Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Sixteen
Promoting Products Using
Interactive and Integrated
Marketing Communications 16-1
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Change &
Promotion Mix
Definition- Promotion
Promotion Mix
Integrated Marketing
Communication (IMC)
Change
Technology
Build Relationships
Interactivity
16-2
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Factors That Affect
The Promotion Mix
Type of Product
Stage in the Product
Life Cycle
Target Market
Characteristics
Actions of
Competitors
Available Funds
16-3
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Components of
Integrated Marketing
Advertising Issues
Corporate Management
Communication Marketing
Crisis Multimedia
Communication Public Relations
E-Commerce Sales Promotion
Event Marketing Strategic Planning
Internal Web Design
Communication
16-4
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Objectives of
Integrated Marketing
Build Brand Equity
Provide Information
Manage Demand &
Build Sales
Differentiate Products
Influence Perceptions,
Attitudes, & Buyer
Behavior
16-5
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Total Direct
Advertising Expenditures
$250.0
$213.3
In billions
$200.0
$164.1
$142.1 $153.0
$150.0
$104.3
$100.0
$50.0
$0.0
1992 1996 1997 1998 2002*
16-7
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Advertising Today
Persuasive Communication
Infomercials
Internet
Global Advertising
16-8
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Century’s
Top Ad Jingles
“You deserve a “I wish I were an
break today” Oscar Mayer wiener”
“Be all you can be”
“Double your pleasure,
double your fun”
“Pepsi-Cola hits “Winston tastes good
the spot” like a cigarette
“Mm Mm good!” should”
“See the USA in “It’s the real thing”
your Chevrolet” “A little dab’ll do ya”
16-10
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Steps in Personal Selling
Prospect/Qualify Presentation
Presentation
Prospect/Qualify
Objections
Objections
Preapproach
Preapproach
Close
Close
Approach
Approach
Follow-up
Follow-up
16-11
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Public Relations
Steps Publicity
Listen Free
More Effective
Change/Develop Than Ad
Believable
Inform No Control
No Repetition
16-12
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Sales Promotion
Internal & External
Sampling
Word-Of-Mouth
Viral Marketing/Swag
Technology
Testimonials
16-13
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Tips on
Issuing Coupons
16-14
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
Promotional Strategies
Push Strategy
Promotion
Distribution Customer
Respond Quickly To
IMC
Adjust Policies &
Procedures
Provide Accessible
Information
16-16
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.