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INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING. THE COMMUNICATION PROCESS. THE COMMUNICATION PROCESS. Communications Source Message Channel of Communication Receivers. THE COMMUNICATION PROCESS. Encoding and Decoding Field of experience Feedback Response Noise.

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INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

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  1. INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

  2. THE COMMUNICATION PROCESS

  3. THE COMMUNICATION PROCESS • Communications • Source • Message • Channel of Communication • Receivers

  4. THE COMMUNICATION PROCESS • Encoding and Decoding • Field of experience • Feedback • Response • Noise

  5. THE PROMOTIONAL MIX

  6. THE PROMOTIONAL ELEMENTS • Advertising • Personal Selling • Public Relations • Publicity • Sales Promotion • Direct Marketing

  7. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • The Target Audience • The Product Life Cycle • Introduction Stage • Growth Stage • Maturity Stage • Decline Stage

  8. Promotional tools used over the product life cycle of Purina Dog Chow

  9. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Product Characteristics • Stages of the Buying Decision • Prepurchase Stage • Purchase Stage • Postpurchase Stage

  10. The importance of promotional elements varies during the consumer’s purchase decision

  11. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Channel Strategies • Push Strategy • Pull Strategy

  12. A comparison of push and pull promotional strategies

  13. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Integrated Marketing Communications

  14. DEVELOPING THE PROMOTION PROGRAM • Who is the target audience? • What are (1) the promotion objectives, (2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use? • Where should the promotion be run? • When should the promotion be run?

  15. DEVELOPING THE PROMOTION PROGRAM

  16. DEVELOPING THE PROMOTION PROGRAM • Identifying the Target Audience • Specifying Promotion Objectives • Hierarchy of effects • Setting the Promotion Budget

  17. U.S. promotion expenditures by companies in 2000

  18. DEVELOPING THE PROMOTION PROGRAM • Setting the Promotion Budget • Percentage of Sales • Competitive Parity • All You Can Afford • Objective and Task

  19. The objective and task approach

  20. DEVELOPING THE PROMOTION PROGRAM • Selecting the Right Promotional Tools • Designing the Promotion • Scheduling the Promotion

  21. EXECUTING AND EVALUATING THE PROMOTION PROGRAM Ideally, pretest and posttest

  22. DIRECT MARKETING • The Growth of Direct Marketing

  23. Direct marketing expenditures, sales and employment by medium

  24. DIRECT MARKETING • The Value of Direct Marketing • Direct orders • Lead generation • Traffic generation • Technological, Global, and Ethical Issues in Direct Marketing

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