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INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS PowerPoint PPT Presentation


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INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS. Chapter 1:. Relationship Between Promotion, the Promotional Mix, and Integrated Marketing Communications. PROMOTION Communication Process in Marketing Used to Create a Favorable Predisposition Toward: Brand of Product

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INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS

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INTRODUCTIONto PROMOTIONand INTEGRATED MARKETING COMMUNICATIONS

Chapter 1:

1.1


Relationship Between Promotion, the Promotional Mix, and Integrated Marketing Communications

PROMOTION

  • Communication Process in Marketing

  • Used to Create a Favorable Predisposition Toward:

    • Brand of Product

    • Service

    • Idea

    • Person

      PROMOTIONAL MIX

  • Blend of Communications Tools and Activities Used by a Firm

  • Carries out the Promotion Process

  • Communicates Directly with Target Markets

1.2


Relationship Between Promotion, the Promotional Mix, and Integrated Marketing Communications (con’t)

INTEGRATED MARKETING COMMUNICATIONS (IMC)

  • Manages the Processes and Activities of Using Promotional Tools

  • Unified Way

  • Produces a Synergistic Communications Effect

1.3


Relationship Between Promotion, the Promotional Mix, and Integrated Marketing Communications (con’t)

  • Promotion:Process

  • Promotion Mix:Tools

  • IMC:Management of the Promotion Mix

1.4


The Promotional Mix

ADVERTISING

  • Paid Mass Media Attempt to Persuade

  • Complex System of Strategic Planning and

    Creative Genius

    INTERNET ADVERTISING

  • Electronic Mail (e-mail)

  • Internet Relay Chat (IRC)

  • Usenet

  • World Wide Web (www)

    SALES PROMOTION

  • Use of Incentives to Generate a Specific Short-Term Response

    • Household Consumer

    • Trade Buyer

    • Business Buyer

1.5


Example of Mass Media Advertising

1.6


Example of Sales Promotion

1.7


The Promotional Mix (con’t)

DIRECT MARKETING AND e-COMMERCE

  • Distinguished From Other Primary Promotional Tools in 3 Ways

    • Uses a Combination of Media

    • Designed to Elicit a Direct Response

    • Transactions Can Occur Anywhere

  • E-Commerce is Another Form of Direct Marketing

    • Business is Conducted Between Buyers and Sellers Using Electronic Exchange Media

1.8


The Promotional Mix (con’t)

SPONSORSHIP

  • Funding an Event

  • Creating an Event to Showcase a Firm’s Brand

    POINT-OF-PURCHASE

  • Materials Used in Retail Setting to Attract Shoppers’ to a Company’s Brand

    SUPPORTIVE COMMUNICATIONS

  • Used to Target Audiences Outside Mainstream Media or Electronic Communications

1.9


The Promotional Mix (con’t)

PUBLIC RELATIONS

  • Communication that can Foster Goodwill Between a Firm and its Many Constituent Groups

    PERSONAL SELLING

  • Presentation of Information about a Firm’s Products or Services by One Person to Another Person or to a Small Group of People

1.10


Personal Selling is the Most

Important Variable in the

Promotional Mix of Many

Organizations

1.11


The Promotional Mix (con’t)

ROLE OF PROMOTION IN MARKETING STRATEGY

  • Must Have Marketing Strategy Decisions about Products (Brand)

    • Branding – Established Name, Term, Symbol or Design that Identifies for Consumers that a Product is being Offered by a Particular Seller and Clearly Distinguished the Product of that Seller from those Offered by Competitors

1.12


The Promotional Mix (con’t)

ROLE OF PROMOTION IN MARKETING STRATEGY (con’t)

  • Role of Promotion in Marketing Strategy Affects 3 Key Aspects of Decision Making with Respect to Brands

    • Creating the Marketing Mix

    • Achieving Effective Market Segmentation, Product Differentiation, and Positioning

    • Enhancing Revenues and Profits

1.13


The Promotional Mix (con’t)

ROLE OF PROMOTION IN THE MARKETING MIX

  • Assumes a Wide Range of Responsibilities Related to:

    • Conception

    • Pricing

    • Distribution Brands

  • Product (Brand)

1.14


The Promotional Mix (Con’t)

ROLE OF PROMOTION IN THE MARKETING MIX (con’t)

  • Promotion Affects the Product Area of the

    Marketing Mix

    • Information and Persuasion

    • Introduction of New Brand or Brand Extensions

    • Building and Maintaining Brand Loyalty

      Among Consumers

    • Building and Maintaining Brand Loyalty

      Within the Trade

1.15


One Role for Promotion is to

Help Introduce Brand Extensions

Like this Extension of Jell-O into

the Yogurt Market

1.16


The Promotional Mix (con’t)

ROLE OF PROMOTION IN THE MARKETING MIX (con’t)

  • Price

    • Effects the Consumer Market

    • Effects the Trade Market

  • Distribution

    • Consumer Access to Brands

    • Securing Trade Distribution

1.17


The Role of Promotion in Effective Market Segmentation, Differentiation and Positioning

  • Promotion is Important in Helping to Execute These Strategies

    • Market Segmentation

    • Product Differentiation

    • Positioning

      • External

      • Internal

1.18


The Role of Promotion in Revenue and Profits

  • Sales Occur

    • Brand has Well-Conceived Marketing Mix

    • Complete Marketing Mix

    • Good Promotion

  • Large-Scale Demand /Production Produces

    • Cost to Produce Item is Reduced

    • Known as Economies of Scale

  • Brand Loyalty at Any Cost

    • Firm Raises Prices

    • Known as Inelasticity of Demand

1.19


Promotional Tools Help

Increase Brand Loyalty

1.20


Integrated Marketing Communications

FACTORS CONTRIBUTING TO IMC’s RISING PROMINENCE

  • Fragmentation of Media

  • Better Audience Assessment Through Database Technology

  • Consumer Empowerment

  • Increased Advertising Clutter

  • Shifting Channel Power

  • Desire of Greater Accountability

1.21


Promotion and IMC

Help Cut Through the

Clutter of Advertising

1.22


Participants in IMC Management

  • Marketing Organization

  • Marketing Plan

  • Goal & Objectives

  • Customer/Prospect Databases

IMC Management

Personal Selling

(Chapter 14)

  • Advertising Agency

  • Research

  • Creative Strategies

  • Production

  • Message Placement

Public Relations

(Chapter 13)

Advertising

(Chapter 8)

Sales Promotions

P-O-P

Supportive

(Chapter 12)

  • Specialized Promotion Organizations

  • Media Organizations

  • Event Management Firms

  • Web Site Designers

  • Sales Promotions Agencies

  • Direct Marketing Agencies

  • Public Relations Firms

  • P-O-P Agencies & Designers

Internet Advertising (Chapter 9)

Sales Promotions

(Chapter 11)

Direct Marketing

e-Commerce

(Chapter 10)

1.23


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