Lec 10 - IMC (Compatibility Mode)

Integrated Marketing Communications
14
chapter
Prepared by Deborah Baker Texas Christian University

2002 South-Western 1
Chapter 14 Version 6e
Learning Objectives
1. Discuss the role of promotion in the marketing mix.
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2. Discuss the elements of the promotional mix. 3. Describe the communication process.
chapter
2002 South-Western
Learning Objectives (continued)

4. Explain the goal and tasks of promotion. 5. Discuss the AIDA concept and its relationship to the promotional mix. 6. Describe the factors that affect the promotional mix. 7. Discuss the concept of integrated marketing communications.
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chapter
1
Learning Objective
Discuss the role of promotion in the marketing mix.
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1
Promotion
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
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Promotional Strategy
A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales Promotion
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The Role of Promotion
Overall Marketing Objectives Marketing Mix Product Distribution Promotion Price Promotional Mix Advertising Public Relations Personal Selling Sales Promotion
Target Market
Chapter 14 Version 6e 2002 South-Western
Promotion Plan
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1
Differential Advantage
High Product Quality
Rapid Delivery
Features that provide Differential Advantage
Low Prices
Excellent Service
Unique Features
Learning Objective
Discuss the elements of the promotional mix.
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Promotional Mix
Advertising Public Relations Personal Selling Sales Promotion
Combination of promotion tools used to reach the target market and fulfill the organizations overall goals.
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Promotional Mix
Advertising
Elements of the Promotional Mix
Public Relations
Personal Selling
Sales Promotion
Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
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Advertising Media
Traditional Advertising Media Electronic Advertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Computer modems Fax machines
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Advertising
Advantages
Ability to reach large number of people Cost per contact is low Can be micro-targeted
2
Disadvantages
Total cost is high
Public Relations
The marketing function that evaluates 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.
Public Relations
Functions of Public Relations
Evaluates public attitudes Identifies areas of public interest

Chapter 14 Version 6e 2002 South-Western
Executes programs to win public
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Publicity
2
Public information about a company, good, or service appearing in the mass media as a news item.
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Sales Promotion
Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.
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Sales Promotion
Sales Promotion Targets
End Consumers Trade Customers
Company Employees
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Sales Promotion
Free samples Contests Premiums Trade Shows
Popular Tools for Consumer Sales Promotion

Vacation Giveaways Coupons

Personal Selling
2
Planned presentation to one or more prospective buyers for the purpose of making a sale.
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Personal Selling
Traditional Selling Relationship Selling
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Learning Objective
Describe the communication process.
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Communication
3
The process by which we exchange or share meanings through a common set of symbols.
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Marketing Communication
Categories of Communication
Interpersonal Communication
Mass Communication
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The Communication Process

As Senders
Inform Persuade Remind
As Receivers
Develop messages Adapt messages Spot new communication opportunities
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Integrated Marketing Communications

Prepared by Deborah Baker Texas Christian University

Learning Objectives (continued)

Discuss the role of promotion in the marketing mix.

Features that provide Differential Advantage

Elements of the Promotional Mix

Internet Computer modems Fax machines

Evaluates public attitudes Identifies areas of public interest

Executes programs to win public

End Consumers Trade Customers

Popular Tools for Consumer Sales Promotion

Vacation Giveaways Coupons

The Communication Process

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