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Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations

12 - 2. Road Map: Previewing the Concepts. Discuss the process and advantages of integrated marketing communications.Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix.Describe and discuss the major decisions involved in developing

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Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations

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    1. Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations Chapters 15, 16

    2. 12 - 2 Road Map: Previewing the Concepts Discuss the process and advantages of integrated marketing communications. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program.

    3. 12 - 3 Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics. Road Map: Previewing the Concepts

    4. 12 - 4 Marketing Communications Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing

    5. 12 - 5 The Need for IMC Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

    6. 12 - 6 Advertising Can reach masses of geographically dispersed buyers. Can repeat a message many times. Is impersonal, one-way communication. Can be very costly for some media types.

    7. 12 - 7 Personal Selling Involves personal interaction between two or more people. Allows relationship building. Most expensive promotion tool.

    8. 12 - 8 Sales Promotion Wide assortment of tools. Attracts consumer attention. Offers strong incentives to buy. Invites and rewards quick consumer response. Effects are short-lived.

    9. 12 - 9 Public Relations Very believable. Reaches people who avoid salespeople and ads. Can dramatize a company or product. Tends to be used as an afterthought. Planned use can be effective and economical.

    10. 12 - 10 Direct Marketing Many forms that share four characteristics: Nonpublic Immediate Customized Interactive Well suited to highly targeted marketing.

    11. 12 - 11 Advertising Advertising has been used for centuries. U.S. advertisers spend more than $237 billion each year; worldwide spending approaches $470 billion. Advertising is used by: Business firms Nonprofit organizations Professionals Social agencies Government

    12. 12 - 12 Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Classified by purpose: Inform Persuade Compare Remind

    13. 12 - 13 Setting the Advertising Budget Affordable Percentage-of-Sales Competitive-Parity Objective-and-Task

    14. 12 - 14 Developing Advertising Strategy Consists of two major elements: Creating advertising messages Selecting advertising media

    15. 12 - 15 The Message Strategy Identify Customer Benefits Develop Compelling Creative Concept—the “Big Idea” Advertising Appeals Should Be: Meaningful, Believable, & Distinctive

    16. 12 - 16 Message Execution Slice of Life Lifestyle Fantasy Mood or Image Musical

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