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Slide 18-6

THE COMMUNICATION PROCESS. Promotional Mix. Integrated Marketing Communications (IMC). Communication. Source. Message. Channel of Communication. Receivers. Slide 18-6. FIGURE 18-1 The communication process. Slide 18-7. THE COMMUNICATION PROCESS. Encoding and Decoding. Encoding.

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Slide 18-6

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  1. THE COMMUNICATION PROCESS • Promotional Mix • Integrated Marketing Communications (IMC) • Communication • Source • Message • Channel of Communication • Receivers Slide 18-6

  2. FIGURE 18-1 The communication process Slide 18-7

  3. THE COMMUNICATION PROCESS • Encoding and Decoding • Encoding • Decoding • Field of Experience Slide 18-8

  4. THE COMMUNICATION PROCESS • Feedback • Feedback Loop • Response • Feedback • Pretesting • Noise Slide 18-10

  5. FIGURE 18-2 The promotional mix Slide 18-15

  6. THE PROMOTIONAL ELEMENTS • Advertising • Paid Aspect • Nonpersonal Component • Personal Selling • Wasted Coverage Slide 18-16

  7. THE PROMOTIONAL ELEMENTS • Public Relations • Public Relations • Publicity • Sales Promotion • Direct Marketing Slide 18-18

  8. FIGURE 18-A Factors that influence the use of promotional tools Slide 18-23

  9. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • The Target Audience Slide 18-24

  10. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • The Product Life Cycle • Introduction Stage • Growth Stage • Maturity Stage • Decline Stage Slide 18-27

  11. FIGURE 18-3 Promotional tools used over the product life cycle of Purina Dog Chow Slide 18-28

  12. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Product Characteristics • Complexity • Risk • Ancillary Services Slide 18-30

  13. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Stages of the Buying Process • Prepurchase Stage • Purchase Stage • Postpurchase Stage Slide 18-32

  14. FIGURE 18-4 How the importance of promotional elements varies during the stages of consumer’s purchase decision Slide 18-33

  15. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • Channel Strategies • Push Strategy • Pull Strategy • Direct-to-Consumer Slide 18-34

  16. FIGURE 18-5 A comparison of push and pull promotional strategies Slide 18-35

  17. DEVELOPING AN IMC PROGRAM • Identifying the Target Audience • Specifying Promotion Objectives • Hierarchy of Effects • Awareness • Interest • Evaluation • Trial • Adoption Slide 18-41

  18. FIGURE 18-6 The promotion decision process Slide 18-42

  19. DEVELOPING AN IMC PROGRAM • Setting the Promotion Budget • Percentage of Sales Budgeting • Competitive Parity Budgeting (Matching Competitors or Share of Market) • All-You-Can-Afford Budgeting • Objective and Task Budgeting Slide 18-45

  20. FIGURE 18-7 U.S. promotion expenditures by companies in 2003 Slide 18-46

  21. FIGURE 18-8 The objective and task approach Slide 18-47

  22. DEVELOPING AN IMC PROGRAM • Selecting the Right Promotional Tools • Designing the Promotion • Scheduling the Promotion Slide 18-48

  23. DIRECT MARKETING • The Growth of Direct Marketing • The Value of Direct Marketing • Direct Orders • Lead Generation • Traffic Generation • Technological, Global, andEthical Issues in Direct Marketing Slide 18-55

  24. FIGURE 18-9 Direct marketing expenditures, sales, and employment by medium Slide 18-56

  25. ETHICS AND SOCIAL RESPONSIBILITY ALERT How Do You Like Your E-Mail? “Opt-out” or “Opt-in” Are Your Choices Slide 18-58

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