Promotional Mix

Strategies
Why do Marketers Communicate?
• Inform
• Persuade
• Remind

Build dialog and relationship with customers

How Do You Communicate with Your Customers
• Advertising
• Sales Promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Personal selling
 Advertising Sales Promotion Events and Experiences PR and Publicity
• Print and broadcast ads
• Contest, game,
• Press kits
sweepstakes, lottery
• Packaging outer
• Speeches
• Premiums and gifts
• Packaging inserts • Sports
• Seminars
• Sampling
• Cinema • Entertainment
• Annual reports
• Trade shows and fairs
• Brochure and booklets • Arts
• Charitable donations
• Exhibits
• Posters and leaflets • Causes
• Publications
• Demonstrations
• Directories • Factory tours
• Community relations
• Coupons
• Reprints of ads • Company museums
• Lobbying
• Rebate
• Billboards • Street activities
• Identity media
• Low-interest financing
• Display signs
• Company magazines
• Trade-in allowances
• POP displays
Online and social media Direct and Database
Mobile Marketing Personal Selling
marketing Marketing
• Websites

• E-mail
• Catalogues
• Search ads
• Mailing
• Display ads
• Telemarketing
• Third party chat rooms • Sales presentations
• Text messages
• Electronic shopping
• Forum/blogs • Sales meetings
• Location-based
• TV shopping
advertising
• Advergames • Door to door selling
• Fax
• FB/Twitter
messages/pages

• YouTube videos
(PRV/unboxing/vlogs)
How Does Communication Work

Macro-model of Communication
How Does Communication Work
Developing Effective Communication
Step 1: Identify the target audience
Step 2: Set the communication objective
• Establish need for category
• Build brand awareness
• Build brand attitude
• Influence brand purchase decision
Step 3: Design the communication
• Message strategy (content, appeal, theme, idea)
• Creative strategy (informational, transformational; one-sided and two sided)
• Message source (attractiveness, expertise, likeability)
Informational Transformational
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Developing Effective Communication
Step 4: Select the communication channel
• Personal
• Nonpersonal
• Integration of channels
Step 5: Establish the total marketing communications budget
• Affordable method
• Percentage of sales method
• Competitive parity method
• Objective and task method
Step 6: Measuring communication results
Selecting the Marketing Communications Mix
Channels Characteristics

Advertising Pervasiveness, amplified expressiveness, control

Sales promotion Ability to get attention, incentive, invitation
Events and experiences Relevant, engaging, implicit
PR and publicity High credibility, ability to reach hard-to-find buyers,
dramatization
Online and social media Rich, interactive, up to date
marketing
Mobile marketing Timely, influential, pervasive
Direct and database marketing Personal, proactive, complementary

Personal selling Customized, relationship-oriented, response-oriented

Factors in Setting the Right Marketing
Communications Mix
• Type of product market
• Buyer readiness stage
• Product life-cycle stages
Managing Integrated Marketing Communication
Process
IMC: A planning process designed to assure that all brand contacts received by
a customer for a product is relevant to that person and consistent over time.

Coordinating media
Implementing IMC through full-service agency