Marketing Framework/Process
Introduction to Marketing
CHAPTER 1
Company & Marketing
Strategy
CHAPTER 2
Marketing Environment
CHAPTER 3
Chapter 14
PROMOTION
14
Integrated Marketing
Communication
Just like an orchestra!
Or like this!
Promotion Mix
ADVERTISING DIRECT/DIGITAL MARKETING
SALES PROMOTION PERSONAL SELLING
PUBLIC RELATIONS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Advertising
Paid, non-personal
presentation and
promotion of ideas,
goods, or services by
an identified sponsor
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Sales Promotion
Short-term incentives used
to encourage the purchase
of a product or service
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Public Relations (PR)
Building good relations with the
company’s publics through favorable
publicity, a good corporate image,
and effective handling of unfavorable
news
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Personal
Selling
Personal
presentation by the
sales force used to
enhance sales and
customer
relationships
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Direct/Digital Marketing
Gain an immediate
response and lasting
relationship with
targeted consumers
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Communications landscape
Consumers are changing
Marketing strategies are
changing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Need for IMC
ADVERTISING SELLING
Consistent Messages
PUBLIC
SALES RELATIONS
PROMOTION
Copyright © 2011 Pearson
DIRECT Education, Inc. Publishing as
Prentice Hall
MARKETING
Communications process
NOISE
Receiver
Media
Source
ENCODE
DECODE
Message
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
DEVELOPING EFFECTIVE COMMUNICATION
Identify target audience
Set communications objectives
Design the message
Choose the media
Select message source
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Identify
target
audience
COMMUNICATIONS
DECISIONS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
AWARENESS communication
Objectives
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Rational
appeal
Design the message
Emotional
appeal
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Design the message
Moral
appeal
Design the message
Message
structure
and format
Choose Media
PERSONAL NONPERSONAL
Personal
channels
Word-of-mouth
Opinion leadership
Buzz
Nonpersonal channels
Major media
Atmospheres
Events
Major media
atmospheres
Events
Select
Source
Budgeting
AFFORDABLE
% OF SALES
COMPETITIVE PARITY
OBJECTIVE-TASK
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Advertising
Shaping the mix
Personal
Selling
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Sales Promotion
Shaping the mix
Public Relations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Shaping the mix
Direct Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Promotion mix strategies
PUSH PULL
PRODUCER PRODUCER
Promotion
Activity Promotion
Demand Activity
RETAILER/ RETAILER/
WHOLESALER WHOLESALER
Promotion
Activity
Demand
CONSUMER CONSUMER
Push strategy
Pull strategy
Promotion mix strategies
Advertising
INTRODUCTION
Sales Promotion
GROWTH
Selling
MATURITY
Public Relations
DECLINE
Direct Marketing
PRODUCT LIFE CYCLE PROMOTION MIX