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Promotions: Integrated Marketing Communications Strategy

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

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  1. Promotions: Integrated Marketing Communications Strategy

  2. 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

  3. 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

  4. 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

  5. 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

  6. The Promotion Mix Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service The Promotion Mix

  7. Sales Promotion Major Sales Promotion Tools

  8. 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

  9. Public Relations Lower cost than advertising Stronger impact on public awareness than advertising The Role and Impact of Public Relations

  10. Public Relations Major Public Relations Tools

  11. 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

  12. The Personal Selling Process The goal of the personal selling process is to get new customers and obtain orders from them

  13. 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

  14. Forms of Direct Marketing

  15. 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

  16. Online Marketing Setting Up an Online Presence Types of sites Corporate Web site Marketing Web site

  17. Integrated Marketing Communications Consumers are better informed More communication Less mass marketing Changing communications technology The New Marketing Communications Model

  18. 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

  19. Integrated Marketing Communications Strategy

  20. A View of the Communication Process The Communication Process

  21. Steps in Developing Effective Marketing Communication

  22. 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.

  23. 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

  24. 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

  25. Steps in Developing Effective Marketing Communication AIDA Model Get Attention Hold Interest Arouse Desire Obtain Action Designing a Message

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