UNIT 9
PROMOTION STRATEGY
School of International Business-Marketing
University of Economics Ho Chi Minh City
Lecturer: Thac Dang-Van
TOPIC OUTLINE
The promotion mix
Integrated marketing
communication
Marketing promotion process
2/19
THE PROMOTION MIX
The promotion mix
(Marketing
communication
mix): is the specific
blend of advertising,
public relations,
personal selling,
sales promotion and
direct-marketing
tools that the
company uses to
persuasively
communicate
customer value and
build customer 3/19
relationships
THE PROMOTION MIX
Major Promotion Tools
Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods, or services by an identified
sponsor
Broadcast
Print
Internet
Outdoor
4/19
THE PROMOTION MIX
Major Promotion Tools
Sales promotion is the short-term
incentives to encourage the purchase
or sale of a product or service
Discounts
Coupons
Displays
Demonstrations
5/19
THE PROMOTION MIX
Major Promotion Tools
Public relations involves building good
relations with the company’s various
publics by obtaining favorable publicity,
building up a good corporate image, and
handling or heading off unfavorable
rumors, stories, and events
Press releases
Sponsorships
Special events
Web pages
6/19
THE PROMOTION MIX
Major Promotion Tools
Personal selling is the personal
presentation by the firm’s sales force for
the purpose of making sales and building
customer relationships
Sales presentations
Trade shows
Incentive programs
7/19
THE PROMOTION MIX
Major Promotion Tools
Direct marketing involves making
direct connections with carefully targeted
individual consumers to both obtain an
immediate response and cultivate lasting
customer relationships
Catalog
Telephone
Direct-response television
E-mail
Internet
INTEGRATED MARKETING
COMMUNICATIONS
The Need for Integrated
Marketing Communications
Integrated
marketing
communications is
the integration by the
company of its
communication
channels to deliver a
clear, consistent, and
compelling message
about the organization
and its brands 9/19
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Identify the target audience
Determine the communication objectives
Design the message
Choose the media
Select the message source
Collect feedback
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 1: Identifying the Target Audience
What will How it will When it
be said be said will be said
Where it Who will
will be said say it
11/19
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 2: Determining the Communication Objectives
12/19
Surface: One device for everything in your life
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 3: Designing a Message
AIDA Model: assessing the qualities of a
good message
Get Attention
Hold Interest
Arouse Desire
Obtain Action
13/19
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 3: Designing a Message
Message content is an appeal
or theme that will produce the
desired response
Rational appeal: relates to the Rational appeal
audience’s self-interest (quality, economy,
value, or performance…)
Emotional appeal: is an attempt to stir
up positive or negative emotions to
motivate a purchase (love, joy, humor, fear, Emotional appeal
guilt…)
Moral appeal: is directed at the
audience’s sense of right and proper
(cleaner environment, aid to the disadvantaged…)
Moral appeal
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 3: Designing a Message
Message structure:
Whether to draw a conclusion or leave it to the
audience?
Whether to present the strongest arguments
first or last?
Whether to present a one-sided argument or a
two-sided argument?
Message format: Use of pictures, message
size and position; color, shape, movement, words,
15/19
sounds, and voices…
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 4: Choosing Media
Personalcommunication involves two or
more people communicating directly with each
other
Face to face
Phone
E-mail
Internet chat
Nonpersonal communication channels are
media that carry messages without personal
contact or feedback, including major media, 16/19
atmospheres, and events.
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 5: Selecting the Message Source
Themessage’s impact on the target
audience is affected by how the
audience views the communicator
Professionals
Health care providers
Celebrities
Athletes
Entertainers
17/19
STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
Step 6: Collecting Feedback
Involves the communicator
understanding the effect on the
target audience by measuring
behavior resulting from the content.
18/19
THE END OF THE CHAPTER