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Copyright © 2010 by Nelson Education Ltd. Chapter 14 Basic Version Integrated Marketing Communications
Copyright © 2010 by Nelson Education Ltd. 14-2 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. 14-3 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. 14-4 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. 14-5 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. 14-6 Direct Marketing Communications Channels Direct mail Catalogues Telemarketing Direct marketing via broadcast channels Electronic direct marketing channels
Copyright © 2010 by Nelson Education Ltd. 14-7 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. 14-8 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. 14-9 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
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Integrated Marketing Communications Chapter 17.
Chapter 15 Integrated Marketing Communications
Chapter 10: Marketing Communications Programs
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.
Integrated Marketing Communications Strategy
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.
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
Integrated Marketing Communication Strategy
by Suwattana Sawatasuk
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
Essentials of Marketing 13e
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.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-1.
Copyright © 2015 McGraw-Hill Education. All rights reserved
Kotler / Armstrong, Chapter 14
Principles of Marketing Kotler and Armstrong Insert Textbook Cover Image Chapter 14: Engaging Customers and Communicating Customer Value Integrated Marketing.
Setting the Promotional Budget
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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