PROCESS Encoding and Decoding Encoding Decoding Field of Experience

Slide 4: 

Slide 18-10 THE COMMUNICATION PROCESS Feedback Response Feedback Noise Pretesting Feedback Loop

Slide 5: 

Slide 18-15 FIGURE 18-2 The promotional mix

Slide 6: 

Slide 18-16 THE PROMOTIONAL ELEMENTS Advertising Paid Aspect Nonpersonal Component Wasted Coverage Personal Selling

Slide 7: 

Slide 18-18 THE PROMOTIONAL ELEMENTS Public Relations Public Relations Publicity Sales Promotion Direct Marketing

Slide 8: 

Slide 18-23 FIGURE 18-A Factors that influence the use of promotional tools

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Slide 10: 

Slide 18-27 INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX The Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage

Slide 11: 

Slide 18-28 FIGURE 18-3 Promotional tools used over the product life cycle of Purina Dog Chow

Slide 12: 

Slide 18-30 INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX Product Characteristics Complexity Risk Ancillary Services

Slide 13: 

Slide 18-32 INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX Stages of the Buying Process Prepurchase Stage Purchase Stage Postpurchase Stage

Slide 14: 

Slide 18-33 FIGURE 18-4 How the importance of promotional elements varies during the stages of consumer’s purchase decision

Slide 15: 

Slide 18-34 INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX Channel Strategies Push Strategy Pull Strategy Direct-to-Consumer

Slide 16: 

Slide 18-35 FIGURE 18-5 A comparison of push and pull promotional strategies

Slide 17: 

Slide 18-41 DEVELOPING AN IMC PROGRAM Identifying the Target Audience Hierarchy of Effects Awareness Interest Specifying Promotion Objectives Evaluation Trial Adoption

Slide 18: 

Slide 18-42 FIGURE 18-6 The promotion decision process

Slide 19: 

Slide 18-45 DEVELOPING AN IMC PROGRAM Setting the Promotion Budget Percentage of Sales Budgeting Competitive Parity Budgeting (Matching Competitors or Share of Market) All-You-Can-Afford Budgeting Objective and Task Budgeting

Slide 20: 

Slide 18-46 FIGURE 18-7 U.S. promotion expenditures by companies in 2003

Slide 21: 

Slide 18-47 FIGURE 18-8 The objective and task approach

Slide 22: 

Slide 18-48 DEVELOPING AN IMC PROGRAM Selecting the Right Promotional Tools Designing the Promotion Scheduling the Promotion

Slide 23: 

Slide 18-55 DIRECT MARKETING The Growth of Direct Marketing Direct Orders The Value of Direct Marketing Lead Generation Traffic Generation Technological, Global, andEthical Issues in Direct Marketing

Slide 24: 

Slide 18-56 FIGURE 18-9 Direct marketing expenditures, sales, and employment by medium

Slide 25: 

ETHICS AND SOCIAL RESPONSIBILITY ALERT How Do You Like Your E-Mail? “Opt-out” or “Opt-in” Are Your Choices Slide 18-58