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Chapter Fifteen

Chapter Fifteen . Developing Integrated Marketing Communications. 15 | 1. Learning Objectives. Describe integrated marketing communications Understand the role of promotion Explain the purposes of the three types of advertising

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Chapter Fifteen

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  1. Chapter Fifteen Developing Integrated Marketing Communications 15 | 1

  2. Learning Objectives • Describe integrated marketing communications • Understand the role of promotion • Explain the purposes of the three types of advertising • Describe the advantages and disadvantages of the major advertising media • Identify the major steps in developing an advertising campaign • Recognize the various kinds of salespersons, the steps in the personal-selling process, and the major sales management tasks 15 | 2

  3. Learning Objectives (cont’d) • Describe sales promotion objectives and methods • Understand the types and uses of public relations • Identify the factors that influence the selection of promotion-mix ingredients • Identify and explain the criticisms of promotion 15 | 3

  4. What Is Integrated Marketing Communications? • Define Integrated Marketing Communications • Why is IMC important for marketers? • What are media outlets and tools used in developing effective IMC? 15 | 4

  5. Promotion • Know the two common misconceptions about Promotion • What are the Roles of Promotion in marketing? • Be able to describe the relationship between information flows and promotional effectiveness • Define Promotion Mixand be able to list and describe the four elements • Advertising • Personal Selling • Sales Promotion • Public Relations • Are all four of these elements always required in an effective promotion mix? 15 | 5

  6. Advertising • Know the different Types of Advertising and their purposes • Primary-Demand Advertising • Institutional Advertising • Selective-Demand (Brand) Advertising • Immediate-Response Advertising • Reminder Advertising • Comparative Advertising 15 | 6

  7. Advertising Media • Know the different Advertising Media • Newspapers • Magazines • Direct Mail • Television • Out-of-Home Advertising • Yellow Pages Advertising • Radio • Internet • Online Social Media • What are the advantages and disadvantages of each medium? 15 | 7

  8. Major Steps in Developing an Advertising Campaign Know the steps in Developing an Advertising Campaign • Identify and analyze the target audience • Define the advertising objectives • Create the advertising platform • Determine the advertising appropriation • Develop the media plan • Create the advertising message • Execute the campaign • Evaluate advertising effectiveness 15 | 8

  9. Advertising Agencies • Define Advertising Agencies • Be prepared to discuss the services generally offered by advertising agencies • Know the different between In-House Advertising Departments and Independent Advertising Agencies 15 | 9

  10. Personal Selling • DefinePersonal Selling • What are its pros and cons? • Know the difference between different kinds of salespersons • Order Getter • Order Taker • Sales Support Personnel • Missionary Salespersons • Trade Salespersons • Technical Salespersons 15 | 10

  11. The Six Steps of the Personal-Selling Process Know the Six Steps of the Personal-Selling Process • Prospecting • Approaching the Prospect • Making the Presentation • Answering Objections • Closing the Sale • Following Up 15 | 11

  12. Managing Personal Selling • Be prepared to discuss what Setting Sales Objectives involves • What must managers do to manage their personal selling sales force? • How can managers attract, hire, train, adequately compensate, and motivate salespersons? 15 | 12

  13. Sales Promotion • Define Sales Promotion • Know the Sales Promotion Objectives • (Hint: There are ten) • Be prepared to explain the different Sales Promotion Methods • Consumer Sales Promotion Method • Trade Sales Promotion Method 15 | 13

  14. Sales Promotion Methods • Know the Factors Influencing the Choice of Sales Promotion Method • Objectives of the sales promotional effort • Product characteristics • Target market profile • Distribution channels • Availability of resellers • Competitive and regulatory forces in the environment 15 | 14

  15. Sales Promotion Methods (cont’d) • Define • Rebate • Coupon • Sample • Premium • Frequent-User Incentives • Point-of-Purchase Displays • Trade Shows • Buying Allowance • Cooperative Advertising 15 | 15

  16. Public Relations • Define Public Relations • At whom are public relations efforts generally targeted? • Be prepared to discuss different Types of Public Relations Tools • Written and spoken communications • Event sponsorship • What are the principal uses of public relations? 15 | 16

  17. Publicity and Promotion • Define Publicity • In what media can publicity appear? • What are some of the main issues covered inNews Releases? • DefinePromotional Campaign • What role does promotion play in the overall marketing mix? • Be prepared to discuss some of the principal promotion and marketing objectives covered in the textbook 15 | 17

  18. Developing the Promotion Mix • How do marketers develop a promotion mix? • Can more than one promotion mix be used at one time? • On what do the Promotion Mix Ingredients depend? • Be prepared to discuss some of the criticisms of promotion 15 | 18

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