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Copyright © 2010 by Nelson Education Ltd. Chapter 14 Basic Version Integrated Marketing Communications
Copyright © 2010 by Nelson Education Ltd Outline 1.Promotion, marketing communications and IMC defined 2.AIDA concept 3.The promotional mix 4.Direct marketing 5.Optimal promotional mix 6.Push and Pull Strategies 7.Budgeting
Copyright © 2010 by Nelson Education Ltd Promotion Function of informing, persuading, and influencing the consumers purchase decision Marketing communications Transmission from a sender to a receiver of a message dealing with the buyer-seller relationship Integrated marketing communications (IMC) Coordination of all promotional activities to produce a unified, customer- focused promotional message
Copyright © 2010 by Nelson Education Ltd AIDA concept (Attention-Interest-Desire- Action) – an explanation of the steps through which an individual reaches a purchase decision Sender Encoding Channel Decoding Response Feedback Noise
Copyright © 2010 by Nelson Education Ltd Elements of the Promotional Mix Promotional mix Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives Personal selling, advertising, and sales promotion usually account for the bulk of a firms promotional expenditures
Copyright © 2010 by Nelson Education Ltd Direct Marketing Communications Channels Direct mail Catalogues Telemarketing Direct marketing via broadcast channels Electronic direct marketing channels
Copyright © 2010 by Nelson Education Ltd Developing an Optimal Promotional Mix Factors that influence the effectiveness of a promotional to mix: Nature of the market Nature of the product Stage in the product life-cycle Price Funds available for promotion
Copyright © 2010 by Nelson Education Ltd Pulling and Pushing Promotional Strategies Pulling strategy Promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it though the marketing channel Often a reliance on advertising and sales promotion Pushing strategy Promotional effort by a seller to members of the marketing channel intended to stimulate personal selling of the good or service, thereby pushing it through the marketing channel
Copyright © 2010 by Nelson Education Ltd Budgeting for Promotional Strategy Percentage-of-sales method Fixed-sum-per-unit method Meeting competition method Task-objective method
Copyright © 2010 by Nelson Education Ltd. Thank You For Your Time 14-10
Chapter 14 Integrated Marketing Communications. Promotion COMMUNICATION that informs, persuades and reminds potential customers of a product in order.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Integrated Marketing Communications Chapter 17.
Chapter 15 Integrated Marketing Communications Principles of Contemporary Marketing Kurtz & Boone.
Chapter 10: Marketing Communications Programs. Role of Marketing Communications more to marketing communications than advertising; its role is to inform,
1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.
Marketing Communications & Direct Marketing Chapter 16.
Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.
14-1 Chapter 14 Integrated Marketing Communications Strategy PRINCIPLES OF MARKETING.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 14: Promotion — Introduction to Integrated.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Prepared by Deborah Baker Texas Christian University.
MARKETING COMMUNICATION Key Concepts
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 15 Integrated Marketing Communications.
1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 16 Promotional Planning for Competitive Advantage.
Chapter 10 Marketing communication and personal selling.
Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.
Chapter 14Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 12 Prepared by Deborah Baker Texas Christian University.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Chapter 13: Promotion Introduction to Integrated.
CHAPTER FIFTEEN INTEGRATED MARKETING COMMUNICATIONS.
1 Chapter 14 Integrated Marketing Communication Strategy.
By Suwattana Sawatasuk. The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
1 CHAPTER TWELVE MARKETING COMMUNICATION AND PERSONAL SELLING Prepared by Jack Gifford Miami University (Ohio) © 2001 South-Western College Publishing.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
For use only with Perreault and McCarthy texts. © 2006 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin CHAPTER THIRTEEN CHAPTER THIRTEEN.
Integrated Marketing Communications Strategy. Marketing communications mix (promotion mix) - the specific mix of advertising, personal selling, sales.
Chapter 12 Copyright ©2013 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 16 Integrated Marketing Communications
Copyright 1999 Prentice Hall 14-1 Chapter 14 Integrated Marketing Communication Strategy PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary.
Essentials of Marketing Chapter 13 Promotion – Introduction to Integrated Marketing Communication McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill.
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Chapter 14: Promotion— Introduction to Integrated.
Promotional strategy Module 8. Session overview The role of promotion in the marketing mix Elements in the promotional mix Integrated marketing communications.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-1.
Lamb, Hair, McDaniel Chapter 15 Marketing Communications © Cengage Learning All Rights Reserved.
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Kotler / Armstrong, Chapter 14 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called.
Principles of Marketing Kotler and Armstrong Insert Textbook Cover Image Chapter 14: Engaging Customers and Communicating Customer Value Integrated Marketing.
1 Setting the Promotional Budget Affordability Method Budget is set at a level that a company can afford Percentage-of-Sales Method Past or forecasted.
Gilbert A. Churchill, Jr. J. Paul Peter Chapter 17 Managing Marketing Communications Marketing.
INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.
Chapter 31: Using the marketing mix Promotion. What is promotion? The process of communicating with customers or potential customers Can be informative.
©2000 Prentice Hall. ObjectivesObjectives ä The Communications Process ä Developing Effective Communications ä Deciding on the Marketing Communications.
Chapter 14Copyright ©2010 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Dana Freeman, B-books, Ltd.
Chapter 14 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fourteen Communicating Customer Value: Integrated Marketing.
Promotion in Marketing Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers Use communication to influence.
> > > > Promotion and Pricing Strategies Chapter 14.
Integrated Marketing Communication Chapter 16. Assignment Will Post.
Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy.
1 Copyright © 2009 by Nelson Education, Ltd. All rights reserved. Chapter Integrated Marketing Communications Canadian Adaptation prepared by Don.
Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14.
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