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Promotions: Integrated Marketing Communications Strategy. The Promotion Mix. The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.

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Promotions integrated marketing communications strategy

Promotions:

Integrated Marketing Communications Strategy


The promotion mix
The Promotion Mix

  • The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships


The promotion mix1
The Promotion Mix

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Broadcast

Print

Internet

Outdoor

The Promotion Mix


Advertising
Advertising

Informative advertising is used when introducing a new product category; the objective is to build primary demand

Persuasive advertising is important with increased competition to build selective demand

Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product

Setting Advertising Objectives


Advertising1
Advertising

Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Frequency is a measure of how many times the average person in the target market is exposed to the message

Impact is the qualitative value of a message exposure through a given medium

Selecting Advertising Media


The promotion mix2
The Promotion Mix

Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service

The Promotion Mix


Sales promotion
Sales Promotion

Major Sales Promotion Tools


The promotion mix3
The Promotion Mix

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

The Promotion Mix


Public relations
Public Relations

Lower cost than advertising

Stronger impact on public awareness than advertising

The Role and Impact of Public Relations


Public relations1
Public Relations

Major Public Relations Tools


The promotion mix4
The Promotion Mix

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

The Promotion Mix


The personal selling process
The Personal Selling Process

The goal of the personal selling process is to get new customers and obtain orders from them


The promotion mix5
The Promotion Mix

Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers

Catalog

Telemarketing

Kiosks

The Promotion Mix



Online marketing
Online Marketing

Setting Up an Online Presence

Creating a Web site requires designing an attractive site and developing ways to get consumers to visit the site, remain on the site, and return to the site


Online marketing1
Online Marketing

Setting Up an Online Presence

Types of sites

Corporate Web site

Marketing Web site


Integrated marketing communications
Integrated Marketing Communications

Consumers are better informed

More communication

Less mass marketing

Changing communications technology

The New Marketing Communications Model


Integrated marketing communications1
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

The Need for Integrated Marketing Communications



A view of the communication process
A View of the Communication Process

The Communication Process



Developing effective communication
Developing Effective Communication

  • Step 1: Identifying the Target Audience

    • Affects decisions related to what, how, when, and where message will be said, as well as who will say it

  • Step 2: Determining Communication Objectives

  • Step 3: Designing a Message

    • AIDA framework guides message design

    • Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.


Developing effective communication1
Developing Effective Communication

  • Step 4: Choosing Media

    • Personal communication channels

    • Nonpersonal communication channels

  • Step 5: Selecting the Message Source

    • Highly credible sources are more persuasive

    • A poor spokesperson can tarnish a brand


Steps in developing effective marketing communication1
Steps in Developing Effective Marketing Communication

Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness

Determining the Communication Objectives


Steps in developing effective marketing communication2
Steps in Developing Effective Marketing Communication

AIDA Model

Get Attention

Hold Interest

Arouse Desire

Obtain Action

Designing a Message


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