16

Integrated Marketing
Communications
Professor Close

Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

Learning Outcomes
LO 1 Discuss the role of promotion in the
marketing mix
LO 2 Discuss the elements of the promotional
mix
LO 3 Describe the communication process
LO 4 Explain the goal and tasks of promotion
Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

Learning Outcomes
LO 5 Discuss the AIDA concept and its
relationship to the promotional mix
LO 6 Describe the factors that affect the
promotional mix
LO 7 Discuss the concept of integrated marketing
communications
Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

The Role of Promotion in

the Marketing Mix

Discuss the role of

promotion in the
marketing mix

Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

The Role of Promotion

Promotional
Promotional
Strategy
Strategy
A plan for the optimal use of
the elements of promotion:
Advertising
Public Relations
Personal Selling
Sales Promotion

Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

Exhibit 16.1

Role of Promotion in
the Marketing Mix

Chapter 16

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Competitive Advantage
High
High product
product quality
quality
Rapid
Rapid delivery
delivery
Low
Low prices
prices
Excellent
Excellent service
service
Unique
Unique features
features
Chapter 16

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The Promotional Mix

Discuss the
elements of the
promotional mix

Chapter 16

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The Promotional Mix

ll
a
n
a
o
i
n
t
ootio
m
o
r
m
PPro
x
i
M
i
Mx

Combination of promotion tools

used to reach the target market
and fulfill the organizations
overall goals. Includes:

Chapter 16

Advertising
Public Relations
Personal Selling
Sales Promotion

Copyright 2012 by Cengage Learning Inc. All rights reserved

The Promotional Mix

gg
n
i
s
n
i
i
t
r
s
AAddvveerti

Chapter 16

Most commonly distributed

by traditional media, though
increasingly through nontraditional media, such as
Web sites, e-mail, blogs,
and interactive video kiosks
in malls and supermarkets.

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10

Advertising Media
Traditional
Advertising Media

Chapter 16

Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards

New
Advertising
Media

Internet
Banner ads
Viral marketing
E- mail
Interactive video

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11

Advertising
Advantages
Reach large number
of people
Low cost per
contact

Disadvantages
Total cost is high
National reach is
expensive for small
companies

Can be microtargeted

Chapter 16

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12

Public Relations
cc
i
l
b
i
l
u
b
PPu
s
n
s
o
i
n
t
o
a
i
l
t
e
a
RRel

Chapter 16

Helps an organization
communicate with
customers, suppliers,
stockholders, government
officials, employees, and
the community.

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13

The Function of Public

Relations

Ma

intain

a posi
tive im
Ed
age
ucate
t
h
e publ
compa
ic abo
nys ob
jective ut the
Int
s
roduce
new p
Su
roduct
pport t
s
he sal
es effo
Ge
rt
nerate
favora
ble pu
b lic it y
Chapter 16

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14

Sales Promotion
SSaalleess n
iioon
t
o
t
m
o
PPrroom

Chapter 16

Marketing activities
other than personal
selling, advertising, and
public relationsthat
stimulate consumer
buying and dealer
effectiveness.

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15

Sales Promotion
Free
Free samples
samples
Contests
Contests
Premiums
Premiums
Trade
Trade Shows
Shows
Vacation
Vacation Giveaways
Giveaways

End
End
Consumers
Consumers
Trade
Trade
Customers
Customers
Company
Company
Employees
Employees

Coupons
Coupons
Chapter 16

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16

Personal Selling
ll
a
n
a
o
n
s
PPeerrso
g
n
i
l
l
n
i
e
SSell g

Chapter 16

Planned presentation to
one or more prospective
buyers for the purpose of
making a sale.

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17

Personal Selling
Traditional
Traditional
Selling
Selling

Relationship
Relationship
Selling
Selling

Chapter 16

Attempts to persuade the

buyer into a specific point
of view. Win-lose outcome.
Long-term relationships,
create a win-win outcome

Copyright 2012 by Cengage Learning Inc. All rights reserved

18

Marketing Communication

Describe the
communication
process

Chapter 16

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19

Communication
Communication is
the process by which meanings are
exchanged or shared through a
common set of symbols.

Chapter 16

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20

Marketing Communication
Categories
Categories of
of
Communication
Communication

Interpersonal
Interpersonal
Communication
Communication

Chapter 16

Mass
Mass
Communication
Communication

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21

Marketing Communication
As Senders

As Receivers

Inform

Develop messages

Persuade

Adapt messages

Remind

Spot new
communication
opportunities

Chapter 16

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22

Exhibit 16.2

Communication Process

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23

Exhibit 16.3

Characteristics of the Elements

in the Promotional Mix

LO3
Chapter 16

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24

Characteristics of the Elements

in the Promotional Mix
Advertising
Communication Mode
Communication Control
Feedback Amount

Indirect and impersonal

Low
Little

Feedback Speed

Delayed

Message Flow Direction

One-way

Message Content Control

Yes

Sponsor Identification

Yes

Reaching Large Audience

Message Flexibility

Fast
Same message to all audiences

LO3
Chapter 16

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25

Characteristics of the Elements

in the Promotional Mix
Public Relations
Communication Mode
Communication Control
Feedback Amount

Little

Feedback Speed

Delayed

Message Flow Direction

One-way

Message Content Control

No

Sponsor Identification

No

Reaching Large Audience

Message Flexibility

Chapter 16

Usually indirect, impersonal

Moderate to low

Usually fast
Usually no direct control

Copyright 2012 by Cengage Learning Inc. All rights reserved

26

Characteristics of the Elements

in the Promotional Mix
Sales Promotion
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction

Little to moderate
Varies
Mostly one-way

Message Content Control

Yes

Sponsor Identification

Yes

Reaching Large Audience

Message Flexibility

Chapter 16

Usually indirect and impersonal

Moderate to low

Fast
Same message to varied target

Copyright 2012 by Cengage Learning Inc. All rights reserved

27

Characteristics of the Elements

in the Promotional Mix
Personal Selling
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction

Much
Immediate
Two-way

Message Content Control

Yes

Sponsor Identification

Yes

Reaching Large Audience

Message Flexibility

Chapter 16

Direct and face-to-face

High

Slow
Tailored to prospect

Copyright 2012 by Cengage Learning Inc. All rights reserved

28

Web 2.0
Web 2.0 tools include:
Blogs (online journals)
Podcasting (online radio)
Vodcasts (online videos)
Social Networks (Facebook,
MySpace)

Chapter 16

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29

Blogging

Chapter 16

Corporate
Corporate
Blogs
Blogs

Sponsored
Sponsoredby
byaacompany
companyor
or
one
oneof
ofits
itsbrands
brandsand
and
maintained
maintainedby
byone
oneor
ormore
moreof
of
the
thecompanys
companysemployees.
employees.

ConsumerConsumerGenerated
Generated
Blogs
Blogs

Independent
Independentand
andnot
not
associated
associatedwith
withthe
the
marketing
marketingefforts
effortsof
ofany
any
particular
particularcompany
companyor
orbrand.
brand.

Copyright 2012 by Cengage Learning Inc. All rights reserved

30

The Goals and Tasks

of Promotion

Explain the goals and

tasks of promotion

Chapter 16

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31

Goals and Tasks of

Promotion
Informing
Informing

Reminding
Reminding

Target
Target
Audience
Audience

Persuading
Persuading
Chapter 16

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32

Goals and Tasks of

Promotion
Informing
Informing

Reminding
Reminding

PLC Stages:
Stages

PLC Stages:

Introduction
Early Growth

Target
Target
Audience
Audience

Maturity

PLC Stages:
Growth
Maturity

Persuading
Persuading
Chapter 16

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33

Goals and Tasks of

Promotion

Beyond
Book

the

Informative Promotion

Chapter 16

Increase awareness

Explain how product works

Suggest new uses

Build company image

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34

Goals and Tasks of

Promotion

Beyond
Book

the

Persuasive Promotion

Chapter 16

Encourage brand switching

Change customers perceptions of

product attributes

Influence immediate buying decision

Persuade customers to call

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35

Goals and Tasks of

Promotion

the

Reminder Promotion

Beyond
Book

Remind customers that product

may be needed

Chapter 16

Remind customers where

to buy product
Maintain customer awareness

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36

Promotional Goals
and the AIDA Concept

Discuss the AIDA

concept and its
relationship to the
promotional mix

Chapter 16

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37

The AIDA Concept

AIDA
AIDA
Concept
Concept

Model that outlines the process for

achieving promotional goals in
terms of stages of consumer
involvement with the message.

A
Attention
ttention
IInterest
nterest
D
Desire
esire
A
Action
ction
Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

38

Exhibit 16.4

Chapter 16

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39

The AIDA Concept

Action
Desire
Interest
Attention

Chapter 16

Conative (doing)
Affective (feeling)

Cognitive (thinking)

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40

Factors Affecting the

Promotional Mix

Describe the factors

that affect the
promotional mix

Chapter 16

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41

Factors Affecting the

Choice of Promotional Mix
Nature
Nature of
of the
the product
product
Stage
Stage in
in PLC
PLC
Target
Target market
market characteristics
characteristics
Type
Type of
of buying
buying decision
decision
Promotion
Promotion funds
funds
Push
Push or
or pull
pull strategy
strategy
Chapter 16

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42

Exhibit 16.5

Product Life Cycle and

the Promotional Mix

Heavy use of
Advertising;
PR for
Light
Advertising; awareness;
sales
preintroduction promotion
for trial
publicity
Chapter 16

Advertising,
PR, brand
loyalty;
personal
selling for
distribution

Ads decrease;
sales promotion;
personal selling;
reminder &
persuasive

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AD/PR decrease;
limited sales
promotion;
personal selling
for distribution

43

Target Market
Characteristics
For
Advertising
Advertising
Sales
SalesPromotion
Promotion
Less
LessPersonal
PersonalSelling
Selling

Chapter 16

Widely scattered
market
Informed buyers
Brand-loyal repeat
purchasers

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44

Type of Buying Decision

Routine
Routine

Neither
NeitherRoutine
Routine
nor
norComplex
Complex

Complex
Complex

Chapter 16

Advertising
Sales Promotion
Advertising
Public Relations
Personal Selling
Print Advertising

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45

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

Chapter 16

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46

Exhibit 16.6

Push Strategy versus

Pull Strategy

Chapter 16

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47

Integrated Marketing
Communications

Discuss the concept

of integrated
marketing
communications

Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved

48

Integrated Marketing
Communications
Integrated
Integrated
Marketing
Marketing
Communications
Communications
The careful coordination of all
promotional messages to assure
the consistency of messages at
every contact point where a
company meets the consumer.
Chapter 16

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49

IMC Popularity Growth

Proliferation of thousands of media
choices
Fragmentation of the mass market
Slash of advertising spending in favor of
promotional techniques that generate
immediate response

Chapter 16

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50

Beyond the
Book

Chapter 16 Videos

Chapter 16

Vans Integrated Marketing

Communication
This video examines the carefully planned strategy
that Vans developed to create loyalty in a fickle
niche market. Describe Vans pyramid strategy.
How does it protect the brand?

http://www.cengage.com/marketing/boo
k_content/1439039429_lamb/company_cl
ips/ch16.html
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51